论广州星巴克咖啡店的体验式餐饮营销

论文编号:GS114  字数:21398,页数:26，有外文翻译
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 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

目     录
1绪论…………………………………………………….…………………………1
 1.1选题背景及目的………………….………………………..………………1
 1.1.1 研究背景及动机………………………………….………..………2
 1.1.2研究目的…………………………………….……………..………2
 1.1.3 研究范围及对象……………………………..…………………… 2
 1.2研究现状…………………………………………………….………………2
 1.2.1国外研究现状……………………………………….………………2
 1.2.2国内研究现状……………………………………….……………3
 1.3题目研究方法…..………….……….…………………..…..…5
 1.4 论文构成及研究内容……………………………. …………………….5
2广州星巴克企业体验营销现状……………………………………………………6
 2.1咖啡文化的建立…………………………….……………………..………7
 2.2把咖啡店营造成第三生活空间…………….………………………..……7
 2.3品牌的多元化…………………………………...……………..…….…9
 2.4 广州星巴克店的状况……………………………………..…………….10
 2.5广州星巴克的营销策略的特点…………………………………..………11
 2.5.1广州星巴克店面的选址……………………………………..……11
 2.5.2广州星巴克店面设计……………………………………..………12
 2.5.3广州星巴克店咖啡调配方式……………………………………..13
 2.5.4广州星巴克店的现场体验策略……………………………………14
3 广州星巴克体验营销的成功经验分析………………………………………..16
  3.1公司的独到的经营理念……………………………………………….…16
  3.2公司的整合设计的成功之处…………………………………………….16
  3.3公司独具个性的品牌价值观……………………………………..…….17
 3.3.1评价公司的品牌CIS识别系统………………..………………….17
 3.3.2评价公司品牌高价位价格定位…………….……………..………18
 3.3.3评价公司品牌良好的公众形象定位……………………………….19
 3.3.4评价公司品牌文化教育的独到之处……………………………….19
4 体验营销对其他企业的启示与借鉴……………………………………..……21
  4.1体验营销对服务业的启示……………………………………………….22
  4.2体验营销在餐饮业的应用………………………………..…………….22
结论…………………………………..…………………………………………….24
参考文献…………………………………..……………………………………… 25
致谢…………………………………………………………………..……….……26