【作者】 杨勃；

【导师】 叶娇；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2025， 硕士

【摘要】 随着移动互联网技术的迭代升级,传统饮品产业正经历着深刻的业态变革。以现磨咖啡为代表的细分领域展现出强劲增长态势,但部分企业在推进数字化战略时暴露出认知更新迟缓、品牌价值体系不清晰、线上线下渠道协同不足等痛点,阻碍了企业的规模化发展和长期竞争力提升。本课题选取具有区域代表性的新寨咖啡作为研究对象,系统剖析其在全渠道转型过程中遭遇的市场适应性问题,通过构建数字化营销优化策略,探索符合本土企业特色的全链路营销解决方案,为传统品牌实现数字化跃迁提供实践参考。本研究聚焦新寨咖啡企业的营销实践,综合运用文献分析法、问卷调研法,基于数字化营销理论框架,借助4R营销模型、PEST环境分析工具与STP市场定位理论,通过系统梳理与深度剖析揭示企业现存营销瓶颈。研究重点考察企业在数字化传播效能、用户交互体验、渠道网络构建及品牌价值沉淀等维度的不足,据此构建具有行业特色的数字化营销提升框架。在策略层面,创新性提出品牌形象革新、社交媒体运营优化、智能广告定向推送、客户忠诚度计划升级等解决方案,并配套构建涵盖人才培育、技术支撑、管理机制三位一体的保障体系,形成完整的策略实施路径。该研究不仅为本土咖啡品牌在数字化时代的竞争力提升提供了实践参考价值,同时也为中小型咖啡饮品企业探索转型升级开辟了可复制的变革策略与营销实施范式。通过打造契合企业资源特点的数字化营销框架,能够有效促进企业完成从"产品中心"到"用户中心"的战略转型,进而推动新寨咖啡构建起融合精准化运营、智能化服务与生态化发展的新型商业模式。更多还原

【Abstract】 Amidst the exponential growth of mobile internet technologies,the beverage sector-particularly specialty coffee markets-has witnessed unprecedented growth opportunities.Nevertheless,numerous conventional businesses face operational challenges during digital transitions,including outdated operational paradigms,ill-defined brand identities,and disjointed promotional strategies,which collectively hinder market penetration and long-term viability.This investigation centers on Xinzhai Coffee as a representative domestic enterprise,seeking to comprehensively analyze its digital transformation obstacles and formulate targeted solutions.The research ultimately aims to support the establishment of a customized digital marketing framework that capitalizes on the brand’s unique attributes,thereby facilitating strategic repositioning and competitive market advancement.This study focuses on Xinzhai Coffee as its research subject,integrating literature review,data analysis,and questionnaire surveys.Grounded in digital marketing principles,it employs4R marketing theory,PEST analysis,and STP strategic framework to conduct comprehensive evaluation of the enterprise’s current marketing operations.The investigation identifies operational deficiencies in digital engagement,customer interaction,distribution network development,and brand cultivation,subsequently developing a customized digital marketing enhancement framework.The research outlines actionable improvement measures encompassing strategic repositioning,enhanced social media content,targeted advertising campaigns,and membership program optimization,while establishing supporting measures in human resources,technological infrastructure,and organizational mechanisms to create a coordinated implementation framework.This study offers applicable value for strengthening regional coffee brands’competitive edge within digital environments while supplying actionable transformation strategies and marketing methodologies for small-to-medium coffee enterprises.Through developing tailored digital marketing frameworks aligned with organizational capabilities,it facilitates corporate evolution from product-centric approaches to consumer-focused strategies,enabling Xinzhai Coffee to transition towards optimized operational efficiency,data-driven decision-making,and ecologically sustainable development paradigms.更多还原