企业的品牌营销分析毕业论文.docVIP

企业的营销 学 号: 姓 名: 专 业: 指导老师: 4.星巴克品牌经营模式 完成日期 2012-6-15 企业的营销 摘要：随着经济全球化的深入，咖啡已经渗透到世界的每一个角落，甚至在国家像中国的茶文化历史悠久，随着人们生活水平的提高和开放的思想，咖啡已经被越来越多的人所接受。在许多年轻人眼里，咖啡就是时尚，品味，也。据有关资料，而另一种力量在世界传播-星巴克。本文通过大量研究和阅读文献资料，客观分析了星巴克在中国市场的内外部环境，指出星巴克在中国市场所存在的优势、劣势、机会和威胁，并运用STP 等战略分析工具总结星巴克在中国市场的发展，对星巴克的危机作出分析并提出相应的营销对策 关键词：星巴克 品牌营销 连锁经营 Abstract： With the deepening of economic globalization, coffee has penetrated into every corner of the world, even in country like China which has a long history of tea culture, with the improvement of peoples living standard and the open thought, coffee has been accepted by more and more people. In many young peoples’ eyes, coffee means fashion, taste, personality either. According to relevant data , and another kind of strength in the world also spread - Starbucks. This article mainly discussed from the following several aspects: firstly, summarizing the brand competitiveness; Secondly, a brief introduction; thirdly, analysis the status of star bucks; Finally, put forward the countermeasures to improve the Starbucks’ brand competitiveness. Starbucks’ success largely depend on its brand competitiveness,.relying on the brand competitiveness, it successfully distinguishes itself with other coffee drinks, and got a lot of consumers to its brand loyalty. Many scholars and experts inspected and researched the business mode of the Starbucks ,and have analyzed the success of each factor. Based on the investigation, this article summarizes its own views.。 Key words: Starbucks brand marketing chain management 1.引言 1. 1. 研究背景及意义 星巴克的在短短二十多年的时间中创造了世界上最具价值的品牌之一，星巴克咖啡公司成立于1971 年，是世界领先的特种咖啡的零售商和品牌拥有者。目前公司已在北美，拉丁美洲，欧洲，中东和太平洋沿岸等地区拥有超过16，000 多家咖啡店，拥有员工超过150,000 人，长期以来，星巴克一直致力于向顾客提供最优质的咖啡和服务，营造独特的“星巴克体验”，让全球各地的星巴克店成为人们除了工作场所和生活居所之外温馨舒适的“第三生活空间”。与此同时，公司不断地通过各种体现企业社会责任的活动回馈社会，改善环境，回报合作伙伴和咖啡产区农民。鉴于星巴克独特的企业文化和理念，公司连续多年被美国财富杂志评为“最受尊敬的企业”。 中国目前的咖啡消费远远低于世界平均水平，存在着巨大的商