An Analysis of the Problems and Countermeasures in the Application of Experiential Marketing - A Case Study of Starbucks

DOI

10.2991/emim-17.2017.76How to use a DOI?

Keywords

Experiential marketing, Starbucks, Starbucks experience, Problems, Countermeasures

Abstract

With the rapid development of China's economy, people's living standards continue to improve. People are increasingly pursuing spiritual need, consumers seem to pay more attention to experience, which has a huge experience of the consumer market. With the advent of experiential economy, experiential marketing is widely used in all walks of life. But some companies only focus on the form of experiential marketing, while ignoring the real feelings of consumers, and did not maximize the value of consumer experience. Therefore, this paper takes Starbucks as an example. Firstly, the paper introduces the successful mode of experiential marketing. Secondly, it points out the problems of Starbucks experience. Next, it puts forward the corresponding measures. Finally, some suggestions are made for Chinese enterprises to carry out experiential marketing activities to win the initiative in the fierce market competition.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yajuan Liu
AU  - Ping Gui
PY  - 2017/04
DA  - 2017/04
TI  - An Analysis of the Problems and Countermeasures in the Application of Experiential Marketing - A Case Study of Starbucks
BT  - Proceedings of the 7th International Conference on Education, Management, Information and Mechanical Engineering (EMIM 2017)
PB  - Atlantis Press
SP  - 374
EP  - 378
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-17.2017.76
DO  - 10.2991/emim-17.2017.76
ID  - Liu2017/04
ER  -