The Starbucks Brand Communication From The Perspective Of Context

With the proliferation of mobile terminals such as smart phones and wearable devices,human beings have formally entered the era of mobile media,and a range of ever-changing context factors during the movement are gradually emerged.Under the realistic background of the rapid development of mobile Internet,the context has transformational implications for the main body,target,medium,content and effect of brand communication.It can be said that the essence of mobile communication is the context-based services,and the nature of the context is the possession of time.So only companies who have contexts have the opportunity to get the consumer's time and its infiltration of emotions.As a coffee technology company with advanced strategic thinking of Internet,Starbucks' attempt to revolutionize brand communication through contexts is of great significance.Conceptually the contexts in the background of mobile Internet not only refer to the hard elements of space and environment,but also-include psychologically soft elements such as the real-time status of users,the inertia of life,and the social atmosphere.Among them,the space environment and social atmosphere are the real environment of users,and the mastery over the real environment of users at a specific moment contributes to provide a more accurate service.While for the new media,the virtual environment that the users experience in the new media platform is the basis to provide users with the content and services.By selecting the real-world stores of Starbucks and the virtual application of "blog-wechat-client" built by Starbucks as the text analysis,this study found that:the context construction of brand communication firstly need be based on the technical supports such as the mobile device,social media,big data,sensor and location system to develop the intelligent mobile applications and to get access to the information of context elements of the consumer in order to achieve intelligent matching,and through some means such as the media forms and content presentation forms with obvious context characteristics,and the context stories which can attract the audience' s participation to complete the construction of real and virtual context;then realizes the the consumer-centered context-based(situation-based)perception and information(service)adaptation;finally finish the closed-loop online-offline transaction in the context-based imagination.From the perspective of behavioral mechanism of the behavioral subject and the culture embodied by the Starbucks context,firstly,as a symbol of "individual media" of individuals,consumers and clerks of Starbucks realize their role construction and identity through tactical self-performance,and secondly,in the interpersonal communication based on the idea of "Customer First",Starbucks' employees,self-media and consumers have more diversified interaction and a group-cycle-based relation network has formed;finally,as a new group of Starbucks,mainly composed of young white-collar workers,is the backbone of society,whose members have the common characteristics of high education background and high spending power.and the new group promotes the social integration as well as creates the differentiation and conflict.Finally,due to the influence of such factors of context construction as media texts,behavioral subject and media environment,there are still many problems in the existing context strategies of brand communication such as the development of context-based media,the context and subject alienation dominated by technology logic,the transmission problem of privacy and public data.In its future development,it should devote itself to making full use of context-based media to tell stories,raise media literacy of context users,and strengthen context's policies and legal support.Combining with new technologies such as big data,artificial intelligence,and virtual reality,to further improve consumer's context experience.