摘要
目的是对星巴克咖啡品牌的本土化设计策略进行分析。方法是从星巴克在中国的营销策略基础上解析其本土化的设计策略,具体从本土化设计的中国元素应用策略、节日策略、区域策略进行多方面的举例,通过对这些策略的分析与展现进行分类研究。结论提出企业在跨文化发展过程中应尊重目标市场的本土文化,要将本土化的设计与企业的服务达到平衡,且在全球化趋势下更应发掘本土化设计的内涵。
The purpose is to analyze the localization design strategy of Starbucks coffee brand. The method is based on Starbucks' s marketing strategy in China to resolve the localization of the design strategy,specifically from the localization of the design of the Chinese elements of the application strategy, holiday strategy, regional strategy for example, through the analysis of these strategies and show the classification. Conclusion in the process of cross cultural development enterprises should respect the local culture, the design of the localization and the service of the enterprise to achieve the balance, and in the trend of globalization, more should explore the connotation of localization design.
出处
《品牌》
2016年第3期71-76,共6页
Brand
基金
国家社会科学基金艺术学项目(13CB118)
2016年度北京市教委科研类专项--科研基地建设-科技创新平台(19005518108)
北京市级大学生科学研究与创业行动计划项目(SJ201502060)
关键词
咖啡品牌
本土化设计
营销策略
设计策略
Coffee brand
Local design
Marketing strategy
Design strategy
