随着我国国民经济的发展和人民生活水平的不断提高,以及外来文化和消费习惯 的影响，我国精品咖啡市场出现了爆发式增长，中国市场对高端半自动咖啡机的需求 快速增长。在这种情况下，咖啡机行业得以蓬勃发展，特别是意式咖啡机（即半自动 咖啡机）在行业中越发受到青睐。无论是商用咖啡机行业，还是家用咖啡机行业，虽 然中国咖啡市场起步较晚，但已经有越来越多的玩家盯紧这块蛋糕。在商用咖啡机行 业，作为先期进入的 LM 品牌，面临诸如 Slayer，Kees，Synesso 来势汹汹的挑战； 在家用领域，LM（中国）则面临雀巢、德龙、Illy 等已深入人心的品牌，品牌的竞争 异常激烈。 本文首先分析 LM（中国）半自动咖啡机的市场机会、竞争环境与营销现状。同 时，使用 SWOT 分析法分析 LM（中国）所面临的国内外竞争对手的状况，分析 LM 所 处的内外部环境和自身拥有的资源，深入分析 LM 半自动咖啡机市场的状况。并对 LM 半自动咖啡机进行品牌分析并做市场细分，进而运用 STP、4P 等经销营销理论，对 LM （中国）半自动咖啡机的产品、价格、渠道、促销以及产品方案进行及时调整，以便 更好地适应市场的发展。通过研究，本文得出结论：随着我国经济的发展和人们生活 水平的提高，人们对高端半自动咖啡机的需求会越来越高，而 LM 半自动咖啡机将完 美符合市场对高端半自动咖啡机的需求。为进一步分析 LM（中国）面临的竞争环境， 本文分析了我国目前进出口贸易商面临的机会与挑战，对 LM（中国）进行市场定位并 采取行之有效的营销策略。中国一、二线城市无论是精品咖啡产业，还是半自动咖啡 机产业，都在呈现逆势增长，而市场对半自动咖啡机的需求在增加，尤其是高端方向 的半自动咖啡机。从目前我国发展形势看，虽然短期经济状况不好对半自动咖啡机的 销售带来一定的不利影响，但从长远发展趋势看，高端意式咖啡机必将迎来良好的发 展机遇。而 LM（中国）在营销策略方面存在产品单一、国内渠道冲突、价格管控不力、 促销安排不够合理等问题。LM（中国）应当挖掘高性价比机型、打造爆款；增加线上 销售渠道、加强对经销商的支持；设定统一经销价格、特殊案例特批优惠；合理安排 促销方式等从产品、渠道、价格等角度来优化其营销策略，以进一步巩固在中国半自 动咖啡机市场的领导者地位。III 关键词：市场营销；STP；4P 理论；半自动咖啡机；意式咖啡机；半自动咖啡机 营销；营销策略优化IV Abstract With the development of China's national economy and the continuous improvement of people's living standards, as well as the impact of foreign culture and consumption habits, Chinese specialty coffee market has exploded, the Chinese market for high-end semi- automatic espresso coffee machine demand rapid growth. In this market environment, the coffee machine industry has flourished, especially the espresso coffee machine (i.e. semi- automatic espresso coffee machine) is becoming more popular in the industry. However, whether it is the commercial coffee machine industry, or the home coffee machine industry, although Chinese coffee market started late, but there are more and more players to join the game. In the commercial coffee machine industry, as the earlier entering LM brand, facing the challengers likes of Slayer, Kees, Synesso, etc. And in the home sector, LM (China) faces Nestle, Delong, Illy and other brands that have gained popularity, and competition is extremely fierce. This paper will firstly analyze the market opportunities, competitive environment and marketing status of LM semi-automatic espresso coffee machine steamed by combining the development of today's premium specialty coffee market. At the same time, the SWOT analysis method will be used to analyze the situation of the domestic and foreign competitors faced by LM (China) through the internal and external environment of LM and the resources, the situation of the LM semi-automatic espresso coffee machine market, and the LM semi-automatic espresso coffee machine brand analysis and market segmentation. Then the analysis with STP and 4P marketing theory will try to find the problem and solution of prices, channels, promotions and product of LM espresso coffee machine. Through research, this paper concludes that with the development of Chinese economy and the improvement of people's living standards, people's demand for high-end semi-automatic espresso coffee machine will be higher and higher, and the LM semi-automatic espresso coffee machine will be perfectly in line with the market demand for high-end semi-automatic espresso coffee machine. In order to further analyze the competitive environment faced by LM (China), this paper analyzes the opportunities and challenges faced by China’s current import and export traders, and the market positioning of LM (China) and adopts effectiveV marketing strategies. China's first- and second-tier cities, whether it is the specialty coffee industry, or semi-automatic espresso coffee machine industry, are showing a trend of growth, and the market demand for semi-automatic espresso coffee machines is increasing, especially in the high-end semi-automatic espresso coffee machines. From the current development situation in China, although the short-term economic situation is not good for the sale of semi-automatic espresso coffee machine, but from the long-term development trend, high-end Italian coffee machine will get a good development opportunity. LM (China) should embrace this opportunity by creating a cost-effective models, building explosive funds, increasing online sales channels, strengthening support for dealers, setting unified distribution prices, doing reasonable arrangements for promotion, etc. to optimize its marketing strategy from the perspective of products, channels, prices, etc. Thus, it can keep its leadership in China's semi-automatic espresso coffee machines. Keywords：Marketing Strategy; STP; 4P Theory; Semi-automatic Espresso Coffee Machine; Espresso Coffee Machine; Marketing Strategy of Semi-automatc Espresso Coffee Machine；Optimization of Marketing Strategy；目录 致谢 ............................................................... I 摘要 .............................................................. II ABSTRACT .......................................................... IV 第 1 章 绪论 ........................................................ 1 1.1 研究背景及意义..............................................................................................................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..............................................................................................................3 1.2.1 国内研究现状 ............................................. 3 1.2.2 国外研究现状 ............................................. 6 1.2.3 国内外研究现状评述 ....................................... 8 1.3 研究内容与框架..............................................................................................................8 1.3.1 研究内容 ................................................. 8 1.3.2 基本框架 ................................................. 8 1.4 研究方法...........................................................................................................................9 1.5 本文创新点.......................................................................................................................9 第 2 章 相关理论 ................................................... 10 2.1 STP 理论及其在本研究中的应用.............................................................................10 2.1.1 STP 理论的概述 .......................................... 10 2.1.2 STP 理论在本研究中的应用 ................................ 11 2.2 4P 理论及其在本研究中的应用................................................................................11 2.2.1 4P 理论的概述 ........................................... 12 2.2.2 4P 理论在本研究中的应用 ................................. 12第 3 章 半自动咖啡机营销环境分析 ................................... 14 3.1 需求环境分析................................................................................................................14 3.1.1 商业用途分析 ............................................ 14 3.1.2 家庭用途分析 ............................................ 16 3.2 竞争对手分析.....................................