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Abstract With more foreign coffee chain brands entering the Chinese market, there is fierce competition between these brands. Starbucks, as the largest coffee chain corporation in the world, attributes its success to its unique experiential marketing model. Hence, it’s of great importance to do research on consumers’ attitude toward experiential marketing. This paper samples one of the Starbucks shops for research, aiming to promote the development of modern service industry.27185
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This paper consists of five parts. The first chapter is introduction, focusing on the background, purpose and significance of the research. The second chapter presents literature review, including current research at home and abroad and a brief introduction of experiential marketing theories. Some experiential marketing theories proposed by Dr. B•H•Schmidt are given particular attention. The third chapter deals with the design of research plan. An all-round consumer experience model is established according to related literature and then an investigation plan is designed. The fourth chapter shows the research results and analysis. Based on related theories and empirical research, consumers in the investigated shop are subpided and the data from the questionnaire are analyzed. The fifth chapter is conclusion and summarizes strategies for experiential marketing.
On the basis of the experiential marketing theories, the questionnaire is designed and distributed for collecting information. This paper, for the above-mentioned theories and empirical research, puts forward experiential marketing strategies to guide experiential marketing and foresees the development of experiential marketing in China.
Key Words: experiential marketing services marketing strategy
摘要一些国外连锁咖啡品牌进入中国市场，使得它们面临巨大的竞争压力。这时，研究顾客对体验式营销的满意程度尤为重要。星巴克作为世界上最大的咖啡连锁公司，它的成功得益于其独树一帜的体验营销模式。本文选取星巴克门店进行调查，希望能够有助于现代服务业的发展。
本文主要由五章构成，第一章为绪论部分，着重介绍了论文研究的背景,论文研究的目的和意义。第二章是文献综述，对国内外的研究现状以及体验营销理论进行了探讨，主要回顾B•H•施密特博士关于体验营销的一些理论。第三章为调研方案设计。根据相关文献总结建立一个全面顾客体验，然后进行调研方案设计。第四章为调研结果与分析。基于前三章的理论探讨与实践的调查研究，分析调研结果，对受访咖啡店的消费群体进行市场细分，并且对问题调查结果进行深入分析。第五章是对全文做一总结，提出体验营销的对策。
本文在体验营销理论的基础上设置问卷，发放问卷。根据前面的理论及实证研究，提出相应的体验营销对策，并将结论加以推广提升，使其具有指导体验营销的一般性，并对体验营销在我国的发展做出展望。
关键词：体验营销 服务 营销策略
Contents
Abstract.i
摘要iii
Chapter One Introduction.1
1.1 Background and motivation.1
1.2 Purposes and significance2
1.3 Research assumptions .3
Chapter Two Literature Review.4
2.1 Experiential marketing.4
2.1.1 Basic theories of experiential marketing.4
2.1.2 A comparative research on experiential marketing and traditional
marketing4
2.2 Current research of experiential marketing7
2.2.1 Overseas research7
2.2.2 Domestic research.7
Chapter Three Methodolody9
3.1 Research objectives9
3.2 Research tools9
3.2.1 Literature research9