镇江商业城店星巴克的营销模式探究摘要：随着中国市场的发展，作为连锁企业的星巴克越来越受年轻人的青睐。在今年，我有幸进入星巴克镇江商业城门店实习，接触并学习它的企业文化与价值观，了解其在中国的营销方式。星巴克作为一个知名的全球性咖啡企业在注重产品质量与高服务的同时，还实施了顾客体验营销模式。本文将对镇江星巴克的体验营销模式进行探讨研究，从SWOT分析、STP分析其营销手段从而进一步分析企业的营销模式，以体验营销模式总结出镇江商业城的经营模式以及成功之道，并根据镇江星巴克经营现状找出存在的问题，针对问题提供一些合理性的建议或营销策略。关键词：星巴克营销模式体验营销模式TheMarketingPatternOfStarbucksInZhenjiangAbstract:WiththedevelopmentoftheChinesemarket,asachainofstarbucksismoreandmorepopularwiththeyoungpeople.Inthisyear,Ihadtheopportunitytoenterstarbucksinzhenjiangcity,andknowthecorporatecultureandvaluesofthecontact.Starbucksasaglobalfamouscoffeecompanyinpayattentiontoproductqualityandhighserviceatthesametime,alsotheimplementationofthecustomerexperiencemarketingmodel.Thisarticlewillfurtherstudyofzhenjiangstarbucksexperiencemarketingmodel,fromtheSWOTanalysis,STPanalysisitsmarketingenterprisemarketingmode,thusfurtheranalysistoexperiencemarketingmodelissummarizedinzhenjiangcitymanagementpatternandthepathtosuccess,accordingtostatusquoofzhenjiangstarbucksruntofindexistingproblems,andaimedatproblemsprovidesomereasonableSuggestionsormarketingstrategy.Keywords:starbucksmarketingpatternexperiencemarketing,目录1.引言................................................................................................................11.1.选题的背景及意义...........................................................................11.2.相关的理论知识...............................................................................11.2.1.营销模式理论..................................................................................11.2.2.STP分析理论....................................................................................11.2.3.SWOT分析理论................................................................................12.星巴克的发展与经营模式.............................................................................22.1.星巴克的创立与发展.......................................................................22.2.经营模式..........................................................................................23.镇江商业城的SWOT分析.............................................................................23.1.优势（Strength）.............................................................................33.1.1.优质量的产品和优佳的地理位置...................................................33.1.2.品牌效应..........................................................................................33.1.3.良好的环境......................................................................................33.1.4.门店员工的服务佳...........................................................................33.2.劣势（Weakness）..........................................................................33.2.1.价格偏高..........................................................................................33.2.2.新产品的不间断推出以及下市.......................................................33.2.3.等待时间久......................................................................................33.3.机会（Opportunity...
