星巴克市场分析.doc

星巴克市场分析
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang ciand regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
销，使得星巴克取得现在的成功。
根据“服务营销组合”理论阐述星巴克公司的服务特色
实物营销组合一般是4P营销组合，即产品、定价、渠道和促销。服务营销组合将4P扩展到7P，即增加了人、过程和有形实据。下面从服务营销组合特有的三个要素来分析星巴克的服务关系构建。
（1）人是服务营销组合的一个核心要素。服务营销组合中的人，是指服务人员和顾客。人是服务营销组合的一个核心要素。由于服务的营销过程就是服务的生产过程和消费过程，生产人员和顾客都参与营销，他们的素质和行为以及他们二者的协调和配合程度直接影响着效果。研究服务营销组合不能不研究人的因素，包括服务人员的分类、服务人员的培训、服务人员的激励、服务人员的交际能力、参与服务的顾客行为、顾客参与程度等。
（2）过程是服务营销组合的一个关键要素。过程是指服务生产、交易、消费有关的程序、操作方针等，简言之，就是服务的生产工艺、交易手续和消费规程的总和。由于生产和消费的不可分性
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower kno