安徽工程大学机电学院毕业设计（论文）
本科学生毕业论文（设计）
题 目 星巴克品牌形象策划与营销策略
学 院 管理工程系
专 业 市场营销 学生姓名 学 号 指导教师 职称 教授
论文字数 15162
完成日期 2016 年 5 月 10 日
安徽工程大学机电学院毕业设计（论文）
星巴克品牌形象策划与营销策略
摘 要
随着生活水平的提高和人们生活节奏的加快，人们在现代快节奏的都市生活中日益感受到生活所带来的压力，人们为了排解压力的需求也日益强烈。而这时候咖啡厅成为很多青年人缓解压力的首选之地，它不仅是个简单的喝咖啡的地方，而且还是休闲娱乐的适宜场所。在这样的市场需求之下因此孕育了一个潜力巨大的消费市场，而中国市场是星巴克定位的最重要的海外市场。本文以体验营销理论、品牌策划、企业理念策划、服务营销、连锁经营等相关理论为研究基础，深入剖析星巴克在中国市场的发展状况。通过过对星巴克在中国市场的发展历程的剖析，进一步深入研究星巴克的品牌形象策划以及星巴克在中国市场的独特的营销策略。本文根据星巴克在中国市场的研究分析，得出星巴克在中国市场迅速占领市场的原因在于其独特的品牌文化和体验营销策略，以连锁经营的形式快速打开中国市场。而在星巴克在中国市场扩展的同时也出现了竞争力下降和品牌价值文化的降低，本文也对星巴克出现的问题进行分析提出针对性的营销对策。以星巴克的品牌形象策划和营销策略研究分析品牌形象策划对一个品牌经营的重要性，总结出星巴克独特的营销方式在中国企业运用的必要性和优缺点，以及对我国其他企业启示与鉴定。
关键词：星巴克；品牌形象；体验营销；服务营销；连锁经营
安徽工程大学机电学院毕业设计（论文）
Starbucks brand image planning and marketing strategy
Abstract
with the improvement of living standards and people's life rhythm accelerate, people in the fast pace of modern urban life increasingly feel the pressure of life, people to relieve the pressure of demand also become increasingly strong. When the coffee shop has become a lot of young people to ease the pressure of choice, it is not only a simple place to drink coffee, but also for entertainment. It spawned a huge potential consumer market, and market positioning Chinese is Starbucks's most important overseas market. In this paper, the experience marketing theory, brand planning, corporate concept planning, service marketing, chain management and other related theories as the research basis, in-depth analysis of the development of the market situation in Starbucks Chinese. Through the analysis of the development process in Starbucks China market, further research on the brand image of Starbucks and Starbucks in the market planning Chinese unique marketing strategy. In this paper, according to the analysis of Starbucks in China market research, it is concluded that Starbucks in the Chinese market quickly occupied market lies in the unique brand culture and experience marketing strategy, in the form of chain operation quickly open the Chinese market. At the same time in the Starbucks China market expansion also appeared to reduce the value of culture and brand competitiveness, this paper also analyzes the problems of Starbucks put forward the countermeasure of marketing. To Starbucks brand image planning and marketing strategy research of brand image planning on the importance of a brand management, summarizes the Starbucks unique marketing mode in Chinese enterprises use the necessity and advantages and disadvantages, as well as other enterprises of our country enlightenment and identification.
Key words: Starbucks； brand；experience marketing；service marketing；chain
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安徽工程大学机电学院毕业设计（论文）
目录
引言 .............................................................. 6 第1章 概述 ............................................... 7
1.1研究背景..................................................... 7
1.2研究目的与意义............................................... 7 1.3研究内容与方法............................................... 7 第2章 星巴克在中国市场的现状 ................................ 8
2.1星巴克企业文化简介........................................... 8 2.2星巴克在中国市场的发展状况................................... 8 2.3星巴克在中国市场的环境分析................................... 8 2.4星巴克在中国市场存在的问题................................... 9 第三章 星巴克的品牌形象策划 ................................. 9
3.1星巴克的定位策略............................................. 9 3.2星巴克的品牌形象............................................ 10 第四章 星巴克的营销策略研究 ................................ 11
4.1星巴克的体验营销............................................ 11 4.2星巴克的服务营销策略........................................ 13 4.3星巴克的连锁经营............................................ 14 第五章 星巴克的营销策略对现代企业的启示与借鉴 ................. 15
5.1星巴克发展的启示............................................ 15 5.2星巴克对现代企业的借鉴...................................... 15 第六章 星巴克发展历程的总结与建议 ........................... 15
6.1星巴克的发展总结............................................ 16 6.2星巴克营销发展建议.......................................... 16 结论与展望 ....................................................... 18 致谢 .................................................... 19
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安徽工程大学机电学院毕业设计（论文）
参考文献 ................................................ 20 插图清单
图1.星巴克品牌标识的演变
插图出自于书P10页
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