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1、Starbuck,The company took the name of the chief mate in the book Moby-Dick:Starbuck.星巴克”这个名字来自美国作家麦尔维尔的小说白鲸中一位处事极其冷静，极具性格魅力的大副。他的嗜好就是喝咖啡。,The original name of Starbuck,Founding,Development,The first Starbucks opened in Seattle,Washington,on March 31,1971 by three partners:English teacher Jerry Baldw
2、in,history teacher Zevsiegl,and writer Gordon Bowker were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet(阿尔弗雷德皮特)after he taught them his style of roasting beans.,History,In 1971,there are only six stores in Seattle,merely selling coffee beans.In
3、 1987,the original owners sold the Starbucks chain to former manager Howard Schultz(霍华德舒尔茨)who promote the transformation and upgrading of Starbucks according to his business concept and quickly began to expand.Nowadays,6000 stores were opened in 30 countries.Moreover,this number is increasing at th
4、e rate of 3 stores every day.Its high-quality product and service,concrete marketing location and its terrific marketing strategy make it possible to be the international brands.,Development,This is Starbucks chairman Howard Schultz who creat a European-style coffee-house to American after he took o
5、ver the company.,Enterprise culture,2,1、提供完善的工作环境，并创造相互尊重和相互信任的工作氛围 Providing the fabulous working environment,creating the working atmosphere of mutual respect and confidence.2、秉持多元化是我们企业经营的重要原则 Retaining the diversity.3、采用最高标准进行采购烘焙，并提供最新鲜的咖啡 Adapting the highest standard for purchase and baking,p
6、roviding the freshest coffee.4、高度热忱满足顾客的需求Satisfying the requirements of the customers as possible as they can.5、积极贡献社区和环境 Doing their utmost to support refugees and devote to the community.6、认识到盈利是我们未来成功的基础Realizing the importance of profit.,The consistent guiding principle,Enterprise innovation,3,
7、Starbucks will recieve its coffee order through mobile applications,Enterprise innovation,In this summer,Starbuck will produce the vending machine in office,Starbucks will sell more food through the new menu,the companys digital business is also promising,some new features and services are very popu
8、lar,such as the use of payment through mobile phones.,Development in China,4,Development in China,Strategies,5,Open tea shops internalization of beverage competition开茶馆-饮品竞争内部化,The first launch of the Starbucks Tea首次推出星巴克茶,Research on Chinese characteristics研究中国特色,Combined with Chinese traditional f
9、estivals-push out Starbucks mooncakes Starbucks dumplings 结合中国传统节日-相继推出星巴克月饼、星巴克粽子,Strategies,Product localization-modify menu for Chinese customers 产品本土化-为中国客户修改菜单,Logo meaning,6,Starbuckss logo is an image of a mermaid,inspired by the medieval Poseidon statue.This logo conveys the dual meaning of
10、the original and the modern:the mermaids face is very simple,but use the modern abstract form of packaging.The middle is black and white,and outside surrounded by a green circle.星巴克的标志是一个美人鱼的形象，灵感来自中世纪海神雕像。这个标志传达了原始和现代的双重含义：美人鱼的脸很朴素，但用现代抽象的包装形式。中间是黑白的，外面围着一个绿色圆圈。,How to order?,7,size,short 小杯 236mlt
11、all 中杯 355mlgrande 大杯 473ml(the most suitable size)venti 超大杯 591ml,espresso 意式浓缩咖啡：意式浓缩咖啡是经由高温、高压的方式淬取出浓缩的咖啡，一般来说 espresso浓缩咖啡份量小，大概 30ml，点 espresso 浓缩咖啡讲法也不同，一份浓缩咖啡是 solo espresso，两份则是 doppio espresso。,单击编辑此项目的详细内容,添加项目,单击编辑此项目的详细内容,添加项目,单击编辑此项目的详细内容,caff americano 美式咖啡：caff americano 是星巴克美式咖啡的写法，也
12、可写成 American coffee，就是义式浓缩咖啡加热水，一些耳挂式、滴漏式咖啡都算是American coffee 美式咖啡。,Classic types of coffee,caff latte 拿铁：caff latte 也就是外面常见到的 latte 拿铁，拿铁成分 espresso 浓缩咖啡、milk 牛奶跟 foam 奶泡的比例是1:2:1，所以卡布奇诺跟拿铁比起来，拿铁有比较多的牛奶。,cappuccino 卡布奇诺：一般来说，卡布奇诺的成分中 espresso 浓缩咖啡、milk牛奶跟 foam 奶泡的比例是 1:1:1，这个字是意大利文，而意大利人早餐最常搭配的饮品就是
13、 cappuccino。,Classic types of coffee,caramel macchiato 焦糖玛奇朵：焦糖玛奇朵也是有 espresso 浓缩咖啡加上 牛奶跟vanilla-flavored syrup(香草糖浆)打成的 foam(奶泡)，上面再淋上caramel 焦糖。,单击编辑此项目的详细内容,添加项目,单击编辑此项目的详细内容,添加项目,单击编辑此项目的详细内容,caff mocha 摩卡：摩卡比较像是巧克力口味的咖啡，成分一样有 espresso 浓缩咖啡，加上牛奶、摩卡酱，最上面再加上 whipped cream(鲜奶油)。,Classic types of co
14、ffee,Starbucks other drinks,冰饮 拿铁 Iced Caff Latte 冰香草拿铁 Iced Vanilla Latte 冰摩卡 Iced Caffe Mocha星冰乐 焦糖星冰乐 Caramel Frappuccino 抹茶星冰乐 Green Tea Frappuccino 香草星冰乐 Vanilla Frappuccino 巧克力星冰乐 Chocolate Frappuccino,茶 英式红茶 English Breakfast伯爵红茶 Earl Grey冰摇泰舒茶 Iced Shaken Tea冰摇柠檬茶 Iced Shaken Lemon Tea 经典热巧克
15、力 Signature Hot Chocolate 冰经典巧克力 Iced Signature Chocolate 牛奶 Milk 豆奶 Soy Milk 气泡矿泉水 Sparking Mineral Water 矿泉水 Mineral Water 果汁 Juice,Other requirements,low-fat milk 低脂牛奶soy milk 豆奶：适合素食者或不爱喝牛奶者coconut milk椰奶：适合素食者或不爱喝牛奶者no foam 不加奶泡light foam 少量奶泡heavy foam/extra foam 多加奶泡whipped cream鲜奶油Regular普通的
16、浓缩咖啡 Decaf 低咖啡因的浓缩咖啡Extra shots加强的浓缩咖啡Half caf一半低咖，一半普通的浓缩咖啡Ristretto是从浓缩咖啡里面提出的保留甜味的部分Full cream全脂Nonfat/skim脱脂Semi-skimmed半脱脂的,Tips:If you want to save money,then you can bring your own cup.Starbucks is very focused on environmental protection,so customers who bring their own cups can enjoy 2 yuan discount.,Dialogue:Waiter:Good morning,what can I get for you today?（今天要什么）Customer:Can I get a grande Latte?（来个大杯拿铁）Waiter:Of course,would you like skim milk or low-fat milk？（你要换成脱脂或者低脂牛奶么）Customer：I will get skim milk.（脱脂奶）,THANKS,
