星巴克的營(yíng)銷策略研究

1、封面每個(gè)學(xué)校不一樣職業(yè)技術(shù)學(xué)院畢業(yè)論文：星巴克的營(yíng)銷策略研究目錄目錄摘要.............................................................................................................................................I目錄........................................

2、....................................................................................................II1緒論...................................................................................................................

3、.......................11.1研究背景........................................................................................................................11.2關(guān)于星巴克的品牌訴求.......................................................

4、.........................................21.3星巴克的品牌識(shí)別........................................................................................................21.4研究目的和意義....................................................

5、........................................................21.5星巴克面臨的問(wèn)題........................................................................................................31.5.1問(wèn)題一：星巴克在中國(guó)著眼于大城市的市場(chǎng)卻忽略了中小城市的市場(chǎng)......31.5.2

6、問(wèn)題二：星巴克在中國(guó)高速發(fā)展的同時(shí)品牌價(jià)值在逐步降低......................31.5.3問(wèn)題三：星巴克在中國(guó)的文化沖突..................................................................31.6本章小結(jié).............................................................................

7、...........................................32.星巴克在中國(guó)發(fā)展的理論綜述..............................................................................................42.1體驗(yàn)式營(yíng)銷理論........................................................

8、...................................................42.2SWOT分析...................................................................................................................42.3企業(yè)經(jīng)營(yíng)策略..................................

9、.............................................................................42.4STP分析........................................................................................................................52.5本章小結(jié)：.....

10、...............................................................................................................53.星巴克的現(xiàn)狀分析..................................................................................................

11、................63.1國(guó)內(nèi)市場(chǎng)與國(guó)外市場(chǎng).................................................................................................63.2星巴克的品牌定位..................................................................................

12、......................63.3星巴克的產(chǎn)品定位........................................................................................................63.3.1產(chǎn)品分類........................................................................

13、......................................73.3.2產(chǎn)品組合..............................................................................................................73.4星巴克的價(jià)格定位..................................................

14、......................................................83.5星巴克第三生活空間定位...........................................................................................83.6STP（目標(biāo)市場(chǎng)營(yíng)銷理論）分析.........................................

15、........................................93.7SWOT分析.................................................................................................................103.8本章小結(jié)................................................

16、......................................................................114.星巴克的連鎖經(jīng)營(yíng)................................................................................................................124.1星巴克的選址...............

17、...............................................................................................124.2星巴克連鎖店的店面設(shè)計(jì)..........................................................................................124.3星巴克的選店模式......

18、................................................................................................124.4本章小結(jié)...................................................................................................................

19、...125.競(jìng)爭(zhēng)對(duì)手分析........................................................................................................................135.1星巴克的主要競(jìng)爭(zhēng)對(duì)手........................................................................

20、.....................135.2星巴克成功的秘訣......................................................................................................135.3本章小結(jié)...........................................................................

21、...........................................146.星巴克的營(yíng)銷政策建議........................................................................................................156.1差異化策略.................................................