星巴克在中国的战略变革

摘  要

本文以企业营销战略、体验营销理论等理论为理论研究基础，通过大量研究和阅读文献资料，客观分析了星巴克在中国市场的内外部环境，指出星巴克在中国市场的经营状况，并运用企业战略的观点分析着重于分析星巴克在中国市场的战略，总结出星巴克公司在中国市场战略的成功经验；并且对星巴克在快速扩张的同时，面临其核心竞争力的损失和品牌价值降低的危机，在应对危机的做法上是通过更换标志这一行为表现出的企业战略变革的行为进行一定程度的分析研究，对星巴克公司在中国的经营提出一点建议。并希望得出的结论能够对跨国经营行业和从业者有积极意义的参考价值。

关键词：星巴克；中国市场；战略变革；原因分析；预测
Abstract

This text with business enterprise marketing strategy, experience personally theories like marketing theory,etc for the theory study foundation and pass a great deal of research and reading cultural heritage data, objective analyzed Starbucks in China of market of inside external environment, point out Starbucks' management condition in China market, and makes use of the standpoint analysis of business enterprise strategy to put great emphasis on to analyze Starbucks' strategy in China market, tally up a Starbucks company strategic in China market of succeed experience;And to Starbucks while quickly extending, face the crisis that the loss and brand value of its core competencies lowers, at should to the way of doing of crisis up is to pass to replace to mark the behavior of business enterprise strategic change that this behavior expresses to carry on the analysis research of certain degree, put forward some suggestion to the Starbucks company's management in China. Hope the conclusion of this thesis can do many help to international management profession and have the reference value of aggressive meaning.

Key words: Starbucks; Chinese market; Strategic change; Analysis; Prediction      

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