《客户关系管理》期末报告报告名称：星巴克CRM分析报告小组成员（姓名、学号）：(组长)周华淼0920070064郭炳林0920070013叶翔0920070050李超0920070022成绩目录1.星巴克的主要情况........................................................................................................................3公司概述..................................................................................................................................31.2星巴克的现状分析.............................................................................................................31.2.1产品分类..................................................................................................................31.2.2产品组合..................................................................................................................41.2.3星巴克的价格定位..................................................................................................51.2.4从4P分析到4C分析.............................................................................................51.2.5市场环境分析分析..................................................................................................61.2.5.1微观环境~SWOT分析法.............................................................................61.2.5.2宏观环境~PEST分析法……………………………………………….101.3星巴克的连锁经营.................................................................................................................111.3.1星巴克的选址........................................................................................................111.3.2星巴克连锁店的店面设计....................................................................................111.3.3星巴克的选店模式................................................................................................111.3.4咖啡市场经营模式对比........................................................................................121.4竞争对手分析...................................................................................................................131.41.星巴克的主要竞争对手.........................................................................................131.4.2星巴克成功的秘籍................................................................................................131.5星巴克的营销政策...........................................................................................................141.5.1差异化策略............................................................................................................14.1.体验营销.....................................................................................................................14.2.口碑营销.....................................................................................................................151.5.2创新策略...............................................................................................................15.1.全球化设计创新.........................................................................................................15.2.服务方式创新............................................................................................................15.3.产品创新.....................................................................................................................15.4.定...
