论文总字数：25839字

摘 要

本次毕业设计的题目是对星巴克的体验营销策略进行研究。随着经济的快速发展，市场竞争愈演愈烈，若按照以往传统的市场营销模式，已很难有进一步的发展。在这样的背景下体验营销应运而生。这种全新的营销模式它改变了生产经营方式和消费方式，更好地适应了当今经济环境变化的需求，代表着人类更高层次的发展。很多企业正是因为体验营销才树立了良好的形象，才能在国际舞台上散发着异样的光彩，比如星巴克、迪斯尼等，借助这些成功案例我们对体验营销的研究也有更深层次的理解。现阶段，我国经济发展总体势头良好，人民的生活条件也得到极大改善，但中国本土企业的发展却差强人意，总体水平较低。跟外国企业相比依然缺少核心竞争力，整体处于一种低水平的竞争状态之中。星巴克正是对体验营销的熟练运用，发展成为国际知名的品牌。我国本土企业要想在国际市场上有所发展，必须学习参考星巴克运营的模式，打造核心竞争力。本文通过对星巴克体验营销策略的研究，找出其能够取得如今成绩的优势之处，为同行业其他企业的发展提供借鉴，促进我国该行业整体水平的提高。

关键词：体验营销；星巴克；营销策略

please input title

Abstract

The topic of this graduation design is of the starbucks experience marketing strategy for research.With the rapid development of economy, market competition intensified, if, in accordance with the previous traditional marketing mode, has been difficult to have further development. So now spawned a new marketing mode -- experience marketing. The new marketing model it has changed the production and business operation mode and consumption mode, better adapt to the needs of today's economic environment changes, represents a higher level of human development. Many enterprises because of experience marketing to establish a good image, to sending out the new brilliance in the international arena, such as starbucks, Disney, etc., with the help of these success stories we experience marketing research also has a deeper understanding.

Into the new period, China's economic and social development has made significant progress, people's living standard has been significantly improved, created huge social wealth, but the development of China's domestic companies or unsatisfactory, compared with foreign enterprises still lack of core competitiveness, the overall is in a state of low levels of competition. Starbucks is to skillfully use of experience marketing, become international famous brand. Our domestic enterprises to grow in the international market, must learn to refer to starbucks operation mode, build the core competitiveness.In this paper, based on the research of the starbucks experience marketing strategy, to accumulate some starbucks successful development method, hope that these methods can help local companies in China later production and operation, in this paper, the research significance of this is so.

Key words: experience marketing; starbucks; marketing strategy

目 录

摘 要 I

Abstract II

第1章 绪论 1

1.1 研究背景 1

1.2 研究问题 1

1.3 研究目的和意义 2

1.4 研究内容和研究框架 2

1.4.1 体验营销的概念 2

1.4.2 体验营销的理论基础 4

1.4.3 体验营销在国内外的研究概况 5

第2章 星巴克体验营销影响现状调研 9

2.1 问卷调查及分析 9

2.1.1 问卷主体 9

2.1.2 样本构成 9

2.2 调查结果分析 9

第3章 星巴克的体验营销策略分析 14

3.1 星巴克公司体验式营销策略的实施 14

3.1.1 情感体验 14

3.1.2 氛围体验 14

3.1.3 感官体验 15

3.1.4 社会体验 15

3.2 星巴克公司体验营销实施中的不足和原因分析 16

3.2.1 在中国的知名度不够 16

3.2.2 推出低端速溶咖啡 16

3.2.3 服务质量有所下降 16

3.3 完善星巴克公司体验营销的对策 16

3.3.1 宣传星巴克的咖啡文化 16

3.3.2 保持核心产品 16

3.3.3 做好服务营销 16

3.4 星巴克体验营销给我国企业带来的启示 17

3.4.1 追求特色服务，提高质量 17

3.4.2 立足顾客需求，关注细节 17

3.4.3 注重顾客交流，重视体验 17

3.4.4 构建企业文化，强化氛围 17

第4章 结论与展望 18

致 谢 19

参考文献 20

附 录 21

第1章 绪论

1.1 研究背景

剩余内容已隐藏，请支付后下载全文，论文总字数：25839字