Analysis of Starbucks’ “Third Place” Cultural Experience Marketing Mode

Abstract

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.