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小慧 發問時間: 社會與文化語言 · 1 0 年前

Starbucks的行銷策略

誰可以幫我用英文描述Starbucks的行銷策略??還有他的競爭對手是誰??並扮演著什麼腳色??

已更新項目:

在英國的競爭對手是誰??

2 個解答

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  • 1 0 年前
    最佳解答

    Strategies of Starbucks

    Starbucks originated from the US where people used to drink low quality and poor taste coffee. To teach people how to taste the best coffee and to provide people with a very relaxing and comfortable environment where people can enjoy their coffee as comfortable at their homes as possible, Starbucks developed some strategies which have been attributed to its success in its coffee chain store business.

    1) Teach people how to taste good coffee and gain the loyalty of customers to Starbucks.

    When Starbucks started its business with the principles of providing the best coffee beans on earth and insisting deeply roasted them, then Americans who used to taste the coffee, which European regarded as cheap and low quality one, had no immediate interest in Starbucks’ coffee and could not tell the difference between the good ones and the bad ones. Starbucks set out to well train its employees and teach its customers by these well-trained employees. Starbucks emphasize a one-to-one communication model which successfully delivers the knowledge about coffee to every one who comes to Starbucks to taste their first cup of coffee. And as years went by, customers’ loyalty to Starbucks was established.

    2) Create a comfortable environment where people can really enjoy not only the coffee but also its atmosphere.

    Each Starbucks’ store has its own interior design based on its location and environment. Entering into the coffee shop, people can smell the coffee and also the warm and friendly atmosphere, which attract its customers to return again and again.

    2007-04-18 10:36:12 補充:

    Starbucks' main competitors in Taiwan

    There are some similar chain stores such as Seattle Coffee, IS coffee and Dante’s Coffee, etc. But all in all these competitors cannot really threaten Starbucks in terms of the revenue and the store number.

    2007-04-18 10:38:22 補充:

    What role do these competitors play?

    In terms of business scale, these competitors cannot fight with Starbucks; however, Starbucks, though being quite so successful, cannot dominate the whole market and still leave some room for other competitors.

    2007-04-18 10:38:54 補充:

    In addition, Starbucks positions its products on the high-end ones, which opens the space for them. These smaller coffee businesses will therefore find their way into, for example, the rural areas or the low-priced market segments. They will all help make the coffee prevailed in the whole country.

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  • haha
    Lv 7
    1 0 年前

    星巴克擁有嚴謹的全球化策略及計畫,並且從星巴克對於人才的培養和認股權制

    度等對員工做關係的策略培養出忠誠的員工。在星巴克現代化的品牌和管理系統

    方面,除了能迎合消費者不需花大錢即可享受一杯咖啡的要求外,更以傳統的行

    銷方式,即一對一口碑式行銷來吸引客人,強調「 one customer at a time 」

    的服務,和熟客券的推廣,也鞏固了不少客源。此外,星巴克也慎選合作夥伴,

    除了機場的特殊通路外,從不開放加盟店,以達到在連鎖店擴大之際,單店水準

    還能完全掌握在公司手中。

    一、優點

    (一)店內空間裝潢舒適

    星巴克的桌椅皆採用原木,試圖呈現出大自然的氛圍,而店內的天花版採挑高設

    計,減輕了壓迫感;在設計風格方面,店內的裝飾畫帶有現代藝術的畫風,而燈

    具和天花版的設計也有現代感,具有美式、具都會格調,感覺富有都會雅痞的氣

    息。另外,和其他咖啡店很大不同的地方在於星巴客有幾張大沙發,可以讓人舒

    服地躺在上面,而光是用看的,感覺整個空間也會居家、舒適起來。(註二)

    (二)善用品牌策略

    星巴克在品牌建立後,更開始發展其它商品,例如月餅禮盒系列包含了咖啡禮

    盒、咖啡蛋捲、月光寶盒、方便帶著走禮盒等產品,讓大家除了在咖啡上有選擇

    外,也配合時節推出另一系列的產品,運用既有的品牌力快速擴展新商品以節省

    推廣費用。

    (三) 服務迅速

    星巴克採用馬上點,馬上拿餐的餐點方式,簡化及縮短了等待服務的過程與時間。

    (四)另類的廣告方式

    星巴克靠的都是籠絡員工做行銷,而他們在一開始就瞭解到品牌不是一張廣告,

    品牌是建立於員工與上門的顧客的互動中,員工與消費者每一次互動,是品牌印

    象最大的決定因素,員工士氣一低落,就會影響消費者感受到的品質。所以要建

    立品牌,就要取得顧客深厚的信任,要得到顧客的信任,首先必須建立與員工之

    間的信任。

    在一開始的星巴克是那麼的微小,只是間單純開在西雅圖市場邊的小咖啡店,而

    星巴克卻能如此的成功,且又吸引人,其主要是應該是因為他們一直不斷的在平

    凡中裡創新及磨練把幾百年的古老消費品,變成了無能人擋的新流行,也改變了

    現在人的生活思緒,已不再是那麼的單調、乏味了。至於在員工呢,他們可說是

    嚴苛及在品質上都有所規定,雖然其中的一些規定可說是煩瑣又仔細,不過也因

    為如此才能讓星巴克的消費經驗在不同的市場中創照出更強更具威力的光芒。顧

    客方面也就讓每個人都感到非常的溫馨、放鬆。所以星巴克才能有現今壯觀的局

    面呀。且他們的成功也對布魯克林貧民區長大的孩子寫下了最好的典範。

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