浅析星巴克的营销模式.docVIP

PAGE PAGE 3 2014 届 毕 业 论 文 浅析星巴克的营销模式及其对国内咖啡连锁的启示 学 院： 国际商学院 专 业： 国际经济与贸易 班 级： 国贸1003班 学 号： 0515100306 学生姓名： 陶潇 指导教师： 沈飞 日 期： 2013年4月 PAGE II 浅析星巴克的营销模式及其对国内咖啡连锁的启示 摘 要 随着社会经济的快速发展，人们的生活水平大幅提高，与生活密不可分的快速消费品行业也更注重人性化发展，而体验营销则是销售行业发展的新趋势。体验营销以产品为载体，通过向消费者提供有品位的体验为主旨,使顾客在消费的同时获得心理和感情上的满足感。快速消费品行业的咖啡巨头——星巴克，因其独特的浪漫咖啡体验和温暖共享的感觉，迅速在餐饮行业崛起，不但符合市场需求，同时也获得了消费者的青睐。 ?本文首先阐述了星巴克和国内咖啡连锁的发展，参考国内外星巴克的发展现状和经验，接着描述发展星巴克的营销理论等，然后由此理论分析星巴克，概况星巴克的发展模式。并对于国内咖啡连锁的发展提出建议，国内咖啡连锁在我国存在着巨大的商业空间，它的研究对于提升我国经济有着重要的意义。 关键词 星巴克；营销模式；国内咖啡连锁 ANALYSIS OF STARBUCKS MARKETING MODEL AND INSPIRATION FOR THE DOMESTIC COFFEE CHAIN ABSTRACT In pace with the rapid economic development and the improvement of people’s living standards,fast moving consumer goods industry,which is inseparable from people’s life,puts more emphasis on the development of human nature,making experience marketing a new trend of retail industry.Taking products as a carrier,experience marketing is aimed at providing consumer which is not only in line with market demand,but also with high-end experiences as well as the access to the satisfaction both on psychology and emotion.The coffee giant of the fast moving consumer goods industry-Starbucks,rises rapidly in food and beverage industry for its unique romantic coffee experience and warm sense of sharing. This paper first describes the development of national chain Starbucks coffee, Starbucks on domestic and international development status and experience, and then describes the development of Starbucks marketing theory, and thus the development of theoretical models Starbucks, Starbucks overview. And for the development of national chain coffee suggestions in our domestic coffee chain there is a huge commercial space, its research for enhancing Chinas economy has important significance. KEY WORDS Starbucks; marketing model; domestic coffee chain 目 录 TOC \o 1-3 \h \z \u 摘 要 I ABSTRACT II ? 前 言 1 1 企业连锁的相关理论支持 1 1.1 营销模式 1 1.1.1 营销模式的概念 1 1.1.