- I - 摘要 国民生活质量提高，使人们愈加注重在物质文明基础上追求美好的精神生活。 咖啡文化作为精神文化的重要物质性代表，也因此受到人们 的关注。由此，咖啡产 业快速发展。目前，在全球贸易中，咖啡的贸易规模位列第二，仅次于石油产品。 可见，咖啡产品发展前景很好。基于此，越来越多投资者开始进军咖啡 市场，致力 于分得咖啡市场的一杯羹。然而，要在激烈市场竞争中获得理想份额，并非易事， 这主要取决于经营者的良好营销决策。对此，本文以秦皇岛M咖啡店为例，探讨了M 咖啡店当前面临的营销困境，并有针对性地提出了相关改进方案，以实现其精准营 销下经济效益目标的提升。 本文首先在梳理了国内外有关市场营销的文献和研究成果的基础上 ，明确了本 文的研究内容、思路与方法。其次以4C营销组合策略理论为基础，阐明市场营销策 略的定义、目的及影响因素等，通过STP 营销战略分析法对秦皇岛M咖啡店的现有 营销策略及产品服务现状进行了系统分析，通过问卷调查法对现行市场营销策略方 法及秦皇岛M咖啡店市场营销策略存在的问题进行了详细分析。再次，依据4C 营 销组合策略理 论，结合该咖啡店现实条件及未来发展规划，制定一套详细的营销策 略改进方案。最后，本文从资金保障、人员保障、文化保障等几个方面提出了相关 措施，以保障秦皇岛M咖啡 店营销策略改进方案的顺利实施。 。 关键词：M咖啡厅；市场营销；4C理论 燕山大学工商管理硕士学位论文 - II - Abstract The improvement of the quality of national life has made people pay more and more attention to the pursuit of a better spiritual life based on material civilization. As an important material representative of spiritual culture, coffee culture has also attracted people's attention. As a result, the coffee industry has developed rapidly. At present, in the global trade, coffee trade ranks second, only after petroleum products. It can be seen that the development prospects of coffee products are promising. Based on this, more and more investors have begun to enter the coffee market and are committed to getting a share of the coffee market. However, it is not easy to obtain an ideal share in the fierce market competition, which requires good marketing decisions of the operators. In this regard, this article uses the Qinhuangdao M coffee shop as an example to discuss the marketing dilemma that the coffee shop is currently facing, and proposes relevant improvement suggestions. This article first clarifies the research content, ideas and methods of this article on the basis of combing domestic and foreign literature and research results on marketing. Secondly, based on the 4C marketing mix strategy theory, clarify the definition, purpose, and influencing factors of the marketing strategy. Through the STP marketing strategy analysis method, a systematic analysis of the current marketing strategy and product and service status of the M coffee shop in Qinhuangdao was conducted. The survey method analyzed in detail the current marketing strategy methods and the problems existing in the marketing strategy of M coffee shop in Qinhuangdao. Thirdly, based on the 4C marketing mix strategy theory, combined with the actual conditions of the cafe and future development plans, a detailed marketing strategy optimization plan was formulated. Finally, this article proposes relevant measures from several aspects such as capital security, personnel security, information security, etc. to ensure the smooth implementation of the marketing strategy of M coffee shop in Qinhuangdao. Key words: M Cafe; Marketing; 4C Theory 目 录 - I - 目 录 摘要 .................................................................................................................................... I Abstract............................................................................................................................... II 第1章 绪 论 ..................................................................................................................... 1 1.1 研究背景及研究意义 ............................................................................................. 1 1.1.1 研究背景 ........................................................................................................... 1 1.1.2 研究意义 ........................................................................................................... 2 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 ................................................................................................... 2 1.2.2 国内研究现状 ................................................................................................... 3 1.2.3 国内外文献述评 ............................................................................................... 5 1.3 研究内容和研究方法 ............................................................................................. 5 1.3.1 研究内容 ........................................................................................................... 5 1.3.2 研究方法 ........................................................................................................... 6 第2章 市场营销相关概念及理论综述 ........................................................................... 7 2.1 企业市场营销策略的概念 ..................................................................................... 7 2.1.1 市场营销的概念 ............................................................................................... 7 2.1.2 市场营销策略的概念 ....................................................................................... 7 2.1.3 市场营销策略的影响因素 ............................................................................... 8 2.2 市场营销策略的基本理论 ..................................................................................... 9 2.2.1 STP理论 ............................................................................................................ 9 2.2.2 4P理论 ............................................................................................................. 10 2.2.3 4C理论 ............................................................................................................ 11 2.3 本章小结 ............................................................................................................... 12 第3章 秦皇岛M咖啡店市场营销环境和现状分 析.................................................... 13 3.1 秦皇岛M咖啡厅概 况.......................................................................................... 13 3.2 M咖啡店市场营销状 况........................................................................................ 14 3.2.1 产品策略 ......................................................................................................... 14 3.2.2 价格定位 ......................................................................................................... 15 3.2.3 销售渠道 ......................................................................................................... 15 3.2.4 促销策略 ......................................................................................................... 16 3.3 秦皇岛M咖啡店营销环境分 析.......................................................................... 17 3.3.1 政策环境 ......................................................................................................... 17 3.3.2 经济环境 ......................................................................................................... 18 燕山大学工商管理硕士学位论文 - II - 3.3.3 社会环 境 ......................................................................................................... 20 3.3.4 技术环境 ......................................................................................................... 21 3.4 秦皇岛M咖啡店营销策略的问题分 析.............................................................. 22 3.4.1 问卷设计和发放 ...................................................................................