2014 届毕业论文
浅析星巴克的营销模式及其对国内咖啡连锁
的启示
学院：国际商学院
专业：国际经济与贸易
班级：国贸1003班
学号：**********
学生姓名：**
指导教师：**
日期：2013年4月
浅析星巴克的营销模式及其对国内咖啡连锁
的启示
摘要
随着社会经济的快速发展，人们的生活水平大幅提高，与生活密不可分的快速消费品行业也更注重人性化发展，而体验营销则是销售行业发展的新趋势。体验营销以产品为载体，通过向消费者提供有品位的体验为主旨,使顾客在消费的同时获得心理和感情上的满足感。快速消费品行业的咖啡巨头——星巴克，因其独特的浪漫咖啡体验和温暖共享的感觉，迅速在餐饮行业崛起，不但符合市场需求，同时也获得了消费者的青睐。
本文首先阐述了星巴克和国内咖啡连锁的发展，参考国内外星巴克的发展现状和经验，接着描述发展星巴克的营销理论等，然后由此理论分析星巴克，概况星巴克的发展模式。并对于国内咖啡连锁的发展提出建议，国内咖啡连锁在我国存在着巨大的商业空间，它的研究对于提升我国经济有着重要的意义。
关键词星巴克；营销模式；国内咖啡连锁
ANALYSIS OF STARBUCKS MARKETING
MODEL AND INSPIRATION FOR THE
DOMESTIC COFFEE CHAIN
ABSTRACT
In pace with the rapid economic development and the improvement of people’s living standards,fast moving consumer goods industry,whi ch is inseparable from people’s life,puts more emphasis on the development of human nature,making experience marketing a new trend of retail industry.Taking products as a carrier,experience marketing is aimed at providing consumer which is not only in line with market demand,but also with high-end experiences as well as the access to the satisfaction both on psychology and emotion.The coffee giant of the fast moving consumer goods industry-Starbucks,rises rapidly in food and beverage industry for its unique romantic coffee experience and warm sense of sharing.
This paper first describes the development of national chain Starbucks coffee, Starbucks on domestic and international development status and experience, and then describes the development of Starbucks marketing theory, and thus the development of theoretical models Starbucks, Starbucks overview. And for the development of national chain coffee suggestions in our domestic coffee chain there is a huge commercial space, its research for enhancing China's economy has important significance.
KEY WORDS Starbucks; marketing model;domestic coffee chain
目录
摘要...................................................................... I ABSTRACT................................................................... II 前言. (1)
1 企业连锁的相关理论支持 (1)
1.1 营销模式 (1)
1.1.1 营销模式的概念 (1)
1.1.2 营销模式的类型及营销策略 (1)
1.2 连锁企业门店的经营与管理 (3)
1.2.1 连锁企业的三个组成部分 (3)
1.2.2 连锁企业门店的重要性 (3)
2 星巴克的营销模式 (3)
2.1 星巴克的体验营销 (3)
2.1.1 星巴克的体验营销——服务体验 (3)
2.1.2 星巴克的体验营销——设施体验 (4)
2.2 星巴克的感性营销 (5)
2.2.1 星巴克的感性营销——产品 (5)
2.2.2 星巴克的感性营销——价格 (5)
2.2.3 星巴克的感性营销——地点 (5)
2.2.4 星巴克的感性营销——以人为本 (5)
2.3 星巴克的跨文化营销 (5)
3 星巴克的营销模式所面临的挑战 (6)
3.1 食品的质量安全 (6)
3.1.1 中国的食品安全问题带来的影响 (6)
3.1.2 星巴克面临的食品问题 (6)
3.2 顾客的满意度对企业的影响 (6)
3.3 成本的不断提高 (7)
