星巴克的中国市场营销策略研究

华中科技大学
硕士学位论文
星巴克的中国市场营销策略研究
姓名：贾灿
申请学位级别：硕士
专业：工商管理
指导教师：李长江
20081031
摘要
随着中国经济的高速发展，孕育出了一个发展潜力巨大的咖啡消费市场，也成个各个外资公司争夺的对象，据波士顿咨询公司预计，中国在2015年之前将成为全球第二大消费市场，根据这种对中国消费市场发展前景的预期，星巴克公司把中国市场定位于其美国市场之外最重要的海外市场。

本文以服务营销、核心竞争力理论、体验营销理论等理论为理论研究基础，通过大量研究和阅读文献资料，客观分析了星巴克在中国市场的内外部环境，指出星巴克在中国市场所存在的优势、劣势、机会和威胁，并运用波特五种竞争力模型和SWOT等战略分析工具总结星巴克在中国市场的营销策略。

在星巴克快速扩张的同时，也面临其核心竞争力的损失和品牌价值降低的危机，本文也对星巴克的危机作出分析并提出相应的营销对策。

本文通过对星巴克内部资源能力的分析，总结出其核心竞争力是其源于其独特的企业文化和价值观，通过对星巴克在中国目标市场营销策略研究，总结出星巴克的目标市场是一个有品味、追求时尚、收入较高的人群组成的高端市场，随着中国经济的高速发展，产生了一个庞大的以中产阶级为主体的高端市场，而星巴克选择的营销策略正适合了这部分目标市场对咖啡体验式产品的需求。

本文根据服务营销和体验营销的理论对星巴克市场营销策略组合进行分析，星巴克基于体验的差异化营销策略很好的把自己跟其他竞争对手区分开来，星巴克除了高品质服务之外还提供了更丰富的顾客体验，这为其带来了很高的品牌忠诚度。

星巴克成功的核心在于其对咖啡文化内涵的扩展，也就是独特的星巴克体验。

论文的目的是为星巴克制定一套营销策略体系，包括目标市场的确定和市场营销组合策略。

关键词：竞争战略营销策略体验营销服务营销核心竞争力
Abstract
With the rapid development of China economy, there appears a potential large market for coffee consumption .Many foreign companies have optimistic views of Chinese market. China is likely to become the world’s second largest consumer market by 2015, said a report released by the Boston Consulting Group. According to the optismistic prospect, Starbuck targets China as the most important overseas market .This paper takes services marketing, core competitive power theory, experience marketing and other theories as its theoretical basia. Through extensive investigation and reading literature, the writer objectively analysis the external and intenal environment of Starbucks in Chinese market, and point out the advantages, disadvantages, opportunities and threats of Starbucks in Chinese market, and educes Starbuck's marketing strategy in Chinese market through Five Forces Analysis and SWOT models. However, as the rapid expand, there are some crisis of the weakening of Starbucks' core competence and experience. This paper analyzes Starbucks' current crisis and try to put forward some solutions.
Starbuck's internal resources and abilities shows that its core competence is the unique enterprise culture and values. By segmenting Starbuck's target market in china, this article conclude that its target market is those city residents with highly educated culture heritage, unique refined taste and admirable high income, which is described as a tactic of sensitiveness and experience marketing. As the highly development of Chinese economy, a huge exclusive market in china gradually appears, which is focused on by Starbuck's marketing strategy choice in the form of coffee culture.
This paper analysis Starbucks’s competitive strategy and market strategy through services marketing and experience marketing theories. What differentiates Starbucks from its competitors is the strategy of experience marketing that enables Starbucks to get a rapid development. Starbucks provide not only highly qualified services but also unique
custmor experenices, which bring the loyalty to Starbucks brand. To Starbucks, its brand value is because of the unique competence of experience marketing. Starbucks’s brand value is also due to unqie Starbukcs’s experience. This paper plans to formulate the effective marketing strategy for Starbucks.
Key word: competitive strategy market strategy experience marketing
services marketing core competitive power
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