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摘要：跨入21世纪之后，随着中国经济的飞速增长，人民生活质量也随之提高，饮品日益多样化，而咖啡也逐渐成为了时尚。从各项社会调查可以知道，中国具有广阔的咖啡消费潜力。现如今中国市场已然有一种咖啡效应，然而外资品牌强有力的占据中国咖啡市场，中国本土咖啡事业的投资者却无力与其抗衡，并且普通的咖啡店，投资虽小，但其缺乏专业的营销策略，且服务水平满足不了市场需求，体现不了应有的咖啡文化。24091
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星巴克进入中国市场后，在它的带动下意式咖啡在一线城市得到普及，卡布奇诺成为时尚的消费饮品。在短短几年时间里取得这样的成绩，星巴克有其独到的营销策略。本文分析了星巴克营销策略的成功之处与应对问题的解决措施，期望能够为我国咖啡行业的长久发展提供借鉴。
毕业论文关键字：快速消费品；营销策略；星巴克；启示
Famous coffee shop marketing strategy in China--Take Starbucks For Example
Abstract: After entering the 21st century, with China's rapid economic growth, people's quality of life increases, the drinks are increasingly persified, and coffee also gradually became the vogue. Can know from the social investigation, China has a broad potential of coffee consumption. Now the Chinese market already has a coffee effect, foreign brand strong to occupy the Chinese coffee market, however, investors cannot compete with China's domestic coffee cause, and ordinary coffee shop, the investment is small, but the lack of professional marketing strategy, and the service level to meet the market demand, reflects the coffee culture.
Starbucks, after entering the Chinese market, in which leads espresso in the first-tier cities gained popularity, cappuccino become fashionable drinks consumed. In just a few short years time to make such progress, Starbucks has its unique marketing strategy. This paper analyzes the marketing strategy of Starbucks success and response measures to resolve the problem, expect to provide reference for development of the coffee industry in our country for a long time.
Key Words: FMCG, marketing strategy, Starbucks, Revelation
目 录
前言1
一、快速消费品营销策略相关理论综述…2
（一）快速消费品相关概念… 2
1、快速消费品的定义…2
2、快速消费品行业2
3、快速消费品的属性…2
（二）营销策略相关概念 3
1、营销策略的基本内涵3
2、影响营销策略的基本因素3
3、营销策略的理论演进4
（三）研究现状 5
1、4P营销策略组合… 5
2、6P营销策略组合… 6
3、11P营销策略组合…7
二、我国咖啡行业营销现状及调研分析…9
（一）我国咖啡行业营销现状 9
1、咖啡行业营销的发展9
2、我国咖啡行业营销现状…9
（二）星巴克公司营销策略的市场调研和分析…10
1、星巴克公司简介… 10
2、星巴克公司营销现状… 10
3、调研的方法和内容 10
4、调研结果分析 11
三、星巴克公司营销策略具体分析及问题应对措施19
（一)星巴克的4Ps分析…19
（二）星巴克营销策略的分析20
（三）星巴克的口碑营销与体验营销…21
（四）星巴克营销策略存在的问题以及应对措施22
1、星巴克营销策略存在的问题22