Research On The Brand Relationship Marketing Of Starbucks

As the consumer demand level is increasing,Consumers' choice of products is no longer based on the satisfaction of physiological needs,but more according to their own emotion to choose.The brand has become an important part of the decision-making of consumers,and today's market competition is the competition between brands.As an important bridge between the brand and the consumer,the relationship plays an important role in the polymerization of consumers.The involvement of the relationship,the brand and the consumer can depend on the emotional foundation,the contact between the two parties is closer.It can be seen that the way to develop the relationship marketing is the key to the brand to attract the consumers.On the whole,Starbucks relationship marketing strategy has made outstanding achievements.Marketing features such as word-of-mouth,value creation,and emotional integration drive Starbucks relationship marketing to quickly attract consumers and aggregate consumers in the process of implementation,and their joint role makes Starbucks unique.With the development of relationship marketing,Starbucks brand and its products can spread rapidly,and its culture and values can be deeply rooted in the hearts of the people,thus creating great value for Starbucks.Back to the roots,the success of Starbucks' relationship marketing depends on its driving mechanism and its own marketing strategy.Throughout Starbucks The historical track of growth,marketing environment,cultural factors,brand internal construction and consumer attributes of the four variables in the internal and external environment together towards relationship marketing,become the direct driving force to promote Starbucks brand relationship marketing.Secondly,the specific strategies of Starbucks brand relationship marketing are discussed.Starbucks can achieve success in relationship marketing,rooted in its "brand attachment" as the first starting point of marketing,in the implementation of the strategy to seize the emotional pain of consumers.In particular,the good relationship between Starbucks and consumers depends on the three aspects of brand perception,brand attachment and brand loyalty Department of marketing strategy implementation.Among them,brand attachment as the key to the emergence of emotional relationship,in Starbucks brand relationship marketing by the dual role of brand experience and brand identity.Based on this,there is a lack of offline thinking on the relationship of tea brand in China,and the development dilemma of insufficient brand value has found a breakthrough.