2807.论广州星巴克咖啡店体验式餐饮营销.docVIP

本科毕业论文 论广州星巴克咖啡店的体验式餐饮营销 经济管理学院 专 业 工商管理 年级班别 学 号 学生姓名 指导教师 2007年6月 摘 要 “体验式营销”是一个在二十世纪末开始在全世界流行的观念，它是伴随着社会的进步、经济的发展而产生发展的，2000 年美国的B·约瑟夫·派恩和詹姆斯·H·吉尔摩合著的《体验经济》以及美国的伯恩特·H·施密特《体验营销》专著的出版方首次构建了对体验消费及营销的基本理论框架。体验营销是通过消费者的感官、情感、思考、行为、关联五个原则, 与消费者建立有价值的客户关系。消费者在消费前, 消费中和消费后的体验，是研究消费者行为及企业品牌经营的关键。我国从2002 年开始，“全面体验消费模式”成为中国消费市场的十大趋势之一。本文将以广州星巴克企业为例阐述此企业体验营销的成功经验。 首先，本文将叙述广州星巴克企业体验营销的现状，概述企业咖啡文化的建立，如何把咖啡店营造成第三生活空间，星巴克的品牌的多样化，详细介绍广州星巴克企业营销策略的特点。 其次，本文将对广州星巴克企业体验营销的成功经验进行具体分析。分别评价公司的经营理念，整合设计和品牌价值观。 最后，本文将阐述体验营销对其他企业的启示与借鉴，并得出本文的结论。 关键词：体验营销，星巴克，品牌 ABSTRACT “Experience marketing” is one starts in 20 centurys ends in the world popular idea, it follows societys progress, the economical development is having the development, in 2000 USs B. Joseph PineⅡsent graciousness and James · H · Gilmour was gathering Experience Economy as well as USs Bernd H. Schmitt Experience Marketing the monograph publication side constructs for the first time to has experienced the expense and the marketing elementary theory frame .The Experiential Marketing is through consumers sense organ Sense, Feel, Think, Act, Relate five principles, establishes the valuable customer relations with the consumer. The consumer before the expense, after expends the neutral expense the experience, is studies the consumer behavior and the enterprise brand management key.Our country started from 2002, “the comprehensive experience expense pattern” became the Chinese market one of ten major tendencies. This article take Guangzhou Starbucks Enterprise as the example elaborated this enterprise experiences the marketing the success experience. First, this article will narrate Guangzhou Starbucks Enterprise to experience marketing the present situation, the outline enterprise coffee culture establishment, how will build the coffee shop the third life space, the Starbucks brand diversification, will in detail introduce the Guangzhou Starbucks Enterprise marketing strateg