星巴克品牌策略精选.doc

摘 要 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，星巴克公司把中国市场定位于其美国市场之外最重要的海外市场。 品牌作为一个企业长久生存的根本，引起越来越多的人的关注和重视。星巴克1971 年在西雅图起步，在经历了 90 年起的迅速扩张，目前星巴克已发展成为一个在全球四大洲拥有 5000 多家零售店的大型企业，并成为全球最大的咖啡零售商、咖啡加工厂及著名咖啡品牌。 本文在理论联系实际的基础上，运用了营销等方面的相关理论——品牌、连锁经营和SWOT 分析法，着重从星巴克品牌的六个方面：品牌定位、品牌体验、品牌资产积累、品牌传播、品牌连锁和品牌延伸进行了分析，总结出星巴克在品牌策略方面的成功经验在于：第三空间的独特品牌定位，体验式消费，围绕与客户、员工和供应商之间的关系资产积累，咖啡宗教，口碑传播，灵活严格的加盟方式，品牌延伸丰富了星巴克的品牌价值。 关键词:星巴克； 品牌文化； 品牌营销 Research on Brand Strategy of Starbucks Abstract According to the Boston consulting company, we expect China before 2015 will become the worlds second largest consumer market, according to the Chinese consumer market development prospect of the expected, Starbucks Corporation of China market positioning the American market in the outside most important overseas market. Brand as a enterprise long the basic survival, causing more and more people are concerned. Starbucks in 1971 in Seattle started, the experience of the rapid expansion of the since 90, currently Starbucks has developed into a in the four continents have more than 5000 retail outlets of large enterprises, and become the worlds largest coffee retailer, coffee processing plant and famous brand of coffee. Based on the theory with practice, and on the basis of using marketing etc related theory-brand, chain operation and SWOT method, emphatically from Starbucks brand of six aspects: brand orientation, brand experience, brand asset accumulation, the brand communication, brand chain and the brand extends is analyzed, sums up the brand strategy in the Starbucks experience that success: the third space of unique brand positioning, experiential consumption, around and customers, employees and suppliers of the relationship between asset accumulation, coffee, religious, reputation, the transmission, flexible strict join way, the brand extends the Starbucks brand value of the rich. Keywords: Starbucks; The brand culture; Brand marketing 目 录 1 绪 论 1 1.1研究背景及意义 1 1.2研究内容及方法 2 1.3国内外研究现状