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1、,公司简介广告策略发展攻略,星巴克,Starbucks,Company introductionStarbucks HistoryStarbuckstrademark,星巴克咖啡（光谷店）,星巴克（Starbucks）是美国一家连锁咖啡公司的名称，1971年成立，为全球最大的咖啡连锁店，其总部坐落美国华盛顿州西雅图市。除咖啡外，星巴克亦有茶及蛋糕等商品。星巴克在全球范围内已经有近12,000间分店遍布北美、南美洲、欧洲、中东及太平洋区。,Starbucks is the name of a chain of coffee company,which was established in 197
2、1,the worlds largest coffee chain.Its headquarters located in Seattle,Washington,DC.In addition to coffee,Starbucks also manages tea,bread,cakes,and other goods.Starbucks has nearly 12,000 branches throughout North America,South America,Europe,Middle East and the Pacific.,Company introduction,Starbu
3、cks History,Starbucksname,itoriginated fromHermann Melvilles classic-great white shark“hero,诞生于西雅图，靠卖咖啡起家1982年霍华德.舒尔茨加入星巴克，并担任市场 和零售总监1987年霍华德.舒尔茨收购星巴克1992年星巴克作为一家专业咖啡公司成功上市,Enting China 2005.9 Set up a“star bucks China education protect”Established in shanghai2 Has more then 9000 stores,Starbuckstr
4、ademark,位于西雅图的第一家星巴克,The first starbucks in Seattle,Starbucksdistributed in most parts ofthe world,星巴克公司出售的不仅仅是优质的咖啡、完美服务，更重要的是顾客对咖啡的体验文化。,企业文化,Starbuck Corp soldare not only high qualityCoffee,Perfect service,The customer is more important istoCoffeeexperienceculture.,在我们生活当中流行着这样一句很经典的话：我不在办公室，就在星
5、巴克，我不在星巴克，就在去星巴克的路上。,In our life,popular with suchavery classical words:Im not at the office,atStarbucks,I dontStarbucks,on the way toStarbucks.,经营策略 Business Stragety一、以直营经营为主 One,with straight battalionbusiness二、不花一分钱做广告“最好的广告就是我们的店。”Two,do not spend a pennyadvertising-the best advertisingis oursh
6、op.“三、充分运用“体验”Three,make full use of experience,直营理念 Direct marketingconcept四十年来，星巴克对外宣称的策略是：坚持走公司直营店，星巴克只有不到10%的店铺是特许加盟的连锁店。In forty years,Starbucksdeclaredpolicyis:adhere tothe companystraight battalion inn,Starbucksonly less than 10%of theshop is afranchisechain stores.,零广告 Zeroadvertisement星巴克除了
7、利用一些策略联盟帮助宣传新品外，几乎从来不做广告。因为根据在美国和中国台湾的经验，大众媒体泛滥后，其广告也逐渐失去公信力，为了避免资源的浪费，星巴克故意不打广告。Starbucksin addition to the use ofa number of strategic allianceto help promote newproducts,almost never advertise.Becauseaccording to theAmericanandChineseTaiwan experience,the proliferation of mass media,its advertisi
8、ng began to lose credibility,in order toavoid the waste of resources,Starbucksdeliberately notadvertised.,星巴克的体验营销Experience marketingStarbucks,味觉体验 Taste氛围体验 Atmosphere社会体验 Social experience,味觉体验：用最好的咖啡，煮出不同的口味Taste:use the bestCoffee,cook adifferent taste,氛围体验星巴克文化渗入人心,Atmosphere experience-Starbu
9、ckscultureinto the heart,星巴克吸引顾客的另外一个原因是其独特的人文环境，木质的桌椅、清雅的音乐为消费者烘托出一种典雅、悠闲的氛围。Starbucksattractanothercustomeris its unique culturalenvironment,wooden tables and chairs,elegantmusicfor consumers toexpressa kind of elegant,leisurelyatmosphere.,在世界上有星巴克咖啡店的地方都是人们在工作居家之外喜爱停留的地方，或是单纯地喝杯咖啡，享受独处的悠闲，星巴克是一个可
10、以放松身心的地方。In the world ofStarbucksCoffeeshopplaceis a favoriteplace to stayinworkoutside thehome,or just todrink a cup ofCoffeealone,enjoy theleisurely,Starbucksisa place to relax ourselves.,社会体验不同的体验，共同的享受Social experience-a different experience,the commonenjoyment,经典咖啡热饮系列,经典咖啡冷饮系列,星巴克美食,星巴克怎么做互联网营
11、销The online marketing strategy of Starbucks,星巴克作为一家老牌的咖啡企业不仅在线下拥有极佳的口碑，而且其积极利用互联网打造品牌形象，积累了相当多的成功案例及经验。As a veteran,Starbucks coffee not only have an excellent reputation offline,but also actively use the Internet to build their brand image.It has accumulated a considerable number of success stories
12、 and experience.,星巴克在其CEO霍华德舒尔茨的领导下一方面格外注重客户体验，始终致力于提供最好的咖啡及咖啡消费环境；另一方面，星巴克也十分注重利用互联网来营造线上社区为其整体品牌形象服务，以配合和促进线下门店的销售。Under the leadership of its CEO Howard Schultz,Starbucks is particularly focused on customer experience and commit to providing the best coffee and coffee consumption environment.On t
13、he other hand,Starbucks is also very focused on using the Internet to create online communities for overall brand image services to coordinate and promote the sale of stores under the line.,Build online communities,making online services for the offline.一、建立网上社区，使线上为线下服务。,Universal free networks,attract offline consumers二、门店普及免费网络，吸引线下消费者。.,Using social networks to make the branding efficient.三、利用社交网络，高效进行品牌推广。,Actively explore Online To Offline in the mobile Internet era.四、移动互联网时代积极进行O2O探索。,Think you!,赵燚,陈浈,高颖,唐蔚,小组成员：,
