宁波地区星巴克市场营销策略和渠道管理

XCLW29714  宁波地区星巴克市场营销策略和渠道管理  (字数：4228)

摘要

星巴克这家成立于1971年的公司，是世界领先的特种咖啡的零售商，烘焙者和品牌拥有者。我们进行了市场细分后，可以确定星巴克的目标市场是有文化底蕴的、高品味的高收入都市人，而将星巴克和竞争者区分开来的市场定位主要是咖啡专长和热情的员工，还有改变世界的热忱、创新和星巴克体验等等。由于星巴克和核心竞争力是其文化和价值观，其业务发源于咖啡，因为公司的经营定位于更深层的激发人类灵感和灵性美的业务，所以其营销的手段也必然是从精神面，心理面出发的。

目录

摘要 I

一．星巴克中国营销策略·······················································1

（一）星巴克美国总公司成立简介························································1

    1.星巴克logo的演变················································································1

（二）星巴克公司看好中国市场的巨大潜力············································1

    1.中国市场之所以被看好的原因···································································1

二．星巴克宁波地区营销策略················································2

 （一）门市的选择··············································································2

      1.选择人流量多的区域············································································2

 （二）新产品策略············································································2

      1.不断推出符合顾客喜好的新产品······························································2

 （三）产品推广·················································································2

      1.设立咖啡教室培养顾客对咖啡的喜爱························································2

 （四）伙伴培训················································································2

      1.将同事当成是伙伴重视··········································································2

三．星巴克宁波市场营销策略效果··········································3

 （一）星巴克的主要营销方向······························································3

     1.星巴克追求多元化发展···········································································3

参考文献 4

致谢 5