英语翻译Literature review众所周知,星巴克只是一家咖啡厅,它是如何从一家小小的咖啡厅发展成为咖啡帝国,成为全球最大的咖啡零售品牌.通过以往的研究我们可以看到,星巴克对于咖啡的制作非

英语翻译Literature review众所周知,星巴克只是一家咖啡厅,它是如何从一家小小的咖啡厅发展成为咖啡帝国,成为全球最大的咖啡零售品牌.通过以往的研究我们可以看到,星巴克对于咖啡的制作非
英语翻译
Literature review
众所周知,星巴克只是一家咖啡厅,它是如何从一家小小的咖啡厅发展成为咖啡帝国,成为全球最大的咖啡零售品牌.通过以往的研究我们可以看到,星巴克对于咖啡的制作非常严格,必须保证其口干丰富,味道浓郁,粉末细致.比如,每杯咖啡要煮23秒,拿铁的牛奶至少要加热到华氏150度,但绝不能超过170度.其要求之严格让人觉得烦琐,但就是因为这份仔细严格才换来了如今极佳的口碑和消费者的认可.星巴克通过全球各地购买高品质咖啡豆,利用特殊的烘焙法,将咖啡风味发挥的淋漓尽致.无论是采购,烘焙,酿制方面,星巴克遵循行业中最高的标准.它满足了客户对高品质咖啡的需求.
其次,星巴克的营销战略也是备受推崇.星巴克公司大众化地区副总裁翁以登说,星巴克的成功不在于咖啡本身,我们出售的是文化,力图创造咖啡的最大附加值.通过对服务品质的提升,以及对品牌的塑造,来给顾客带来从未有过的体验.调查研究表明,吸引消费者的主要是星巴克塑造出来的自由,美式,个人化的风格.
星巴克很少使用传统的广告方式,而是通过已有的店面来营造口碑,拥有妇孺皆知的品牌认知度.通过口碑传播的方式,逐渐深入人心.不仅如此,还有被人们津津乐谈的“第三生活空间”的概念.舒尔茨先生对此的定义是,星巴克应该成为客户生活的一部分,成为他们每天除家和办公室之外的“第三去处”.
现今的消费者,不仅重视产品或者服务给他们带来的功能利益,更加重视在购买和消费产品或服务中所获得的符合自己情趣偏好的情感体验.星巴克有着自己独特的店铺选择与设计,并将店内音乐上升到仅次于咖啡的的位置,星巴克音乐已经不单单是“咖啡伴侣”,而成为了星巴克商品的主要组成部分.顾客可以悠闲的欣赏音乐,翻阅报纸杂志,上网冲浪.由此形成的独特的氛围,使顾客来带情感上的满足
Key points
在一个技术含量和进入壁垒较低的咖啡馆行业中,星巴克之所以能成为全球成长最快的品牌,是因为其独到的经营战略,避开了激烈的同行竞争.下面我们重点研究一下星巴克的独到之处.
如何塑造一个成功的企业形象,形成一种独有的企业文化,是一个公司发展壮大的关键.假如没有一个清晰的企业文化,员工将失去工作激情,供应商而不到信任,而无法建立长期合作关系,顾客的情感服务得不到满足.星巴克倡导的是一种关系理论,特别是同员工的关系.国内企业很少将注意力放在员工身上,员工得不到很好的培训已经福利,将会在工作中产生一种消极的情绪,而这对于咖啡厅这种服务行业,将是致命的打击.星巴克没有高科技没有专利权,而它的成功之处在于建立在企业与员工的关系上.星巴克的营业收入85%来自于与消费者面对面接触的门市,员工与消费者的每一次互动,是品牌映像最大的决定因素.
星巴克的战略定位是其成功的另一重要因素.虽然其在全球快速扩张,但舒尔茨却先后拒绝了多次合作搞多元化经营的机会.他宁可出售股票筹钱也不愿意举债扩张.在星巴克发展之初,舒尔茨一直坚决反对加盟,而主张直营.舒尔茨曾说：靠加盟起家的咖啡店似乎无法建立起强势品牌形象,容易产生很多障碍与问题.即使在1991年竞争对手的店铺数量超过自己也不为所动
创新是每个企业持续发展所必不可少的.咖啡作为一种古老的消费品,想要创新就变得愈发困难.而星巴克却提供了与众不同的,持久的创新能力.首先在于服务创新,让星巴克的品质体现在服务中的每个细节.顾客进入店内十秒钟内服务员必有眼神交流.

英语翻译Literature review众所周知,星巴克只是一家咖啡厅,它是如何从一家小小的咖啡厅发展成为咖啡帝国,成为全球最大的咖啡零售品牌.通过以往的研究我们可以看到,星巴克对于咖啡的制作非
Literature review
As everyone knows, Starbucks was a coffee shop, how it is from a small cafe developed into a coffee Empire, to become the world's largest retail coffee brand. Through previous research we can see, Starbucks for coffee production is very strict, must ensure that the mouth is rich, rich flavor, refined powder. For example, each cup of coffee to cook for 23 seconds, latte milk heated to at least 150 degrees Fahrenheit, but must not be more than 170 degrees. Its requirement for strict make people feel tedious, but because this carefully strict for now an excellent reputation and consumer recognition. Starbucks through the world to purchase high-quality coffee beans, using a special method of roasting coffee flavor, will play the most incisive. Procurement, baking, brewing, Starbucks to follow the highest standards in the industry. It meet the customers high-quality coffee demand.
Secondly, Starbucks marketing strategy is also highly respected. Starbucks Corporation popular area vice president Weng to Borden said, Starbucks' success lies not in the coffee, we sell coffee culture, to create maximum value. Based on the promotion of service quality, and to shape the brand, to give customers never had the experience. The investigation shows, attract consumers mainly Starbucks made free, American, personal style.
Starbucks is rarely used the traditional way of advertising, but through the store to create a reputation, has even woman and children all know brand awareness. Spread through word-of-mouth manner, gradually win support among the people. Not only that, there were people Jinjin music talk " third life" concept. Mr Schultz is defined, Starbucks customers should become a part of life, they become the daily addition of home and office beyond the "third place".
Today's consumers, not only attaches importance to product or service to bring them the functional benefits, paid more attention to in the purchase and consumption of products or services obtained in the in line with their own taste preference emotion experience. Starbucks has its own unique store choice and design, and store music rises to the position after coffee, Starbucks music has not only" coffee", and became the main component of starbucks. Customers can leisurely enjoy music, newspaper, magazine, Internet surfing. The resulting unique atmosphere, enable customers to take emotional satisfaction
Key points
In a technical content low barriers to entry and the coffee industry, Starbucks has become the fastest growing brand, because of its unique business strategy, to avoid the fierce peer competition. Here we focus on study of one's own knack in starbucks.
How to create a successful corporate image, formed a unique corporate culture, is a development and expansion of the company's key. If there is not a clear corporate culture, employees will lose passion, supplier not to trust, to establish long-term cooperative relations, customer emotion services do not meet. Starbucks advocates is a kind of relation theory, in particular with the employee relationship. Domestic enterprises paid little attention to employees, employees are not very good training has benefits, will be generated in the work of a negative emotion, which for the cafe this kind of service industry, will be the fatal blow. Starbucks has no high no patent right, and its success lies in the establishment of the enterprise and employee relations. Starbucks business income 85% come from and consumers face-to-face contact stores, employees and consumers every interaction, is the brand image of the largest determinant.
Starbucks strategic positioning of its success is another important factor. Although the rapid global expansion, but Schultz has refused several times to engage in cooperation with diversified business opportunities. He would rather sell stock to raise money is not willing to borrow expansion. In the early development of Starbucks, Schultz remained firmly opposed to join, and advocated the straight camp. Schultz once said: by joining started the coffee shop seems unable to establish a strong brand image, to generate a lot of obstacles and problem. Even in 1991 the number of stores more than their competitors also unmoved
Innovation is each enterprise sustained development essential. Coffee as an ancient consumer goods, want innovation becomes more difficult. While Starbucks has provided the out of the ordinary, the lasting innovation ability. The first is the service innovation, make Starbucks embodiment of quality in the service of every detail. Customers into the shop ten seconds the waiter will have eye contact.