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Abstract Recently, the economy of Xuzhou grows steadily, the process of urbanization is accelerating and the urban residents' disposable income continues to increase, which make Xuzhou be a large consumer market. As a well-known global coffee company, Starbucks is developing rapidly in Xuzhou market. At the same time, more new coffee brands come into Xuzhou marketing, as a result, it enlarges the industry’s competition, and on the one hand, it illustrates the coffee market’s broad prospects. As a first-line brand, it has a higher visibility, but it also faces other coffee brands’ threats. To face the fierce competition, how to effectively strengthen the marketing management has become a current important topic faced by enterprises. As a result, it is important and necessary to do the marketing strategies research of Starbucks in Xuzhou to maximize resource utilization.
Firstly, this paper clearly lists the existing marketing strategies of Starbucks in Xuzhou by using brand marketing and 4Ps marketing mix analysis. Then, analytic models like Five Forces and SWOT analysis method have been used to research Xuzhou Starbucks’ industry environment and its advantages and disadvantages. Following that, it combines with marketing survey, mainly through two research methods: one is to interview its employees, and the other is to conduct questionnaires. After this, it analyzes these market research data and combining theoretical analysis of Xuzhou Starbucks in the third chapter to adjust marketing strategies. Finally, this paper summarizes the revelation of Starbucks in Xuzhou and provides some suggestions for other local companies.42195
Key Words: Starbucks in Xuzhou marketing strategy 4Ps Five Forces SWOT
摘要随着徐州经济的持续稳步增长，城市化进程不断加快，城镇居民可支配收入的不断增加，使得徐州消费市场日益壮大。作为一个知名的全球性咖啡企业，星巴克在徐州市场的扩张发展迅速。但与此同时，越来越多新的咖啡品牌进入徐州市场。一方面，扩大了徐州咖啡行业的竞争，另一方面也说明了咖啡市场市场前景十分广阔。 徐州星巴克作为一线咖啡品牌，有着较高的知名度，但现在面临其他咖啡品牌的不断追赶，其所面临的市场竞争也越来越激烈，如何有效加强市场营销管理已成为企业当前所面临的重要课题。因此，针对徐州星巴克进行其营销策略的调查研究，对于提高企业营销资源利用效率的最大化显得非常重要且必须。
本文通过使用品牌营销和4Ps营销策略组合清晰地给出徐州星巴克已有的营销策略，以及通过引用经典营销工具如五力模型和SWOT分析模型来对徐州星巴克所面临的行业环境及主要优劣势进行分析；再结合市场进行调查，主要通过两种调研方法：一种是对徐州星巴克的员工进行访谈，另一种是对顾客进行问卷调查；进而对这些市场调查数据进行分析，结合之前第三章的理论分析对徐州星巴克的部分营销策略进行调整；最后，本文进行总结徐州星巴克的启示，并未徐州其他本土企业提供借鉴意义。
毕业论文关键词：徐州星巴克 营销策略 4Ps 五力分析 SWOT分析
Contents
Abstract...i
摘要..iii
Contents.iv
Chapter One Introduction1
1.1 Background and Meaning of the research....1
1.2 Contents and Methods of the Research...3
1.3 Originality and Shortage4
Chapter Two Literature Review.5
2.1 Overseas Research Status of Marketing..5
2.2 Domestic Research Status of Marketing.5