People who love coffee have probably heard of Starbucks, the hero of a well-known American novel over 111 years ago. In 1971s, three Americans turned it into a signboard of a coffee shop to promote the American spirit. Since then, cups of Starbucks coffee have fascinated the whole world. Starbucks is the coffee that young men and women are keen on at present. Basic introduction Chinese name: Starbucks coffee mbth: Starbucks origin year: 1971s Advantages: excellent, relaxed and warm atmosphere, brand culture, brand image, coffee flavor, first price increase, domestic and foreign, value, quality, reference, Brand culture Starbucks can develop one of the oldest commodities in the world into a unique, lasting and high-value-added brand, which is inseparable from its "experience culture" and unique marketing methods when it first started its business. Starbucks coffee Starbucks' success does not lie in its excellent coffee quality, but the infection of relaxed and warm atmosphere is the only magic weapon for Starbucks to win. Because the atmosphere of Starbucks coffee shop is a culture that advocates knowledge, respects people-oriented and has a little "petty bourgeoisie" sentiment. In Starbucks, the emphasis is no longer on coffee, but on culture and knowledge. "Starbucks" culture is actually a culture that focuses on the two themes of people and knowledge. The core of this culture is to help people broaden their knowledge and ability by using as comfortable an environment as possible and tap their greatest value in knowledge. In foreign countries, Starbucks is not a petty bourgeoisie, and the price is very cheap. Brand image is different from other multinational corporations. Starbucks is one of the few brands that don't use huge advertising to promote and promote sales. Starbucks brand promotion does not depend on advertising, and its consistent strategy is to focus on brand image promotion, which is universal. Starbucks believes that coffee is not like McDonald's. Coffee has a unique culture, and sponsoring cultural activities is very important for Starbucks' image promotion. For example, Starbucks was the main sponsor of Dali Art Exhibition held in Shanghai. Starbucks is also a sponsor of the APEC meeting in Shanghai. The appearance of Starbucks chain stores is simply considered from the surrounding environment, but its interior decoration should strictly match the unified decoration style of the chain stores. Each store itself is an image promotion and a link in Starbucks' commercial chain. American designers specially create rich visual elements and unified styles for each store, thus making customers and passers-by pleasing to the eye and achieving the purpose of promoting the brand. This promotion method is called Tie-in, which is to closely link the image of the cafe with the customers. In Starbucks coffee shop, employees are the main carrier to convey the value of experience, and the value of coffee can only be improved through the service of employees, so the creation of experience by employees is as important as the environment. In fact, Starbucks employees are like coffee fans. They can explain the characteristics of each coffee product in detail, and they are good at communicating with customers and anticipating their needs. Employees are called "partners" in Starbucks, because everyone has options, and their status is respected enough, which also creates great competitiveness for Starbucks brand. Coffee flavor Starbucks' strong black coffee fragrance permeates people's lives all over the world, but there is only one version of its management, which is copied from the North American continent and is universally applicable. With consistent management, quality and taste all over the world, Starbucks' success story doesn't start with every cup of coffee that keeps the same taste, but it started when the coffee beans are still growing: they are very picky in choosing coffee beans, and there are strict standards in every link from variety to origin to particle shape; Its coffee tasting experts have to taste more than 111,111 cups of coffee every year to ensure the quality, select coffee beans by cup evaluation method, and then determine the precise roasting degree, so that the unique taste of each coffee can be completely released. Starbucks' slogan is: Give full play to the flavor of each coffee. The last step is to sell steaming coffee to customers together with the standard service model. The cultural connotation of coffee Coca-Cola associates its sizzling drinks with carefree happiness; Nike uses "just-do-it" to convince runners that they are selling personal success; Starbucks sells culture. At Starbucks in Shanghai, a service called "Coffee Classroom" played the trick of "hanging coffee to sell culture" with the best imagination. If three or four people go to drink coffee together, Starbucks will equip these people with a coffee master. Once the customer has any questions about the choice, brewing and baking of coffee beans, the coffee master will patiently and meticulously explain them to him, so that the customer can appreciate the coffee culture promoted by Starbucks while finding the coffee that suits his taste best. Culture gives its high price a good reason to exist, and customers get great psychological satisfaction from it. The real winner is Starbucks. According to Starbucks, people's detention space is divided into families, offices and other places. McDonald's strives to create an atmosphere of home, and strives to maintain a lasting ambiguous relationship with people's first space-family; As a coffee shop, Starbucks is committed to seizing people's third detention space, keeping a close eye on people's detention space for making money, and providing supporting facilities such as live piano performance, European and American classical music background, fashionable newspapers and magazines, exquisite European ornaments, etc., in an effort to bring more "foreign flavor" to consumers. Let drinking coffee become a life experience, and let people who drink coffee feel fashionable and cultural. Multidimensional innovation: the source of Starbucks brand vitality. Successful marketing needs creativity and * * *. In this era of eyeball economy, in order to attract more people's attention, the most important thing is to create innovation and form differentiation, so as to turn consumers' attention to products into consumption behavior. Starbucks' strategic innovation of adding notes to its brand culture has continuously injected vitality into its unique "Starbucks" brand in its development and lasted for a long time. Service innovation: Starbucks also attaches great importance to developing new service content according to customers' needs. Starbucks, headquartered in Seattle, is trying various business ideas to attract people into the store and extend their stay. When you enter Starbucks, you will feel the music swirling in the air swinging your soul. The store often plays some jazz, American country music and piano solos. These just cater to those fashionable, trendy and avantgarde white-collar workers. They are faced with strong pressure of survival every day and need spiritual comfort very much. Music at this moment just plays this role, which makes you wake up some nostalgic feelings that may have disappeared in your heart when you consume a culture. Since 2112, Starbucks has launched high-speed wireless Internet access service in 1,211 chain stores in North America and Europe. Customers with portable computers or personal digital assistants (pda) can surf the Internet, send and receive emails and download information while enjoying coffee. Channel innovation: In 1998, coffee sold through supermarkets and food in the United States accounted for half of the total sales in that year. In more than 26,111 grocery stores, there is a broader market than Starbucks retail chain stores and special sales channels. Making full use of this channel can bring millions of consumers to the company. In addition, putting products into supermarkets can also save the company's transportation costs and reduce operating costs. The company's retail capacity will be further strengthened, and the decision makers of Schultz and other companies believe that supermarkets are an important way to continue to develop Starbucks coffee sales. Although Schultz made the rule of "refusing to enter the supermarket" because he couldn't bear the fresh coffee beans to go bad, the change of environment constantly required the company to revise its principles. In 1997, Schultz and his senior management ordered to enter the supermarket. Despite the risks and difficulties-after all, the supermarket is not a sales place that the company can control. However, what worried Schultz did not happen. On the contrary, the original decision produced good results. Consumer education: In the process of expanding to Asian countries, Starbucks has to face the problem that promoting and popularizing coffee in a country that is used to drinking tea will inevitably encounter emotional resistance from consumers. Starbucks first focused on promoting "consumer education". Starbucks branches must hold a coffee lecture for customers once a week. The main contents are related knowledge of coffee, how to brew it yourself, and the use of utensils. The form is very flexible, usually when there are many customers, and the time is controlled at about 31 minutes. Many customers asked questions one after another, and the atmosphere was very lively. In Shanghai, Starbucks is planning and implementing a service called "Coffee Classroom". Its content is that if three or four people go for coffee together, Starbucks will equip them with a dedicated barista. Of course, the barista is optional, but the information revealed is that the number of customers who go to Starbucks together is on the rise. Mysterious customer: For Starbucks, word of mouth is the best advertisement. In order to achieve this word-of-mouth effect, we must serve every guest well. Starbucks standard is: make every cup of coffee well and grasp every detail. You may be facing the 111th guest today, but for the guest, it was the first cup of coffee, and his understanding of Starbucks began with this cup of coffee. How to check "make every cup of coffee for guests"? Starbucks has established a series of evaluation mechanisms, among which "mysterious customers" are the most distinctive. That is, in addition to the usual theoretical knowledge inspection and practical operation inspection, they entrust a company with inspection ability to secretly send people to pretend to be customers and come to various Starbucks coffee branches for consumption. During this period, they make an all-round inspection of employees' services, skills, environmental atmosphere, etc., and then combine the comprehensive performance assessment to decide how the service quality of a store is, whether a clerk can be promoted, and so on. First price increase Since October 31th, 2112, Starbucks has adjusted the prices of its hand-made coffee and beverage products in China mainland stores, with the price increase ranging from 1 to 2 yuan per cup. With the massive increase of these chain giants' stores in China, it is analyzed that they pay more attention to profit indicators. "We will raise the prices of some products on October 31th." Yesterday, the contact person of Starbucks in China said that the price adjustment varieties are mainly hand-made coffee drinks (such as latte, mocha, cappuccino and coffee substitute), which is also commonly known as coffee products, covering all stores in the mainland including Guangzhou. The above contact person said that the last time Starbucks adjusted its coffee products in China was in April 2117. This price adjustment is mainly due to the increase in operating costs, including raw materials, manpower, logistics, rent and so on. At home and abroad in the United States, Starbucks coffee, like Haagen-Dazs ice cream, is a civilian brand, and a cup of coffee costs only 1-2 dollars, but a cup of 12 ounces of coffee in domestic Starbucks is as high as that in 31 yuan. Apart from the high price of coffee, when Starbucks announced its entry into the domestic breakfast market, a breakfast was as high as 51 yuan. Compared with other big brands such as McDonald's and KFC, it was only from 6 yuan to buy a cup of coffee with hamburgers in M Ji, and KFC's "value breakfast" was as low as 6 yuan. Starbucks is in China, taking a high-end route and selling at a high price. The brand strategy of value Starbucks is similar to that of Haagen-Dazs. Starbucks' product positioning focuses on high-quality and elegant catering, and chooses coffee shops with high access rate and high passenger flow to create a noble and elegant social environment. Leisure catering products with fresh style and fashionable taste have become typical, with noble raw materials and excellent materials, and the main product coffee has always been popular. It is reported that the price of Starbucks is positioned as "luxury goods that most people can afford", while the consumer positioning is "white-collar workers". Their income is higher and their loyalty is not easy to change. The high price of Starbucks in China catering industry is due to the psychological tendency of white-collar workers to pursue stability, enjoy fashionable atmosphere and quality service. Quality Starbucks is famous for its coffee, which can make high-consumption customers feel highly dependent, which can not be underestimated by its high-quality coffee raw materials. Starbucks has a wide variety of coffee and strives to bring people the purest coffee. In the production, there are also strict requirements, such as Starbucks' main product latte, the milk to be boiled is heated to at least 151 degrees Fahrenheit. With the change of the times, Starbucks has also changed its product structure, and started to increase tea, cakes, etc. Its products have diversified, but its brand image remains undiminished. For reference, in the catering service industry, foreign brands have made remarkable achievements in China. Haagen-Dazs, Starbucks, KFC and McDonald's are all good examples. In today's fast food culture is so popular, catering brands have appeared one after another. How to break through among many competitors? We must find our own characteristics and constantly innovate and improve. The success of a brand must have its own uniqueness. Because of the different needs of many customers, sometimes attracting customers through products and prices may encounter bottlenecks, while warm service and good dining atmosphere are more valued. If domestic catering brands can also capture the hearts of consumers, and grasp the service value while improving product quality, I believe they can also achieve good results.