Starbucks VS Chinese Tea—Starbucks Brand Management Strategy Analysis in China

Qian YANG, Xing TU

Abstract


As the world’s largest coffee retailer, Starbucks coffee is the leading roaster and retailer of specialty coffee. Since it entered Chinese market in 1999, Starbucks’ trademark of a green and white mermaid has been featured in more than 1700 outlets in China. Starbucks puts the customers’ feeling and experience at the top of priority. It promotes a ‘Starbucks Culture’ value and emphases on “culture
oriented” influence. Starbucks’ success in China—a country with five thousands year’s history of tea drinking is a classic profile of the international brand localization management.

Keywords


Starbucks; Chinese tea; Marketing strategy; Brand management; Culture cognition

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DOI: http://dx.doi.org/10.3968/8197

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