体验营销在星巴克的应用研究

论文编号:YX054 论文字数:8834,页数:13 ,附任务书,开题报告,指导记录表

摘 要
 人类经济发展经过了产品经济时代和服务经济时代后，来到了围绕着全程客户体验的体验经济时代。面临体验经济和体验消费的到来，体验营销应运而生。这使企业的营销方式面临巨大的挑战的同时也提供了一定的机会。
 星巴克在市场低迷的环境下诞生发展到咖啡界鼻祖，最重要的是是应用情感体验，以服务质量为核心，联合娱乐与感官刺激设计和咖啡文化体验成功地塑造了咖啡界的著名品牌，通过较少的广告已成为全球咖啡消费潮流的领导者。体验营销具有互动性、消费主动性，差异性和即时性与延续性等特征，通过体验营销可以塑造品牌个性，增加产品的附加价值；激发顾客潜在需求，增加销售业绩；吸引顾客参与互动，培养顾客的忠诚度。
 星巴克的成功归功于创新的体验营销，在竞争日益激烈的今天，体验营销被应用于各个领域，体验营销在促销战略上创造强化体验的品牌形象，通过以服务传递体验策略为核心，在服务行业已经突破性的发展。在当今竞争日益激烈的社会，创新的体验业务带来了无限商机，体验营销正逐步向人性化体验营销发展，通过塑造体验品牌，从而带动体验经济的飞速发展。
 
 关键词：体验营销，体验经济，人性化体验营销

Abstract
 After the products of human economic development and service economy economic era after era, came around the entire customer experience, experience economy. Experience economy and experience the consumer is facing the arrival of experiential marketing came into being. This allows enterprises face enormous challenges of marketing, while also providing some opportunities.
 Starbucks downturn in the market environment for the development of the birth originator of the coffee sector, the most important is the application of the emotional experience, to the quality of service at the core, Joint entertainment and sensory stimulation design and coffee culture experience successfully shaping the coffee industry's most prestigious brands, through less advertising has become a global coffee consumption trend leader. Experiential Marketing interactive, consumer initiative, and the difference between instant and continuity, characteristics, through experiential marketing can create brand personality and increase the added value of products; potential customers stimulate demand, increase sales performance; attract customers to participate in interactive and cultivate customer loyalty.
 Starbucks attributed the success of experiential marketing innovation, in an increasingly competitive today, experiential marketing has been used in various fields, Marketing experience in creating marketing strategies to strengthen the brand image of experience, through the transmission of experience to serve as the core strategy, in the service industry has been the development of a breakthrough. In today's increasingly competitive society, the innovation business experience has brought enormous opportunities Experiential Marketing is gradually to the human experience of marketing development, brand experience through the mold, thereby stimulating experience of the rapid economic development.

 Key words: Experiential Marketing; Experience Economy; Experiential Marketing Humanity

目 录
摘 要 I
Abstract II
前言 1
一、体验营销理论综述 1
（一）体验营销的含义 1
（二）体验营销战略及内容 1
二、星巴克的发展历程 2
三、星巴克的体验营销 3
（一）星巴克的体验设计 3
（二）星巴克的体验架构 4
（三）星巴克的体验定位 4
（四）星巴克的体验创新 5
（五）星巴克的体验国际化 5
四、结束语 7
致谢 8
参考文献 9

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