Studies on the Design Marketing Strategies in the Experiential Economy through the Case Study of 'the Starbucks Company'

摘要

The purpose of the paper is to study the strategies of the experience marketing needed in the experiential economy by analyzing the Starbucks Company. In order to support the purpose of the research, the marketing mix of the Starbucks Company was developed based on pervious models of the traditional marketing strategies combined with researches about the experience marketing theories. As the result, the success of Starbucks came from the different strategies that create experiences for the customers.