星巴克（中国）的营销战略研究

发布时间：2018-05-04 21:45

本文选题：营销 + 竞争　；参考：《上海交通大学》2008年硕士论文

【摘要】： 本文在运用5C模型分析了市场环境和内部环境的基础上,进行了市场细分,确定星巴克的目标市场是有文化底蕴的、高品味的高收入都市人,而将星巴克和竞争者区分开来的市场定位主要是咖啡专长和热情的员工,还有改变世界的热忱、创新和星巴克体验等等。由于星巴克和核心竞争力是其文化和价值观,其业务发源于咖啡,因为公司的经营定位于更深层的激发人类灵感和灵性美的业务,所以其营销的手段也必然是从精神面,心理面出发的。本文将其总结为一种感性与文化的营销策略。在中国经济高速增长的今天,越来越多的中国愿意以开放的心态来接受西方的文化与食品,特别在年轻消费群体与消费时尚风潮的推动下,社会商品零售总额的不断大幅攀升。中国已经进入了一个由更多感性力量推动消费的时代,星巴克的感性营销正赶其时。星巴克的“体验营销”方式是使它拥有独特魅力的一个法宝。星巴克为顾客提供的不仅仅是可口的咖啡,而且致力于顾客体验的建立。以顾客的体验为核心的咖啡文化已经为星巴克积累了忠实的客户。价格、渠道、产品、促销等是市场营销的基本要素,其本质作用都是以影响消费者所处环境为目的,而体验营销就是通过渗透入这些消费者环境来改变消费的理念和价值观,对消费者的心理产生长久的影响。当然,星巴克在中国的发展也面临着一些问题,诸如中西文化冲突等等。对星巴克而言,品牌不过是其价值观和文化的外延,而人是他主要依靠的力量,来传播和巩固这种文化和价值观。基于这个核心原则,星巴克有独特的公司治理结构,包括一套特殊的组织结构,人力资源、管理方式等等的设计。
[Abstract]:Based on the analysis of market environment and internal environment by using 5C model, this paper makes a market segmentation to determine that the target market of Starbucks is a high-income urbanite with cultural background and high taste. The market positioning that distinguishes Starbucks from competitors is mainly coffee expertise and enthusiastic employees, as well as the zeal to change the world, innovation, Starbucks experience, and so on. Because Starbucks and its core competitiveness are its culture and values, and its business originates from coffee, because the company operates in a deeper business that inspires human inspiration and spiritual beauty, its marketing tools must also be spiritually oriented. The mental plane set out. This article summarizes it as a kind of perceptual and cultural marketing strategy. With the rapid growth of China's economy, more and more Chinese people are willing to accept western culture and food with an open mind. China has entered an era of consumption driven by more emotional forces, and Starbucks' perceptual marketing is just the right time. Starbucks'"experience marketing" approach is a magic weapon that makes it unique. Starbucks provides customers with not only delicious coffee, but also a customer experience. The coffee culture with customer experience as the core has accumulated loyal customers for Starbucks. Prices, channels, products, promotions and so on are the basic elements of marketing. Their essential role is to influence the environment in which consumers live, and experiential marketing is to change the concept and values of consumption by infiltrating these consumer environments. Has a lasting effect on the psychology of consumers. Of course, Starbucks in China also faces some problems, such as the conflict between Chinese and Western cultures. For Starbucks, the brand is nothing more than an extension of its values and culture, and man is its primary force to spread and consolidate that culture and values. Based on this core principle, Starbucks has a unique corporate governance structure, including a set of special organizational structure, human resources, management style and so on.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F719.3

【引证文献】