本文選題：營銷 + 競爭��； 參考：《上海交通大學(xué)》2008年碩士論文

【摘要】： 本文在運(yùn)用5C模型分析了市場環(huán)境和內(nèi)部環(huán)境的基礎(chǔ)上,進(jìn)行了市場細(xì)分,確定星巴克的目標(biāo)市場是有文化底蘊(yùn)的、高品味的高收入都市人,而將星巴克和競爭者區(qū)分開來的市場定位主要是咖啡專長和熱情的員工,還有改變世界的熱忱、創(chuàng)新和星巴克體驗(yàn)等等。由于星巴克和核心競爭力是其文化和價(jià)值觀,其業(yè)務(wù)發(fā)源于咖啡,因?yàn)楣镜慕?jīng)營定位于更深層的激發(fā)人類靈感和靈性美的業(yè)務(wù),所以其營銷的手段也必然是從精神面,心理面出發(fā)的。本文將其總結(jié)為一種感性與文化的營銷策略。在中國經(jīng)濟(jì)高速增長的今天,越來越多的中國愿意以開放的心態(tài)來接受西方的文化與食品,特別在年輕消費(fèi)群體與消費(fèi)時(shí)尚風(fēng)潮的推動(dòng)下,社會(huì)商品零售總額的不斷大幅攀升。中國已經(jīng)進(jìn)入了一個(gè)由更多感性力量推動(dòng)消費(fèi)的時(shí)代,星巴克的感性營銷正趕其時(shí)。 星巴克的“體驗(yàn)營銷”方式是使它擁有獨(dú)特魅力的一個(gè)法寶。星巴克為顧客提供的不僅僅是可口的咖啡,而且致力于顧客體驗(yàn)的建立。以顧客的體驗(yàn)為核心的咖啡文化已經(jīng)為星巴克積累了忠實(shí)的客戶。價(jià)格、渠道、產(chǎn)品、促銷等是市場營銷的基本要素,其本質(zhì)作用都是以影響消費(fèi)者所處環(huán)境為目的,而體驗(yàn)營銷就是通過滲透入這些消費(fèi)者環(huán)境來改變消費(fèi)的理念和價(jià)值觀,對消費(fèi)者的心理產(chǎn)生長久的影響。當(dāng)然,星巴克在中國的發(fā)展也面臨著一些問題,諸如中西文化沖突等等。 對星巴克而言,品牌不過是其價(jià)值觀和文化的外延,而人是他主要依靠的力量,來傳播和鞏固這種文化和價(jià)值觀。基于這個(gè)核心原則,星巴克有獨(dú)特的公司治理結(jié)構(gòu),包括一套特殊的組織結(jié)構(gòu),人力資源、管理方式等等的設(shè)計(jì)。
[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.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F719.3

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 鄭昀翌;;快速建立全球品牌的途徑探析——以星巴克公司的全球品牌發(fā)展為例[J];新西部(下旬.理論版);2012年Z2期

相關(guān)碩士學(xué)位論文 前3條

1 朱翔;垂直型B2C電子商務(wù)網(wǎng)站也買網(wǎng)的營銷戰(zhàn)略研究[D];華東師范大學(xué);2010年

2 張江彤;雀巢公司咖啡采購問題研究[D];北京工業(yè)大學(xué);2012年

3 張明;基于傳統(tǒng)文化的吳裕泰茶葉營銷策略研究[D];北京交通大學(xué);2013年

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本文編號：1844784