星巴克的体验营销策略研究.docxVIP

摘 要 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。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 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 todays 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, Chinas economic and social development has made significant progress, peoples living standard has been significantly improved, created huge social wealth, but the development of Chinas 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,