联系我们

论文查询结果	返回搜索

论文编号：	6269
作者编号：	2120125021
上传时间：	2014/6/6 17:36:01
中文题目：	星巴克体验式服务营销策略研究
英文题目：	A Study of Starbucks Experiential Marketing Tactics
指导老师：	郑琦
中文关键字：	星巴克;服务营销;体验营销
英文关键字：	Starbucks;Service Marketing;Experiential Marketing
中文摘要：	自从中国改革开放以来，人民对生活水平的要求急速提升。此外，经历三十几年的发展，咖啡已经如同中国茶一般普及，人民对咖啡的需求也逐渐增高。营销其中一个重要议题为差异化。目前企业所进行的营销策略大多分为两类, 包含功能性强化与产品多元化。然而, 大众消费者却无法分辨企业提供的差异化, 反观, 顾客对体验的渴望逐渐大于实质的产品及无形的服务。 星巴克如今被视作咖啡的代名词, 其为体验营销策略的实践表率。本文针对星巴克相关文献进行搜集及分析, 以案例研究法及文献研究法, 试图建立一套体验营销流程。本文研究以体验营销策略为基础, 并搭配服务营销组合策略为实施工具, 以星巴克作为范例, 分析其实际实施体验营销策略方式。 人类的经济生活经历几番变革,如今我们已身处体验经济的黄金盛世。随着经济型态变化，如今消费者的模式也随之改变。消费者更重视的是在消费过程中满足其渴望与需求, 沈浸在正向且愉悦的气氛, 并留下值得回味的记忆。 本文以Schmitt(1999)提出策略体验模块为体验营销策略基础，针对不同媒介建造消费者体验的形式，其包含感官、情感、思考、行动及关联。 接下来，传统以Schmitt提的体验媒介为体验营销的战术工具。本文在此则以7P营销组合替代，其包含产品、价格、渠道、促销、人员、有形展示以及流程。以7P营销组合为栏，并以策略体验模块为列，两者结合为一矩阵作为策略规划工具。 最后，为了确保体验的实施，以此为基础上，还需要人员、组织文化及客户信息反馈，以确保系统正常运营。
英文摘要：	Since the china open its market for 30 years, the living standard of Chinese citizen has dramatically risen. After the 30 years of economic development, the demand for coffee increase and consumptions of coffee are also rise tremendously. Simply offer products and service for china customer could not fulfill consumer anymore. The marketing strategies of local enterprise are product diversification and product function reinforcement. However, local customer could not verify the difference between companies. Meanwhile, customers are eager for the experience process that go through each service process. Starbucks already became the leading brand of the chain coffee shop in china, and Starbucks is also the perfect case of focusing on experiential marketing in every service processes. This study use case study methodology and literature review methodology to construct a set of process of experiential marketing. This study is based on the research of experiential marketing, and use service marketing as tool to analyze how Starbucks implement experiential marketing in its’ retail. The mainstream of human life shift several times, now we are in the golden age of the experiential economic. The living style of modern consumer change dramatically with eager of “good consumption experience.” Modern consume care about the “experience” more the physical goods. They are buying for the atmosphere and joy in the service processes, and they want to leave memorable experiences after buying a cup of coffee. This article studies the success of Starbucks based on the theoretical framework of experiential marketing proposed by Mr. Schmitt, and takes the 7P Marketing Mix in the services marketing theory as the implementation tool. Secondly, for the conventional Experiential Providers, proposed by Mr. Schmitt as the tools for experiential marketing, it is replaced by the 7P Marketing Mix here in this article, which contains product, price, place, promotion, people, physical evidence and process. This paper specifies the 7P Marketing Mix as the rows and the Strategic Experiential Modules as the columns, and combines the two into a grid as the strategic planning tool. Finally, to ensure the practice of the experience, on the above basis, it also requires personnel, organizational culture and customer feedback to guarantee the normal operations of the system.
查看全文：	预览  下载(下载需要进行登录)