星巴克体验营销策略的成功及启示_英语论文.doc

中文摘要：随着经济的发展和消费者收入水平的提高，消费者在满足基本需求后，会更加关注高层次、更深层次的精神需求。体验经济作为一种新的经济形式，它的出现改变了生产经营方式和消费方式。目前，体验营销越来越成为全球经营的核心内容，越来越受到企业的青睐。星巴克可以说是中国最受欢迎的品牌之一。体验营销策略是星巴克成功的关键。但是，面对众多相似的竞争对手和新兴的模仿者，星巴克如何通过经验营销来保持自己的主导地位呢？本文以星巴克体验营销为案例，论述了以下几点：首先阐述了体验营销的定义和重要性；然后介绍星巴克在中国的体验营销的成功之处与不足之处，如何在经营过程中解决问题。最后倡导中国企业可以认识到体验营销的重要性，以及能够从中获得一些重要的启示。 

关键词：星巴克；体验营销；体验营销策略; 启示

Contents

Acknowledgments

Abstract

中文摘要

1. Introduction..1

1.1 The Purpose and Significance.2

1.2 Methodology.. 2

1.3 Ideas and Framework of the Study ..3

2. Literature Review 3

2.1 Foreign Research .3

2.2 Domestic Research 4

3. Experience Marketing Strategy.5

3.1 The Definition of Experience Marketing Strategy.5

3.2 The Importance of Experience Marketing strategy 5

4. Experience Marketing of Starbucks in China6

4.1 Starbucks in China.6

4.2 The Successes of Starbucks’ Experience Marketing .7

4.2.1Quality Coffee Experience.7

4.2.2The Perceptual Color of the Environment Experience.8

4.2.3 The Third Place Experience .8 

4.2.4 Considerate Service Experience9

4.2.5 An Extended Experience outside of Coffee.9

4.2.6 Leading the Innovation Experience of the Trend10

4.3 The Deficiency of Starbucks’ Experience Marketing and Solutions to the   Problems.10

4.3.1 Overpriced Starbucks’ Coffee..10

4.3.2 Rapid Expansion and Low Quality Experience..11

4.3.3The Defect of“ the Third Space”.11

5. The Inspirations of Starbucks Experience Marketing to other Enterprises12

5.1 Characteristic Service and Improve Quality.12

5.2 Customer Needs and Feelings, and Details13

5.3 Customers' Communication and Experience Results.13

5.4 Enterprise Culture and Atmosphere.13

6. Conclusion..13

（7.）References.14