资源描述:
《星巴克客户体验营销策略分析毕业论文》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、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ISISo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吋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,使企业在未來的竞争中胜出。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
2、对待,体验式营销战略的成功实施,给予现代企业一些启示,如建立口己的文化,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AbstractSincethe1950s,withthedifferentstagesofeconomicdevelopment,beganmarketingtheory,marketingtheoryprimarilyconcernedwiththeq
3、ualityoftheproduct,andthenfocusoncustomerservice,andhasnowgrowntotheattentionofcustomers,basedonthepremisethattheemotiongeneratedamountofexperientialmarketingISIS・Experientialmarketingcompanyistogetridofthecruelchannelsandpricecompetition,togainhighvalue-addedproducts,andalsowont
4、hecustomer'sloyalty・ExpcricntialMarketingisthesensoryandpsychologicalimpactofcustomertoestablishanemotionalconnectionwithcustomers,ratherthanasinglesubstaneetradingplatform・Thisisapowerfultooltoenableenterprisestowininfuturecompetition.Starbucksunique"thirdspace"businessphilosoph
5、y,andstriveforthetargetcustomerstocreateauniqueStarbucksExperience・Starbucksproductqualityofstrictrequirements,elaborateplanningandcontrolofreputation,word-of-mouthmarketing,establishrespectandpeople-orientedcorporateculture,employeescordialtreatexperientialmarketingstrategyforth
6、esuccessfulimplementation,giventhemodernenterprisesomeinspiration,suchastheestablishmentoftheirownculturefocusoninteractionwithcustomers,respectforemployees.However,inrecentyears,foundtheuniqueStarbucks''experiencemarketingweakenedexpansiontoofast,andstoresquality.NowStarbuckssho
7、uldbeataslowerpace,backtothehigh-endbrandpositioning,stabilizeandstrengthentheircorecompetitiveness・Keywords:Starbucks;customerexperience;customerloyalty;customersatisfaction目录1•绪论11.1研究背景11・2研究意义11・3研究目的以及方法22•体验营销与顾客满意和顾客忠诚22.1体验营销的含义与特点21.2体验营销影响顾客满意和顾客忠诚42.星巴克的体验营销之道63.1星巴克店铺
8、摆设63.2产品体验93.2.1高质量的咖啡93.2.2产品创新113.3贴心的