With the rapid development of social economy, people's living standards have been greatly improved, and the fast-moving consumer goods industry, which is inseparable from life, pays more attention to humanized development, while experiential marketing is a new trend in the development of sales industry. The following is the Starbucks experience marketing paper I compiled for you for your reference.

Starbucks experiential marketing model [Abstract] With the rapid development of social economy, people's living standards have been greatly improved, and the fast-moving consumer goods industry, which is inseparable from life, pays more attention to humanized development. Experiential marketing is a new trend in the development of sales industry. Experience marketing takes products as the carrier and provides consumers with tasteful experience as the main purpose, so that customers can get psychological and emotional satisfaction while consuming. Starbucks, a coffee giant in the fast-moving consumer goods industry, has risen rapidly in the catering industry with its unique romantic coffee experience and warm feelings, which not only meets the market demand, but also wins the favor of consumers.

[Keywords:] Starbucks; Brand; experiential marketing

【 China library classification number 】 F2703 【 document identification number 】 b 【 article number 】

2095-3283(20 12)08-0 1 13-02

First, Starbucks experiential marketing model

Starbucks, 197 1, was born in Seattle, USA. At that time, it was just a small shop selling roasted coffee beans in Park Market. After more than 40 years of development, it has now become the world's leading specialty coffee retailer, roaster and Starbucks brand owner. Facing the rapid development of today's society and numerous competitors, Starbucks has no special marketing strategy, but always dedicates the most delicious coffee to customers. For example, Starbucks aims at the mid-to high-end market, hoping to provide people with a new leisure way and life choice, using Starbucks? Experience marketing? To get more levels of consumers.

Compared with other brands, Starbucks never advertises in the media. It pays more attention to the interaction between customers and waiters, which is called? Word of mouth marketing? . Even in the face of cultural differences between countries, Starbucks strives to create and spread coffee culture, so that people can know more about and like coffee. So, how does Starbucks let this person market through experience? Green mermaid? Sweep the world?

(A) First-class service experience

In Starbucks, there are specialized purchasing experts who wander around the Arabian region, Pacific Rim region and Latin America region between the Tropic of Cancer all the year round, carefully selecting qualified coffee beans, with the aim of making people drink the purest coffee. Starbucks has a set of strict standards for picking, transporting, baking, blending and selling coffee beans. Starbucks coffee not only tastes good, but also has a wide variety. In the supplies area, customers can add various condiments according to their own preferences. If you want to drink your own unique flavor, the blender will brew it separately for customers, so that consumers can experience unique enjoyment. The color of Starbucks coffee can be imitated, but its unique flavor cannot be imitated. We can create a unique Starbucks experience for our customers through each cup of high-quality coffee. In view of the differences in food culture in different regions, Starbucks has also formulated different food menus. For example, China tea was introduced into stores in China to meet the needs of consumers, and gift boxes and suits were sold in traditional festivals in different countries to meet the needs of consumers at different levels and fields.

(2) Sensory experience with unique taste

Sensory experience means that consumers establish sensory experience through sight, hearing, touch, taste and smell, so that consumers can be psychologically satisfied and stimulate more consumption desires. The unified in-store design of Starbucks and KFC is different, which highlights its inherent value and characteristics. In the headquarters of Starbucks, there are a group of office workers with special status, they are artists, designers and architects. They get together to discuss the design and decoration of Starbucks stores, creating a rich sensory experience for every store in the world, thus pleasing consumers and achieving the purpose of brand promotion. This promotion method is called. A tie? Are you online? Is to closely connect customers with the image of the cafe. Starbucks uses orange lighting tones with various wooden tables, chairs and sofas to create a warm feeling. Gothic portraits in line with the artistic taste of white-collar workers are hung on the walls. Here, customers can move tables and chairs freely, listen to soothing music, smell the fragrance of freshly brewed coffee, and set off the atmosphere of life scenes with perceptual colors. The third leisure space? Give full play to the maximum value. Starbucks is considerate to every detail of customers, which makes customers linger and greatly enhances the sustainability of experiential marketing.

(C) Feel at home emotional experience

Emotional experience is to satisfy consumers' positive emotions and feelings, and really start from consumers' feelings, so that customers can get psychological satisfaction when they consume. Starbucks knows that everyone who enters the store is the most direct consumer, so employees will give them a sincere smile whenever and wherever, making customers feel as relaxed as at a friend's house. General employees can only provide services in Starbucks after receiving professional training. The training contents include corporate culture, coffee blending methods, in-store work items, customer service skills and so on. Here, Starbucks also provides customers with free services such as wireless broadband Internet access, magazine reading and music audition. At the same time, in the preparation area, you can also see the barista preparing all kinds of coffee drinks. They will also carefully explain the knowledge of coffee preparation to customers, so that customers can find their own coffee. Starbucks not only realized the vision of spreading coffee culture, but also strengthened the interaction between employees and consumers.

(d) Rich experience beyond coffee.

Every strategy of Starbucks strives to maximize the brand value, but it also pays attention to the added value of the brand in order to seize more market share. In 2004, Starbucks launched? Music cafe? Through our service, consumers who enter the store can choose 7 pieces of music from millions of genuine music libraries to make a CD for only 9 dollars, of which? DIY music, right? USA-Today called it a revolutionary change in coffee culture. With the continuous development of the network, Starbucks also uses the network to increase sales speed, accepts online coffee reservations through the Internet, and develops apps for popular Apple phones and Android phones around the world, so that customers can experience Starbucks' quality services anytime and anywhere. At the same time, the company set up a star club and launched new products such as Starbucks VIA non-brewed coffee, trying to occupy a place in the instant coffee and beverage market. Facing more and more consumers, Starbucks has launched limited edition coffee coasters, coffee cups and other extended products besides selling coffee, which has stimulated consumers' desire for consumption, continuously injected new content into their experience consumption and enhanced customers' loyalty to Starbucks.

Second, Starbucks experience marketing model challenges and countermeasures

In the past few decades, the market has become more competitive and global. The continued success of Starbucks depends largely on the operational capacity of each store. In order to realize the long-term sustainable development of Starbucks, there are still many problems to be solved.

(1) food quality and safety

As a global catering enterprise, it is inevitable to face food safety problems. With the emergence of big-headed doll incident, Sanlu milk powder incident, gutter oil and trans fatty acid food in recent years, people pay more and more attention to the quality and safety of food. In recent years, Starbucks has been frequently exposed that the cakes it sells contain trans fatty acids, and the coffee is mixed with milk containing carcinogens. Although senior managers have repeatedly claimed that it has been properly solved, hidden dangers still worry consumers. Therefore, Starbucks should strengthen food safety management, solve problems in time and answer public questions in time.

(2) Moderate control of global expansion.

Wu Siyuan: Talking about Starbucks' experiential marketing model Wu Siyuan: Talking about Starbucks' experiential marketing model.

Howard, global chairman of Starbucks? Schultz stated in 20 12 that the target number of global long-term stores will be increased from 30,000 to 40,000, and at least 1500 stores can be operated in China. At present, Starbucks has more than 800 stores in China, which are located in the eastern coastal areas. Although the vision of the enterprise is good, whether it can be accepted by local consumers and whether it can be integrated into the local cultural life environment needs careful consideration. There is an old saying in China? Haste makes waste? When an enterprise is eager for quick success and instant benefit, its service quality will inevitably be severely tested. In addition, Starbucks' business model is based on authorization and regional cooperation, and the headquarters can only make a small percentage of the franchisees' operating income, which greatly reduces Starbucks' influence in the catering industry. Therefore, Starbucks should moderately control the speed of global expansion, conduct detailed research and reasonable planning on the economic and cultural environment of the target market, and ensure the service quality while expanding its scale.

(C) Actively promote the new Starbucks brand

Starbucks brand has experienced 40 years of ups and downs. 20 1 1 At the beginning of the year, the company's senior management issued a resolution to change its name to Starbucks 40 years gift. Will the old logo surround the mermaid pattern and English? Starbucks coffee? When the text is removed, the only mermaid background color changes from black to green. This is a brand-new beginning, expanding its product range and breaking the restriction of coffee category. However, many consumers don't know this, so we should increase the publicity of new signs and brands in time to enhance brand awareness.

(four) to carry out cleaner production and establish a green brand image.

With the rapid development of the world economy, people's awareness of environmental protection has been continuously enhanced, but the acceleration of urbanization has seriously damaged the living environment of human beings. As the world's leading professional coffee retailer, Starbucks' consumption of interior decoration materials, paper cups and exhaust emissions is staggering. Starbucks should establish the concept of clean production and green marketing, and vigorously reduce carbon emissions in the production process. If customers who bring their own cups are given appropriate rewards, this will not only reduce the cost of enterprises but also protect the environment.

[References]

[1] BH Schmidt et al. Experience Marketing [M] Zhou Zhaoqing, Nanning: Guangxi Nationalities Publishing House, 2003

[2] (America) Bonn? h？ Schmidt Experience Marketing [M] Translated by Zhang Yu et al. China Three Gorges Publishing House, 200 1.

[3] Zhang Yanfang. Experience Marketing [M]. Chengdu: Southwestern University of Finance and Economics Press, 2007.

[4] Mu Starbucks experience marketing analysis [J] Enterprise vitality, 2004(9)

[5] Xing Zheng Starbucks Coffee Experience Marketing [J] Commercial Economy, 2009( 14)

[6] Wang Hua's brand experience in shaping Starbucks brand [J] SME Management and Technology, 2008(7)

[7] Wen Tao Starbucks bid for change ambition and embarrassment [J] Market Watch, 20 1 1(3)

[8] Huang Hao experience? Starbucks? [J] World Marketing, 2002(9)

Fan Wen-er: Exploratory Research on Starbucks Experiential Marketing Abstract: This study adopts qualitative research methods, conducts in-depth interviews with consumers in Starbucks stores, and then analyzes the data content, including descriptive statistical analysis with SPSS software, through which the research conclusion of Starbucks Experiential Marketing is obtained, and finally the research proposition is given.

Keywords: experiential marketing; Starbucks; Qualitative analysis method

I. Background and significance of the research

Experiential marketing has been widely valued and developed rapidly in 2 1 century. Some people even think that experiential marketing will become the mainstream marketing model in the future. Starbucks, as a successful model of experiential marketing, has always been an important research object. Although the experience essence of Starbucks is weakened by the rapid expansion of its branches, which leads to poor management, it also shows that the demand for experience consumption can not be ignored. In the past, the research on Starbucks mostly started from Starbucks itself, and the research on Starbucks consumers has not been reported so far. The first step of experiential marketing is to determine the parameters of experiential demand. This paper will study the experience of Starbucks consumers and provide reference for enterprises adopting experiential marketing model.

Second, the research design

research method

Due to the lack of public information and the importance of consumer language description, this study adopts qualitative research methods to conduct in-depth interviews with consumers in Starbucks stores, and then uses? Adjective event idea? The content of the data is analyzed by unit, in which SPSS software is used for descriptive statistical analysis, and the conclusion is drawn after the analysis, and finally the research proposition is given.

(B) the design of interview questions

The problem design was originally based on Starbucks' marketing strategy and Schmidt's five experience modules. After the test of five interviewees, it was revised, and finally the following 26 questions were determined: Is this your first time to drink coffee at Starbucks? What do you think attracts you to Starbucks? Do you think the service of Starbucks branches is consistent? When you finish ordering coffee, the waiter will repeat your coffee order to another waiter in Italian. How do you feel? What do you think of Starbucks serving coffee in mugs? Have you noticed the decoration in the shop? How does it make you feel? Have you noticed the colors in the shop? How does it make you feel? Do you like Starbucks music? How does it make you feel? Have you noticed the trademark of Starbucks? How does it make you feel? Have you ever sat on a sofa chair in Starbucks? How do you feel? What do you think of the spare cabinets in the store? Did you notice the smell in the shop when you came in? What do you feel? How do you feel when you use the bathroom in Starbucks? How did the service staff make you feel? Are they one of the reasons why you like Starbucks? Do you have Starbucks complimentary cups? Why did you buy it? What's the special feeling when using it? Do you use Starbucks frequent visitor coupons? Did someone give it to you or did you buy it yourself? Why? What do you think? Frequent visitor coupons? What is the design style? What do you think of the name frequent flyer coupon? What else about Starbucks makes you feel particularly good? What do you think of Starbucks coffee? How does it make you feel? Do you usually come to Starbucks to buy coffee to take away or drink it in the store? Why? How do you feel when you are sitting in the shop drinking coffee? How are you feeling? Have you read the brochure provided by Starbucks? What do you see? Do you have a deeper understanding of coffee? What changes have you made in your consumption habits since you went to Starbucks? Under what circumstances do you particularly want to drink Starbucks coffee? Do you usually come to Starbucks alone or with friends? Why? Will you introduce Starbucks to your relatives and friends? In what way.

(iii) Respondents

30 consumers from 9 Starbucks branches in Guangzhou were interviewed in depth in the morning, noon and evening respectively. Each interview lasts about 1 hour. The interview time includes working days and weekends. The interview was recorded with the consent of the interviewee.

Three. Analysis and conclusion

(A) the analysis unit and classification

By analyzing the interview content and recording the content sentence by sentence, we get 850 analysis units, excluding 225 different from this study, leaving 605 as analysis units, which are divided into seven categories: basic information, reasons for coming to the store, sensory experience, emotional experience, thinking experience, action experience and related experience. For example, sensory experience includes vision, hearing, touch, taste, smell and style, among which vision is divided into six sub-items: architecture, products, CIS, publications, colors and visual symbols.

(ii) Analysis and conclusions

1, basic information. (1) age. According to statistics, Starbucks consumers are 20-29 years old, accounting for 60%, followed by 30-39 years old, accounting for 30%. (2) Education level. Respondents have the highest educational level, accounting for 33%, followed by junior college, accounting for 26.7%. It shows that Starbucks has a high level of consumer education. Some13 consumers pointed out that Starbucks is a good place to read and think. (3) occupation. Business accounted for 36.7%, followed by students, accounting for 33.3%. Some consumers say that pop music played by some beverage shops will disturb them, while relaxing music such as jazz played by Starbucks can make people relax and not be disturbed.

2. The reason for coming to the store. Style accounts for 20%; Products and hardware account for15.1%respectively; The atmosphere accounts for 13.3%. Although Starbucks is famous for its excellent service, this study found that service is not the most important factor for consumers to come to Starbucks. Consumers point out that what attracts them to spend is the free, American and personalized style created by Starbucks. The warm and pleasant atmosphere in the store is also deeply loved by consumers.

3. Sensory experience. CIS accounts for 42.9%; Style accounts for12.6%; Color and taste each account for 9.3%. Research shows that the most important sensory experience of consumers is mainly vision. Starbucks presents a warm, happy, warm and comfortable feeling to consumers. Give consumers a bright, soft, warm and natural feeling in color. Consumers mentioned that the colors of Starbucks are mainly brown and green, which are very natural colors, making people feel relaxed and comfortable when they walk into Starbucks. In terms of taste, consumers have talked about their feelings about the taste of coffee, and they all have a positive view of it. Some consumers also point out that they can't tell the difference between Starbucks coffee and other coffee chain stores, and they like its style and atmosphere when they go to Starbucks. This means that when products and services mature, consumers will choose brands that they have a continuous positive feeling.

4. Emotional experience. Consumption scenes accounted for 38.3%; Store space accounts for 26.3%; Product proportion 16.2%. Schmidt (1999) pointed out that emotion is the strongest in the process of consumption, and the consumption scene is the most important to emotion. This study also confirmed that the main factor affecting consumers' mood is the consumption situation. Consumers feel at home, very leisurely, comfortable and relaxed. Secondly, the place where consumers have emotions is in the store. Consumers can do whatever they want, think or daydream. Starbucks is a good place for consumers who want to be alone but don't want to be lonely. Most consumers also point out that Starbucks provides a social place to get together with friends. Although Schmidt thinks that face-to-face interaction is the most important condition to induce strong emotions, this study shows that the service staff is not the most important factor to produce emotions, which may be caused by Starbucks' self-service and the short contact time between waiters and consumers.

5. Think about the experience. Stimulation accounted for 41.6%; Induction accounted for 39.3%; Create a sense of surprise of 19. 1%. Consumers' thinking mainly focuses on the stimulating part, that is, creating events that can stimulate consumers' discussion, such as customers' elegant manners. In terms of inducing thinking, such as the playing of language music in various countries, let consumers produce it? Broad vision? This idea. In the eyes of consumers, Starbucks is no longer just a coffee shop, but also a home and a place with a cultural atmosphere.

6. Action experience. Physical experience is 42.7%; Lifestyle accounts for 25%; The interaction with others is 16.9%. Consumers still pay attention to their overall feelings. Starbucks has created suitable products, excitement and atmosphere, which has given consumers a rich physical experience. Consumers feel the stable quality of coffee products, enthusiastic service personnel, humanized facilities and lingering atmosphere. Starbucks skillfully combines with consumers' lifestyles, allowing students to study undisturbed and allowing office workers to rest after work. Many consumers say that Starbucks has become a part of their lives.

7. Relevant experience. Group affiliation and social identity each account for 20%; Cultural value accounts for16.7%; Social influence and social function account for 13.3% respectively. Social psychology points out that consumers believe that their recognition or participation in a specific group can be changed by buying a certain brand. The study found that consumers think Starbucks is a place full of humanistic atmosphere, and buying Starbucks coffee is something to be proud of, which can enhance their taste and make them different.

Fourth, the research proposition

The richer the consumer's visual experience, the more successful the sensory experience.

Starbucks' experience marketing concept attaches the most importance to emotional experience.

Consumers' feelings in the scene and in-store space are the key factors for Starbucks to create emotional experience.

Starbucks can create a successful thinking experience by combining the stimulation and induced feelings and needs of consumers.

The richer the physical experience, the more successful the action experience.

In the related experience of Starbucks, consumers mainly seek a sense of belonging to the group.

References:

1, (America) Schmidt. Experience marketing [M]. Tsinghua University Publishing House, 2004.

2. Xiao Jianzhong and Xiong. Experience marketing-/kloc-a new profit model with 0/0 times the speed of mass beauty [M]. Renmin University of China Press, 2005.

3. Liu Jianxin and Sun Guiming. Formation Mechanism of Customer Experience and Experience Marketing [J]. Financial Series, 2006(3).

Starbucks Experience Marketing Papers Related Papers:

1. Enlightenment of Starbucks Cultural Marketing

2. Graduation thesis of marketing major: Talking about experiential marketing.

3. Starbucks WeChat marketing success case analysis

4. On the relationship between Chinese marketing.