A Study On Business Model In China Of Starbucks

In the background of economic globalization and regional economic integration, lots of enterprises in different countries and regions expand their business activities to the whole world, contributed to a tide of transnational operation. The most prominent performance comes to all kinds of international catering enterprises, they have entered China and are favored by Chinese people, also quietly affects the Chinese food culture and every aspect of food consumption habits. There is no doubt that this phenomenon causing increasing pressure to Chinese domestic enterprises. Pressure is also motivation, however, for the Chinese catering enterprises, only by summarizing the benefits of operation mode of foreign chain catering enterprises and reflecting deficiencies of their own can they improve their competitiveness.This thesis uses the literature research and comparative analysis methods, and did a large number of literature research through the analysis results of document research of similar topic, On the basis of the analysis of Chain operation mode of Starbucks and the contrast of the KFC mode and Starbucks mode, this thesis designed the overall corresponding chain business path for the Chinese chain catering enterprises' domestic and overseas expansion. At the same time, practical concrete policies and suggestions are given on the specific details of business model, which is the innovation of this thesis.This thesis adopts the progressive structure clearly. The first chapter is the introduction, which points out the background of this paper and the current situation of domestic and foreign research. The second chapter mainly introduces the case of Starbucks and analyzes the each dimension of the business model in China and how Starbucks entered into the Chinese market, expanded the business and managed the internal affairs, which reached internal and external balance and formed perfect and reliable overall operation model. In the third chapter, by comparing Starbucks with KFC, the validity and the feasibility of Starbucks model are proved. The fourth chapter mainly summarizes the enlightenment of Starbucks mode to China's catering industry chain operation mode, and puts forward the corresponding improvement strategy according to the advantage of Starbucks model and the weakness of the chain catering enterprises in China.