论星巴克接地气（On ground gas of Starbucks）.docVIP

论星巴克接地气（On ground gas of Starbucks） On ground gas of Starbucks Although he fell into the same river several times, the experience of Starbucks has a certain contingency. The subjective will, but it will and Chinese closer to a point. In fact, Starbucks has been in China for more than 20 years and has not stopped its localization efforts. Cultural conflict is actually a pseudo proposition. There is no cultural conflict in the world, and cultural conflicts are essentially conflicts of interest, or that only conflicts can have culture. With the development of economic globalization, the circulation of people, products, trade, culture and so on will be faster and faster. The mutual impact and interaction between different cultures are inevitable. The United States: third place Starbucks, a coffee brand familiar to many consumers, was founded in 1971, a name that has some history. It is Melvilles Moby Dick in a way very calm, charismatic chief name. The mans hobby is drinking coffee. Although Hemingway Melville Faulkner and other famous writers praised by readers, but Melville is not too much, mostly well-educated, have high cultural taste. The name of Starbucks coffee implies its position as a customer - it is not the ordinary populace, but has a certain social status, has higher income, has the certain mood of life crowd. In 1987, Howard Schulz, the current chairman, bought Starbucks, which led the company to cross several milestones in its business development. Over the years, the coffee industry is regarded as the cosmetics industry, but Starbucks found that coffee beverage industry is low, because the market is not fresh canned coffee, people do not want to drink, but the customer is not always know what they want. So Starbucks is not positioned as a function of coffee products, but to open a coffee shop, selling the Starbucks experience, make the coffee shop become the customer third place -- social gathering places outside the home and work. Here, the aroma of cof