星巴克的出现不仅改变了人们对饮品、饮食的选择,甚至改变了人们的生活习惯,咖啡被编制到现代生活中并倾注了浓浓的情感连接,而星巴克品牌构建的过程,广告的投入微乎其微。一个小小的西雅图公司是如何发展成国际性咖啡象征的呢?这有星巴克成功的商业运作,更有飘香的咖啡豆烘焙出来的副产品:关联。“星巴克始于,也终于其核心的价值,而这种核心的价值源自于围绕人而产生的各种关系”。 The emergence of Starbucks has not only changed the people’s choice of drinks and diets, but also changed people’s habits. Coffee has been programmed into modern life and devoted a deep emotional connection. However, the investment in Starbucks brand building is negligible. How a small Seattle company developed into a symbol of international coffee? This is Starbucks successful commercial operation, more fragrant coffee beans baked by-products: the association. “Starbucks began, and finally the value of its core, and the value of this core stems from a variety of relationships around people ”.