The Analysis Of Starbucks (China) Marketing Strategy

Starbucks coffee as a global, nature can not be ignored for the expansion of theChinese market. Since entering the China market in1999, Starbucks based on theirown "coffee culture", pay attention to the quality of products and services, while theimplementation of customer experience marketing mode, won rapid development inthe Chinese market. In marketing and strategy of Starbucks, we cannot but feelregrets and reflection for the path to success.In this paper, adopting the method of theory combining with the actual case,based on the theory of industry analysis, SWOT analysis theory, experiencemarketing theory analysis of the current Starbucks marketing macro environment,industry environment, internal environment and the enterprise marketing strategyanalysis, and summarizes its successful marketing experience of enlightenment.Full text is divided into five parts: the first chapter, the selected topic researchbackground, significance and related theoretical basis are summarizedï¼› The secondchapter, to Starbucks and introduces briefly the development of the Chinese marketï¼›The third chapter, from the macro environment, industry environment and internalenvironment three point of view, the current Chinese market marketing environmentof Starbucks, Starbucks has been clear about the Chinese market marketing presentsituationï¼› The fourth chapter, from the target market, product, price, channel,promotion, personnel, and various aspects experience marketing strategy, the Chinesemarket marketing strategy for Starbucks a detailed summary and analysisï¼›Finally, inthe previous analysis is discussed, on the basis of summarizing several Starbucks inaddition to the Chinese market marketing experience of enlightenment. Aiming atsome guiding significance to the development of the enterprise marketing related toour country.