星巴克中英文介绍

price positioning
星巴克的价格定 位是“多数人承 担得起的奢侈 品”，消费者定 位是“白领阶 层”。这些顾客 大部分是高级知 识分子，而且是 收入较高、忠诚 度极高的消费阶 层。
The price positioning of Starbucks is “affordable luxury for most people”. The target is for whitecollar level . Most of these customers are intellectuals , with a higher income, and with the high degree of loyalty.
产品品质 Product quality
为保证品质，星巴克坚守四大原则：拒绝 加盟，星巴克不相信加盟业主会做好品质 管理；拒绝贩售人工调味咖啡豆，星巴克 不屑以化学香精来污染顶级咖啡豆；拒绝 进军超市，星巴克不忍将新鲜咖啡豆倒进 超市塑胶容器内任其变质走味；选购最高 级咖啡豆，做最完美烘焙的目标永远不变。 后来出于竞争的考虑，星巴克对有些内部 规则做了妥协。
使命宣言
将星巴克建成全球极品咖啡的翘楚，同时在公 司不断成长的过程中，始终坚持自己一贯的原 则。
指导原则
提供完善的工作环境，并创造相互尊重和相互 信任的工作氛围 秉持多元化是我们企业经营的重要原则 采用最高标准进行采购烘焙，并提供最新鲜的 咖啡 以高度热忱满足顾客的需求 积极贡献社区和环境 认识到盈利是我们未来成功的基础。
Starbucks also attaches great importance to the development of new services for customers' needs. Starbucks is trying to create a variety of business ideas, to attract people to step into the shop and to extend the stopover time. When you step into Starbucks, you will feel the music swing on your heart and soul. The store often plays some jazz, American country music and piano solo. All of those Just cater to the fashion, and those white-collar workers who pursue vogue. Every day they are facing strong pressure of life, so they are in great need of spiritual comfort. At this moment, the music just plays a role in catering to consumer’s needs. Since 2002, Starbucks launched a high-speed wireless Internet service in the 1200 chain stores in North America and Europe so that the consumers who carry a portable computer or personal digital assistant (PDA) can be comfortable to enjoy drinking coffee, surf the page, send and receive electronic-mail and download
公司简介
星巴克
使命宣传
企业使命Baidu Nhomakorabea
指导原则
发展攻略
产品品质 服务创新 价格定位 神秘顾客 最终目标
星巴克（Starbucks）是美 国一家连锁咖啡公司的名 称，1971年成立，为全球 最大的咖啡连锁店，其总 部坐落美国华盛顿州西雅 图市。除咖啡外，星巴克 亦有茶及蛋糕等商品。星 巴克在全球范围内已经有 近12,000间分店遍布北美、 南美洲、欧洲、中东及太 平洋区。
Service Innovation
星巴克还十分注重针对顾客的需求开发新的 服务内容。星巴克正在尝试各种经营思路， 吸引人们步入店内，延长驻留时间。进入星 巴克，你会感受到空中回旋的音乐在荡你的 心魄。店内经常播放一些爵士乐、美国乡村 音乐以及钢琴独奏等。这些正好迎合了那些 时尚、追求前卫的白领阶层。他们天天面临 着强大的生存压力，十分需要精神安慰，这 时刻的音乐正好起到了这种作用。从2002年 起，星巴克在北美和欧洲1200家连锁店里推 出高速无线上网服务，携带便携式电脑或个 人数字助理（PDA）的顾客可以一边惬意地 喝着咖啡，一边在店里上网浏览页面、收发 电子邮件以及下载信息。
Mission Statement To become the global special coffee leader, always adhere to the established principle in the growing process. Guiding principles Offer the perfect work environment, and create a work atmosphere of mutual respect and mutual trust To keep the diversification is an important principle of our business To adopt the highest standards of procurement and baking, and to provide the freshest coffee to meet the needs of customers with great enthusiasm To make positive contributions to the community Be aware that profitability is the foundation of our future success.
Starbucks (Starbucks) is the name of a chain of coffee company, which was established in 1971, the world's largest coffee chain. Its headquarters located in Seattle, Washington, DC. In addition to coffee, Starbucks also manages tea, bread , cakes, and other goods. Starbucks has nearly 12,000 branches throughout North America, South America, Europe, Middle East and the Pacific.