星巴克体验营销策略研究内 容 摘 要餐饮行业历史悠久，现在的新型餐饮也层出不穷，在日益严峻的餐饮行业中生存下去，餐饮企业找好营销手法是十分重要的。体验营销可谓是应世而出的新型营销策略。体验营销是如今餐饮行业必不可少的营销策略，体验营销旨在为顾客提供个性化体验，每位顾客得到的体验都是独一无二的，星巴克成功运用体验营销使顾客体验到前所未有的咖啡体验，星巴克对体验营销的运用打造了其独特的品牌形象和获得了企业竞争力，这十分值得国内餐饮行业学习。体验营销不但可以提高自身核心竞争力，还能提升顾客的体验感。通过对星巴克体验营销策略研究，找到星巴克成功运用的原因，为国内餐饮行业的营销提供新思维、新方向。关键词：星巴克；体验营销；品牌；体验 PAGE IResearch on Experience Marketing Strategy of StarbucksAbstract The catering industry has a long history, and the new catering industry is emerging in an endless stream. It is very important for catering enterprises to find a good marketing method to survive in the increasingly severe catering industry. Experience marketing is a new marketing strategy. Experience marketing is an indispensable marketing strategy in the catering industry. It aims to provide customers with personalized experience. Each customer's experience is unique. Starbucks successfully uses experience marketing to make customers experience unprecedented coffee experience. Starbucks' use of experience marketing has created its unique brand image and gained the competitiveness of the enterprise It is worth learning from the domestic catering industry. Experience marketing can not only improve their own core competitiveness, but also enhance the experience of customers. Through the study of Starbucks' experience marketing strategy, the paper finds out the reasons for the successful application of Starbucks, and provides new thinking and new direction for the marketing of domestic catering industry.Key words:...
