1.2 Research purpose and significance 

With the further development of the times and the change of people's concept on living, the coffee industry also develops in a rapid pace. Customers not only want to consume a cup of coffee, but also enjoy the services provided by the cafe shops. For example, the warm and elegant environment, the romantic music and the warm and thoughtful service of waiters, etc. Under the great pressure of competition, the study wants, with the analysis of marketing environment of Rose Dream Coffee, to help it recognize its own strengths and weaknesses as well as opportunities and threats faced with it to find the suitable target market. Moreover, the study of marketing strategy will also find out the problems and give some suggestions so that the cafe can develop a better marketing strategy system in line with its own situation and make full use of marketing theory and strategy to successfully achieve better development. At the same time, this thesis can also play a guiding role to other similar small and middle-size coffee shops. 

1.3 Research content

This paper is pided into five parts, of which the specific contents are as follows:

The first chapter is introduction, which briefly introduces the research background, purpose and significance, main contents and research methods.

The second chapter analyzes the externally macro environment of Rose Dream Coffee’s in four aspects of political, economic, cultural and technical environment. It also includes the analysis of the competition environment of coffee industry. In the third chapter, the thesis analyzes the internal resources and capacity of the coffee shop, including the company profile, the origin of the brand, and other advantages and disadvantages of the company. The fourth chapter expounds the marketing strategy and target market of Rose Dream Coffee, focusing on the analysis and the development of its marketing strategy to find a feasible way out for its development. The last chapter is conclusion. It briefly summarizes the findings of the research. 

1.4 Research ideas and methods

1.4.1 Research ideas

Firstly, according to the marketing strategy, 4P and other theories, the thesis can provide relevant study conditions for the marketing strategy of Rose Dream Coffee.

Secondly, it will analyze the strategic environment of the cafe from the macro environment and industry competition environment. Then combined with the  analysis of advantages and disadvantages of the cafe in accordance with the internal and external environment, this thesis will find out the practical problems existing in the management process of Dream Rose.

Finally, it will develop effective marketing strategy according to the status of the coffee shop.