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  3. Converting the Masses: Starbucks in China It sounds like Mission Impossible: sell coffee to China’ s tea drinkers. Starbucks

Converting the Masses: Starbucks in China It sounds like Mission Impossible: sell coffee to China’ s tea drinkers. Starbucks

admin2016-06-22  99
问题     Converting the Masses: Starbucks in China
    It sounds like Mission Impossible: sell coffee to China’ s tea drinkers. Starbucks’ solution is to select high-profile locations on the busiest streets, where stores are sure to seduce the see-and-be-seen set.
    As Starbucks launches an aggressive expansion in China, a coffee frontier steeped in nearly 5 ,000 years of tea. The goal; to build hip hang-outs that tap into a new taste for China’ s emerging middle class.
    Starbucks China doesn’ t plan any advertising, promotions, or other marketing strategies, aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising medium is the store itself.
    But in fast-changing Chinese cities, finding locations that will embody the right lifestyle is more akin to gambling than science. The computerized mapping databases that the company uses to test a potential street corner in the United States would be of little help in Chinese cities. Starbucks also faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing’ s Forbidden City. And even for middle-class Chinese, Starbucks is a barely affordable luxury.
    While retailers say a top marketing weapon in urban China is to charge more for public consumption. That’ s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, but if the environment is good and the coffee is not bad, they’ ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’ t go there for the coffee. They go there to present themselves as modern Chinese in a public setting.
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答案 星巴克强力吸引中国消费者 向中国的饮茶人兜售咖啡，听起来像是不可能完成的任务。而星巴克的招数是选择繁华街道的黄金地段，在那儿咖啡店一定会吸引那些爱凑热闹的人。 随着星巴克在中国开拓市场的强劲势头，具有近5000年历史的中国茶文化就渗透了来自咖啡王国的浓香。目标是把星巴克建成时新的常去的场所，吸引中国新兴中产阶级品尝新的口味。 除了在网上主办咖啡俱乐部及偶尔在写字楼提供咖啡品尝活动外，星巴克在中国不打算进行任何广告宣传、促销活动，也不打算实施其他的营销策略。相反，星巴克公司依靠选择那种显眼的、交通发达的咖啡店店址来做自我宣传；星巴克最主要的宣传媒介是咖啡店本身。 然而，在变化莫测的中国大城市找到能体现适当生活方式的地方，与其说是一种科学的经营理念，倒不如说是一场赌博。在美国，该公司利用计算机处理的地图数据库探寻潜在街角，但这种做法在中国城市却没有多大用处。同时，星巴克也面临着一场攻艰战。据当地媒体报道，70％的接受调查者不同意星巴克在北京的紫禁城开连锁店。即使对中国的中产阶层而言，星巴克咖啡也是一种勉强能消费得起的奢侈品。 不过，零售商们却说，在中国城市营销的一个最强有力的武器就是对大众消费品制定高价格，原因是中国消费者的侧重点与美国的雅皮士们不同。40岁的中国人几乎不喝咖啡，但如果环境优雅、咖啡味道又不差，他们还会成为回头客。虽然咖啡仍是星巴克咖啡店的主题，但店内的布局、艺术品的摆放以及可供选择的各色食品比咖啡本身更令中国人着迷，而且人们光顾星巴克并不为了喝咖啡，而是为了在公共场合有机会表明自己是时尚的中国人。
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