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论星巴克品牌营销策略


类型:案例|4500字, 类别:原创|SPSS系数355, MBA附件:开题报告|文献综述

【摘要】

论星巴克品牌营销策略


该论文主要分为三大部分。第一部分主要介绍了星巴克公司的历史和它的基本情况。第二部分是该论文的核心部分,主要从五个方面阐述了星巴克在品牌营销的主要的特点,它们是:品牌的定位、确保咖啡的品质、以人为本的经营管理思想、第三生活空间的概念、与其他品牌的联盟。最后部分是对以上的内容的总结和概括。通过这三大部分的分析能更加深入的了解星巴克公司能在短短的二十几年的时间里迅速成长成为咖啡行业的领跑者的原因。因此星巴克这个品牌在消费者心中的位置不断的上升。

关键词:品牌定位;以人为核心的观念;第三生活空间;品牌联盟
Abstract

This paper is divided into three parts. The first part main introduce the history and basic conditions of Starbucks. The second part is the corn of this paper; the part main elaborates five characteristics of the brand-marketing of Starbucks. They are position of brand, ensuring high quality coffee, operation and management of people centered concept, a third living space concept, league of famous brands. The last part is summary according to above two parts. By the three groups of analysis, we can deeply learn the reason why Starbucks can become the leader in the coffee industry more or less 20 years. Therefore the position of brand can continuously rise in the heart of customers. 

Key words: position of brand: personal-centered concept: a third living space: league of brand

 

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