国内咖啡连锁行业在服务竞争中的“体验营销”策略

夏梦影

【Abstract】With more foreign coffee chain brands entering the Chinese market，there is fierce competition between these brands.Starbucks，as the largest coffee chain corporation in the world，attributes its success to its unique experiential marketing model.This paper samples one of the Starbucks shops，aiming to promote the development of modern service industry.

【Key Words】experiential marketing； services； marketing strategy

The domestic state quo of coffee market

Chinas national economy has got a persistent and high development.Peoples living standard continues to rise and consumption ability increases constantly.These endow our country with an enormous development potentiality in coffee consumption market.In recent years，domestic coffee consumption has attracted global attention and served as a vital “engine” of consumption in global coffee market，as its growth rate surges to over 40%.As a result，Chinese coffee market has been regarded as the one with greatest potential.

Fierce competition of service suppliers in coffee industry

At present，professional coffee chain brands lead the coffee culture in China，such as Starbucks from US，Costa from UK，U.B.S coffee from Taiwan and MANABE from Japan.All these coffee brands have made tremendous efforts on the exploration for more tailored marketing methods for different consumer groups.

Basic theories of experience marketing

The authoritative definition was given in B·H·Schmidts theory system.Here lists the main proposal：experiential marketing is an approach to combine the factors like customers sensory feelings，emotions，thinking，actions and imaginations，and the mix of these factors is the main basis of companies design，production and service process.Thus more tailored marketing models should be continuously proposed to meet customers needs and wishes sufficiently.

The unique experience marketing model in Satrbucks

As the worlds largest coffee chain corporation，Starbucks is a hotpot in recent years and people love to drink coffee there.Starbucks have been regarded as the classic model of experiential marketing.Its huge success brought by the special values and culture also inspires my research interests.

Problems of experience marketing in service industry and some solutions

Corporations should formulate integral and long-term experiential marketing strategies，rather than merely regard it as a momentary promotion strategy.Furthermore，the topic should be suitable for corporation culture and meet customers demands.Thus，customers can know more about the corporations while corporations can also attract their targeted customer groups，reaching a win-win result.Corporations can form a special experiential culture suitable for its image by combining their characteristics into the experiential factors.

The Innovation orientations for experience marketing

（1）Group-buying marketing experience：provide huge discount and high quality service for group-buying commercial customers so as to attract more potential clients，increase sales performance，expand clients source and amplify market influence and publicity.

（2）Microblog marketing experience：strengthen communication with customers via some electronic media，network medium so as to create more interactivity.However，microblog is the one with instant messaging function and low entrance threshold.

References：

[1]Hollensen，S.（2003）.Global marketing：A decision – oriented approach.Mardrid：Prentice Hall.

[2]Lynch，R.（2009）.Strategy management.America：FT Press.

[3]Morris，B.（1982）.The experiential aspects of consumption： Consumer fantasies，feelings，and fun.Journal of Consumer Research，11，9-23.

[4]Kotler，Philip.& Keller，Kevin.（2008）.Marketing management 13th.London：Prentice Hall.

[5]波恩特·H·施密特.体验营销.周兆情编译.南宁：广西民族出版社，2003.

[6]邢峥.体验营销—星巴克的咖啡之道.商业经济，2009，14（7）， 45-49.