The Research Of Starbucks China Marketing Strategy

This paper is structured on the 5C model starting from the analysis of external market invironment and internal surroundings. Based on the analytic findings, it segmented the markets and deduced Starbucks'target market is those city residents with highly educated culture heritage, unquie refined taste and admirable high income. And what differentiate Starbucks from its competitors are its marketing position as coffee expertise, passionate partner, the passion to improve the world, innovation and Starbucks experience. As Starbucks's core competence is its unqiue culture and value, it takes the business form of serving coffee to realize its ultimate position of human business to inspire and huminity and intimacy. As a result its marketing is decided by and out of psychological and spiritual concerns. This paper summarizes it as a sensible and cultural marketing strategy. In the present rapidly developing China, more and more Chineses are open to the western culuture and food, especially under the drive of the young generation and fashion trends, the totoal retail sales of cosummer goods jump up impressively and continuously. China has entered into a consuming era pushed by more sensible and emotional forces where Starbucks's position is right at the place.Starbucks's"experience marketing"is its equity accounting for its attactiveness. What Starbucks provided to customer with is not simply coffee, but a spirally elevating customer experience and connection. Starbukcs coffee culture, with customer experience as its core, has won and accumulated a loyal customer base already. And that price, place, product and promotion, these fundamental marketing elements, are all directed to influence customer's invironment which is penetrated by experience marketing to change the consumers'value and behavior and leaven their phychology for long term. Obviously on the other hand Starbucks's development in China also faces challenges such as western and Chinese culture conflicts and so on.To Starbucks, brand is merely an explicit extension of its value and culture, and people are what it leverages on most to concrete and convey such value and culture. Out of this principle, Starubucks established an inimitable corporate governance system which included a set of uniquely designed organizational structure, human resources management, and control pattern.