星巴克咖啡有限公司的中国营销策略研究doc.doc

大连理工大学城市学院 本科生毕业设计（论文） 学 院： 管理学院 专 业： 工商管理 学 生： 肖方遥 指导教师： 刘 旸 完成日期：2014年5月26日 大连理工大学城市学院本科生毕业设计（论文）总计 毕业设计（论文 页表格 个 插图 幅4P’s理论 Abstract With the rapid development of economy Chinese, spawned a huge development potential Coffee consumer market, this is the main reason Chinese Starbuck Corp to market positioning in the market in addition to USA outside the most important overseas markets. Starbucks as Coffee chain industry well-known global enterprises is inseparable with its successful brand management strategy. Analysis of the brand strategy, the research on the Starbucks, refines the reason Starbucks success lies in the brands unique marketing strategy, to provide good experience for our local in Coffee store managers and avoid possible failure, has important research value. Based on the research in the Chinese marketing strategy of the Starbucks Coffee Co, analyzes the advantages and disadvantages of the Starbucks Coffee Co marketing strategy, on the basis of this, the Starbucks Coffee Co marketing issues and put forward suggestions on corresponding countermeasures. 4P theory based on the marketing of products, price, channel marketing, marketing promotion and marketing as the core of the study, through extensive research and reading literature, an objective analysis of the Starbucks in Chinese market marketing pattern, points out the problems and defects existing in the Chinese Starbucks marketing strategy, and to put forward strategies and measures, to the Starbucks Coffee Co will be more long-term development. Key words: Starbucks Coffee Co； Marketing Strategy； 4Ps Theory 目 录 1引言 1 1.1研究背景及意义 1 1.2文献综述 2 2营销策略概述及星巴克在中国的发展状况 4 2.1营销策略的含义及特点 4 2.1.1营销策略的含义 4 2.1.2营销策略的特点 4 2.2星巴克在中国的发展状况 5 2.2.1星巴克简介 5 2.2.2星巴克在中国的发展状况 6 3星巴克在中国的营销策略现状及存在的问题 7 3.1星巴克的营销策略 7 3.1.1产品策略 7 3.1.2价格策略 7 3.1.3渠道策略 9 3.1.4促销策略 10 3.2星巴克的营销策略所存在的问题 12 3.2.1产品