星巴克在中国市场的营销策略

沈阳工业大学 毕业 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 （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：Starbucks marketing strategy in China 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、《 Finding the Next Starbucks ：How to  Identify and Invest in the Hot Stocks of  Tomorrow 》,Michael Moe. 2、《 The Starbucks Ex - perience ：5 Prin ciples for Turning Ordinary Into Extraordinary 》,Joseph Michelli. Starbucks Coffee Company was founded in 1971, is the world's leading specialty coffee retailer, Starbucks baked and brand owners. Variety of its retail products include the world's top 30 coffee beans, hand-made espresso and a variety of hot and cold coffee drinks, delicious pastries fresh food and variety of coffee machines, coffee mugs and other merchandise. In addition, the company and joint venture partners through the production and sales of bottled Frappuccino coffee drink, double espresso and ice cream shake, through marketing and distribution agreement outside of the convenience retail sites in the production and sale of Starbucks coffee and cream liqueur, and continue to expand Tazo teas, Starbucks music CD-ROM and other new products and brands. In 1987, the current chairman Howard Schultz acquired Starbucks. Since then, a few blocks to lead their companies through the business development milestones. June 1992, Starbucks Coffee Company as the first professional successful listing, the company promoted the rapid growth and brand development. The company has been in North America, Latin America, Europe, Middle East and the Pacific Rim has more than 37 countries, more than 12,000 coffee shops, and employs over 117,000 people. For a long time, the company has committed to provide customers with the highest quality coffee and service, and create a unique "Starbucks experience", so that Starbucks stores around the world in addition to the workplace and become a life outside the warm and comfortable home, "the third living space" . At the same time, the company continued to reflect the corporate social responsibility through various activities contribute to the community, improve the environment, the return of partners and coffee producing areas farmers. Given the unique Starbucks corporate culture and philosophy, the company for many years by the U.S. "Fortune" magazine's "Most Admired Companies." Starbucks optimistic about China's huge market potential, determined in the long-term development in China, and China's economy to grow. Since entering China in 1998, Starbucks has been in, including Hong Kong, Greater China, including Taiwan and Macao, opened more than 430 stores, including about 200 in the mainland. Currently, Starbucks is actively expanding second-tier mainland market, is committed in the near future, making China the largest Starbucks in international markets outside the United States. In addition, the company has always been adhering to cultural traditions in the world, and actively integrate into the local community and culture of China, to do a responsible corporate citizen in China. September 2005, the company invested 40 million yuan to establish the "Starbucks China Education Project", dedicated to improving the situation of education in China, especially the poor central and western regions to help teachers and students. Has donated one of the first document in cooperation with the China Soong Ching Ling Foundation, "Western gardener training program." The end of 2005, Starbucks Greater China headquarters in Shanghai, Starbucks Greater China, responsible for strategy development, market development and operational affairs. For people who like to drink coffee, Starbucks is a familiar name, which first came from an outstanding master of 19th century American literary classic Herman Melville  - "White Whale - Moby Dick " the hero . In 1971, Gerald Baldwin and Gordon Polk in Seattle, opened its first store Starbucks coffee beans and spices company. In 1987, Howard Schultz spent $ 4,000,000 restructuring Starbucks, Starbucks to promote the transformation of Italian coffee shop and fully to their own ideas to run the Starbucks, the company has been made into the development. Starbucks Coffee in the U.S. and Canadian students and the urban white-collar workers is very popular. In addition to coffee, the Starbucks is also available, such as tea (either hot or ice), pies, cakes and so on. Some Starbucks stores and even at supermarkets, bookstores such a local store (Starbucks does not operate the supermarket or bookstore.) In general, the price of Starbucks coffee is not higher than other competitors. To February 2006 so far, Starbucks has been a global scale more than 9,000 stores, located in North America, Latin America, Europe, Middle East and the Pacific Rim. A business giant, a cultural phenomenon In 1971, English teacher Jerry. Baldwin, history teacher Zeff. Xiye Ge and writer Gordon. Polk fish market in downtown Seattle near Pike Place Market opened the first co-Starbucks. Perhaps then, even they had no idea, they produced this wonderful Java and other places worth a brown drink made of big business. As the ubiquitous coffee chain, Starbucks supply for millions of people every day they need coffee, in a very short period of time, Starbucks has become a corporate giant: the market value of its capital markets more than 23 billion U.S. dollars, the first time since 1992 public offering on the market, its value has increased by more than 50 times, the high rate of return than General Electric, Pepsi, Coca-Cola, Microsoft and IBM and other large companies. So if we see that corporate governance and financial markets of these researchers and Microsoft-based Boeing Company in Seattle have the same interest, the point should not be surprised.