論廣州星巴克咖啡店的體驗式餐飲營銷

工商管理論文編號:GS114  字數:21398,頁數:26，有外文翻譯
目     錄
1緒論…………………………………………………….…………………………1
 1.1選題背景及目的………………….………………………..………………1
 1.1.1 研究背景及動機………………………………….………..………2
 1.1.2研究目的…………………………………….……………..………2
 1.1.3 研究范圍及對象……………………………..…………………… 2
 1.2研究現狀…………………………………………………….………………2
 1.2.1國外研究現狀……………………………………….………………2
 1.2.2國內研究現狀……………………………………….……………3
 1.3題目研究方法…..………….……….…………………..…..…5
 1.4 論文構成及研究內容……………………………. …………………….5
2廣州星巴克企業體驗營銷現狀……………………………………………………6
 2.1咖啡文化的建立…………………………….……………………..………7
 2.2把咖啡店營造成第三生活空間…………….………………………..……7
 2.3品牌的多元化…………………………………...……………..…….…9
 2.4 廣州星巴克店的狀況……………………………………..…………….10
 2.5廣州星巴克的營銷策略的特點…………………………………..………11
 2.5.1廣州星巴克店面的選址……………………………………..……11
 2.5.2廣州星巴克店面設計……………………………………..………12
 2.5.3廣州星巴克店咖啡調配方式……………………………………..13
 2.5.4廣州星巴克店的現場體驗策略……………………………………14
3 廣州星巴克體驗營銷的成功經驗分析………………………………………..16
  3.1公司的獨到的經營理念……………………………………………….…16
  3.2公司的整合設計的成功之處…………………………………………….16
  3.3公司獨具個性的品牌價值觀……………………………………..…….17
 3.3.1評價公司的品牌CIS識別系統………………..………………….17
 3.3.2評價公司品牌高價位價格定位…………….……………..………18
 3.3.3評價公司品牌良好的公眾形象定位……………………………….19
 3.3.4評價公司品牌文化教育的獨到之處……………………………….19
4 體驗營銷對其他企業的啟示與借鑒……………………………………..……21
  4.1體驗營銷對服務業的啟示……………………………………………….22
  4.2體驗營銷在餐飲業的應用………………………………..…………….22
結論…………………………………..…………………………………………….24
參考文獻…………………………………..……………………………………… 25
致謝…………………………………………………………………..……….……26

摘    要

 “體驗式營銷”是一個在二十世紀末開始在全世界流行的觀念，它是伴隨著社會的進步、經濟的發展而產生發展的，2000 年美國的B·約瑟夫·派恩和詹姆斯·H·吉爾摩合著的《體驗經濟》以及美國的伯恩特·H·施密特《體驗營銷》專著的出版方首次構建了對體驗消費及營銷的基本理論框架。體驗營銷是通過消費者的感官、情感、思考、行為、關聯五個原則, 與消費者建立有價值的客戶關系。消費者在消費前, 消費中和消費后的體驗，是研究消費者行為及企業品牌經營的關鍵。我國從2002 年開始，“全面體驗消費模式”成為中國消費市場的十大趨勢之一。本文將以廣州星巴克企業為例闡述此企業體驗營銷的成功經驗。
 首先，本文將敘述廣州星巴克企業體驗營銷的現狀，概述企業咖啡文化的建立，如何把咖啡店營造成第三生活空間，星巴克的品牌的多樣化，詳細介紹廣州星巴克企業營銷策略的特點。
 其次，本文將對廣州星巴克企業體驗營銷的成功經驗進行具體分析。分別評價公司的經營理念，整合設計和品牌價值觀。
 最后，本文將闡述體驗營銷對其他企業的啟示與借鑒，并得出本文的結論。

關鍵詞：體驗營銷，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