体验营销对顾客忠诚度的影响——对星巴克体验式营销的探析摘要随着营销策略研究的不断深入，顾客们已经不仅仅满足于单纯的服务营销，在服务营销的基础上，体验营销的理论随之被提了出来。作为一个新兴的营销模式，体验营销是源于服务营销但又超出服务营销。随着中国白领阶层的日渐壮大，各种迎合白领阶层的消费场所逐渐从国外登陆中国。星巴克可以说是其中最受欢迎的品牌之一，它在中国市场上的体验营销策略可以说是成功的关键。本文通过案例研究的方法对星巴克在中国市场上的体验营销策略进行分析研究，最终得出体验营销在这里面的巨大作用，以及体验营销对顾客忠诚度的促进效果。通过对这个真实的案例研究，给出一些有价值的结论，深入学习和掌握案例研究方法的运用以及更深层地了解营销策略的重要性。关键词：案例研究，营销模式，体验营销，顾客忠诚度AbstractWiththedeepeningofresearchofmarketingstrategy,customershavenotonlysatisfiedasimpleservicemarketing.Basedontheservicemarketing,thethetheoryofexperientialmarketingwasthenputforward.Asanemergingmarketingmodel,experientialmarketingisfromthemarketingservices,butbeyondit.WithChina'sgrowthofwhite-collarclass,Somethingforthewhite-collarplaceturnupinChinafromabroad.tcanbesaidthatStarbucksisoneofthemostpopularbrandsintheChinese.experiencemarketingstrategycanbesaidtobethekeytosuccess.Inthispaper,wewillusethecasestudymothodtoresearchtheexperientialmarketingtheoryofStarbucksintheChinamarket,andtheeffectofexperiencemarketingtocustomerloyalty.Throughthisrealcasestudies,somevaluableconclusionsaregiven,weshallstudyandmastertheuseofcasestudymethodsaswellasmoreunderstandingoftheimportanceofmarketingstrategy.Keyword:CaseStudy,MarketingStrategy,experientialmarketing,CustomerLoyalty目录1绪论..........................................................................................................................................................11.1研究背景...............................................................................................................................11.2研究问题...............................................................................................................................21.3研究目的和意义...................................................................................................................32文献回顾................................................................................................................................................32.1体验营销理论的研究...........................................................................................................32.2体验营销与传统营销之间的区别.......................................................................................92.3顾客忠诚度概念的界定.....................................................................................................102.4体验营销下顾客忠诚度的影响因素.................................................................................113研究方法..............................................................................................................................................123.1研究方法.............................................................................................................................123.2研究对象.............................................................................................................................133.3研究模型设计.......................................................................................
