An Analysis of the Problems and Countermeasures in the Application of Experiential Marketing - A Case Study of Starbucks

With the rapid development of China's economy, people's living standards continue to improve. People are increasingly pursuing spiritual need, consumers seem to pay more attention to experience, which has a huge experience of the consumer market. With the advent of experiential economy, experiential marketing is widely used in all walks of life. But some companies only focus on the form of experiential marketing, while ignoring the real feelings of consumers, and did not maximize the value of consumer experience. Therefore, this paper takes Starbucks as an example. Firstly, the paper introduces the successful mode of experiential marketing. Secondly, it points out the problems of Starbucks experience. Next, it puts forward the corresponding measures. Finally, some suggestions are made for Chinese enterprises to carry out experiential marketing activities to win the initiative in the fierce market competition.