Abstract: This thesis aims to investigate the marketing strategies of Starbucks. It focuses on three main marketing strategies, namely, cultural marketing, experience marketing and word-of-mouth marketing, clearly clarified from its brand core inside to its attraction to the consumers outside. Broadly, cultural marketing is aimed at promoting unique concept or corporate culture to the general public through distinctive products and services of institutions and organizations; experience marketing is the strategy that an enterprise uses to create the atmosphere for target customers to watch, listen, smell, taste and experience its products or services ; word-of-mouth marketing is the strategy that the brand has the ability to make part of the customers voluntarily recommend products or services to their families and friends. Meanwhile, this paper makes the objective analysis of the opportunities and challenges in China of Starbucks and puts forward the corresponding marketing strategies to deal with the problems of Starbucks.
Key words: Starbucks; branding strategy; cultural marketing; experience marketing; word-of-mouth marketing
CONTENTS
Abstract
摘要
1. Introduction1
2. The Brand Marketing Strategies of Starbucks..7
2.1 Cultural Marketing
2.1.1 Starbucks Corporate Culture
2.1.2 Starbucks Coffee Culture
2.1.3 Starbucks Community——the Third Place
2.2 Experience Marketing
2.2.1 Physical Experience
2.2.2 Mental Experience
2.3 Word-of-Mouth Marketing
2.3.1 Internal Force
2.3.2 External Force
3. Problems and Suggestions16
3.1 Extravagant Price
3.2 Differentiated Distribution
3.3 Aggressive Expansion
4. Conclusion18
Bibliography.18
Acknowledgements19
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