The Brand Economics Analyses Of STARBUCKS

With the deepen into the outside economics of China's economy, an increasing number of imports play an more and more important roles in daily life for Chinese people .they are not only influence the Chinese people's thought, but also to change Chinese people's traditional habits. As the material demands are satisfied, spiritual demands of people are putting forward higher requirements. As the one of the most important drinks, coffees are carrying much people's expectations. Coffee is also the second largest trade goods following the petroleum. Even in the financial derivatives -futures markets, coffee futures is the second only after oil futures. Coffee is also a lot of the country's economic lifeline; the following country's total coffee exports accounted the high ratio of export production: Uganda 99%, Rwanda 88%, Ecuador 79 %, Colombia 66%.Researching of the coffee is heating after this background. After the agricultural era, industrial era, the coffee industry has been changed from the beans to coffee drink then the cafe service. The reputation brand Starbucks, has been paid attention by the world. the history of this brand provided that it had influenced the whole world. Researching this phenomenon on the Brand Economics is not only broaden the theory of the Brand Economics, but also provide the new practical method of resolving the puzzle Dom of the Starbucks nowadays. Writer retrospect the history of the cafe in European and the development of the Starbucks, then use the new theory to resolving the practical problem.