星巴克的成功源于其倡导的“体验营销”。它为消费者创造了无与伦比的消费体验,给顾客提供了“第三生活空间”的消费经历,从而吸引了众多的忠实顾客。本文试图从符号人类学的视角分析星巴克的成功之道。 Starbucks’s success stems from its advocacy of “experiential marketing.” It has created an unparalleled consumer experience for consumers, providing customers with “third living space” of consumer experience, which has attracted a large number of loyal customers. This article attempts to analyze the success of Starbucks from the perspective of symbolic anthropology.