COSTA咖啡在华营销战略研究的开题报告

精品文档---下载后可任意编辑COSTA 咖啡在华营销战略讨论的开题报告【摘要】COSTA 咖啡进入中国市场已有十几年，品牌知名度虽高，但面对中国本土咖啡品牌的竞争，市场份额和业绩表现并不理想。因此，本文以COSTA 咖啡中国市场为讨论对象，探究其营销战略中存在的问题，并以此为基础提出对策建议，以期帮助 COSTA 咖啡在中国市场上更好的进展。本文主要分为四个部分：第一部分是讨论背景和意义，介绍了COSTA 咖啡的进展历程以及其对中国咖啡市场的影响；第二部分是文献综述，就 COSTA 咖啡的营销策略、中国咖啡市场现状及特点进行了分析；第三部分是讨论方法，包括问卷调查和深度访谈两种方法，以更全面深化的了解 COSTA 咖啡在中国市场的现状及其问题；最后一部分是结果分析和对策建议，根据对问卷调查和深度访谈的结果，结合已有的相关理论和讨论梳理出 COSTA 咖啡在中国市场中存在的问题，并提出相应的对策建议。【关键词】COSTA 咖啡；中国市场；营销战略；问题；对策【Abstract】COSTA Coffee has been in the Chinese market for more than ten years, and although its brand awareness is high, facing competition from local coffee brands in China, its market share and performance are not ideal. Therefore, this paper takes COSTA Coffee's Chinese market as the research object, exploring the problems in its marketing strategy, and proposes countermeasures based on this to help COSTA Coffee better develop in the Chinese market.This paper is mainly divided into four parts: the first part is the research background and significance, introducing the development of COSTA Coffee and its influence on the Chinese coffee market; the second part is a literature review, analyzing COSTA Coffee's marketing strategy, the current situation and characteristics of the Chinese coffee market; the third part is the research method, including questionnaire survey and in-depth interviews to better understand the current situation and problems of COSTA Coffee in the Chinese market; the last part is the result analysis and countermeasure suggestions, based on the results of the questionnaire survey and in-depth interviews, combined with relevant theories and research to summarize the problems that exist in COSTA Coffee in the 精品文档---下载后可任意编辑Chinese market and proposed corresponding countermeasures.【Keywords】COSTA Coffee; Chinese market; marketing strategy; problems; countermeasures