星巴克本土市场节日营销策略分析

摘要：近年来，国家长短节假日的设立和人民生活水平的提高，给节日消费注入了极大的活力和能量，节日经济热潮日益高涨而“节日营销”大战也愈加硝烟弥漫，所以节日营销的重要性被越来越多的商家所认识，尤其是在西方文化风潮涌动的今天。基于本人在星巴克将近一年的兼职实习，和对星巴克的节日营销与一手数据的深度认识，在借鉴了目前节日营销研究策略的基本理论及经验的基础下，结合星巴克的基本情况和节日营销现状，在进行了中国大节日市场宏观环境和行业发展的分析并综合考虑了星巴克营销群体的特性和消费者行为的复杂性，从四个方面给出了星巴克节日营销建议，包括发掘文化内涵，区分营销目的，确定目标客户和选好促销方式，并提出了完善节日营销策略的具体措施。这对提高星巴克节日市场和品牌文化发展的可持续竞争力有着非常重要的意义，同时本研究还希望在实践中为改进快速消费品节假日营销策略提供新的思路。20919
毕业论文关键词：节日营销星巴克消费者行为品牌
The Analysis of Starbucks Festival Marketing Strategy on Local Market
Abstract：Recently, with the establishment of national holidays and the improvement of people's living standards, the holiday spending was injected great vitality and energy. Holiday economic boom has been a growing and "festival marketing" war of smoke, the importance of festival marketing is known by more businesses especially on today. Based on a part-time job in Starbucks for one year, a deep understanding on the firsthand data, the current festival marketing research strategies under the basical theory and experience, combined with Starbucks and festival marketing present situation, the basic situation of the big festival in the China market macro-environment and the development of the industry analysis and considering the characteristics of the Starbucks marketing group and the complexity of consumer behavior. Starbucks festival marketing Suggestions are given from four aspects, excavation culture connotation, distinguish between marketing purposes, determine the target customer and choose the right promotions, and put forward the concrete measures to improve the festival marketing strategy. There has a very important significance on holiday to improve the Starbucks brand culture in the development of sustainable competitiveness. At the same time, this study also hopes provide new train of thought to improve FMCG marketing strategy on holidays.
Key Words：Festival marketing ；Starbucks；Consumer Behavior；Brand
目录
一、绪论   1
（一）研究背景   1
（二）研究目的与意义   2
二、节日营销介绍和市场现状   2
（一）节日营销介绍   2
（二）中国节日营销的市场现状   2
1、节日营销的发展趋势   2
2、节日营销的问题分析   3
三、星巴克的节日营销分析   4
（一）星巴克的基本情况   4
1、星巴克简介   4
2、星巴克的营销定位   4
（二）星巴克的节日营销现状   5
1、节日环境营销   6
2、节日产品营销   6
3、节日活动营销   7
4、节日营销的销售额分布   8
5、节日营销的消费者调查   9
（三）星巴克的节日营销分析   11
1、消费者节日购买需求诉点分析   11
2、星巴克节日活动策略不足分析   12
四、对星巴克节日营销策略的建议   13 星巴克本土市场节日营销策略分析:http://www.youerw.com/guanli/lunwen_12885.html