星巴克体验营销策略研究

Research on Experience Marketing Strategy of StarbucksAbstractThe catering industry has a long history,and the new catering industry is emerging in an endlessstream.It is very important for catering enterprises to find a good marketing method to survive in theincreasingly severe catering industry.Experience marketing is a new marketing strategy.Experiencemarketing is an indispensable marketing strategy in the catering industry.It aims to provide customerswith personalized experience.Each customer's experience is unique.Starbucks successfully usesexperience marketing to make customers experience unprecedented coffee experience.Starbucks'use ofexperience marketing has created its unique brand image and gained the competitiveness of the enterpriseIt is worth leaming from the domestic catering industry.Experience marketing can not only improve theirown core competitiveness,but also enhance the experience of customers.Through the study of Starbucks'experience marketing strategy,the paper finds out the reasons for the successful application of Starbucks,and provides new thinking and new direction for the marketing of domestic catering industry.Key words:Starbucks;experience marketing;brand;experience