摘要：自改革开放后，经济有了迅速的发展，人们的生活水平不断提高，消费水平也不断增强，为甜品消费孕育了一个巨大的市场。苏州作为一个旅游城市，以良好的政治和经济文化环境为依托，甜品市场前景十分广阔，这一市场前景吸引了大量投资者，竞争态势激烈。
偶遇甜品（甪直店）是从事甜品行业的中小型店面，主营各式甜点、咖啡、蛋糕等多种甜品。目前由于生活质量的提高，越来越多的投资者选择甜品行业使得竞争激烈。因而，偶遇甜品（甪直店）需要从苏州甪直地区的实际情况出发，制定出适合市场环境以及自身发展的营销策略来抢占市场。
本课题将分析偶遇甜品（甪直店）的内部优势特色，结合甜品行业现状，利用实地调研数据，确定公司的目标客户定位、区域市场定位，为其提出切实可行的市场营销策略建议。
关键词：偶遇甜品（甪直店） 甜品行业 营销环境 营销战略 营销策略
ABSTRACT： Since reforming and opening up, China has been sustained and has a rapid development of national economy. Our country have a huge dessert market through the increase of people's living standards and consumption ability. Suzhou as a tourist city, which is based on a good political, economic and cultural environment, has a very wide dessert market. It attractes a large number of investors and results competition is intense.
Encounter dessert (Luzhi shop) is engaged in the dessert industry as a small and medium-sized store which main all kinds of dessert, coffee, cakes and other desserts. At present, by the improvement of life quality, more and more investors choose dessert industry but competition is intense. Therefore, it needs to analysis actual situation from Luzhi area in Suzhou and to adapt to the market environment which is suitable for marketing strategy of the development of the company.
This topic will analyze the internal advantages of Encounter dessert(Luzhi shop) which combined with the dessert industry present situation through the field survey data. Thus it will determine the company positioning and marketing strategy which is suitable for the shop.
KEY WORDS: Encounter dessert (Luzhi shop) Dessert industry Marketing environment Marketing strategy Marketing tactics
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