星巴克连锁咖啡公司的品牌危机与应对策略 毕业论文

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1、内容摘要：随着跨国企业的蓬勃发展，品牌形象俨然已成为其参与市场竞争的利器。但由世界知名品牌频发的品牌危机也为其跨国企业带来了不小的麻烦。品牌危机致使企业形象受损，顾客忠诚度下降，市场份额缩小，业绩下滑等，破坏性日趋严重。美国星巴克连锁咖啡公司在短短的40年间把咖啡品牌作为一种“有形文化”来经营，其作为品牌核心的“体验式消费”观念更是令它一跃成为全球咖啡业巨头。但尽管如此，星巴克在品牌发展的过程中也遭遇了各种不同形式的品牌危机，产品质量质疑、品牌形象纠纷、盲目跨行延伸、过度品牌扩张等等。如何识别这些品牌危机，化解企业发展

2、困境，是众多世界级品牌应从分析星巴克的品牌危机后得到的经验和借鉴。关键词：星巴克品牌危机危机应对策略Abstract：Nowadays,withthedevelopmentofmultinationalenterpriseBrandimagehasbecomeitsadvantagetoparticipateinthemarketcompetition.But,thosebrandcrisisoftheworldfamousbrandalsohadbroughtgreatdisastertoitsmultination

3、alenterprise.Brandcrisiscausethebrandimagedestruction,customerloyaltydropping,marketshareshrink,thedeclineinperformance.Andthisdamagebecomesmoreseriouswitheachpassingday.HowevertheAmericancoffeecompanyStarbucksoperateitsbrandasa"physicalculture"inthepast40years.

4、Thecoreconcept“experientialconsumption"madeitbecomesaglobalcoffeetycoon.Butevenso,Starbucksalsoencounteredvariousformsofbrandcrisisduringthebranddevelopmentprocess.Suchasqualityproblem,brandimagecrisis,blindextension,branddisputesoveretc.AfteranalysistheStarbuck

5、sbrandcrisis,howtoidentifythebrandcrisis,dissolvebusinessdevelopmentdilemma,isoneofthemostimportantlessonthatmanyworld-classbrandshouldlearnfrom.Keywords：StarbucksBrandcrisisStrategiesforcopingcrisis19目录一、绪论·······················································

6、···3二、星巴克连锁咖啡公司的品牌发展之路······························4（一）星巴克的品牌创立战略···········································4（二）星巴克的品牌扩张战略···········································5（三）星巴克的品牌维护战略···········································6三、星巴克品牌危机的形成与表现·······················

7、·············7（一）品牌危机的表现形态···········································7（二）星巴克品牌危机的集中表现·····································7四、星巴克品牌危机产生的原因分析·································11（一）忽略品牌文化内涵建设导致品牌形象受损··························1119（二）产品质量把关不严引发品牌质量危机··················

8、············12（三）盲目延伸品牌酿至品牌延伸困境··································12（四）贪大求全终至品牌扩张危机······································12（五）品牌创新乏力遭致品牌竞争危机···························