The Study of Starbucks Marketing StrategyEvery successful enterprise must have its own special marketing strategy and models. Starbucks, one of the world’s top 500 enterprises, achieves such great success only because of its successful marketing strategy. This essay, by using Starbucks for a case study, makes an analysis of its success in such aspects as brand management, customer experience and relationship marketing. Meanwhile, making use of the relevant theory about marketing and SWOT analysis, the author points out the advantages Starbucks owns and challenges it has to face.Keywords: Starbucks; marketing strategy; SWOT analysis
摘 要
成功的企业都必须有独特的营销策略或模式。正如世界500强企业之一的星巴克之所以能取得如此巨大的成功，正是因为它成功的营销策略。本文以星巴克为案例研究对象，从品牌管理，顾客体验和关系营销三大方面着手分析其成功原因。同时，运用营销学相关理论和SWOT分析法剖析星巴克的优势和面对的挑战。
关键词：星巴克;营销策略; SWOT分析
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