案例,spss,数据分析

论星巴克产品的全球化品牌建立


全文字数:4900字左右  原创时间:<=2022年

【内容摘要】

论星巴克产品的全球化品牌建立


经济全球化之后,东西方人们对于咖啡的消费越来越接近,咖啡已经渗透到世界的每个角落,甚至渗透到了以茶文化著称的中国。随着人们生活水平的提高和思想的开放,咖啡已经被越来越多的人们所接受。在许多年轻人眼里,咖啡就是时尚。据有关资料,星巴克作为一种时尚在世界传播。本文分析了星巴克在中国市场的环境,指出星巴克在中国市场所存在的优势、劣势、发展机遇和面对的风险。本文分析了星巴克在中国市场的发展,对星巴克运营的危机做出总结并提出相应的营销对策。

关键词:星巴克;品牌;营销;全球化
Abstract

After the economic globalization, people in the East and West are more and more close to each other in coffee consumption. Coffee has penetrated into every corner of the world, even in China where the tea culture is rich. With the improvement of people's living standard and the opening thoughts, coffee has been accepted by more and more people. In the eyes of many young people, coffee is fashion. The power of Starbucks,  as a fashion,  spreads  in the world. This paper analyzes the environment of the Chinese market,and the advantage and disadvantage of Starbucks’policy in the Chinese market, developing opportunity and the risk starbuck is facing.Starbucks crisis and puts forward the corresponding marketing countermeasures.

Key words: Starbucks; brand; marketing;globalization

 

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