浅谈星巴克营销战略.doc

摘要
在如今快速发展的现代社会，营销是企业的核心，再好的产品也是要采用营销策略来进行推广的。良好的营销战略是企业进行下一阶段营销工作的前提保证，是促进企业发展的重要支柱，对企业的发展至关重要。针对星巴克江阴万达店的发展现状来看，好的营销策略有利于企业更好地优化资源配置和满足顾客需求。同时有利于星巴克门店的不断扩，增强企业的竞争力，大提高企业的服务水平和消费环境，实现营销创造效益的目的。
本课题以星巴克江阴万达店为例，首先对星巴克江阴万达店的市场环境进行分析；其次对星巴克江阴万达店进行SWOT分析；再次对星巴克江阴万达店的营销组合策略以及其存在的不足进行研究讨论；最后针对其企业营销策略出现的问题提出合理的建议。
关键词：星巴克；营销策略；解决方案
Abstract
In today's rapid development of modern society, marketing is the core of the enterprise, it is a good product is the marketing strategy for promotion. A good marketing strategy is the enterprise on to the next stage to ensure the premise of marketing work, is one of the important pillars, promote enterprise development is very important to the development of the enterprise. For starbucks current situation of the development of jiangyin wanda store, good marketing strategy for enterprises to better optimize the allocation of resources and satisfy the customer demand. Is advantageous to the starbucks stores expanding at the same time, enhance the competitiveness of the enterprises, and greatly improve the service level of enterprises and consumer environment, to realize the purpose of marketing to create benefits.
This topic in starbucks jiangyin wanda store, for example, first of all to starbucks jiangyin wanda store market environment is analyzed; Secondly, the SWOT analysis for starbucks jiangyin wanda store; Again to starbucks jiangyin wanda store marketing mix strategy and the deficiency existing in the study discussion; Finally the enterprise marketing strategy for the problems put forward reasonable suggestions.
Key words：Starbucks; Marketing strategy; The solution
目录
摘要 I
Abstract II
第一章 绪论 1
第二章 市场分析 2
2
2
2
2
3
3
3
3
3
第三章 SWOT分析 4
4
4
4
4
4
4
5
5
第四章 营销目标 6
6
6
6
第五章 营销战略 7
5.