【作者】 陈璐；

【导师】 王海杰；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 星巴克是全球领先的咖啡零售商,其在霍华德·舒尔茨的成功经营下成为目前世界上最大的咖啡连锁店。对星巴克来说,中国目前已成为其发展速度最快、最大的海外市场。谈及速溶咖啡人们可能会想到雀巢、麦斯威尔等咖啡饮品,但若论起现磨咖啡便少不了星巴克,可见它的品牌形象早就已经深入人心。上世纪九十年代起,星巴克开始进军中国市场,于1999年1月,在北京中国国际贸易中心开设中国内地第一家门店,目前分店数目多,客户体量较大,具有研究和深挖的价值。而随着中国市场的消费升级和咖啡行业的爆发,使瑞幸咖啡、连咖啡等互联网咖啡市场快速崛起。中国的咖啡市场潜力巨大,资本大多聚集在互联网咖啡和咖啡设备服务商两大方面,运用互联网技术从消费方式、消费者体验、市场份额等多个层面对传统咖啡店造成了冲击,说明消费者的偏好已经不局限于线下的零售模式,而更注重体验和线上模式。星巴克在中国的发展状况较好,尤其是在北京、上海这样一线城市早已是众多白领、学生及商旅人士脑海中“根深蒂固”的咖啡首选,但同时也面临着体验营销淡化、中国本土化品牌涌现等问题。在这种巨大的冲击下,北京星巴克能否及时调整营销策略,补齐信息技术短板,优化服务水平,在中国首都这个激烈的竞争市场中始终立于不败之地?为此,基于服务营销、顾客价值理论、消费者行为理论,并吸纳有关零售业管理模式的相关内容及分析工具,深入分析和探究北京星巴克咖啡有限公司的营销策略。在研究问题开展前期,通过查阅、整理、分析咖啡的营销管理、北京星巴克咖啡有限公司的发展历程。在实证研究的过程中,采用样本问卷调查、统计分析、实地走访等方法,运用SPSS等统计软件,以客观、有效的方式确保收集数据能反映北京地区星巴克咖啡销售的实际情况。同时,全面了解其主要竞争对手,在对比中查找存在的不足和问题解决方向。从而对该公司宏观、微观营销环境有一个清晰的脉络,并通过分析主要行业竞争者,发现该公司存在的短板,并为咖啡公司营销方式的优化提供参考意见。经过分析研究,北京星巴克咖啡有限公司积极拓宽互联网技术运用范围,拓宽宣传途径,创新服务模式,同时加强员工整体素质,加大传播星巴克体验力度,塑造品牌影响力,从而归纳总结出星巴克在未来仍可以继续快速发展的可能性和可行性,并为国内咖啡企业,甚至对一些连锁餐饮行业提供一定的理论借鉴和帮助。更多还原

【Abstract】 Starbucks,known as the global iconic coffee and food retailer,has now become the world’s largest coffeehouse chain,run by its legendary leader,Howard Schulz.Today,China has become Starbucks’ s fastest-growing market as well as the largest market outside the US.When talking about instant coffee,people may think of Nestle or Maxwell,but when it comes to freshly brewed coffee,one image will definitely come into any coffee lover’s mind,the Starbucks Siren.Starbucks took its first step into Chinese market back to the 1990 s.In January 1999,Starbucks opened its first store in the China World Trade Center,Beijing.Now,it has already opened thousands(or over 4,000)of stores in China’s mainland,with huge customer base,which gives us a perfect case on marketing study.Driven by the consumption upgrade and the booming of coffee industry in China,the coffee e-retailers,such as Luckin Coffee and Coffee Box,are expanding rapidly attributed to internet business mode.The coffee market in China is expected to reach one trillion yuan before 2025.As capital is now mainly focusing on E-commerce and coffee equipment servicing,and impact of this new online approach could be found in many ways on traditional coffee industry,i.e.consumption mode,consumer experience,market share,etc,indicating that consumers’ preferences are no longer limited to offline retail stores,but more focus on experience and online mode.Starbucks runs well in China,especially in big cities like Beijing and Shanghai.It has become the first choice for customers like white-collar professionals,college students and businessmen.However at the same time,Starbucks also faces the problems of experimental marketing dilution,and the challenges from Chinese local competitors.Under this huge impact,will Starbucks Beijing adjust its marketing strategy promptly,implement new technology,while optimize its coffee experience so as to win this intense competition in China?Therefore,in this paper,based on the service marketing,customer value theory and consumer behavior theory,we will analyze and look into the marketing strategy of Beijing Starbucks Coffee Co.,Ltd,with certain content and analysis tools under retail management mode.In the first part of research,we analyzed the marketing management of coffee industry and the development of Starbucks.During the process of empirical research,we adopted sample questionnaire survey,statistical analysis,field visiting and other related methods.SPSS and other statistical software were also used,to protect the credibility and reliability of the collected data,in order to reflect the true picture of operations in Starbucks Beijing.Meanwhile,we also analyzed and understood the business of its main competitors,and figured out the shortcomings and directions for improvement.Accordingly,we have drawn a clear picture of the company’s macro and micro marketing environment,and provided suggestions on optimization of the marketing mode and further market expanding to the management.According to our analysis and research,Starbucks Beijing emphasized Internet application,innovated its service,strengthened the training of its employees,enhanced the Starbucks experience’s advertising,and shaped the brand image.We therefore believe that Starbucks still has the possibility and feasibility to develop rapidly in the near future,and may become a theoretical example for Chinese coffee enterprises,and hotel chains..更多还原