本科论文摘 要随着我国消费升级，国内咖啡行业不断取得新突破，咖啡消费市场的规模逐渐扩大。但是我国咖啡市场迅速进入了白热化阶段，“互联网+咖啡”模式日益凸显，咖啡线上线下融合的广度和深度得到深度扩展，特别是以瑞幸、连咖啡为代表的外卖咖啡市场迅速崛起，突破了咖啡市场的消费边界。与商店提供的服务相比，外卖咖啡为服务打开了更多空间，并扩大了更多的咖啡消费场景，因此星巴克的霸主地位受到挑战。基于此，通过理论与实践相结合，立足济南市场星巴克促销的实际情况，以全新的视角理性分析当前促销策略的现存问题，努力探究科学合理的优化机制，以期为我国的咖啡行业的发展提供专业性研究思考。本文章通过分析星巴克在国内的促销策略，同时对星巴克在营销活动方面存在的问题，针对性给出改进建议，以期能够给经营者理解星巴克新式的市场营销思路，能少走弯路，进而推动星巴克本土化进程，使更多中国人接受。关键字：消费者，星巴克，促销策略本科论文AbstractWith the upgrading of consumption in China, the domestic coffee industry has continuously made new breakthroughs, and the scale of the coffee consumption market has gradually expanded. However, China's coffee market has rapidly entered a stage of intense heat, and the "Internet + coffee" model has become increasingly prominent. The breadth and depth of the online and offline integration of coffee have been deeply expanded, especially the take-out coffee market represented by luckin coffee and coffee Box has rapidly risen and made breakthroughs. The consumption boundary of the coffee market. Compared with the service provided by the store, take-out coffee opens up more space for the service and expands more coffee consumption scenarios, so Starbucks dominance is challenged. Based on this, through the combination of theory and practice, based on the actual situation of Starbucks promotion in the Jinan market, we rationally analyze the existing problems of the current promotion strategy with a new perspective, and str...
