星巴克五大经营战略 中英对应

In the world, Starbucks is the only store open over the four continents of the world

coffee brands.

星巴 克从一件小咖啡屋成长为国际最著名的咖啡连锁店品牌的一个法门就是其

灵活的经营智慧 。

Grown from a small Starbucks coffee for the international brand the

most famous coffee chain, a Famennian is its flexible business intelligence.

一。

One.

按照世界各地分歧的市场环境采纳灵活的投资与合作模式

Differences in

accordance with market conditions around the world to adopt a flexible mode of

investment and cooperation

按照美国星巴克总部在世界各地星 巴克公司中所持股份的比例看，星巴克与世界各地的

合作模式主要有四种环境：

According to the U.S. headquarters of Starbucks

Starbucks

around

the

world

in

the

proportion

of

shares

held

view,

the

Starbucks

model of cooperation around the world, there are four environments:

1.

星巴克占

100%

股权，好比在英国，泰国和澳大利亚等地；

Starbucks

100%

stake,

like in the UK, Thailand and Australia;

2.

星巴克占

50%

股权，好比在日本，韩国等地；

Starbucks

accounted

for

50%

stake,

like in Japan, Korea and other places;

3.

星巴克占股权较少，一般在

5%

摆布，好比在中国的台湾，香港 ，夏威夷和增资之前

的上海等地；

Starbucks shares accounted for less than

5%

general mercy, like

in

China,

Taiwan,

Hong

Kong,

Hawaii,

and

Shanghai,

before

the

capital

increase;

4.

星巴克不占股份，只是纯粹授权 经营，好比在菲律宾，新加波，马来新亚和中国的厦门

等地；

Starbucks

does

not

account

for

the

shares,

but

simply

authorized

to

operate,

just like in the Philippines, Singapore, Malaysia and China, Xiamen, New Asia

and other places;

这样做的好处是“他可以借别人的力量来帮 它做很多工作，而且是同一个时间一起

做。”

The benefit of this is

a lot of work, and the same time together.

二。

Two.

以直营经营为主

Direct operating mainly in

30

多年来，星巴克对外传布鼓吹其 整个政策都是：对峙走公司直营店，在全世界都不

要加盟店。

30

years, Starbucks

advocating

the spread

of foreign

policy are the

whole: the confrontation take company-owned, not franchises in the world.

星巴克之所以采纳直营方式的理由是：品牌背 后是人在经营，星巴克严格要求本身的经

营者认同公司的理念，认同品牌，强调动作，规 律，品质的一致性；而加盟者都是投资

客，他们只把加盟品牌看做赚钱的途径，可以说， 他们唯一的目的就是为了赚钱而非经

营品牌。

Direct methods to adopt the reason Starbucks is the reason: people in

the business behind the brand, Starbucks, demanding the operator recognize the

company's

own

concept

of

brand

identity,

emphasizing

the

action,

the

law,

quality

and consistency; and franchisees are investors they join the brand as the only

way to make money, it can be said, their only purpose is to make money rather

than the brand.

因此，为了不让品牌受到不必要的干扰，星巴克决定不开放加盟权。

Therefore, in

order

to

prevent

unnecessary

interference

with

the

brand,

Starbucks

decided

not

to open right to join.

三．

Three.

不花一分钱做广告

Advertising without spending a penny

“我们的店就是最好的广告”，星巴克的经营者们这样说。

advertising,

据了解，星巴克从未在公共媒体上花

过一分钱的广告费。

It is understood that Starbucks has never spent a penny of

public media in advertising.

星巴克认为，在处事业， 最重要的行销管道是分店本身，而不是广告。

Starbucks

believes

that

at

the

career,

the

most

important

marketing

channel

is

the

branch

itself, rather than advertising.

如果店里的产物与出示不够好，做 再多的广告吸

引客人来，也只是让他们看到负面的形象。

If

the

store's

products

and

produce

are

not good enough to do more advertising to attract customers, just let them see

the negative image.

星巴克不愿花费复杂的资金 做广告与促销，但对峙每一位员工都

拥有最专业的常识与处事热忱。

Starbucks do not want to spend money advertising

and marketing complex, but the confrontation every employee has the most

professional knowledge and enthusiasm of doing things.

“我们的员工犹如“咖< /p>

啡通”一般，可以对顾客详细解说每一种咖啡产物的特性。通过一对一的处事方式，博

得信任月口碑。这是既经济有实惠的做法，也是星巴克的独到之处！”

employees

like the

characteristics of each coffee product through one way of doing things, to win

trust

on

word

of

mouth,

which

is

both

economical

and

effective

way

there

is

also

the unique Starbucks place!

此外，

星巴克的创始人霍华德·

舒

尔茨意识到员工在品牌传布中德重 要性，

他另辟蹊

径开创了本身的品牌打点方式，将来用于广告的 支出用于福利和培训。

In addition,

Starbucks founder Howard

Shu

Scholz, Germany realized the importance of

employees

in

the

brand

spread

his

own

brand

of

another

way

to

create

a

RBI

ways,

the future for advertising spending for welfare and training.

这对星巴克“口

口相传”的品牌经营起到了重要感化。

This is Starbucks' word of mouth

brand management has played an important probation.

四．

Four.

风格：充实运用“体验”

Style: enrich the use of

< /p>

星巴克一个主要的竞争战略就是咖啡店中同客户进行交流，出格重视同客户之间的沟

通。

Starbucks is a major competitive strategy to communicate with customers

in the coffee shop, out of line with the importance of communication between

customers.

每一个处事员 都要接受一系列培训，如根基发卖技巧、咖啡跟机场常识、

咖啡的制作技巧等。