摘 要随着当前我国社会经济的快速发展以及全球化进程的不断加快，各国之间的文化不断交融创新，咖啡业在我国发展也越来越繁荣。本文以著名的咖啡企业星巴克为论文的研究对象，采用理论研究的方法、查找文献资料的方法以及归纳分析法，围绕 4P 营销策略，从产品、价格、渠道和推广这四个方面展开研究，从而对星巴克的品牌营销策略进行分析，找到星巴克在发展过程中存在的包括盲目延伸导致品牌错位、直营模式不利于全球扩张、门店限制和推广方式单一的问题，并提出了相应的解决方案，如巩固核心竞争力、创新经营模式、积极开拓新市场、推进促销活动等。希望通过本文的研究，为我国咖啡业的发展提供参考意见。关键词：星巴克；4P 理论；品牌营销 AbstractWith the rapid development of China's social economy and the accelerating process of globalization, the culture of various countries is constantly blending and in novating, and the development of coffee industry in China is becoming more and more prosperous. This paper takes Starbucks, the giant of coffee industry, as the research object, adopts the methods of literature, theoretical research and inductive analysis, around the 4P marketing theory, researches the brand marketing strategy of Starbucks from four aspects of product, price, channel and promotion, and finds out the existing brand dislocation and direct operation mode of Starbucks in the development process, including blind extension It is not conducive to global expansion, store restrictions and single promotion methods, and puts forward corresponding solutions, such as consolidating core competitiveness, innovating business model, actively exploring new markets, promoting promotional activities, etc. Hope to provide some reference for the development of China's coffee industry.Key words：Starbucks;4ptheory;Brand marketing目 录1 引 言.............................................................................................................................
