体验经济时代的到来使生产和消费行为都发生了巨大的变化，消费者在消费产品和服务时，已经不仅仅停留在产品和服务的本身，而是更加关注他们的感官体验和思维认同的过程。这些变化使企业的营销方式面临巨大挑战的同时也提供了一定的机会。面临体验经济和体验消费的到来，企业需要转换营销观念实施体验营销。星巴克咖啡是体验营销的杰出的代表，它出售的不是咖啡，而是人们对咖啡的体验。体验营销以向顾客提供有价值、有意义的体验为主旨，以服务和商品为媒介，星巴克通过提供使消费者在心理和情感上得到满足的“星巴克体验”来吸引顾客并提高顾客的忠诚度，缔造了非凡的咖啡品牌。其中包括感官营销，情感营销，思考营销，行动营销，关联营销。同时本文将探讨企业实施体验营销的误区和星巴克体验营销背后给我们的启示。关键词：体验 体验营销 星巴克
The production and consumption behavior has undergone tremendous changes due to the appearance of the experience economy era, consumers pay more attention to their sensory experience and thought process of identity than to the products and services alone when consuming products and services. These changes make enterprises’ methods of marketing face huge challenges as well as some opportunities. Facing the arrival of experience economy and experience consumption, businesses need to convert to the implementation of experience marketing. Starbucks Coffee is an outstanding representative of experience marketing, selling not coffee but people’s experience on coffee. Experience marketing aims to provide customers with valuable and meaningful experience, using services and goods as the media, and Starbucks attracts customers and increases customers’ loyalty to create a remarkable brand of coffee by providing consumers with psychological and emotional satisfaction ----"Starbucks experience". Including sensory marketing, emotional marketing, thinking marketing, mobile marketing and related marketing. This article will also explore the misunderstanding of the enterprises’ implementation of experience marketing and the enlightenment of Starbucks experience marketing.
Key words ：Experience, Experience marketing, Starbucks
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