摘要
LC现磨咖啡连锁品牌营销策略优化研究
摘要
伴随着经济不断发展和国民生活质量的提高，人们越来越重视物质和精神生活的质
量，咖啡作为一种代表现代生活、充满文化色彩的饮品，越来越受到人们的关注和喜爱。
随着中国消费者对咖啡接受程度的提高，对咖啡的消费需求也在不断地丰富和升级，使
得现磨咖啡这一市场有着广阔的发展前景。随着市场的升温和资本不断涌入，如今的现
磨咖啡行业竞争越来越激烈，想要在众多的竞争者中脱颖而出，如何优化自己的市场营
销策略从而保障生存和发展问题是急需解决的问题。
本文以 LC现磨咖啡连锁品牌作为研究对象。首先，通过对相关文献和概念的梳理，
明确本文的研究内容和所使用的研究方法。然后对企业的情况进行介绍并对市场营销现
状进行分析，使用 PEST理论、波特五力分析模型和 SWOT分析方法，对企业所处的宏
观环境、行业环境和企业的内外部竞争环境和条件进行分析，结合消费者购买行为调查
寻找当前市场营销策略存在的问题。最后，针对存在的问题，对 LC现磨咖啡连锁品牌
的市场营销策略进行优化，并提出相应的保障措施。
通过研究分析，针对存在的问题，本文对 LC现磨咖啡连锁品牌的市场营销策略提
出相应的优化建议：在产品策略方面应当重视产品创新、严抓产品质量；在价格策略上
应当拓宽定价区间，给消费者更多选择；在渠道策略上应当完善管理体系，优化线上消
费体验，建设直营的旗舰示范店提升品牌形象；在促销策略上重视传统促销方式，合理
应用社会化媒体平台，并在宣传策划中打造消费者的身份认同感。。
关键词：现磨咖啡；4Ps营销组合；STP
I
ABSTRACT
Research on Optimization of Marketing Strategy of
LC Freshly Ground Coffee Chain Brand
ABSTRACT
Along with the continuous economic development and the improvement of national life
quality, people pay more and more attention to the quality of material and spiritual life, and
coffee, as a drink representing modern life and full of cultural colors, is getting more and
more attention and love from people. As Chinese consumers' acceptance of coffee increases,
the consumer demand for coffee is also constantly enriched and upgraded, making the market
of freshly ground coffee has a broad development prospect. As the market heats up and capital
keeps pouring in, the competition in the freshly ground coffee industry is getting more and
more fierce. In order to stand out among many competitors, how to optimize their marketing
strategies to ensure survival and development is an urgent problem.
This paper takes LC freshly ground coffee chain brand as the research object. Firstly, the
research content of this paper and the research method used are clarified by combing through
the relevant literature and concepts. Then, the company's situation is introduced and the
current marketing situation is analyzed. Using PEST theory, Porter's five forces analysis
model and SWOT analysis, the macro environment, the industry environment and the internal
and external competitive environment and conditions of the company are analyzed, and the
problems of the current marketing strategy are searched for by combining with the consumer
purchase behavior survey. Finally, in view of the existing problems, the marketing strategy of
LC freshly ground coffee chain brand is optimized and the corresponding safeguard measures
are proposed.
Through research and analysis, in response to the existing problems, this paper puts
forward corresponding optimization suggestions for the marketing strategy of LC freshly
ground coffee chain brand: in the product strategy, emphasis should be placed on product
innovation and strict attention to product quality; in the price strategy, the pricing range
shouldbe broadenedtogiveconsumers morechoices;inthe channelstrategy,the
II
摘要
management system should beimproved, the online consumption experience should be
optimized, and directly operated flagship demonstration stores should be built to enhance In
the promotionstrategy, we shouldpay attention to thetraditional promotion methods,
reasonably apply the social media platform, and create a sense of identity for consumers in the
promotion planning.
KEY WORDS：Freshly ground coffee; 4Ps marketing mix; STP
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