以星巴克为例探讨跨国企业在华营销策略——从文化视角入手分析

Taking Starbucks as an Example to Explore the Marketing Strategy of Multinational Companies in China

1971年在西雅图开设第一家专卖咖啡豆和香料的星巴克在其而立之年敲开了中国的大门。至2014年底,中国已成为除美国之外星巴克最大的海外市场。星巴克进驻中国不单是销售咖啡,而是要让中国人了解咖啡文化,进而创造中国的咖啡文化。从经营方面来看,跨国企业的经营管理、营销战略必然要面对不同国家和地区的文化差异。星巴克在中国的成功是这个国际品牌本土化创新经营的经典示范。

In 1971 opened the first store coffee beans and spices in Seattle Starbucks knocked on the door of China in their thirty years age. By the end of 2014, China has become the largest overseas market except for the United States of America. Starbucks entered the China not only for selling, but also lead Chinese to acknowledge coffee culture and create Chinese coffee culture. From the perspective of management, the management and marketing strategy of multinational enterprises must face the cultural differences between different countries and regions. Starbucks＇ s success in China is a classic example of the international brand＇ s localization and innovation management.