星巴克（苏州）营销策略研究.docVIP

本科毕业设计（论文） 题目 星巴克（苏州）营销策略研究 院 系 管理学院 年 级 07级 专 业 市场营销 班 级 2 学 号 020307227 学生姓名 计梦阳 指导教师 胡彦蓉 职 称 讲师 论文提交日期 2011-5-14 常熟理工学院本科毕业设计(论文论文随着经济的高速发展,孕育出了一个发展潜力巨大的咖啡消费市场,也成各个外资公司争夺的对象,据波士顿咨询公司预计,中国在2015年之前将成为全球第二大消费市场,根据这种对中国消费市场发展前景的预期,星巴克公司。星巴克公司星巴克公司星巴克星巴克公司星巴克公司A Study on the Marketing Strategy of Suzhou Starbucks Abstract With the rapid development of Suzhou economy, there appears a potential large market for coffee consumption .Many foreign companies have optimistic views of Suzhou’s market.China is likely to become the world’s second largest coffee consumer market by 2015, said a report released by the Boston Consulting Group. According to the optismistic prospect, Suzhou Starbucks pay more attention on Suzhou market. This paper takes marketing,service marketing, experience marketing and other theories as its theoretical basis. Through policies、laws、economy、social culture and technology,I objectively analyse the external environment of Starbucks in Suzhou’s market.What’s more,I analyse the microenvironment from suppliers、potential new entrants、buyers、 competitors and so on, pointing out the opportunities and threats of Suzhou Starbucks.Through analysing human resources、financial resources and ability of marketing,we conclude the advantages and disadvantages of Suzhou Starbucks.Eventually,this paper formulates the appropriate marketing strategy for Suzhou Starbucks, concluding product, price, place, promotion,secvice marketing and experience marketing. Key Words: Starbucks;Marketing;Strategy 目录 1.绪论 1 1.1研究的背景 1 1.2研究的目的和意义 1 1.2.1 研究目的 1 1.2.2 研究意义 2 1.3国内外研究现状 2 1.3.1国外研究现状 2 1.3.2国内研究现状 4 1.4研究的内容和方法 4 1.4.1研究内容 4 1.4.2研究方法 5 2．星巴克（苏州）营销的外部环境分析 6 2.1宏观环境分析 6 2.1.1政治环境 6 2.1.2经济人口环境 7 2.1.3技术自然环境 9 2.1.4社会文化环境 10 2.2行业竞争环境分析 10 2.2.1供应商分析 10 2.2.2潜在进入者的威胁 11 2.2.3替代品的威胁 11 2.2.4购买者分析 11 2.2.5星巴克的竞争对