星巴克的体验营销
Experience marketing Starbucks
• 味觉体验 Taste
• 氛围体验 Atmosphere
• 社会体验 Social experience
味觉体验：用最
好的咖啡，煮出不 同的口味
Taste: use the best Coffee, cook a different taste
1971诞生于西雅图，靠卖咖啡起 家
1982年霍华德.舒尔茨加入星巴克， 并担任市场 和零售总监
1987年霍华德.舒尔茨收购星巴克 1992年星巴克作为一家专业咖啡
公司成功上市
1998. Enting China 2005.9 Set up a “star bucks
China education protect”
零广告 Zero advertisement
星巴克除了利用一些策略联盟帮助宣传新品外，几乎从来不做广 告。因为根据在美国和中国台湾的经验，大众媒体泛滥后，其广 告也逐渐失去公信力，为了避免资源的浪费，星巴克故意不打广 告。
Starbucks in addition to the use of a number of strategic alliance to help promote new products, almost never advertise. Because according to theAmerican and Chinese Taiwan experience, the proliferation of mass media, its advertising began to lose credibility, in order to avoid the waste of resources,Starbucks deliberately not advertised.
In our life, popular with such a very classical words: I'm not at the office, at Starbucks, I
在我们生活当中流行着这 样一句很经典的话：
我不在办公室，就在星巴 克，我不在星巴克，就在 去星巴克的路上。
don't Starbucks, on theBiblioteka way to Starbucks.
经营策略 Business Stragety
一、以直营经营为主 One, with straight battalion business
二、不花一分钱做广告 ——“最好的广告就是我们 的店。”
Two, do not spend a penny advertising -- "the best advertising is our shop.“
2005. Established in shanghai 2006.2 Has more then 9000 stores
Starbucks trademark
位于西雅图的第一家星巴克 The first starbucks in Seattle
Starbucks distributed in most parts of the world
In addition to coffee, Starbucks also manages tea, bread , cakes, and other goods. Starbucks has nearly 12,000 branches throughout North America, South America, Europe, Middle East and the Pacific.
星巴克
公司简介 广告 策略 发展攻略
Company introduction
Starbucks is the name of a chain of coffee company, which was established in 1971, the world's largest coffee chain. Its headquarters located in Seattle, Washington, DC.
星巴克（Starbucks）是美国一家连锁 咖啡公司的名称，1971年成立，为全球最 大的咖啡连锁店，其总部坐落美国华盛顿州 西雅图市。
除咖啡外，星巴克亦有茶及蛋糕等商品。 星巴克在全球范围内已经有近12,000间分店 遍布北美、南美洲、欧洲、中东及太平洋区。
Starbucks History
Starbucks name, it originated from Hermann Melville's classic -- "great white shark“ hero
氛围体验——星巴克文化渗入人心
Atmosphere experience -Starbucks culture into the heart
星巴克吸引顾客的另外一个原因是其独特的人文环境， 木质的桌椅、清雅的音乐为消费者烘托出一种典雅、悠 闲的氛围。
星巴克公司出售的不
仅仅是优质的咖啡、
完美服务，
企
更重要的是顾客对咖 啡的体验文化。
业
文
Starbuck Corp sold are not only
化
high quality Coffee,Perfect
service, The customer is more important
is to Coffee experience culture.
三、充分运用“体验” Three, make full use of "experience"
直营理念 Direct marketing concept
四十年来 ，星巴克对外宣称的策略是： 坚持走公司直营店，星巴克只有不到10%的 店铺是特许加盟的连锁店。
In forty years, Starbucks declared policy is: adhere to the company straight battalion inn, Starbucks only less than 10% of the shop is a franchise chain stores.