北京理工大学珠海学院 2020 届本科生毕业论文星巴克中国营销策略研究星巴克中国营销策略研究摘 要中国消费者群体因为时代的发展，生活品质进一步上升，对咖啡文化的认同感不断提升,新时代购买者拥有着多元化的需求，而传统咖啡行业已经没有办法适应这种发展，所以它急需通过转型发展升级来应对咖啡市场新浪潮。本篇文章是以星巴克企业作为研究对象，通过文献资料法、问卷调查法、实地调查法等对企业的宏观、微观环境进行分析，得出星巴克在中国所具备的客观条件。再结合SWOT 分析理论对星巴克进行优势、劣势以及机会和威胁分析。通过它之前所应用的营销策略，对星巴克在中国市场上市场定位、产品、价格、渠道、促销等方面策略进行分析，发现星巴克的营销策略现在有的问题，并提出相应得改进建议。关键词：宏观环境；目标市场营销；营销策略；战略I北京理工大学珠海学院 2020 届本科生毕业论文Research on Starbucks marketing strategy in China AbstractChinese consumers because of the development of The Times, the quality of life is increased gradually, gradually improve identity of coffee culture, the diverse needs of the new generation of consumers, can not adapt to the development of the traditional coffee industry, so it needs to be upgraded to cope with the new wave of coffee market development. This article takes Starbucks as the research object, uses the literature, the questionnaire survey method and the field survey method, carries on the analysis to the Starbucks in China's macroscopic environment, obtains the Starbucks in China's objective condition. Then it analyzes the advantages, disadvantages, opportunities and threats of Starbucks by using swot analysis. Through the analysis of Starbucks' market positioning, product, price, channel and promotion strategy in China market, this paper finds out the problems of Starbucks' marketing strategy in China market, and puts forward some suggestions for improvement.Keywords: macro environment ; target marketing; marke...
