Earticle

초록

영어

With the rapid development of the digital age, the integration of the creative industry and the cultural economy has been continuously deepening. Coffee shops, as important venues for socializing and leisure among young consumer groups, are increasingly leveraging the development and marketing of creative products to build differentiated brand images and unique consumer experiences. However, existing research predominantly focuses on the development of cultural and creative products in museums, libraries, and tourist attractions, with relatively limited exploration of how coffee shops can effectively market their creative products.This study employs the SICAS consumer behavior model as its theoretical foundation and integrates literature reviews and case analyses of China’s creative industry, digital marketing, and the current state of the coffee market to construct a five-stage closed-loop strategy framework for the marketing of coffee shop creative products. By highlighting cultural symbols and differentiated design in the perception stage, employing digital interactive activities and personalized recommendations in the interest and interaction stage, strengthening brand communities and personalized services in the connection and communication stage, optimizing the purchasing experience and promoting conversion in the action stage, and encouraging user-generated content (UGC) diffusion and word-of-mouth dissemination in the sharing stage, coffee shops can effectively build culturally rich brand images and stable consumer relationships, thereby enhancing the marketing of their creative products. This research not only helps coffee brands improve the market performance of their creative products but also provides insights for the marketing of creative products in other industries.

저자

• 随成龍
• 장경풍

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아 문화연구 [Journal of North-east Asian Cultures]

• 간기

  계간

• pISSN

  1598-3692

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 910 DDC 950