A study on experience marketing strategy formulation for independent boutique coffee shops in China : a case study of Uncle Zheng Coffee Studio

Abstract

The rapid economic growth in China has engendered a substantial increase in consumer desire for elevated and refined consumption experiences. Fueled by the fourth wave of the coffee industry, China's specialty coffee sector has experienced significant and rapid expansion. Independent specialty coffee shops have risen in popularity due to their commitment to product quality, pleasing store environments, and emotional interactions with customers. Nonetheless, with the intensification of market competition, the development of distinctive characteristics and the optimization of experiential marketing strategies have become critical challenges for each independent specialty coffee shop. This paper utilized Uncle Zheng Coffee Studio in Yanji City as a case study and applied marketing and experiential marketing theories to collect essential research data. This data is gathered through field visits, interviews, and comprehensive data analysis. Employing grounded theory and data analysis, this study categorized experiential marketing strategies into five dimensions: sensory, emotional, cognitive, behavioral, and relational experiences. These insights serve as valuable references and guidance for the formulation of strategies for independent specialty coffee shops