A Research On The Communication Strategy Of "Starbucks-style" Experience Consumption

With the experience economy ear, experience consumption has become an important type of social spending. Relative to the Functional consumption, experience consumption meets the modern consumers'psychology to pursue experience, and represents a higher level of human development. The success of Starbucks and Disney is showing great charm of experience consumption.Combined with communication, this research focuses on the communication strategy for the consumer experience, and the "Starbucks-type" experience consumption, which emphasizes the creation of consumption scenarios and the full interaction between consumers and businesses, is the most representative one of experience consumption, Its in-depth study will have a similar reference to the development of enterprises in our country.The purpose of this paper is to summarize the basic pattern of communication strategies of "Starbucks-style" experience consumption, and to explore the nature of this communication strategy further. This research mainly carries out around the following four parts. First, the article has defined the concept of the "Starbucks-style" consumption experience and summarizes the research review. Second, based on theater theory, it derives "Starbucks-type" experience consumption to experience the core of the integrated marketing communication. Third, it discusses the specific communication strategies on the business and its control characteristics around three key points of contact. Fourth, it analyzes that the consumers have changed their identities in this consumption theater.The research finds out:"Starbucks-style" experience consumer communication is integrated marketing communication whose core strategy is experience. on the one hand, this communication strategy meets the consumer's acceptance of psychology, meets the spiritual needs of their pursuit of themselves, on the other hand, it has also brought a new era of "brand=experience", which is an important progress. But what we can not ignore is that this communication strategy is also a stealth consumer control. Business use mass media propaganda, carefully create consumer space, strictly control employees, to build a special place, which is the basis for the formation of the consumer experience, but a subtle change of the consumer's identity. Consumers have not fully autonomous individuals, but the consumption subject in the consumer theatre. On the one hand, experience shows that the main initiative, on the other hand, it shows strong characteristics of learning and adaptation. They are the subjects who are defined by Althusser, and what works is the power of the dominant business values. While Starbucks provides a unique "Starbucks experience" to Chinese consumers, it also passes a kind of American consumption patterns. And in a strong power of authority make it acceptable to consumers.Not in a practical perspective, but in a critical thinking, the article discusses the content of the consumption experience communication strategy dialectically, which has some theoretical depth and constructiveness.