星巴克 品牌營(yíng)銷(xiāo)策略研究p19

1、1星巴克品牌營(yíng)銷(xiāo)策略研究星巴克品牌營(yíng)銷(xiāo)策略研究摘要隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展，孕育出了一個(gè)發(fā)展?jié)摿薮蟮目Х认M(fèi)市場(chǎng)，也成個(gè)各個(gè)外資公司爭(zhēng)奪的對(duì)象，據(jù)波士頓咨詢公司預(yù)計(jì)，中國(guó)在2015年之前將成為全球第二大消費(fèi)市場(chǎng)，根據(jù)這種對(duì)中國(guó)消費(fèi)市場(chǎng)發(fā)展前景的預(yù)期，星巴克公司把中國(guó)市場(chǎng)定位于其美國(guó)市場(chǎng)之外最重要的海外市場(chǎng)。本文通過(guò)大量研究和閱讀文獻(xiàn)資料，客觀分析了星巴克在中國(guó)市場(chǎng)的內(nèi)外部環(huán)境，指出星巴克在中國(guó)市場(chǎng)所存在的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，并運(yùn)用S

2、TP等戰(zhàn)略分析工具總結(jié)星巴克在中國(guó)市場(chǎng)的發(fā)展，對(duì)星巴克的危機(jī)作出分析并提出相應(yīng)的營(yíng)銷(xiāo)對(duì)策。關(guān)鍵詞：關(guān)鍵詞：星巴克品牌影響策略3目錄摘要..................................................................................................................................................1Abstra

3、ct..............................................................................................................................................2前言.........................................................................

4、...........................................................................41、關(guān)于星巴克..................................................................................................................................41.1星巴克

5、簡(jiǎn)介.........................................................................................................................41.2星巴克SWOT分析....................................................................................

6、.......................51.2.1SWOT分析理論..........................................................................................................51.2.2星巴克SWOT分析..............................................................

7、..................................51.3STP分析..............................................................................................................................71.3.1STP分析理論......................................

8、.....................................................................71.3.2星巴克STP分析.....................................................................................................72、星巴克品牌營(yíng)銷(xiāo)策略分析......................

9、....................................................................................92.1品牌與品牌營(yíng)銷(xiāo)策略..........................................................................................................92.2星巴克品牌營(yíng)銷(xiāo)策略及實(shí)施分

10、析....................................................................................102.2.1國(guó)內(nèi)市場(chǎng)與國(guó)外市場(chǎng).............................................................................................102.2.2星巴克的品牌定位...........

11、......................................................................................112.2.3星巴克的產(chǎn)品定位.................................................................................................112.2.4星巴克的價(jià)格定位.......

12、..........................................................................................132.2.5星巴克第三生活空間定位....................................................................................132.3星巴克的連鎖經(jīng)營(yíng)分析.............

13、.......................................................................................142.3.1星巴克的選址.........................................................................................................142.3.2星巴克連鎖店的店

14、面設(shè)計(jì).....................................................................................142.3.3星巴克的選店模式.................................................................................................142.4星巴克品牌營(yíng)銷(xiāo)策略面臨的問(wèn)題與

15、不足................................................................................152.4.1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).................................152.4.2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.........................................15

16、2.4.3星巴克在中國(guó)的文化沖突.....................................................................................153、星巴克未來(lái)品牌營(yíng)銷(xiāo)發(fā)展的建議............................................................................................163.1差異化策

17、略.......................................................................................................................163.1.1體驗(yàn)營(yíng)銷(xiāo).........................................................................................

18、........................163.1.2口碑營(yíng)銷(xiāo).................................................................................................................163.2創(chuàng)新策略...............................................................

19、............................................................173.2.1全球化設(shè)計(jì)創(chuàng)新....................................................................................................173.2.2服務(wù)方式創(chuàng)新.................................

20、.......................................................................173.2.3產(chǎn)品創(chuàng)新.................................................................................................................173.2.4定位創(chuàng)新..............

21、...................................................................................................173.3經(jīng)營(yíng)策略聯(lián)盟..............................................................................................................

22、.....18總結(jié)..................................................................................................................................................18參考文獻(xiàn)...........................................................