Analysis of Starbucks’ “Third Place” Cultural Experience Marketing Mode
- https://doi.org/10.2991/aebmr.k.210601.006How to use a DOI?
- “Starbucks”, “Third Place”, “Experience marketing”, “cultural experience”
Based on positioning the “Third Place”, Starbucks has occupied the major market with its ever growing share. Chosen Starbucks as a case, we explore the marketing model of cultural experience as well as effects of “Third Place”. By means of literature analysis, this paper conducts descriptive analysis of marketing model of Starbucks and interpretive analysis of its cultural experience of the “Third Place”. According to the results, the cultural experience of the “Third Place” includes style, emotion and service experience. In general, these three dimensions will enhance the brand influence by affecting consumers’ perception and experience in the consumption process. This paper makes up for the gap in the field of cultural experience research. Meanwhile, it brings inspiration to the innovation of experiential marketing mode of Starbucks for similar coffee brands.
- © 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/).
Cite this article
TY - CONF AU - Xiyu Liu AU - Xinyao Wang AU - Xiaoqi Zhou AU - Xiaotong He AU - Davin Pan AU - Lirui Feng PY - 2021 DA - 2021/06/02 TI - Analysis of Starbucks’ “Third Place” Cultural Experience Marketing Mode BT - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) PB - Atlantis Press SP - 30 EP - 37 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210601.006 DO - https://doi.org/10.2991/aebmr.k.210601.006 ID - Liu2021 ER -