Abstract With the development of social economy and the spread of the coffee culture, people's demand for coffee is increasing. Starbucks continuously opens new store in Xuzhou, and other coffee shops also open fast, Starbucks is facing great challenges.71705

Based on theory of marketing strategy, this thesis use the method of SWOT to analyze the current situation of Xuzhou Starbucks. We conclude that strengths are a long history and high awareness, good location, high quality products, comfortable environment and excellent service, weaknesses are conflict of culture, decline of service, occasionally noisy environment and increased costs, future development opportunities are increased income, frequent meeting and transportation improvement and threatens are existing and potential competitors, abundant substitutes and new lifestyle that Starbucks faces under current development. And analysis questionnaire survey from consumers, to find out existing problems are pricing lack of flexibility, persity and taste of product can not content the consumer, competition from competitors, Starbucks experiential consumption begin to fade, less publicity, few activity, and puts forward the corresponding solutions are differentiated pricing, rich product line, strengthen the status of the coffee leader, strengthen the store management, improve the experience, strengthen publicity, increase the intensity of activities for better development.

Key Words: Starbucks     marketing strategy     Xuzhou

摘  要随着社会经济的发展，咖啡文化的深入，人们对咖啡对需求不断增加。星巴克在徐州不断增开分店，但是其他咖啡店也越开越多，星巴克也面临着巨大的挑战。

    本文在营销战略的基础上，对徐州星巴克进行现状分析，运用SWOT分析法对企业目前发展面临的拥有历史悠久、知名度高、门店位置佳、拥有最棒的产品、舒适的环境和出色的服务的优势和存在文化冲突、服务下降、环境时而嘈杂以及成本上涨的不足，并对未来发展面临人民收入不断提高、频繁的外出聚会和交通方式变多的机会和受到了眼前和潜在竞争者、不断增加的替代品和生活方式改变的威胁进行分析，并对消费者进行调查问卷，发现存在的问题，例如价格制定缺少灵活性，产品多样性和口味不能满足消费者，来自竞争对手的竞争，星巴克体验开始淡化，宣传少，活动力度小等，并提出相应的解决方案，差异化定价，丰富产品线，加强咖啡领导者的地位，加强门店管理，改善体验，加强宣传，加大活动力度，以便企业更好地发展。

毕业论文关键词：星巴克     营销战略     徐州

Contents

Chapter 1 Introduction 1

1.1 Research background and significance 1

1.2 Literature review 3

1.3 Thesis structure 5

Chapter 2 Basic theory 6

2.1 SWOT analysis 6

2.2 Marketing strategy theory 7

2.3 Marketing strategy combination theory 7

Chapter 3 Starbucks SWOT analysis 8

3.1 Strengths 8

3.2 Weaknesses 9

3.3 Opportunities 10

3.4 Threats 12

Chapter 4 Questionnaire and analysis 14

4.1 The design of questionnaire