Research On The Marketing Strategy Of "Maancoffee" Chain Stores Under The Background Of New Retail

With the rapid development of China’s e-commerce economy,O2 O sales,which integrate online sales and offline experience through logistics,have become one of the main models.The accompanying new retail model has a higher degree of logistics participation,a wider range of sales,and a higher degree of online and offline integration.The new retail model is driven by data to create diversified consumption scenarios,which has brought a huge impact on the traditional coffee chain store marketing..As a representative freshly ground coffee chain store,Maancoffee takes physical store experience as the main customer acquisition channel,with high operating costs and a single customer acquisition channel.Facing the impact of new retail sales,it should formulate an effective marketing strategy mix to get out of the predicament.In view of this,this paper takes Man Coffee chain enterprises as the research object,and first summarizes the current situation of Man Coffee’s marketing,especially its current business model is affected by the new retail model in terms of sales channels,cost channels,and customer acquisition.Based on the changes of customers’ consumption behavior under the new retail,a survey was conducted on Maancoffee consumer groups.Based on the current situation of Maancoffee’s marketing and the results of questionnaire data analysis,it was found that its marketing strategy has problems such as imbalance in online and offline sales,and customer communication needs to be strengthened..Secondly,the PEST model and Porter’s five forces model are used to analyze the macro environment and industry competition situation faced by the marketing strategy of Maancoffee,and summarize the opportunities and competition threats faced by Maancoffee for the development of the coffee industry.The idea of combining online and offline for the development of the new retail model of Man Coffee.Then,using the 4C marketing theory,in response to the found marketing strategy problems,the market positioning was readjusted,and its online positioning was small profits but quick turnover,and the offline positioning was high-quality and high-priced.Specific improvement strategies were formulated.Finally,combined with the situation of enterprise resources,the guarantee measures for the implementation of the marketing strategy are put forward from the aspects of organizational structure,human resources,and assessment mechanism.This paper systematically analyzes the marketing strategy problems of Maancoffee under the background of new retail,and designs a feasible marketing response strategy,which is not only conducive to Maancoffee chain stores getting out of business difficulties,improving corporate economic benefits,but also designing marketing strategies for other traditional freshly ground coffee companies.Also has a good reference value.