星巴克跨文化营销策略分析（英文版）.docxVIP

PAGE xix PAGE xix 摘 要 随着世界经济一体化，越来越多的跨国公司把进军全球市场作为公司的战略目标。改革开放以来，中国为外来投资企业提供的政策支持优势和加快开放的市场优势，均为国际知名企业的跨国经营提供了便利。星巴克作为咖啡连锁业的全球知名企业，它的成功与品牌的经营策略密不可分。因此，分析星巴克在中国市场的跨文化营销策略对于其他跨国企业在华发展具有重要价值与意义。 关键词: 跨文化营销；本土化策略；跨国公司 Abstract With the integration of the world economy, more and more multinational corporations regard the entering of global market as their strategic goals. Since the reform and opening up, China has provided foreign-invested enterprises with policy support advantages and market advantages to speed up the opening up, which has promoted the operation of world-renowned multinational companies. Starbucks, a world-renowned coffee chain company, whose success is closely related to brand strategy. Therefore, the analysis of Starbucks cross-cultural marketing strategy in the Chinese market is of great value and significance to the development of other multinational companies in China. Key words: multinational corporation; cross-cultural marketing; localization strategy Contents TOC \o 1-3 \h \u Abstract in Chinese i Abstract in English ii 1. Introduction 1 2. Starbucks’ Entry condition in China 2 2.1 Political and Legal Environment Factors 2 2.2 Economic and Market Factors 2 2.3 Sociocultural Environment Factors 3 2.4 Technological and Experiential Factors 4 2.5 Starbucks’ Development Status in China 5 3. SWOT Analysis of Starbucks 6 3.1 Strength Analysis 6 3.2 Weakness Analysis 7 3.3 Opportunity Analysis 8 3.4 Threat Analysis 9 4. The Formulation of Starbucks’ Marketing Strategy in China 11 4.1 Positioning Consumer Groups and Its Brand 11 4.2 Assuring Quality and Brand Image 12 4.3 Innovating New products and Marketing Activities 13 4.4 Improving Cultural Experience 14 4.5 Following the Internet Plus Model 15 5. Conclusion 16 Bibliography ⅰ Acknowledgements ii Introduction China has provided world-renowned brand companies with the largest potential market in the world in their internationalization with t