-

120153154
120153150
991232126


...1
1~3

5~12
4P

STP
SWOT

13~14
14~15
15~16

StarbucksMelville Herman
Moby Dick
Starbuck
Howard Schultz
s

1971

1982
1983
1987
1990
19926

1995

G. BaldwinG. BowkerZ.Siegl
Peets Coffee and Tea

Howard Schultz

Starbucks Corporation

SBUX
Starbucks Coffee International Inc.SCI

Dreyer's

1998
Starbucks Coffee International
1
Starbucks Coffee
1

2000
2002

2003
306,000
20059 4000

2005

20123 263

1996

http://zh.scribd.com/doc/11642835/%E7%B5%B1%E4%B8%80%E6%98%9F%E5%B7%B4%E5%85%8B%E6%9C%
9F%E6%9C%AB%E5%A0%B1%E5%91%8AMBA

Starbucks Coffee,Tea and Spice

1987

20069
35
9
20111STARBUCKS COFFEE
3


4P
1. Product()

20027

2. Price()

3.Place()

1)

2)

3)E-Bay
Drugstore.com Organic
()

4.Promotion()

1)82002
2
T-Mobile
2)
3)1,000

4)6.2085

10

1.

2.

UCC

3.

B2C

2040

4.

(
)

()

5.

2007
(
)

()

STP
1. (Segment)

2. (Target)

3. (Position)

(
85CYahoo)

SWOT

(Strength)

(Weakness)

(Opportunity)
(Threat)

60.9%

()

(holisticexperiences) (Sense) (Feel)

(Think) (Act) (Relate)(StrategicExperiential
Modules, SEMs)(Experience Providers, Expros)

()
1.
ISO
(Cheer22)

2. Schmitt (1999)

3. Kelly(1987)
(
Levi's
)

4. Norris(1941)

(
Levi's
)

()
Bernd Schmitt(1999a)

Schmitt

()
1.

2.

3.

4.

5.

5101

Peoplesbusiness


30200

(P&G)

85

1995

20027

19961998
Kraft


1.http://www.starbucks.com/
2.MBA
3.
(2006960-87)
4.
(2010/06/26)
5.Cheer22
6.
Levi's
7.85CYahoo
8.
9.4P
10.http://zh.wikipedia.org/wiki/File:Starbucks_An_Illustrated_History.jpg
11.
http://zh.scribd.com/doc/11642835/%E7%B5%B1%E4%B8%80%E6%98%9F%E5%B7%
B4%E5%85%8B%E6%9C%9F%E6%9C%AB%E5%A0%B1%E5%91%8A