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
The Marketing Pattern Of Starbucks In Zhenjiang
Abstract: With the development of the Chinese market, as a chain of starbucks is more and more popular with the young people.I n this year, I had the opportunity to enter starbucks in zhenjiang city ,and know the corporate culture and values of the contact.Starbucks as a global famous coffee company in pay attention to product quality and high service at the same time, also the implementation of the customer experience marketing model. This article will further study of zhenjiang starbucks experience marketing model, from the SWOT analysis, STP analysis its marketing enterprise marketing mode, thus further analysis to experience marketing model is summarized in zhenjiang city management pattern and the path to success, according to status quo of zhenjiang starbucks run to find existing problems, and aimed at problems provide some reasonable Suggestions or marketing strategy.
Keywords: starbucks marketing pattern experience marketing,
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