Research of the Starbucks’ Ritual Sense and Strategy of Sales

DOI

10.2991/aebmr.k.210601.015How to use a DOI?

Keywords

Starbucks marketing strategy, Brand ritual sense, Starbucks’ enterprise service model

Abstract

Starbucks has been leading the coffee market. The main reason is that in addition to products, Starbucks marketing model is also an important factor. We will promote Starbucks’ brand awareness as a marketing strategy. This study uses a combination of first-hand and second-hand research methods. In the first-hand research, through interviews, we obtain the opinions of consumers and former Starbucks employees on some issues, and get some effective information. The study finds that Starbucks through their unique forms of expression to meet the audio-visual ceremony sense, environmental ritual sense, interactive ritual sense and corporate culture ritual sense, and jointly builds their brand sense of ritual, thereby promoting consumer trust in it and achieving the ultimate goal. There are still gaps in the brand ritual sense. We have made some definitions of brand ritual sense and perfected the research. In addition, through systematic analysis, this paper also provides some reference value for the marketing strategies of other coffee brands and how to attract consumers.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bojing Mi
AU  - Tianshu Zhang
AU  - Jingwen Zhang
AU  - Hantao Du
PY  - 2021
DA  - 2021/06/02
TI  - Research of the Starbucks’ Ritual Sense and Strategy of Sales
BT  - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021)
PB  - Atlantis Press
SP  - 86
EP  - 92
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210601.015
DO  - 10.2991/aebmr.k.210601.015
ID  - Mi2021
ER  -