Starbucks' price positioning is "luxury goods that most people can afford" and its consumption positioning is "white-collar workers". Most of these customers are high-level intellectuals, who like fine products, food and works of art, and are high-income and loyal consumers. In the catering service industry, the cost of creating differentiation itself is very high.

Therefore, it is difficult to attract customers through products and prices. Customers often will not change for a long time after agreeing to a service, and will use the service stably for a long time. This is especially obvious among white-collar workers, who always have a psychological tendency to pursue stability.

Extended data:

1. style. The outstanding feature of Starbucks is that it not only creates a unified appearance, but also adds variety, embodies the aesthetic feeling with style and creates visual impact.

2. Environmental design. Starbucks' "planting" comes from four stages of coffee making. "Baking" is mainly based on crimson and dark brown series; Blue is water and brown is the "hair follicle" of coffee.

Explain the "aroma" of coffee with light yellow, white and green. Four store design styles, according to the store location, combined with natural environmental protection materials, lighting and accessories to quickly match into a local store, creating a sense of freshness.

3. Sensory recognition. Smell, sight, hearing, touch and taste all shape the romantic atmosphere of Starbucks coffee shop.