ABSTRACT
“Experience marketing” is one starts in 20 century's ends in the world popular idea, it follows society's progress, the economical development is having the development, in 2000 US's B. Joseph PineⅡsent graciousness and James · H · Gilmour was gathering "Experience Economy" as well as US's 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 consumer's 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 strategy the characteristic.
Next, this article will experience the marketing to Guangzhou Starbucks Enterprise the success experience to carry on the concrete analysis. Appraises the company separately the management idea, the conformity design and the brand values.
Finally, this article will elaborate the experience marketing to other enterprise's enlightenment and the model, and gets this article the conclusion.
Key words: Experience marketing, Starbucks, Brand
