global markering04 Starbucks Building Managing Brand Equity_2019

经贸论坛135浅析星巴克的经营策略王旭宁 福建师范大学协和学院国际教育学院摘要：星巴克是一家全球性的咖啡连锁店，成立于1971年，位于华盛顿州西雅图市。

前星巴克营销经理霍华德舒尔茨先生于1987年3月购买了星巴克，并在当年8月份新建了星巴克。

从那以后，星巴克已经跳出原来的框架，开始销售咖啡饮料，从咖啡豆零售店到国际连锁店。

1992年，星巴克成为年度最成功的上市公司。

多年来，星巴克一直坚持“员工、咖啡和顾客为核心”。

一系列独有的经营策略使它的产品更加深入人心，进而通过口碑吸引更多的顾客。

今天，星巴克是北美顶级的美食咖啡零售商，是烘焙业务的主人和一流的品牌。

在北美，英国和太平洋地区有1，800家商店，每天为超过1000万客户提供服务。

关键词：星巴克；经营策略中图分类号：F274 文献识别码：A 文章编号：1001-828X(2019)015-0135-01一、客户服务策略１．服务创新－贴近客户星巴克客户服务战略的基本原则是“尊重客户，尊重客户为您的朋友”。

当顾客进入商店时，他们会感到归属感并给予他们家的感觉。

星巴克认为其产品不仅仅是咖啡，还有咖啡店的体验。

每位员工都要求了解顾客的需求，耐心地解释不同的咖啡味道，气味，大胆地进行眼神交流，真诚地与顾客沟通，并给他们一种家的感觉。

星巴克对每位服务人员进行深入培训，使每位员工都成为咖啡专家。

这使得员工和客户可以探索咖啡的各个方面，包括种植，选择，品尝或咖啡文化。

不仅如此，星巴克还提供免费咖啡讲座，建立VIP 俱乐部，通过员工与客户之间的良好互动，星巴克不断深化与客户的联系。

星巴克采用自助式营业方式，因此顾客可以在用餐前坐下来休息一下。

他们也可以去等候区，看着店员煮咖啡。

供应区内有各种调味品。

自助服务允许客户摆脱漫长的等待线并减少等待时间。

星巴克咖啡的产品具有系列化和模块化。

根据不同客户的不同口味，客户可以选择最合适的口味，如咖啡。

这些措施实现了“一对一”定制服务的理念。

星巴克环境报告书（英文版）Starbucks Environmental ReportIntroduction:Starbucks Corporation is a well-known American multinational coffee company and coffeehouse chain. It was founded in 1971 and today operates more than 30,000 stores worldwide. With such a vast presence, Starbucks recognizes the importance of sustainability and has made significant efforts to minimize its environmental impact. This environmental report aims to provide an overview of Starbucks' commitment towards environmental responsibility and the initiatives undertaken to achieve this goal. Reducing Carbon Footprint:Starbucks acknowledges the role of greenhouse gas emissions in climate change and is committed to reducing its carbon footprint. The company has invested in renewable energy sources and energy-efficient technologies, allowing them to make significant progress in achieving their goals. By 2030, Starbucks plans to have 10,000 environmentally friendly stores worldwide that will significantly reduce its carbon emissions.Water Conservation:Water is a precious resource, and Starbucks understands the significance of responsible water consumption. The company has implemented various water conservation practices globally, such as installing high-efficiency equipment, optimizing water use in their operations, and promoting water stewardship in coffee-growing regions. Through these efforts, Starbucks has achieved a 26% reduction in water consumption per square foot since 2008.Waste Management:Starbucks is committed to reducing waste generation and promoting sustainable waste management practices. The company has implemented recycling and composting programs, reducing the amount of waste sent to landfills. Additionally, Starbucks has set a goal to have recyclable or reusable cups available in all its stores by 2022. The company also encourages customers to bring their own reusable cups and provides discounts as an incentive for promoting this behavior.Sustainable Sourcing:Starbucks recognizes the importance of sustainably sourcing its coffee beans and other agricultural products. The company has established strong relationships with coffee growers and farmers, working closely to ensure sustainable farming practices. Starbucks supports farmer loans, technical assistance, and provides training to improve productivity while minimizing the environmental impact. Additionally, Starbucks has committed to ethically sourcing its cocoa, tea, and manufactured goods.Community Engagement:Starbucks believes in fostering a sense of community and environmental responsibility among its customers and employees. The company actively engages in various community outreach initiatives, such as tree planting events, beach cleanups, and educational campaigns. Starbucks also partners with local organizations to promote environmental awareness and conservation. The company encourages its employees to volunteer in community service projects and offers grants for employee-ledenvironmental initiatives.Conclusion:Starbucks's commitment to environmental responsibility is evident through its comprehensive initiatives to reduce its carbon footprint, conserve water, manage waste sustainably, and source its products ethically. The company's dedication to community engagement further reinforces its commitment towards creating a sustainable future. Starbucks understands that addressing environmental challenges is crucial for the long-term success of their business. By implementing these initiatives and constantly striving for innovation, Starbucks serves as an example for other corporations in the pursuit of environmental sustainability.Sustainability in Supply Chain:In addition to sourcing coffee sustainably, Starbucks has also extended its commitment to sustainability in its supply chain. The company aims to ensure that its suppliers adhere to ethical and sustainable practices. Starbucks has developed the C.A.F.E. (Coffee and Farmer Equity) Practices program, which provides guidelines for responsible coffee sourcing. The program focuses on four key areas: quality, economic accountability, social responsibility, and environmental leadership. Through the C.A.F.E. Practices program, Starbucks works with suppliers to improve farming practices, protect the rights of workers, and minimize environmental impacts.Starbucks also recognizes the importance of responsible sourcing in other areas of its supply chain, beyond coffee. The company is committed to sourcing cocoa, tea, and manufactured goods in asustainable and ethical manner. For cocoa and tea, Starbucks partners with organizations like the World Cocoa Foundation and Ethical Tea Partnership to promote sustainable farming practices and improve working conditions in the supply chain. In terms of manufactured goods, Starbucks prioritizes suppliers who adhere to strict ethical standards and engage in responsible manufacturing processes.Engaging Employees:Employees play a crucial role in Starbucks' commitment to environmental sustainability. The company actively engages its employees and encourages them to contribute to its sustainability initiatives. Starbucks provides comprehensive training on environmental practices and policies, ensuring that employees are well-informed and equipped to make environmentally responsible decisions in their daily work.Moreover, Starbucks offers various incentives to encourage employees to adopt environmentally friendly behaviors. For instance, the company provides discounts to employees who bring their own reusable cups and actively promotes the use of reusable cups among customers. Starbucks also offers incentives for carpooling and public transportation use, aiming to reduce emissions associated with employee commuting.Transparency and Reporting:As part of its commitment to environmental responsibility, Starbucks maintains a transparent and rigorous reporting process.The company annually publishes its Global Responsibility Report, which provides comprehensive information on its sustainability goals, progress, and challenges. The report includes data on energy and water consumption, waste generation, greenhouse gas emissions, and other key environmental metrics. By publicly sharing this information, Starbucks holds itself accountable and invites stakeholders to track its progress and provide feedback.Furthermore, Starbucks actively seeks feedback from customers, employees, and other stakeholders to identify areas for improvement. The company conducts surveys and feedback sessions to gather insights into its sustainability initiatives and evaluates its performance against stakeholder expectations. This feedback-driven approach ensures that Starbucks remains responsive to the evolving sustainability landscape and continuously improves its environmental practices.Partnerships and Collaboration:Starbucks recognizes that addressing complex environmental challenges requires collaboration and partnership with external organizations. The company actively engages with NGOs, academic institutions, governments, and industry peers to drive collective action and maximize its positive impact. Starbucks is a signatory of the United Nations Global Compact, aligning its operations with principles related to human rights, labor, environment, and anti-corruption.Moreover, Starbucks collaborates with organizations like Conservation International and the Environmental Defense Fund toadvance research and innovation in sustainability practices. The company leverages these partnerships to develop and implement new technologies and solutions that further reduce its environmental footprint.Conclusion:Starbucks' commitment to environmental sustainability encompasses various aspects of its operations, from sourcing sustainable coffee to reducing waste and engaging employees. The company's comprehensive approach demonstrates its understanding of the interconnectedness of environmental, social, and economic factors. Starbucks' efforts to drive sustainability in its supply chain, engage employees, transparently report its progress, and collaborate with external stakeholders exemplify its dedication to creating a sustainable future.While Starbucks has made significant progress towards its sustainability goals, it acknowledges that there is still work to be done. The company is committed to continuous improvement and innovation, constantly seeking ways to mitigate its environmental impact and inspire positive change in the coffee industry and beyond. Starbucks serves as a role model for other corporations, demonstrating that environmental responsibility can be integrated into business practices while still driving growth and success.。

我们的星巴克使命激发并孕育人文精神—- 每人，每杯，每个社区。

我们每天实践的理念原则：我们的咖啡我们一直追求卓越品质，并将永远如此。

我们致力于通过以道德采购的方式购买高品质的咖啡豆，精心烘焙，并提高种植者的生活水平。

我们积极地关心着这一切；我们的工作还任重而道远。

我们的伙伴我们称彼此为伙伴，因为这不仅是一份工作，而是我们的激情所在。

我们拥抱多元化一起创造一个可以自由工作、发挥所长的场所。

我们永远相互尊重维护对方的尊严。

我们将始终以此作为彼此相待的标准。

我们的顾客我们全身心地投入，我们和顾客真诚沟通，分享快乐，并提供振奋人心的生活体验哪怕只是片刻时光。

当然，这一切都是从承诺制作一杯完美的饮品开始，但我们的工作远不止于此。

我们工作的真正核心是联结彼此我们的门店当我们的顾客感受到一种归属感时，我们的门店就成了他们的港湾，一个远离外界纷扰的空间，一个与朋友相聚的处所。

它使人们得以享受不同生活节奏带来的快乐——时而悠闲自得，时而步履匆匆，任何时候都充满了人文气息。

Our Starbucks Mission StatementOur mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Here are the principles of how we live that every day:Our CoffeeIt has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work isnever done.Our PartnersWe’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.Our CustomersWhen we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about humanconnection.Our StoresWhen our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always fullof humanity.我们的社区每家门店都是所在社区的一部分，我们认真承担邻里之间的应尽责任。

在深入探讨上海虹桥国家会展中心同派酒店的英语描述之前，让我们首先了解一下这两个地点的背景和特点。

上海虹桥国家会展中心作为一个国家级会展中心，位于上海市中心地带，拥有先进的设施和便利的交通，是举办大型国际会议、展览和活动的理想场所。

而同派酒店则是一家知名的国际连锁酒店品牌，在全球范围内拥有众多分店，以其优质的服务和舒适的住宿环境而闻名。

在上海，同派酒店也有着多家分店，为游客和商务人士提供了便利的住宿选择。

现在，让我们来探讨如何用英语来描述上海虹桥国家会展中心和同派酒店。

1. 背景介绍在描述上海虹桥国家会展中心时，我们可以从地理位置、建筑特点和功能多样性等方面入手。

可以用如下的描述来展示它的规模和地位：“Located in the heart of Shanghai, the National Exhibition and Convention Center (Shanghai) is one of the largest exhibition venues in the world, covering an area of 1.47 million square meters. It hosts a wide range of international conferences, exhibitions, and events, making it a premier choice for business gatherings and cultural exchanges.”对于同派酒店的描述，则可以从其全球知名度、服务质量和房间设施等方面着手。

可以用如下的描述来展示它的特点和优势：“As a reputable international hotel chain, the InterContinental Hotels Group (IHG) owns and operates the renowned InterContinental, Crowne Plaza, and Holiday Inn brands. With a strong global presence, IHG hotels are known for their exceptional service, luxurious amodations, and state-of-the-art facilities, catering to the needs of both leisure and business travelers.”2. 服务设施当描述上海虹桥国家会展中心的服务设施时，我们可以从会议厅、展览区和配套设施等方面展开。

……………………………………………………………最新资料推荐…………………………………………………Unit 1?李颖：We are going to ascend the great wall tomorrow morning. So I'd like to go to bedearly and have a good sleep this evening. You know climbing the great wall is not an easyjob.?明天早上我们计划去爬长城，所以我想今晚早点休息，好好睡一觉。

你知道爬长城可不是一件简单的事情。

?Jack: Great. The Great Wall is very famous and becomes a must for tourist in Beijing.Would you tell me something about it??好啊。

长城那么有名，是游客来北京必去的景点。

你能和我说一说长城么？?李颖：OK. The construction of the great wall took altogether over 2000years.it started inthe Zhou dynasty in the 7th century. B.C. And continued until Ming Dynasty in the 15thcentury A.D. The existing wall was built in the Ming Dynasty.?好。

长城的整个建筑过程持续了总共两千多年，始于公元七世纪的周朝，后来一直延续到公元后十五世纪的明朝。

现存的城墙都是明朝修建的。

?Jack: The Great Wall is indeed the crystallization of the industry and wisdom of theChinese people and also a symbol of ancient Chinese culture. Then why the ancientpeople built the wall??长城的确是中国人民勤劳智慧的结晶，同时也是中国古代文化的象征.那么为什么古代人民要修建长城呢？?李颖：It was constructed to guard against the invasion by nomadic tribes from the north.When enemy troops approached, guards on watch would send smoke signals from thebeacon-fire towers as an alarm.?修建长城是为了抵御来自北方游牧民族的入侵。

揭开全欧最大，意大利第一家星巴克面纱！今天星巴克烘焙工坊米兰店中心正式开业！▲在过去几个月里，所有米兰人都有所察觉：Palazzo Broggi大楼被脚手架和遮挡物覆盖着，星巴克正在这里进行装修！新店铺拥有2400平米，是星巴克在全欧最大的门店photo：nation and world今天，全欧最大星巴克烘焙工坊在意大利的首家分店于米兰开张！！据外媒昨日消息，星巴克意大利米兰门店，9月6日这天，星巴克将在piazza Cordusio广场的新店举行开业庆典，9月7日正式营业。

photo：nation and world米兰的新门店是星巴克全球第三家Reserve咖啡烘焙坊，也是整个欧洲市场的首家。

米兰首家门店将提供小批量生产的咖啡、意大利精品烘焙商Princi 的糕点及酒精饮料。

米兰的新门店是星巴克全球第五家Reserve 咖啡烘焙坊，也是整个欧洲市场的首家。

这些咖啡烘焙是由数位星巴克烘焙师负责，他们每日使用自己的手艺在米兰Roastery，烘焙小批量咖啡。

nation and world该Roastery为客户提供前所未有的可见性烘焙过程的各个方面，和所有烘焙工坊一样，具有360度观赏生产基地的。

近距离看高为6.5米高（22英尺）青铜烘焙锅炉，咖啡通过铜管接驳在咖啡馆，据说内部运输线，星巴克可以打包发行中东和非洲。

Photo: Business Wire在这里，你不仅仅可以喝到正宗的星巴克咖啡，你还能看到咖啡豆烘焙全过程。

Photo: Business Wire在这个巨型的青铜制容器里，装满了经过精心烘焙的咖啡豆从由手工凿刻由意大利工匠制作索拉里亮绿色clackerboard的铜制储存罐这里有2台PROBAT烘焙机同时处理着100公斤的生豆，烘好的豆子会落入巨大的铜制储存罐。

作为咖啡师舞台咖啡吧台，数百名咖啡师将手制在多个酿造方法超过115种饮料单：ModBar® Pour Over, Chemex, Coffee Pr ess, Siphon, Espresso, Cold Brew and the proprietary Clover Brewed coffee 。

咖啡公司简介咖啡是经过烘焙的咖啡豆粉末，是一种深受全球人民喜爱的饮料。

在日常生活中，不管是上班、读书还是闲暇时间，很多人都会选择喝一杯咖啡来提神醒脑和放松身心。

而咖啡公司则是一个专门经营咖啡产品和服务的企业，其目标是为顾客提供高品质的咖啡产品和舒适愉悦的消费环境。

本文将介绍一家国际知名的咖啡公司——星巴克，包括公司的背景、发展历程、产品特色以及未来展望等内容。

一、公司背景星巴克是一家于1971年在美国西雅图成立的咖啡公司，创始人是杰里·鲍尔德温、高杰茜·布林和托尔·赛戈登。

该公司最初定位为一家高质量的新鲜烘焙咖啡豆的零售商，提供美味的咖啡和优质的服务。

随着业务的发展，星巴克从一家小店铺成长为一家全球化的企业，拥有超过30,000家门店，遍布80多个国家和地区。

今天，星巴克已成为全球顶级的咖啡品牌之一，以其优质的咖啡和舒适的用餐环境享誉全球。

二、发展历程自成立以来，星巴克始终秉承着“咖啡第一，员工第二，顾客第三”的核心理念，不断开发新品种咖啡、优化服务和店铺环境，用心打造品牌。

自1998年至今，星巴克始终保持良好增长态势。

其集中化的供应链和出色的营销策略，有效提高了品牌知名度和客户忠诚度。

以咖啡链供应商为核心，快速发展上游和下游业务带来明显的竞争优势。

三、产品特色星巴克的产品特色主要包括以下三个方面：1. 原材料采用高品质咖啡豆，确保口感纯正和独特。

星巴克的咖啡豆来自世界各地最优秀的咖啡田地，被严格挑选，以确保保持最佳风味表现。

其源自非洲、拉丁美洲和亚洲的咖啡豆经过独特的烘焙工艺，散发出丰富的香气和味道。

其中最受欢迎的品种包括卡布奇诺、拿铁等。

2. 精良的饮品制作工艺，确保每一杯咖啡都滴滴香浓。

星巴克聘请了大量经验丰富、技艺高超的咖啡师，他们通过标准化的饮品制作工艺，确保每一杯咖啡都味美香浓、口感细腻、加料均匀。

3. 舒适的用餐环境，为客户创造放松愉悦的消费体验。

星巴克店铺设计简约但不简单，充满现代感和温馨感。

Product and pricing decisions ON THE JOB： FACING A BUSINESS CHALLENGE AT STARBUCKS Brewing Up Success Nationwide Have you had your coffee yet today？ If so， did you open a can of Folgers and brew it yourself， or did you hand $2 to a barista and ask for a "single tall skinny mocha no whip with extra cocoa"？ More and more coffee drinkers are getting their daily dose of java from Starbucks Coffee Company. Founded in 1971， Starbucks originally sold its trademark dark-roasted coffee beans in a few Seattle stores. But everything changed when current chairman and CEO Howard Schultz took over in 1987. Schultz envisioned selling gourmet coffee beverages in hip neighborhood coffee bars like the ones he saw on every corner while vacationing in Italy. He wanted Starbucks to be a meeting place where people could exchange ideas and escape from everyday hassles. And from day one he wanted to go national. Schultz focused on building a competitive advantage through a loyal， well-trained labor force that delivers consistently superior products and service. He also fostered a company commitment to employer responsibility， environmental stewardship， passion for coffee， and integrity in customer relations. His efforts paid off. In a decade， Starbucks grew to over 1，100 stores in 22 states and 3 foreign countries. In the United States， Starbucks literally changed the defi1ition of "a good cup of coffee." Loyal customers are described as "religious" about the product. In fact， Starbucks is so highly regarded that the company is leveraging its reputation with brand extensions. Bottled coffee beverages， ice cream， music CDs，and a coffee-laced beer now bear the Starbucks logo and are available on grocery store shelves. In addition， the company receives hundreds of joint venture proposals for new products every week. But even though the success of Schultz's vision has led to unprecedented opportunities， it has also created new challenges. Rapid expansion has led some consumers to view Starbucks as a corporate villain that rides into town， throws down a lump of cash to get the best locations， and then drives the local cafes out of business. Locals fear that a Starbucks on the corner means the loss of a community's unique character. Brand extensions also raise new concerns； Although initial products have proven successful， they run the risk of diluting Starbucks' core identity as a premium coffee company. The company also faces the challenge of keeping quality consistent as the company continues to grow. Starbucks sets customers‘ expectations high， and it must continue to meet those expectations to stay ahead of new competitors that enter the market almost daily. These concerns weighed heavily on the minds of Schultz's marketing team as Starbucks celebrated its twenty-fifth birthday. Team members were developing a new marketing strategy that they hoped would establish Starbucks' image and assure its future success nationwide. If you were on that team， what would you do to maintain Starbucks' leadership position？ How would you evaluate the potential of new products？ How would you define your target markets？ What image would you want consumers to have of Starbucks， and how would you maintain that image as the company continues to grow？ On the Job： Meeting Business Challenges at Starbucks Starbucks entered its twenty-sixth year as the uncontested leader of the gourmet coffee market. The company had already experienced incredible growth， with sales approaching $700 million in 1996， and Schultz had plans to continue expanding， opening almost 900 new stores over the next several years. But the coming years would undoubtedly prove challenging. Competitors like The Second Cup， Seattle's Best Coffee， and Barnie's had expansion plans of their own. And many companies imitated Schultz's formula for success with the hope of beating Starbucks at its own game. The Starbucks marketing team had to be savvy to stay on top. The team began by extensively researching both competitors' and Starbucks' stores. They brought in hidden cameras to document how well the employees knew their coffee， and they asked customers how they felt about the products，atmosphere， service， and coffee. The insights they gained became the foundation of their strategy. As with all good marketing strategies， the heart of the plan was a vision of how they wanted to position Starbucks in the coffee market. In addition to remaining the quality leader， they wanted Starbucks stores to appear more like local cafes than a national chain and more like a sanctuary from daily stresses than just a take-out coffee store. Other goals included boosting stagnant sales in older stores， establishing a central focus for all Starbucks products， and developing national advertising that would convey a consistent image. Achieving these objectives required making changes in products， distribution， and promotion.' Over the years， Starbucks core products， coffee beans and beverages， had already undergone changes to meet customer preferences. But some merchandise， such as mugs and coffee makers， had been left untouched. Now new merchandise was planned for all stores. In addition， new food items were offered to attract customers throughout the day （because half the day's sales were typically made during the morning hours）。