摘要
以游戏化营销的典型案例星巴克中国会员制为例,基于游戏化金字塔理论对星巴克中国的会员制度进行剖析;以星巴克中国会员制度的变更作为事件,运用事件分析法研究游戏化营销和企业财务绩效之间的关系。研究发现,星巴克中国综合运用动力、机制和组件3种游戏化元素进行会员制度设计,并且游戏化营销会给公司的财务绩效带来积极的影响。最后,对企业有效运用游戏化营销策略提出科学建议。
Starbucks China membership system is analyzed as a typical example of gamification marketing practice by using the gamification pyramid theory.Event analysis is adopted to analyze the influence of the change of membership system on corporate financial performance.Our research results show that Starbucks China successfully uses such gamification elements as game dynamics,mechanics and components in its membership system and that gamification marketing has a positive effect on corporate financial performance.Finally,some feasible suggestions are put forward for an enterprise to make best use of gamification marketing.
作者
吴小梅
鲁陈月
WU Xiaomei;LU Chenyue(School of Economics and Management,Xiamen University of Technology,Xiamen Fujian 361024,China;International College,Xiamen University of Technology,Xiamen Fujian 361024,China)
出处
《莆田学院学报》
2022年第3期53-58,共6页
Journal of putian University
基金
教育部人文社会科学研究规划基金项目(17YJA630112)
2021年度“我为建设新福建献良策”(统一战线专项)课题(JAT21083)。
关键词
游戏化营销
游戏化金字塔理论
事件分析法
财务绩效
星巴克
gamification marketing
gamification pyramid theory
event analysis
financial performance
Starbucks
