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论文编号：	5577
作者编号：	2120115030
上传时间：	2013/6/16 0:08:02
中文题目：	星巴克品牌体验营销研究
英文题目：	Starbucks China Brand Experiential Marketing Research
指导老师：	杜建刚
中文关键字：	第三空间体验，品牌，品牌体验，体验营销
英文关键字：	Third Place, Brand, Brand Experience, Experiential Marketing
中文摘要：	星巴克的成功在于它成功地在多维度上展现它特有的品牌体验。品牌和品牌体验体验在营销领域是一个相对新颖的概念，它与传统营销所着重的产品功能与产品利益有着巨大的差异。品牌体验是一个后工业经济时代的产物，对目前正要迫切进行经济转型的中国而言是最需要探讨的概念。品牌体验经济是由品牌和体验两大元素所构成，两只看似无关但实际上却密切的结合在一起。 星巴克经过在中国14年的努力, 成功地改变了中国消费者的饮食消费习惯, 以饮茶为主的中国人现在也逐渐接受咖啡。星巴克通过它独特的第三空间体验与品牌接触点，教育中国消费者咖啡文化的魅力。随着与其他海外和中国本土的咖啡连锁企业竞争越来越激烈, 星巴克品牌将面对严峻的挑战. 本论文通过二手数据研究以及深度访谈从营销与心理专家伯尔尼德.施密特的品牌体验维度理论中的感观, 情感, 思维,行动和关联为基础来分析星巴克是如何在中国市场营销第三空间体验, 它又有哪些组织体系与特性来支持星巴克体验在中国的体验营销活动。经过分析后, 我们了解如何在中国咖啡市场有效地实施体验营销, 传递正向的品牌体验和累积优质的品牌资产。
英文摘要：	The success of Starbucks lies in its brand experience in multiple dimensions successfully. Branch and brand experience are relatively new concepts in the marketing area, which have great difference with the product function and benefit that the traditional marketing is focusing on. Brand experience is a creature of post-industry ages, which is a concept to be discussed mostly for China under economic transition. Brand experience economy is composed of the brand and experience, these two elements seem unrelated but are combined into one closely. After 14 years of cultivating, Starbucks successfully changes consumer’s dietary consumption habits, from having a cup of tea to a cup of coffee in China. Starbucks introduces its unique “Third Place” experience concept and brand into China coffee market and uses it as a standard to educate China customers about coffee culture and its fascination. However, the competition between Starbucks and the other foreign and local coffee store companies, such as Costa, becomes severe and violent in China. Starbucks is facing the extreme challenge never before in China market. The thesis is based on the theory of experiential marketing from marketing and consumer psychology specialist Bernd. H. Schmitt. The paper focuses on using Schmitt’s five customer experiences of experiential marketing like “sense”, “feel”, “think”, “act” and “relate” to construct a system about how Starbucks promotes and popularizes its “Third Place” concept in China market and what kinds of organizational structure and unique culture Starbucks construct used to support its experiential marketing activities, maintain the highest quality of Starbucks experience and accumulate high quality brand asset in China market.
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