满城尽是美人鱼——评星巴克品牌泛滥之危（The whole city is full of mermaids -- Comment on the danger of Starbucks brand flooding）.docVIP

下载本文档

13
0
约1.66万字
约 12页
2017-07-24 发布于河南
举报
版权申诉

满城尽是美人鱼——评星巴克品牌泛滥之危（The whole city is full of mermaids -- Comment on the danger of Starbucks brand flooding）.doc

1、本文档共12页，可阅读全部内容。
2、有哪些信誉好的足球投注网站（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
5、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
6、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
7、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
8、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

满城尽是美人鱼——评星巴克品牌泛滥之危（The whole city is full of mermaids -- Comment on the danger of Starbucks brand flooding）

满城尽是美人鱼——评星巴克品牌泛滥之危（The whole city is full of mermaids -- Comment on the danger of Starbucks brand flooding） (this article appeared in the 2008 11 issue of the retail world) Original: Starbucks wall case Over the past ten years, Starbucks has had to make a series of decisions in order to grow from less than 1000 stores to 13000 stores. Looking back now, these decisions have led to Starbuckss experience of water desalination and cheap brands. Howard Schulz was a little depressed. In July 3, 2008, when he returned for less than half a year, he had to make a decision to shut down 600 stores and lay off 12000 people worldwide. Just two years ago, Starbucks has set up a plan for aspiring themselves, in the next 3 to 5 years, the United States and overseas markets are open about 1.5 thousand stores, annual revenue increased by 20%, annual profit growth remained at 20% ~ 25%. Now that the plan looks so unrealistic, Starbucks seems to be suffering from its biggest trouble since its startup. At the same time, some fast-food chains, including McDonalds, have also launched their own coffee products, robbed Starbucks a lot of business. Wonderful feeling no longer Since opening its first store in 1986, Starbuckss mission is to do its best to make consumers feel that it is selling more than just coffee, but a lifestyle of leisure and detail. In order to create this kind of feeling, Starbucks partner (Starbucks employees on the call) for consumers to create Starbucks experience as his lifelong career, running between and consumers to establish an emotional relationship. After repeated training before the unremittingly, and please a customer as far as possible to seek partners happy and a series of initiatives, Starbucks does each store has more than 3500 customers per week, and even loyal regulars patronize 18 times a month. Howard Schulz was once considered by Wall Street as the worlds best founder, and Starbuckss rise has been echoed in the halls of MBA as a teaching case. Howev