The Effect Analysis Of The Experiential Marketing Of Starbucks Reserve Roastery&Tasting Room In Shanghai

With the rise of the experiential economy,“experience” is gradually separated from services as an economic offering.The traditional marketing mode shows the mismatch with the experiential economy,and the experiential marketing gradually attracts the attention of academia and business circles.As a new marketing model,experiential marketing has gradually attracted the attention of enterprises,but few can truly grasp its essence.There are still many problems that cannot be ignored in the practical application of most enterprises.Firstly,the cognition of “experience”is still limited to the traditional marketing experience of products and services.Secondly,in the experiential marketing practice,the participation of customers is very low,still dominated by enterprises.Thirdly,the analysis of customers' experience needs is not accurate,and there is a big gap between the experience value created and customers' expectations.By the market survey of customer satisfaction,brand loyalty and employee satisfaction,this paper evaluates the experiential marketing effect of Starbucks in China,analyzes the causes of the experiential marketing effect of Starbucks,and discusses the optimization scheme of the experiential marketing effect of Starbucks,which has strong practical significance.Firstly,this paper defines what experiential marketing is and establishes the research object.Experiential marketing refers to the marketing activities that enterprises make full use of products or services to create experience value for customers on the basis of satisfying their experience needs.As Starbucks Reserve Roastery& Tasting Room in Shanghai is the epitome of its innovation in China's coffee industry,it is a model of the application of experiential marketing.Therefore,this paper selected Starbucks Reserve Roastery& Tasting Room in Shanghai as the research object.Secondly,based on the literature review at home and abroad as well as the implementation of the Starbucks experience marketing in China the status quo,this paper draw lessons from other marketing effect evaluation index,combining analytic hierarchy process,experiential marketing effect evaluation index system is established,including customer satisfaction,brand loyalty,employee satisfaction and financial performance of four dimensions,a total of 14 indicators,and use the fuzzy comprehensive evaluation method of building the appraisal model of experiential marketing effect.Then,the sample data were collected by the questionnaire survey,and the analysis of the sample data were conducted by SPSS 22.0.Thirdly,a fuzzy comprehensive evaluation is made on the experiential marketing effect of Starbucks Reserve Roastery& Tasting Room in Shanghai,and the conclusion is that the experiential marketing effect of Starbucks Reserve Roastery& Tasting Room in Shanghai is generally good,but not the best.Finally,according to the evaluation results analysis of potential causes,the paper inducted to the relevant enlightenment.The findings of this study include:(1)Customers attach importance to the five strategic experience modules from high to low,which are related experience,thinking experience,action experience,emotional experience and sensory experience.(2)The experiential marketing effect of Starbucks Reserve Roastery&Tasting Room in Shanghai is good,but it fails to achieve the best effect.There are mainly three reasons,one is the problem of experience quality,the other is the problem of staff management,and the third is the dilemma of experience pricing.The innovation this paper lies in:(1)Previous scholars study of experiential marketing theory,this paper will apply experiential marketing theory to the specific cases,combined with experiential marketing strategic planning system proposed by Schmidt,the quantitative and qualitative analysis of the effect of Starbucks Reserve Roastery& Tasting Room in Shanghai experiential marketing,customer experience and mining demand,provide enterprises with experiential marketing effect optimization Suggestions.(2)Previous studies on experiential marketing have focused on the definition,characteristics,experience quality and customer experience management,and few studies have systematically analyzed the effect of experiential marketing.In this paper,theoretical analysis and empirical research are combined,based on the BSC theory and combined with the characteristics of experiential marketing,AHP and fuzzy comprehensive evaluation method are used to establish the evaluation index system of experiential marketing effect and construct the evaluation model.