摘要：日益发展的经济推动人民生活水平的提高，在满足日常生活需求的基础上，人们开始追求更高品质的生活方式。星巴克作为咖啡饮品行业的佼佼者，其品质不言而喻，星巴克在中国也越来越受欢迎。本文通过4C营销策略组合理论中的消费者，成本，沟通以及便利性来分析星巴克公司的本土化进程，对星巴克公司进入中国市场之后做出的中国本土化策略进行了分析。作为外国企业，星巴克在中国的发展如此迅猛，且长期占据中国咖啡市场的龙头地位，这与其本土化的营销策略有着密切的关系。在论文的最后总结出星巴克公司在华的本土化营销的成功策略，并从中得到可为其他公司所借鉴的经验启示。

关键词:中国市场，星巴克本土化，营销策略，4C理论

Contents

摘要

Abstract

Chapter 1 Introduction-1

1.1 Research Background-1

1.2 Organization of the Dissertation-2

Chapter 2 Literature Review-3

2.1 Definition of Marketing Strategy-3

2.2 Previous Studies of the Development History of Starbucks-4

2.3 Previous Background Material-4

2.3.1 4P and 4C Marketing Mix Theory-4

2.3.2 Coffee Market in China-6

Chapter 3 Starbucks’ Localization Strategies in China-9

3.1 The Definition of Localization-9

3.2 Previous Activities on Localization Strategy Adopted by Starbucks-9

3.2.1 New Products on Chinese Traditional Festivals-9

3.2.2 Other Aspects with Chinese Characteristics-10

3.3 4C Marketing Strategy Mix on Localization Implemented by Starbucks-10

3.3.1 New Product Development-11

3.3.2 Customer Relationship Management-11

3.3.3 Promotion-12

3.3.4 Service-13

Chapter 4 The Challenges of Starbucks Development in China-14

4.1 Other Emerged Coffee Brand-14

4.2 International and Domestic Challenges-15

Chapter 5 Conclusion-17

5.1 Summary-17

5.2 Limitation-17

5.3 Inspiration-18

Notes-20

References-21

Acknowledgments