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2012 2012 International Conference Trends in PE, Sports, Health and Leisure Conference Journal The Analysis of Marketing Policy of StarBucks Coffe Han-Chuan Tsai, Yi-Chun Lin, Ching-Yun Chen, Yu-Syun Zeng, Ji-Han Jhuang, Ciao-Yun Li Yu Da University of Department of Leisure Management ABSTRACT As beauty into economic era of comes, Enterprise brand policy has cannot by single quality has always been development, "marketing aesthetics" (Marketing Aesthetics) this novel of noun, will beauty into considered brand development of to items to for marketing policy, clearly has become consumption by trend; therefore, this research to first will experience economic concept introduced Taiwan of Star Barker (Starbucks) for cases, analysis its beauty experience of provides overview, through instance discussion, to PCT Qing marketing aesthetics of concept; And try to space vision from Starbucks, marketing of aesthetic quality, identifying spindle characteristics, it was to provide visual designers face the future market adjustment of reference. This study is made for Starbucks marketing aesthetics concepts, its results can be structured as followings:1. Marketing research-the study of aesthetics and aesthetic concepts analysis of recognition plans. Marketing aesthetics is an organization or brand found on the structural or indicative conveys meaning through aesthetics, to provide consumers the pursuit of meeting the qi.2. Starbucks samples collection and documentation-space style understand aesthetic quality applied on the corporate brand On relationships. Starbucks Starbucks is proven in the sample at home and abroad in order to maintain visual consistency for its characteristics as a whole,but it could also be in cultural characteristics into design. At the same time, Starbucks has a clear visual tone (land,water, fire, wind), to aesthetic to create an overall atmosphere. 3. Construction marketing aesthetics model case base of operations-in order to collect samples of Starbucks at home and abroad, interview surveys Discuss the integration of analysis results, establish a marketing aesthetic development model (model). Study finds Is central to the Starbucks business, Starbucks coffee bean persistence, professional services staff, and extended from coffee Extended peripheral goods, Starbucks is a product of connotation. In addition, Starbucks customers based on self-identity and likes to enjoy the aesthetic experience of a group of people, they are hoping products they all taste. Because This, rounded out the study to people, products and three experiences (cognitive, social, dream) form a Starbucks marketing aesthetics Models. Keywords: Marketing aesthetics, Starbucks, Grounded theory, Consumption culture, Experience economy, Beauty consumer 256
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