星巴克国际营销案例分析.doc

星巴克 问题一：请使用PEST评估星巴克在中国的市场潜力 Political environment 1 With the Chinese economy increasing, Chinas middle class gradually grow and become the main consumer groups.The middle class in China has rapidly accepted Western standards as an acceptable standard of the bourgeois class 2The long-term economic development, the gradual reduction of government intervention efforts, and gradually improve the legal system, which provide a stable environment for economic development, China and the United States has broad prospects for cooperation. 经济环境 The growth of the national economy is growing rapidly, and the income level of the residents is improved A huge market potential: coffee consumption in China in the city, the average per person per year is 4 cups of coffee consumption;The Chinese governments support of luxury consumption Coffee industry investment: (1) the market opportunity: first tier cities are still fierce competition, high cost of running a shop, the risk of large. Two or three line city market is more broad, high success rate of coffee shop. (2) a lot of investors in the first tier cities to join in the choice to open shop. 4 Western brands own high brand loyalty. 社会文化环境 1 consumption conception：Chinese consumers accept purchases of luxury goods as a means to?pursuing quality lifestyles, and no longer consider it to be decadent or indicative of a lack of a nationalistic orientation： 2the culture of drinking tea， 3 Chinas middle class Accept the coffee, like coffee 。Potential consumers consumption atmosphere of the cafe and the environment, they will consume in the cafe some ancillary products, therefore potential consumers still have a lot of coffee shop。 4 Differences in consumption concept between North and east coast regions of China led to regional partnerships to aid in Starbucks plans for expansion in China; the partnerships provided consumer insight into Chinese tastes and preferences that helped Starbucks localize to the diverse markets. 技术环境 1 The impa