Research On Marketing Strategy Of Beijing Starbucks Coffee Co.,Ltd

Starbucks,known as the global iconic coffee and food retailer,has now become the world's largest coffeehouse chain,run by its legendary leader,Howard Schulz.Today,China has become Starbucks' s fastest-growing market as well as the largest market outside the US.When talking about instant coffee,people may think of Nestle or Maxwell,but when it comes to freshly brewed coffee,one image will definitely come into any coffee lover's mind,the Starbucks Siren.Starbucks took its first step into Chinese market back to the 1990 s.In January 1999,Starbucks opened its first store in the China World Trade Center,Beijing.Now,it has already opened thousands(or over 4,000)of stores in mainland China,with huge customer base,which gives us a perfect case on marketing study.Driven by the consumption upgrade and the booming of coffee industry in China,the coffee e-retailers,such as Luckin Coffee and Coffee Box,are expanding rapidly attributed to internet business mode.The coffee market in China is expected to reach one trillion yuan before 2025.As capital is now mainly focusing on E-commerce and coffee equipment servicing,and impact of this new online approach could be found in many ways on traditional coffee industry,i.e.consumption mode,consumer experience,market share,etc,indicating that consumers' preferences are no longer limited to offline retail stores,but more focus on experience and online mode.Starbucks runs well in China,especially in big cities like Beijing and Shanghai.It has become the first choice for customers like white-collar professionals,college students and businessmen.However at the same time,Starbucks also faces the problems of experimental marketing dilution,and the challenges from Chinese local competitors.Under this huge impact,will Starbucks Beijing adjust its marketing strategy promptly,implement new technology,while optimize its coffee experience so as to win this intense competition in China?Therefore,in this paper,based on the service marketing,customer value theory and consumer behavior theory,we will analyze and look into the marketing strategy of Beijing Starbucks Coffee Co.,Ltd,with certain content and analysis tools under retail management mode.In the first part of research,we analyzed the marketing management of coffee industry and the development of Starbucks.During the process of empirical research,we adopted sample questionnaire survey,statistical analysis,field visiting and other related methods.SPSS and other statistical software were also used,to protect the credibility and reliability of the collected data,in order to reflect the true picture of operations in Starbucks Beijing.Meanwhile,we also analyzed and understood the business of its main competitors,and figured out the shortcomings and directions for improvement.Accordingly,we have drawn a clear picture of the company's macro and micro marketing environment,and provided suggestions on optimization of the marketing mode and further market expanding to the management.According to our analysis and research,Starbucks Beijing emphasized Internet application,innovated its service,strengthened the training of its employees,enhanced the Starbucks experience's advertising,and shaped the brand image.We therefore believe that Starbucks still has the possibility and feasibility to develop rapidly in the near future,and may become a theoretical example for Chinese coffee enterprises,and hotel chains..