This research report is mainly about Starbucks is known for its unique marketing strategy in the traditional coffee market,Continue to nurture and stimulate consumer consumption concept and has been widely recognized in China.According to the SWOT model, analysis strength and weakness of the Starbucks, as well as the opportunities and threats facing in China.
Cultural Marketing Strategy
Different about product strategy,cultural marketing is on the basis of product marketing.Deep-seated psychological, spiritual resonance with consumers, and thus to influence from the heart, and guide consumer behavior marketing.
And compared with the product marketing, its mode of action, the effect of target consumers, more indirect, more durable.Starbucks as a modern leisure facilities in the bustling of the city, provides an elegant environment and non-threatening gathering places really need modern space.
How the starbucks use the cultural maketing strategy?First,
Environmental implant.Combination of traditional and stylish coffee culture visual, auditory, tactile rendering, left a deep impression to the customer.Second,Product implant.Procurement of the best of the world's major coffee producer,and baking in Seattle.Regardless the raw beans and their transport, baking, preparation, ingredients increases, water filtration, or the last coffee before the end to the customer, this series of procedures must comply with the most stringent standards.
And the third,Employees implants.Starbucks is built on one-to-one exchange between employees and customers.A customer, an employee and a Starbucks store constitutes a coffee experience for each customer.Next,Management implants.Employees into the Starbucks,whether coffee knowledge learning or service practice,and the variety of operating time, the display of goods, the label affixed so has a clear process and precise criteria.Finally,Experience implantation.About the experience marketing,Customer...