摘要 

随着经济全球化的开始，餐饮行业的竞争变得越来越激烈。随着越来越多的国际知名餐饮品牌企业进驻我国，本土的餐饮企业在本土的竞争也越来越吃力，难以让自己在大量眼花缭乱的国内外餐饮品牌中抓住消费者的眼球，因此一种新的营销模式“感性营销”应运而生。感性营销强调，企业要研制开发出富有人情味的产品（或服务）以及企业要采用充满人情味的促销手段。然而，很多中国餐饮企业并没认识到自己的发展策略。星巴克却早早的运用感性营销策略，使自己的发展速度极其之快。

本文结合中国餐饮行业的现状阐述了实施感性营销战略的必要性，分析了星巴克的成功案例，阐述了星巴克成功的策略：抓住年轻人的心，感性领导和星巴克的“5Ps”策略，并为中国餐饮企业提出了合理化建议：企业对消费者的感情投入要把握好“度”，建立活跃的营销理念, 并在开发新产品前就预先做好市场调查与预测工作, 以便中国本土餐饮企业在国际市场上获得优势。

关键词： 感性营销 星巴克 中国餐饮业

Contents

1 Introduction 1

2 An Introduction to Sensibility Marketing 2

2.1 Concept of Sensibility Marketing 2

2.2 Key Elements of Sensibility Marketing 3

2.2.1 A Focus on Aesthetic Design 3

2.2.2 A Focus on the Sense of Security 4

2.2.3 A Focus on the Sense of Belonging 4

2.3 The Connotation of Sensibility Marketing 5

3 The Necessity of Implementing Sensibility Marketing Strategy 6

3.1 Significant Differences in Different Development Areas 6

3.2 Complex Catering Needs and Imbalanced Catering Structure 7

3.3 Low Level of Standardization and Industrialization 7

3.4 Change of Consumption Concept 8

3.5 Intense Market Competition 8

4 Sensibility Marketing Strategy Analysis of Starbucks 8

4.1 Introduction of Starbucks 9

4.2 Successful Sensibility Marketing of Starbucks 9

4.2.1 Capturing the Hearts of Young People 9

4.2.2 “5Ps” of Sensibility Marketing Strategy 10

4.2.3 Starbucks’ Perceptual Leadership 12

5 Suggestions for China’s Catering Companies 12

5.1 Grasping the “Degree” of Emotional Investment to Consumers 12

5.2 Establishing the Marketing Concept of Active Business 13

5.3 Conducting Market Research and Forecasting Before Developing New Products 13

6 Conclusion 14

Works Cited 15

Acknowledgements 16