美国最大的美食咖啡连锁店——斯塔巴克斯咖啡(StarbucksCoffee)公司,是近年来美国发展最快的连锁业主之一,主导了咖啡销售方式的改革,被视为美国餐饮业中璀璨的明星。 看准潮流闯新路 斯塔巴克斯公司的崛起,是近年来实行品牌行销策略最成功的例子。它在不到10年的时间里,将一个无品牌、无“个性”的期货——咖啡,提高到高级、时尚的品牌商品,并使顾客体验到咖啡消费的乐趣。 斯塔巴克斯原来是一家高级 Starbucks Coffee, the nation’s largest gourmet coffee chain, was one of the fastest-growing chain owners in the United States in recent years, dominated the reform of the coffee sales model and is seen as a bright star in the American restaurant industry. Seeing the trend of a new way The rise of Starbucks is the most successful example of a brand marketing strategy in recent years. In less than a decade, it takes a non-branded, “personalityless” futures-coffee to high-end, stylish branded goods and empowers customers to enjoy coffee consumption. Stapicks was a senior