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匿名使用者
匿名使用者 發問時間: 社會與文化語言 · 1 0 年前

我要請人幫我翻譯(中翻英)!!!贈點20 哪個好心人幫我

星巴克的SWOT---

S:深獲青睞的品牌領導、全世界最大的咖啡連鎖店、懂得搭配配件販售

W:行銷色彩過於嚴重、販售價格昂貴、無設置吸菸區

O:善用連鎖店的龐大數目發揮規模經濟的優勢、與其他餐飲業策略聯盟

T:樹大招風、咖啡市場已趨成熟、替代品眾多,易於模仿

星巴克成功的因素---

星巴克不論進入那個市場,都沒有上媒體打廣告。

星巴克沒有高科技、沒有專利,蕭茲很了解星巴克的特質,「成功完全建立在員工與企業的關係上。」星巴克營收的85%是來自與消費者面對面接觸的門市,員工與消費者每一次互動,是品牌印象最大決定因素,員工士氣一低落,就會影響消費者感受到的品質。

所以,星巴克把員工當成第一層顧客討好,把廣告、行銷資源都放在員工身上。給予員工很多教育訓練,讓大家有能力成為星巴克的咖啡大使,更不同的是,與給予所有員工廣泛的醫療保險與股票選擇權,叫做「豆股票」(bean stock)。

星巴克不斷推出新產品。1995年,星巴克推出碎冰打成的法布其諾,讓向來喝熱咖啡的美國人愛上了冰品咖啡。現在星巴克推出新產品的速度更快,單單2002年就推出了7種新飲料,尤其是打破傳統調有甜味或是無咖啡的飲料,增加星巴克對年輕族群的吸引力。

星巴克不斷發揮品牌力量,找新管道銷售更多樣的星巴克。1996年,星巴克與醉爾思合作,共同開發星巴克冰淇淋。1998年,星巴克與Kraft食品公司合作,把星巴克的咖啡豆送到全美國的超級市場。而且,星巴克在每個新領域,都做到第一名。

1 個解答

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  • 匿名使用者
    1 0 年前
    最佳解答

    S : Dark brand leader、whole world most heavy coffee chain store that favor is it collocate fittings sell to know howing W : Too serious is it cost an arm and a leg、has not it is it inhale Yan district to set up to have to selling to on sale throughout color O : Make the best of the advantage of giving play to the large-scale production of the large figure of chain store、enter into an alliance with tactics of other catering trade T : Tall tree catches the wind、coffee market become ripe、numerous、easy to imitate substitute already Factor that Starbucks succeeds ---No matter Starbucks enters that market、has not gone to the media to advertise. Starbucks does not have Hi-Tech、there is no patent、Xiao Zi understands the speciality of Starbucks very much、' succeed and totally establish on the relation between staff and enterprise. ' 85% which Starbucks camp accepts is the retail sales come from contacting with consumers face-to-face、the staff and consumer are interdynamic each time、is the greatest decisive factor of the impression of the brand、the staff will influence the quality which consumers experience、if the staff have low morale. So、Starbucks regard staff as first customer please、advertisement、on sale throughout resource set free on staff. Offer much education and training to the staff、let everybody have the ability to become the coffee ambassador of Starbucks、more different one is、with offering extensive medical insurance and stock option to all staff、named ' the beans stock ' ( bean stock) . Starbucks is putting out the new products constantly. 1995、Starbucks puts out its promise of cloth of France that the trash ice is broken、let Americans who always drink the hot coffee love product coffee of icing. The speed that Starbucks puts out the new products is quicker now、only put out 7 kinds of new beverages in 2002、especially break the tradition and adjust sweet taste or beverages without coffee、increase the appeal to younger generations of Starbucks.

    2006-01-01 05:39:41 補充:

    Starbucks is giving play to the strength of the brand constantly、looks for the new channel to sell more various Starbucks. 1996、Starbucks develops Starbucks ice cream together with thinking of cooperation drunkly.

    2006-01-01 05:39:46 補充:

    1998、Starbucks cooperates with Kraft food company、sends the coffee bean of Starbucks to the whole American supermarket. And、Starbucks all accomplish the first place in each new field.

    參考資料: d76b78ijioj.
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