Starbucks Marketing Analysis Based on Consumer Psychology Theory

Abstract

Due to the development of the modern market, the old economic system was gradually being replaced. As the world's largest coffee retail company, Starbucks should make timely transformation and innovation with the development of emerging economy. This paper used indirect investigation method and so on to analyze the marketing operation of Starbucks. The research found that Starbucks had advantages in product market and paid attention to atmosphere consumption, this pattern satisfied consumers' consumption experience. But at the same time, Starbucks should pay more attention to innovation and explore foreign markets in order to maintain a certain market position. On the basis of analyzing Starbucks' marketing strategy from multiple perspectives and the consumption theory behind it, the author found that this research played such an important role in whether Starbucks can establish itself in the product marketIf Starbucks can change and innovate in time, they will remain at the forefront of coffee retailing.