星巴克体验营销策略分析.doc

河南财经学院本科生毕业论文（设计） 星巴克体验营销策略分析 院系名称 工商管理学院 姓　　名 学　　号 专　　业 指导教师 2009年月Since 1950s,when the marketing concept had been found,at the first ,the company were concered the quantility of the product.Then,they put the service at the first place.Now,they have taken the attention to the amotion of the customs.With the enhancement of productivity, the economy develops from the product, then the service and has entered an era of experience economy. While the company’s marketing develops from simply promoting their products to provide customers with satisfaction on psychologic and spirit.. Since 1971 till now, Starbucks has ranked the worlds top 500 chain company from a small coffee shop.. Characterized by its third space business philosophy, Starbucks strives to provide customers a cosy atmosphere, builds respectful and people-oriented corporate culture by the strict requirements of product quality, fine planning and control, as well as family members of employees care, and achives the success of the implementation of the experiential marketing strategy. In recent years, Starbucks experience has undermined because of its excessive expansion and decline of the store quality. Therefore Starbucks should slow down, and sum up its gains and loss,as well as to better its status facing with the consumers. Key words: Starbucks；experiential marketing；Strategic Analysis 目录 引言 1 （一）研究的背景 1 （二）研究的意义 1 （三）文献综述 1 一、体验营销 3 （一）体验营销的含义 3 （二）体验营销的特点 3 （三）体验营销对现代企业的作用 5 二、星巴克现状分析 5 （一）星巴克简介 5 （二）星巴克的市场定位 6 三、星巴克的体验营销策略分析 7 （一）产品策略分析 7 （二）口碑营销策略分析 8 （三）有形展示分析 9 （四）服务过程分析 10 （五）内部营销 11 四、星巴克营销模式对现代企业的启示 13 五、建议 14 参考文献 17 致谢 18 调研问卷 19  引言 市场营销理论发展到现在，已经从单纯关注产品的销售发展到综合考虑产品、服务以及消费者体验的时期。星巴克正是体验营销的实践者。星巴克努力构造自己的星巴克体验，吸引了全球无数的顾客，成为受人瞩目的企业。 （一）研究的背景 当前，市场已经从卖方经济进入买方经济时代，市场竞争空前激烈。企业想尽各种方法吸引顾客，通过技术和管理改进降低成本，减少渠道压低价格。但是产品的同质化现象越来越严重，每个企业都在艰难的生存，尽管产品的价格已经很低利润已经很少可是依然不能够留住顾客。而消费者也变得越来越挑剔，一开始，只要质量过关，商品就会受到消费者的追捧。后来，伴随着产品的丰富和消费者选择权的扩大，服务质量高低成为衡量企业成败的重要标准，而到了现在，高质量的产品和优质的服务还不足以吸引顾客，因为随着生活节奏的加快，