The Research Of Starbucks China Marketing Strategy

With the rapid development of China economy, there appears a potential large market for coffee consumption .Many foreign companies have optimistic views of Chinese market. China is likely to become the world's second largest consumer market by 2015, said a report released by the Boston Consulting Group. According to the optismistic prospect, Starbuck targets China as the most important overseas market .This paper takes services marketing, core competitive power theory, experience marketing and other theories as its theoretical basia. Through extensive investigation and reading literature, the writer objectively analysis the external and intenal environment of Starbucks in Chinese market, and point out the advantages, disadvantages, opportunities and threats of Starbucks in Chinese market, and educes Starbuck's marketing strategy in Chinese market through Five Forces Analysis and SWOT models. However, as the rapid expand, there are some crisis of the weakening of Starbucks' core competence and experience. This paper analyzes Starbucks' current crisis and try to put forward some solutions.Starbuck's internal resources and abilities shows that its core competence is the unique enterprise culture and values. By segmenting Starbuck's target market in china, this article conclude that its target market is those city residents with highly educated culture heritage, unique refined taste and admirable high income, which is described as a tactic of sensitiveness and experience marketing. As the highly development of Chinese economy, a huge exclusive market in china gradually appears, which is focused on by Starbuck's marketing strategy choice in the form of coffee culture.This paper analysis Starbucks's competitive strategy and market strategy through services marketing and experience marketing theories. What differentiates Starbucks from its competitors is the strategy of experience marketing that enables Starbucks to get a rapid development. Starbucks provide not only highly qualified services but also unique custmor experenices, which bring the loyalty to Starbucks brand. To Starbucks, its brand value is because of the unique competence of experience marketing. Starbucks's brand value is also due to unqie Starbukcs's experience. This paper plans to formulate the effective marketing strategy for Starbucks.