星巴克客户体验营销策略分析毕业论文

华南农业大学珠江学院

毕业论文

星巴克客户体验营销策略分析

曾依媛

指导教师： 陈小桂 讲师

系： 经济管理系 年级专业： 2009级市场营销

提交日期：2013年5月15日 答辩日期：2012年5月18日

答辩委员会主席（签名）：

评阅人（签名）：

2013年5月25日

摘 要

自从上世纪50年代，随着经济发展的不同阶段，开始营销理论，营销理论首先关注产品的质量，然后专注于客户服务，而现在已经发展到顾客的注意力，基于这一前提的情感，产生量体验式营销ISIS。体验式营销公司摆脱了残酷的渠道和价格竞争，获得高附加值产品同时还获得顾客的忠诚度。体验营销是顾客的感官和心理的影响与客户建立情感联系，而不是单一物质交易平台。这是一个强大的工具，使企业在未来的竞争中胜出。

星巴克独特的“第三空间”经营理念，努力为目标客户创造独特的星巴克体验。星巴克产品质量的严格要求，精细的规划和控制的口碑，口碑营销，树立尊重和以人为本的企业文化，员工的亲切对待，体验式营销战略的成功实施，给予现代企业一些启示，如建立自己的文化，注重与客户的互动，尊重员工等。

不过这几年，发现星巴克独特“体验营销”有所减弱，因为扩张速度过快了，导致门店质量下降。现在星巴克应该把脚步放慢，回到定位的高端品牌，稳固和加强自身核心竞争力。

关键词：星巴克；顾客体验；顾客满意；顾客忠诚

I

Abstract

Since the 1950s, with the different stages of economic development, began marketing theory, marketing theory primarily concerned with the quality of the product, and then focus on customer service, and has now grown to the attention of customers, based on the premise that the emotion generated amount of experiential marketing ISIS. Experiential marketing company is to get rid of the cruel channels and price competition, to gain high value-added products, and also won the customer's loyalty. Experiential Marketing is the sensory and psychological impact of customer to establish an emotional connection with customers, rather than a single substance trading platform. This is a powerful tool to enable enterprises to win in future competition.

Starbucks unique \space\business philosophy, and strive for the target customers to create a unique Starbucks Experience. Starbucks product quality of strict requirements, elaborate planning and control of reputation, word-of-mouth marketing, establish respect and people-oriented corporate culture, employees cordial treat experiential marketing strategy for the successful implementation, given the modern enterprise some inspiration, such as the establishment of their own culture focus on interaction with customers, respect for employees.

However, in recent years, found the unique Starbucks \marketing weakened expansion too fast, and stores quality. Now Starbucks should be at a slower pace, back to the high-end brand positioning, stabilize and strengthen their core competitiveness.

Keywords: Starbucks；customer experience；customer loyalty；customer satisfaction

II

目 录

1.绪论 ........................................................................................................................................... 1

1.1研究背景 ................................................................................................................................ 1 1.2研究意义 ................................................................................................................................ 1 1.3研究目的以及方法 .............................................................................................................. 1

2.体验营销与顾客满意和顾客忠诚 ........................................................................... 2

2.1体验营销的含义与特点 ..................................................................................................... 2 2.2体验营销影响顾客满意和顾客忠诚 .............................................................................. 3

3.星巴克的体验营销之道 ................................................................................................ 4

3.1星巴克店铺摆设 ................................................................................................................... 5 3.2产品体验 ................................................................................................................................ 6 3.2.1高质量的咖啡 ................................................................................................................... 6 3.2.2产品创新 ............................................................................................................................ 8 3.3贴心的服务体验 ................................................................................................................... 9 3.4互动体验过程 ..................................................................................................................... 10

4.星巴克体验营销对现代企业启示与借鉴 ......................................................... 11

4.1追求高质量 .......................................................................................................................... 11 4.2对细节提高关注 ................................................................................................................. 12 4.3注重与顾客的互动 ............................................................................................................ 13 4.4提高文化构建员工与顾客忠诚度 ................................................................................. 14

5.结论与展望 ......................................................................................................................... 15

5.1星巴克体验营销在应用中存在的问题 ........................................................................ 15 5.1.1高速扩张导致体验淡化............................................................................................... 15 5.1.2产品频陷“质量门” ................................................................................................... 16 5.2给予星巴克的一些建议 ................................................................................................... 17 5.2.1控制扩张速度保证企业核心竞争力 ........................................................................ 17 5.2.2全力维护企业形象以顾客为本 ................................................................................. 18 5.2.3牢记企业社会责任提高企业影响力 ........................................................................ 18

III

参考文献 ...................................................................................................................................... 20 致 谢 ........................................................................................................................................... 21

IV