成都星巴克在整合营中的应用.docxVIP

成都星巴克在整合营销中的应用 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 4 成都星巴克在整合营销中的应用 作者姓名：黄弟美 专业班级：2010级市场营销二班 指导教师：孙琳 摘要 星巴克一直被誉为咖啡界的奢侈品。一直以来以其高端的市场地位成为消费者心目中的地位和身份的象征。本文运用整合营销的所学类容，通过对星巴克在中国以及成都市场的概况进行了深入的了解分析，通过了解、分析星巴克的企业文化、市场定位、SWOT分析以及营销策略和公关活动之后，就很容易找到星巴克能够成为全球咖啡商的佼佼者的原因。 关键词：整合营销传播、星巴克、营销策略 Chengdu starbucks in the application of integrated marketing Abstract：Starbucks coffee industry has long been known as a luxury. Has been to the high-end market position to become the symbol of status and identity in consumers mind. This paper USES integrated marketing class, let we learned, through to the starbucks in China and chengdu market analysis of the situation carried on the thorough understanding, through the understanding, analysis of starbucks corporate culture, market positioning, SWOT analysis and marketing strategy, and public relations activities, it is easy to find a starbucks to become the worlds coffee business leader. Key words：Integrated marketing communication ,Starbucks ,brand communication strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc357630281 摘要 PAGEREF _Toc357630281 \h 1 HYPERLINK \l _Toc357630282 Chengdu starbucks in the application of integrated marketing PAGEREF _Toc357630282 \h 2 HYPERLINK \l _Toc357630283 第一章 前 言 PAGEREF _Toc357630283 \h 4 HYPERLINK \l _Toc357630284 1.1问题的提出 PAGEREF _Toc357630284 \h 4 HYPERLINK \l _Toc357630285 1.2?研究的意义 PAGEREF _Toc357630285 \h 4 HYPERLINK \l _Toc357630286 第二章 星巴克的概况 PAGEREF _Toc357630286 \h 4 HYPERLINK \l _Toc357630287 2.1企业简介 PAGEREF _Toc357630287 \h 4 HYPERLINK \l _Toc357630288 2.2企业文化 PAGEREF _Toc357630288 \h 4 HYPERLINK \l _Toc357630289 2.3市场定位 PAGEREF _Toc357630289 \h 4 HYPERLINK \l _Toc357630290 第三章 星巴克在成都市场的SWOT分析 PAGEREF _Toc357630290 \h 4 HYPERLINK \l _Toc357630291 3.1优势 PAGEREF _Toc357630291 \h 4 HYPERLINK \l _Toc357630292 3.2弱势 PAGEREF _Toc357630292 \h 4 HYPERLINK \l _Toc357630293 3.3机遇 PAGEREF _Toc357630293 \h 4 HYPERLINK \l _Toc357630294 3.4威胁 PAGEREF _To