摘    要随着人们生活质量的不断提升，人们对于休闲消费的需求也越来越高，以星巴克为代表的各类快消品品牌也找到了适合自己发展的机遇，以切合市场的发展模式而实现了较快的发展速度。星巴克作为一个享誉休闲市场的咖啡品牌，始终以其人性化的服务模式，独具特色的营销方式而赢得了人们的青睐，这也使得该品牌在维护自身忠实客户群体的基础之上而不断拓宽市场领域，从而实现了较快地发展速度。作为当前世界上的快消品品牌巨头，星巴克在品牌营销和日常服务的过程中注重于为广大消费者营造一种浪漫温馨的外在感受，从而使其可以满足广大消费者的需求，符合市场的发展要求，从而实现了品牌的快速崛起。本文在论述星巴克咖啡品牌营销方式之时，也注意描述该品牌的发展历程，概述其发展现状和发展经验，从而总结该品牌营销的优秀之处。另外，在明确该品牌具体情况的基础之上，本文也以星巴克的营销为案例，明确了对于同类产品营销而言所给予的启示。88953

As people life quality rise, the demand for leisure consumption is also more and more high, all kinds of Starbucks as the representative of the FMCG Brand also found suitable for their own development opportunities, to meet the market development model and the realization of the rapid pace of development。 Starbucks as a famous brand of coffee leisure market, always with the humanized service mode, unique marketing mode and win people's favor, this also makes the brand on the basis to maintain their own loyal customer groups and continue to broaden the market, in order to achieve the fast pace of development。 As the world's FMCG Brand giant, Starbucks in the process of brand marketing and daily service in focus on for the majority of consumers to create an external feel romantic and warm, so that it can meet the needs of consumers, in line with the development requirements of the market, so as to realize the rapid rise of the brand。 This paper discusses the brand marketing of Starbucks coffee, but also pay attention to describe the development process of the brand, the development of the status quo and development experience, so as to summarize the brand marketing excellence。 In addition, on the basis of defining the specific situation of the brand, this article also takes Starbucks's marketing as a case, and makes clear the enlightenment to the similar product marketing。源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766

毕业论文关键词：星巴克;咖啡;营销;特色;快消品

Keyword: Starbucks; coffee; marketing; characteristic

目    录

1引言 1

2星巴克营销方式实证研究 1

2。1星巴克的体验营销 1

2。1。1星巴克的体验营销 1

2。1。2星巴克的体验营销——设施体验 2

2。2星巴克的感性营销 2

2。2。1星巴克的感性营销——产品 2

2。2。2星巴克的感性营销——价格 2

2。2。3星巴克的感性营销——地点 2

2。2。4星巴克的感性营销——以人为本 2

2。3星巴克的跨文化营销——装修中西合璧 2

2。4星巴克的广告营销——明确定位 3

2。5星巴克的合作推广——客户资源共享