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星巴克:一种独特的咖啡格调和体验

时间:2014-05-22 17:04:47   来源:
星巴克:一种独特的咖啡格调和体验

星巴克是世界领先的特种咖啡零售商、烘焙者和品牌拥有者。星巴克现有万余间分店遍布在北美洲、南美洲、欧洲、中东及太平洋地区。20世纪70年代,第一家星巴克咖啡店开张,店名来源于赫尔曼·维尔所创作的小说(大白鲸),该部作品描述了19世纪的捕鲸故事。1971年,星巴克在西雅图派克市场成立了第一家店,开始经营咖啡豆业务。如今它旗下的零售产品包括30多款全球顶级的咖啡豆、手工制作的浓缩咖啡和多款咖啡冷热饮料、新鲜的各式糕点,以及丰富多样的咖啡机、咖啡豆等商品。

In 1970's, the first Starbucks opens. The name comes fnnn Herman Melville's Moby Dick, a
classic American novel about the 19th century whaling industry. And in 1971, you would have
had to travel all the way to the only store in Seattle's historic Pike Place Market. However. Starbucks Coffee Company now is the leading retailer, roaster and brand of special coffee in the world. Retail's range of products include the world's top 30 of the coffee beans, hand-made espresso coffee and variety of hot and cold beverages, fresh and delicious variety of cakes and food, as well as a variety of coffer machines, coffee and other commodities. with more than 15,000 retail locations in North America. Latin America, Europe, the Middle East and the Pacific Rim-Wherever there is a demand for great oaffee.

星巴克体验
星巴克从来都不认为他们出售的仅仅是咖啡,而认为咖啡只是一种载体。通过这种载体,星巴克把一种独特的咖啡格调和体验带给顾客。咖啡的消费很大程度上是一种感性层次上的文化消费,文化的沟通份要的就是咖啡店用其所营造的环境文化来感染顾客,从而形成良好的互动体验。星巴克把典型美式文化逐步分解成可以体验的元素:视觉上的温馨、听觉上的随心所欲、嗅觉上的浓香等。试想,透过巨大的玻璃窗,看着人头涌动的街头,轻轻啜饮一口香浓的咖啡,这非常符合“雅皮’的感觉体脸,在忙碌的郎市生活中是何等令人向往。令星巴克引以为豪的是能为顾客提供一个超越饮用咖啡本身的独特体验,即“星巴克体验’。当你去星巴克的时候,你得到的不仅仅是杯咖啡,你还可以享受到优质的服务、一流的音乐、舒适的会议场所及制作咖啡的中肯建议,充分感受家、办公室以外的“第三空间’。在这儿,你可以逃避、反思、阅读、交谈或者倾听。

Starbucks's "brand personalityspectrum" is the Starbucks culture from the perspective of a
specific number of notes "sign test" collection.

Starbucks literally changed the definition of "a good cup of coffee". For Starbucks, the brand had three elements: coffee, people and stores. Stringent control over the quality and processing of the beans assured that the coffee would be of the highest possible quality. Outstanding store personnel were recruited and trained in coffee knowledge and customer service. Store design, atmosphere and aroma all contributed to the "Starbucks Experience".

Almost all Starbucks stores were corporately owned and con-trolled. Starbucks prided itself on the "Starbucks Experience", going beyond coffee to provide a unique experience for its customers.

You get more than coffee when you visit Starbucks. You get great people, first-rate music, a comfortable and upbeat meeting place, and sound advice on brewing excellent coffee at home.
At home you're part of a family. At work you're part of a company. And somewhere in between
is a place where you can sit back and be yourself. That's what a Starbucks store is to many
of its customers-a kind of "third place" where they can escape, reflect, read, chat or listen.

The green Starbucks logo is a mermaid looks like the end of the double image of the sea. It was designed by Terry Heckler, who got the inspiration from the wooden statue of the sea. Mermaid logo alos conveys original and modern meanings:here face is very simple,but with modern abstract forms of packaging, the middle is black and white only color on the outsidesurrounded by a circle.

Starbucks makes the typical American culture gradually broken down into elements of experience: the visual warmth, hearing the way,smell the aroma of coffee and so on. Just think, through the huge glass windows, watching the crowded streets, gently sipping a coffee flavor, which is in line with the "Yapi" the feeling of experience in the busy life of hou desirable.

"But the essence of Starbucks is not about the coffee, although it's great coffee. Coffee is
only a carrier. It's about the coffee-drinking and the coffeehouse experience, Coffee consumption to a large extent is an emotional and cultural level of consumption, the culture of communication need is a coffee shop environment by creating a culture can be infected with the customers, and
create a good interactive experience.

That observation has occurred to competing retailers, which have tried to copy the Starbucks
Experience. especially in Europe where there have been coffee houses since the 1600s. But it's very hard to get beyond a few stores and retain the experiential part of Staubucks' brand. The most important thing is how welcome people feel and the connection they make. It's really a
contradiction in terms-intimacy on a mass scale. But Starbucks is a very intimate brand."

忠诚的顾客是这样炼成的

星巴克的成长从其优越的地理位置上也获益良多。星巴克的店址大都确保了顾客能够迅速、方便地到达。此外,星巴克的品牌传播也与众不同。星巴克采用的并不是传统愈义上的铺天盖地的广告和巨额促销,而是独辟蹊径,采用了一种卓尔不群的传播策略——口碑营销,以消费者口头传播的方式来推动星巴克文化及其价值观的深入人心。这样的传播方式培养了一批赤胆忠诚的顾客群。

Indeed,since the Starbucks formula depends on loyalty and convenience, being in the right
place is important. People are not going to visit often unless it's convenient, and Starbucks makes sure it is. For example, the shop in Vienna is located in the old center of the city at the corner of Karntnerstrasse and Walfischgasse, next to the Opera House. Starbucks opened its first shop in Japan in 1996 in the Ginza,the heart of Tokyo, and now operates 14 stores in that select area of the city.

The spread of Starbucks brand is not simply to imitate the traditional sense of the extensive advertising and large sales, but inventive, the prowess of the dissemination of a strategy-word of mouth marketing, word of mouth in the way of consumers to promote the objectives Starbucks customers growth.

The success of Starbucks proved that a cost of several million dollars in advertising to create a national brand is not a prerequisite condition. What's more adequate financial resources is not the only condition for the creation of branded products. You can step-by-step, first a customer and a store or a market to do one at a time. In fact, this is perhaps the confidence to win the best way to customers, but also the unique Starbucks!

Directly operated by Starbucks coffee shops with Starbucks culture and values are inseparable. Starbucks to expand in the shop to choose the initial model is franchising, or the reunification of the management of the company. If to meet or exceed the expectations of consumers,companies will need to manage and operate a unified plan. Experience in the Starbucks brand to communicate with each other is a decisive factor in the success. Therefore, the best way to expand their direct-centric shops.

如何平衡社会责任和企业利润之间的冲突?
星巴克在经营中十分重视在社会贵任和公司赢利之间找到平衡点。他们认为消费者不仅关注产品性能和服务质量,而且对公司和品牌的历史,以及公司的文化和价值观也感兴趣,比如这个公司是否参与当地的社区公益活动,如何对待它的员工等。星巴克希望让每一位员工都感到公司对他们很重视。要想长期在市场上生存并取得成功,企业必须与员工和消费者建立一种相互信任的关系。在美国,星巴克是第一个为所有雇员提供完全医疗保险和股权的公司。此外,星巴克还拥有客户资产、员工资产、供货商资产和品牌联盟等各式无形资产。这进一步巩固了星巴克本已十分坚实的品牌基础。

ne of the commandments is to work with foreign partners as part of establishing a marketing
infrastructure. And that's one of the keys to Starbucks' business strategy for international expansion. When the coffee houses are not company owned or licensed, they come about through joint ventures with local retailers. No matter who the partner is. all of the new managers
undergo 13 weeks of training. "It doesn't take 13 weeks to learn how to pour a cup of coffee. "But it takes 13 weeks to understand the nuances of this brand."

Perhaps the most important nuance is bonding with the local community. In the US, the Starbucks Foundation contributes to programs for literacy, early learning, AIDS outreach, and environmental awareness. The company has also exported its commitment to the less fortunate. For example, it has founded a school in the Philippines and an orphanage (84)LISi) in Korea. Starbucks attaches great importance to the business and corporate social responsibility to find a right balance between profitability. They think that consumers are not only concerned about performance or quality of service, but also the history of the company and brand, as well as the company' s culture and values are also of interest, such as whether the involved in local community service activities,how to deal with its employees. Starbucks to give every employee the company is very important to them. In the market to long-term survival and success,busines executives and consumers and employees must establish a relationship of mutual trust, this
relationship must be based on appropriate, real and genuine commercial operation basis. In the United States, Starbucks is the first to provide fully for all their employees medical insurance and equity of companies, including accounting for 65% of the total number of employees in part-time employees.

客户资产:星巴克一个主要的竞争策略就是在咖啡店中同客户进行交流,特别是咖啡生同客户之间的沟通。星巴克也通过征求客户的意见,加强客户关系。每个星期总部的项目领导人都当众宣读客户意见反馈卡。

Client Assets: One of the main competitive strategies of starbucks is a coffee shop in the exchange with customers. It is particularly important coffee of Health to communicate with customers, Health coffee each subject to a 24-hour training-customer service, basic sales skills, basic knowledge of coffee, coffee production skills. Coffee premonition of Health to be able to customer needs, patiently explained the different taste of coffee, smell the time, and courageously carry out eye contact. Starbucks also seek the views of customers, strengthen customer relationships. Each week the headquarters of the project leaders have publicly make the customer feedback card.

员工资产:星巴克要打造的不仅是一家为且客创造新体验的公司,更是一家高度重视员工情感与员工价值的公司。CEO霍华德·舒尔茨将公司的成功在很大程度上归功于企业与员工之间的“伙伴关系”。

Staff Assets: Starbucks is not only to create a customer experience to create new companies, but also is a high emphasis on staff emotional value of the company and employees. Howard Schultz will be the company's success is due in large part between the enterprises and employees of "partnership". He said: "If there is a Starbucks so that I was very proud of the achievements, it is the work of our employees in the company to establish the middle of this relationship of trust and confidence."

供货商资产:星巴克的关系模式也向供应链上游延伸到供货商们,包括咖啡种植园的农场、面包厂、纸杯加工厂等。副总裁约翰·雅明说:“失去一个供应商就像失去我们的员工——我们花了许多时间和资金培训他们。”

Supplier Assets: the relationship between the patterns of Starbucks also extends to the upper reaches of the supply chain to suppliers, including coffee plantations farms, bread plants, paper processing plants. Starbucks supplier selection, evaluation procedures, such as very strict, Starbucks spent a great deal of manpower, material and financial resources to develop suppliers, to suppliers to secure and maintain long-term stable relationship, so the conversion cost savings, the supplier can be adjusted to avoid the impact to the business. John Yamin vice president said: "The loss of a supplier as the loss of our employees——we have spent a lot of time and money Gaining them.

品牌联盟:星巴克提升品牌的另一个狱璐是采用品牌联且迅速扩大品牌优势,在发展的过程中寻找能够提升自己品牌资产的战战略伴,拓展销售渠道,与强势伙伴结盟,扩充营销网络.

Brand union : Another Starbucks brand strategy is the rapid expansion of the use of brand union brand, in the development of the process of looking for ways to enhance their brand equity strategic partnership and expand sales channels, alliances and strong partnerships, expand marketing network.

关键字:星巴克

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