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Abstract With the development of economy, people become increasingly concerned about the quality of life, which leads greater investment in high-end consumer goods like coffee. As coffee market is getting more and more huge, coffee culture is gradually formed in mainland cities. Customers in the coffee shop not only want to drink a cup of coffee, but enjoy the services provided by the company. In April 2011, Starbucks opened its first Xuzhou store in Xuzhou Golden Eagle International Shopping Center, which have influenced Xuzhou people’s understanding of coffee culture as well as their concept on coffee consumption. On the other hand, this also promote the development of the coffee market in Xuzhou. In the past three to four years, the number of small and medium-sized coffee shop in Xuzhou has increased from about 20 to more than 200. As local leisure cafes are rising and developing rapidly with great attention, competition in coffee business also become fiercer.42990
Rose Dream Coffee can be considered as the representative of Xuzhou coffee shops. Since the opening in April 2012, it has occupied a place in the Xuzhou coffee market after four years of careful management and development. Therefore this thesis selects Rose Dream as the research subject. Through a large number of field research and literature research this thesis makes an objective analysis on the internal and external environment of Rose Dream Coffee in Xuzhou coffee market as well as its advantages and disadvantages, etc. Then through the analysis and research of its marketing strategy and business model, the thesis will formulate a set of effective marketing strategy system according to the theory of service marketing and experiential marketing, and find out new ways of marketing based on micro-blog, wechat and group purchase, so that it can provide practical guidance for Rose Dream Coffee in its daily operation and management, and make up the disadvantages.
Key Words: coffee shop marketing environment marketing strategy
摘要伴随着经济的发展，人们也越来越多的注重生活品质，而对于咖啡这类高档消费品的投入也随之增多，咖啡消费市场也愈渐庞大，咖啡文化正在内地城市逐渐形成。顾客在咖啡厅消费的不仅仅是一杯咖啡，而是享受企业通过咖啡所提供的服务。2011年四月位于徐州金鹰东门的星巴克徐州第一门店正式开业，冲击着徐州人民对咖啡文化的认识和咖啡消费观念，从侧面上有利的推动了徐州咖啡市场的发展。徐州市在近三到四年之间中小型咖啡厅由20多家增加到了160多家。本土休闲类咖啡馆正逐渐兴起并高速发展，备受瞩目。咖啡经营企业的竞争不断加剧。
Roes Dream咖啡馆可以说是徐州咖啡馆的代表，自2012年4月开业以来，经过四年的悉心经营和发展，在徐州咖啡市场占有一席之地。因此本研究选取该咖啡馆作为研究对象，通过大量的实地研究以及文献研究，客观的分析了Rose Dream咖啡馆在徐州咖啡市场内外部环境和优势、劣势等问题。通过对其营销策略和经营模式的分析及研究，根据服务营销与体验营销的理论制定一套行之有效的营销策略体系，并找出营销的创新方向，包括微博营销、团购营销以及微信营销+优尔"文'论[文]网:www.youerw.com，制定一套行之有效的营销策略体系，从而对咖啡馆日常的经营和管理进行现实的指导意义，并弥补Rose Dream咖啡馆的竞争劣势因素。
毕业论文关键词：咖啡馆 营销环境 营销策略
Contents
1.Chapter one Introduction i
1.1 Research Background i
1.2 Research purpose and significance i
1.3 Research content