文档介绍：题目星巴克文化营销策略研究
系别管理系
专业班级工商管理
姓名
指导教师
2016年 04 月 16日
内容摘要
伴随着世界经济区域一体化的不断加强,国家与国家之间的文化、经济交流也愈发频繁,跨国经营的企业数量越来越多,其中很多企业都取得了长足发展。但由于不同国家之间存在着文化差异,导致企业管理文化亦不相同,这些差异会造成跨国营销文化的冲突,文化差异又对跨国文化的管理有着决定性的影响。而星巴克在三十年里,从一家小咖啡店跃身为一家拥有4500个全球连锁店的企业。在这一过程中,星巴克通过品牌文化营销、产品文化营销、企业文化营销三方面构建了一种文化体验和文化氛围,使得星巴克有了根本性的突破、独特的视角和价值观念,最终取得了成功。
随着咖啡饮品在世界范围内的普及程度,各种问题也随之而来,国外品牌的本土产业给迅速发展的国内市场带来了不小的影响,国土企业如何在“家里”占得更大市场值得我们研究,而本文就从星巴克成功的文化营销的视角进行借鉴与探讨。
关键字:文化营销;星巴克;文化氛围
Abstract
With the regional integration of the world economy will continue to strengthen, cultural and economic exchanges between countries have e increasingly frequent, an increasing number of multinational enterprises, which many enterprises have made great development. But because of the presence of the cultural differences between different countries, resulting in enterprise management culture is also different. These differences will cause the conflicts of the transnational marketing culture, cultural differences and the management of transnational culture has a decisive influence. Starbucks in thirty years, from a small coffee shop leaped into pany with 4500 global chain enterprises. In this process, Starbucks through the brand culture marketing, product cultural marketing, marketing of enterprise culture in three aspects construct a cultural experience and cultural atmosphere, making Starbucks fundamental breakthrough, the unique angle of view and values, and ultimately essful.
With coffee drinks the popularity in the world, all the attendant problems, foreign brands in the domestic industry to the rapid development of the domestic market brought no small impact, land enterprise how in the "home" accounted for greater market worthy of our study, and this paper from the perspective of cultural marketing in the ess of Starbucks were reference and discuss.
Key words: cultural marketing ;Starbucks; Cultural atmosphere
目录
一、绪论 1
(一)研究的背景及意义 1
(二)国内外研究现状 1
(三)研究方法及框架 2
二、营销理论概述 4
(一)文化营销策略的概述 4
4