摘要随着经济的不断发展，甜品小吃的市场占率不断增长,甜品业作为餐饮业里面快速发展的行业,不但会面临着不同行业之间的挑战，还会面临着同行业的竞争与威胁。本文以仁信老铺（华盖路店）为例,浅析仁信老铺在营销组合存在的问题和不足进行整理，最后得出适合店铺的营销组合策略。仁信老铺（华盖路店）主要包括分析仁信老铺在选址、定位、产品质量、服务和宣传方面存在的问题。除此之外，还分析了仁信老铺附近的市场环境和消费者的消费水平所带来的市场机会和周边的竞争压力,最后定制了仁信老铺在产品，价格和促销方面的营销策略，从而总结出强化顾客和甜品之间的体验以及维护忠实消费者的重要性。关键词：甜品店营销组合策略问题及对策AbstractWiththecontinuousdevelopmentofeconomy,themarketshareofdessertsnacksisincreasing,thedessertindustry,asafast-growingindustryinthecateringindustry,willnotonlyfacethechallengesbetweendifferentindustries,butalsofacethecompetitionandthreatfromthesameindustry.TakingRenxinoldshop(Huagairoadshop)asanexample,thispaperanalyzestheproblemsandshortcomingsofRenxinoldshopinthemarketingmix,andfinallycomesupwithamarketingmixstrategysuitablefortheshop.Renxinoldshop(Huagairoadshop)mainlyincludestheanalysisofRenxinoldshoplocation,positioning,productquality,serviceandpublicityproblems.Inadditiontothis,italsoanalyzesthemarketopportunitiesandcompetitivepressuresbroughtaboutbythemarketenvironmentandtheconsumptionlevelofconsumersaroundRenxinLaopu,andfinallycustomizesthemarketingstrategyofRenxinLaopuintermsofproducts,pricesandsalespromotion,theimportanceofstrengtheningtheexperiencebetweenthecustomerandthedessertandmaintainingtheloyaltyofthecustomeristhussummedup.Keywords:SweetshopMarketingMixstrategyProblemsandcountermeasures目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc39091262"一、引言PAGEREF_Toc39091262\h2HYPERLINK\l"_Toc39091263"二、顺德甜品行业的发展前景及市场现状PAGEREF_Toc39091263\h2HYPERLINK\l"_Toc39091264"(一)发展前景PAGEREF_Toc39091264\h2HYPERLINK\l"_Toc39091265"(二)市场状况PAGEREF_Toc39091265\h2HYPERLINK\l"_Toc39091266"三、仁信老铺概况PAGEREF_Toc39091266\h3HYPERLINK\l"_Toc39091267"(一)仁信老铺简介PAGEREF_Toc39091267\h3HYPERLINK\l"_Toc39091268"(二)仁信老铺SWOT分析PAGEREF_Toc39091268\h3HYPERLINK\l"_Toc39091269"四、仁信老铺营销组合策略目前存在的问题PAGEREF_Toc39091269\h4HYPERLINK\l"_Toc39091270"(一)产品缺乏创新，品质需要改进PAGEREF_Toc39091270\h4HYPERLINK\l"_Toc390