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五感营销在品牌终端形象设计中的运用—— 以星巴克为例

The Application of Five Marketing in Brand Terminal Image Design —Takes Starbucks, for Example

Art Design and Science / 2021,1(1): 154-159 / 2021-11-30 723 813

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• Authors: 郑伶俐 陈可馨
• Information:

  武汉工程大学艺术设计学院，武汉

• Keywords:
  Five sense of marketing; Brand image; Starbucks
  五感营销; 品牌形象; 星巴克
• Abstract: In the 21st century, the brand market is increasingly fierce. In order to enhance consumers’ memory of the brand, some merchants began to gradually adopt a new marketing way of —— five-sense marketing.It brings considerable economic revenue to the stores and establishes a deeply rooted terminal image for the brand.This article takes Starbucks as an example, and combined with five-sense marketing, discusses how Starbucks builds brand five senses and how to make customers have a good consumption experience. 21 世纪的今天，品牌市场竞争日益激烈。一些商户为了增强消费者对品牌的记忆点，开始逐步采用一种新型的营销方式——五感营销。它为门店带来了可观的经济收入，也为品牌建立了根深蒂固的终端形象。本文以星巴克为例，并结合五感营销，探讨了星巴克如何构建品牌五感，如何让顾客产生良好的消费体验。
• DOI: https://doi.org/10.35534/ads.0101025
• Cite: 郑伶俐，陈可馨．五感营销在品牌终端形象设计中的运用——以星巴克为例［J］．艺术设计与科学，2021，1（1）：154-159．