星巴克在中国市场的营销策略.docx

星巴克在中国市场的营销策略.docx

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星巴克在中国市场的营销策略

沈阳工业大学

毕业设计（论文）外文翻译资料

论文题目：

星巴克在中国市场的营销策略

译文题目：

StarbucksmarketingstrategyinChina

学院：

管理学院

专业：

市场营销

学号：

070503049

学生姓名：

王栖桐

指导教师：

于丽娟

完成时间：

2011年03月23日

摘自

1、《FindingtheNextStarbucks：

HowtoIdentifyandInvestintheHotStocksofTomorrow》,MichaelMoe.

2、《TheStarbucksEx-perience：

5PrinciplesforTurningOrdinaryIntoExtraordinary》,JosephMichelli.

StarbucksCoffeeCompanywasfoundedin1971,istheworld'sleadingspecialtycoffeeretailer,Starbucksbakedandbrandowners.Varietyofitsretailproductsincludetheworld'stop30coffeebeans,hand-madeespressoandavarietyofhotandcoldcoffeedrinks,deliciouspastriesfreshfoodandvarietyofcoffeemachines,coffeemugsandothermerchandise.Inaddition,thecompanyandjointventurepartnersthroughtheproductionandsalesofbottledFrappuccinocoffeedrink,doubleespressoandicecreamshake,throughmarketinganddistributionagreementoutsideoftheconvenienceretailsitesintheproductionandsaleofStarbuckscoffeeandcreamliqueur,andcontinuetoexpandTazoteas,StarbucksmusicCD-ROMandothernewproductsandbrands.

In1987,thecurrentchairmanHowardSchultzacquiredStarbucks.Sincethen,afewblockstoleadtheircompaniesthroughthebusinessdevelopmentmilestones.June1992,StarbucksCoffeeCompanyasthefirstprofessionalsuccessfullisting,thecompanypromotedtherapidgrowthandbranddevelopment.ThecompanyhasbeeninNorthAmerica,LatinAmerica,Europe,MiddleEastandthePacificRimhasmorethan37countries,morethan12,000coffeeshops,andemploysover117,000people.Foralongtime,thecompanyhascommittedtoprovidecustomerswiththehighestqualitycoffeeandservice,andcreateaunique"Starbucksexperience",sothatStarbucksstoresaroundtheworldinadditiontotheworkplaceandbecomealifeoutsidethewarmandcomfortablehome,"thethirdlivingspace".Atthesametime,thecompanycontinuedtoreflectthecorporatesocialresponsibilitythroughvariousactivitiescontributetothecommunity,improvetheenvironment,thereturnofpartnersandcoffeeproducingareasfarmers.GiventheuniqueStarbuckscorporatecultureandphilosophy,thecompanyformanyyearsbytheU.S."Fortune"magazine's"MostAdmiredCompanies."

StarbucksoptimisticaboutChina'shugemarketpotential,determinedinthelong-termdevelopmentinChina,andChina'seconomytogrow.SinceenteringChinain1998,Starbuckshasbeenin,includingHongKong,GreaterChina,includingTaiwanandMacao,openedmorethan430stores,includingabout200inthemainland.Currently,Starbucksisactivelyexpandingsecond-tiermainlandmarket,iscommittedinthenearfuture,makingChinathelargestStarbucksininternationalmarketsoutsidetheUnitedStates.Inaddition,thecompanyhasalwaysbeenadheringtoculturaltraditionsintheworld,andactivelyintegrateintothelocalcommunityandcultureofChina,todoaresponsiblecorporatecitizeninChina.September2005,thecompanyinvested40millionyuantoestablishthe"StarbucksChinaEducationProject",dedicatedtoimprovingthesituationofeducationinChina,especiallythepoorcentralandwesternregionstohelpteachersandstudents.HasdonatedoneofthefirstdocumentincooperationwiththeChinaSoongChingLingFoundation,"Westerngardenertrainingprogram."

Theendof2005,StarbucksGreaterChinaheadquartersinShanghai,StarbucksGreaterChina,responsibleforstrategydevelopment,marketdevelopmentandoperationalaffairs.

Forpeoplewholiketodrinkcoffee,Starbucksisafamiliarname,whichfirstcamefromanoutstandingmasterof19thcenturyAmericanliteraryclassicHermanMelville-"WhiteWhale-MobyDick"thehero.In1971,GeraldBaldwinandGordonPolkinSeattle,openeditsfirststoreStarbuckscoffeebeansandspicescompany.In1987,HowardSchultzspent$4,000,000restructuringStarbucks,StarbuckstopromotethetransformationofItaliancoffeeshopandfullytotheirownideastoruntheStarbucks,thecompanyhasbeenmadeintothedevelopment.

StarbucksCoffeeintheU.S.andCanadianstudentsandtheurbanwhite-collarworkersisverypopular.Inadditiontocoffee,theStarbucksisalsoavailable,suchastea（eitherhotorice）,pies,cakesandsoon.SomeStarbucksstoresandevenatsupermarkets,bookstoressuchalocalstore（Starbucksdoesnotoperatethesupermarketorbookstore.）Ingeneral,thepriceofStarbuckscoffeeisnothigherthanothercompetitors.ToFebruary2006sofar,Starbuckshasbeenaglobalscalemorethan9,000stores,locatedinNorthAmerica,LatinAmerica,Europe,MiddleEastandthePacificRim.

Abusinessgiant,aculturalphenomenon

In1971,EnglishteacherJerry.Baldwin,historyteacherZeff.XiyeGeandwriterGordon.PolkfishmarketindowntownSeattlenearPikePlaceMarketopenedthefirstco-Starbucks.Perhapsthen,eventheyhadnoidea,theyproducedthiswonderfulJavaandotherplacesworthabrowndrinkmadeofbigbusiness.Astheubiquitouscoffeechain,Starbuckssupplyformillionsofpeopleeverydaytheyneedcoffee,inaveryshortperiodoftime,Starbuckshasbecomeacorporategiant:

themarketvalueofitscapitalmarketsmorethan23billionU.S.dollars,thefirsttimesince1992publicofferingonthemarket,itsvaluehasincreasedbymorethan50times,thehighrateofreturnthanGeneralElectric,Pepsi,Coca-Cola,MicrosoftandIBMandotherlargecompanies.SoifweseethatcorporategovernanceandfinancialmarketsoftheseresearchersandMicrosoft-basedBoeingCompanyinSeattlehavethesameinterest,thepointshouldnotbesurprised.

IsrapidlytowardmodernizationinChinatoday,thosewhoseekfreshfashion,thewesternizationandmodernizationoftheUnitedStatesasasynonymofyoungpeople,havealsobeenacceptedwithouthesitationbehindStarbucksanditrepresentstheconceptofconsumerism,anddonotknowconsciouslyuse"SeethatStarbucksaroundthecorner,"quietlyinsteadof"inthatfast-foodrestaurantswaitingforyou."

Letthemlearntodrinkcoffee

Recentlytwonewbooksinforeignlanguages​​ontheStarbucksinteresting:

Joseph.MiQielithe"Starbucksexperience:

fromtheordinarytothe5principlesofexcellence,"andMike.Moore's"lookingforthenextStarbucks:

howtofindtomorrow'sbluechipstocksandinvestment."TheauthorsbelievethatthekeytothesuccessofStarbucksispeople-oriented,whichisthefocusonhumanfactorsinordertomaintainitsownuniqueculture,andresolveitselfasnotconducivetothedevelopmentofinternationalretailbrandoftheforces.

InManhattan,youalmostcannotfindaStarbucksintheneighborhooddidnot.Abroaderglobalperspective,Starbucksisspreadinglikewildfire.ButevenStarbucksannouncedin2007toopen2,400newstoresintheworld,people'scuriosityisthatitsstoresdidnotencounterthoseproblemswithotherproblemsoftransnationalretailgiants,suchasthelargestU.S.clothingchainGAPbrandworriedaboutlosingcustomersasfresh,or,asHomeDepot,B&Qtoopenoutletsthatworrywillaffecttheturnoverofexistingshops,orlikeWal-Mart,asalltimesforlocalretailersandpoliticalorganizationsfacepressureresentmentandresistanceandalltheendlesstroubles.

Onthesurface,theStarbucksbusinessmodelisliketheperfectdream:

itmakesapleasantenvironmentforconsumptioninthesaleofanaddictive,andthegeneralpublichavetheeconomicabilitytopay,highvalue-addednon-dailynecessities,anditsnon-isnotwithinthechainofoutletsforthebrandloyaltyofconsumerstoprovideaguarantee.However,thesuccessofStarbucks,notluckandcoincidence.IfMike.Mooresaid,"growthcompaniesonthehighway,filledwiththestocksofcompanieshaveskyrocketeddebrisandgarbage."Inthelate90'smanycompaniesfamehasnowdisappeared,andthequestionPerhapsmoreoutofthebusinessitselfratherthanmacroeconomics.HowStarbucksislikeaJoseph.MiqieLipointedout,sothata"usualwonders,evenlacklusterproduct"wasoutstandingcommercialsuccess?

WhichtosomeextentfromthesaleoftheproductitselfStarbucks:

Coffeeisapeoplethattheyneedtostartthedayworkingandlivingthings,andwithdifferentsmokinganddrinkingcoffeeisasociallyacceptablebehaviorandpublictogetherpatternsofbehavior.Butmoreimportantly,Starbucksbehavinglikeagentle,generousgiant,ratherthanaclumsygiant.

PeoplewillworryaboutwhentoopenStarbucksstoresinacommunity,youmaytakeawaysomeofthelocalbusinessoftheoriginalcoffeeshop.Butonthecontrary,sometimesitisthefirstStarbucksinthecommunitytocreateakindofcoffeeculture,sotoattractotherownerstoopenacafewithitsowncharacteristics,asconsumersincreasinglycultivatedcoffeeorcoffeeculturecustomerservice.AsStarbucksChairmanHoward.Schultztoldreportersit:

"StarbucksexperienceinmanyChinesecitiesisapositivereflection.ManypeopleseeStarbucksasaplacewithfriends,theywillbreakmorethanfriends,learnedtodrinkcoffee."

Inthis,Starbucksdoesnotfocusonlyonhowtocutthecakealready,andfocusmoreonhowtoprofitfromthepie.

AswarmasthewelcomingaromaofcoffeeoftheRoad

AsSchultztoldMike.Mooresaidinaninterview,Starbuckshasbeenworkingitsemployeesandcustomersintheinterpersonalcommunicationbetweenadeeperemotionalrelationship,andthisisprecisely"constitutesauniqueplaceofourbrand."Thisrelationshiphasadeeperemotionalrelationships,includingsomeaddedlooksmorelikeaprivatesecretcoffee.Joseph.MiqieLialsopointedoutthatStarbucksiswell-designedandmaintaineda"coffeearomaastheoverflowingenthusiasmasthewelcomin