Communication Analysis of Cross-Cultural Marketing in Starbucks Brand

Intercultural brand management is often unstable, there are many problems. In multinational companies, the failure rate of about 30% -40%. Survey data show that about 82% of multinational companies failed because the failure of intercultural brand management caused. There are about 1 / 3 of the well-known multinational companies, because of poor management and multi-cultural face the situation of internal tensions. The well-known coffee brand Starbucks, but relying on a foreign culture, style, fashion, in Japan, China and Hong Kong and Taiwan, as well as other countries in Asia has achieved an extraordinary development and expansion. While Starbucks was born in the most developed capitalist United States, it conforms to the era of economic globalization wave of coffee that the world's oldest commodity, successfully opened up the overseas market, conquered Asian consumers to whom drinking tea as the main culture, thus creating a huge cross-cultural communication of the value of the brand.This paper introduces the western coffee and cafe culture, an overview of the Starbucks coffee brand created by the myth, and its brand in China, and to study the Starbucks to its own cultural characteristics of localization in the integration business, providing high-quality taste in show the impact of word of mouth spread, the idea of adhering to the customer first experience to play the role of culture in the internal management of establishi equity pool employee engagement, and several other aspects of intercultural communication strategy of the brand. Intercultural Communication from the enterprise brand of monologues and dialogues, brand strategy and communication in the implementation of brand communications in the knowledge sharing and innovation in three areas, discussed the Starbucks brand, cross-cultural communication of Chinese enterprises in China.This article explores to the communication theory and case studies of ideas and methods introduced to Starbucks management of cross-cultural communication studies, on the Starbucks in the different social, economic, technological and cultural environment, the business strategies adopted by the more systematic description of the Starbucks brand communication cross-cultural experiences of successful major. And try to cross-cultural brand communication from the Starbucks experience, will help Chinese enterprises to extract the spread of stimulating cross-cultural brand and regularities, may be to the world of Chinese enterprises to expand the brand in the worldwide Chinese operation and development, with a guide and reference value.