星巴克的營(yíng)銷策略的研究

1、...星巴克的營(yíng)銷策略研究星巴克的營(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星巴克面臨的問題........................................................................................................31.5.1問題一：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問題二：

6、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)......................................................................................................................1

19、25.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.....................................................