从星巴克看跨国企业如何本土化营销.doc

江南大学太湖学院学士学位论文 2 Abstract PAGE \* MERGEFORMATI 编号 无锡太湖学院 毕业设计（论文） 题目：从星巴克看跨国企业如何本土化营销 经管 系 工商管理 专业 学 号： 1095099 学生姓名： 王 蕊 指导教师： 张 波（职称：讲师） （职称： ） 二〇一四年五月 无锡太湖学院学士学位论文 摘要 摘要 PAGE \* MERGEFORMATI 摘 要 伴随世界经济一体化的深入发展，早已有不少大型企业开始进军海外市场，甚至将分支机构建在了遥远的大洋彼岸。作为全球化这个概念来讲，其对立面即为本土化，二者如同硬币的两面，相辅相成。跨国企业也已经成为垄断资本主义发展的产物，牵连着世界经济的兴衰，也是体现一个国家国际竞争力的标志。但面对跨国企业这个飞速发展的产物并没有真正的发展成熟，我们通过将星巴克的闪光之处提出来供其他跨国企业学习和反思。星巴克自1999年进入中国市场以来，星巴克立足于自身“咖啡文化”，注重产品和服务质量的同时，实施顾客体验营销模式，赢得了广大消费者的支持与喜爱，在中国市场赢得快速的发展。在总结星巴克市场营销历程和策略之时，我们不能不为这个早已进入世界五百强的企业的成功之道感到感慨和反思。本文从本土化策略的内涵和动因入手，通过将理论和实际相结合的方法，结合星巴克案例提出当今跨国企业应如何本土化经营的思考和建议，旨在本文研究能够对我国跨国企业海外营销管理有所帮助和启示。 关键词：星巴克；跨国企业；定位；市场营销 Abstract Abstract PAGE \* MERGEFORMATII ABSTRACT Along with the further development of world economic integration, many large companies into overseas markets, will even established a branch in distant ocean the other shore. As the concept of globalization, the opposite is the localization, like two sides of the same coin, both supplement each other. Starbucks to enter the Chinese market since 1999, starbucks based on their own coffee culture, pay attention to the quality of products and services, while the implementation of customer experience marketing mode, won rapid development in the Chinese market. In starbucks marketing process and strategies, we cannot but feel regrets and reflection for its success. In this paper, adopting the method of theory combining with the actual, from the localization strategy and localization strategy for the enterprises to actualize multinational enterprises this paper, considering the current positioning of starbucks in Chinese market and the marketing strategy analysis, multinational enterprises how to implement local marketing strategic thinking and Suggestions are proposed. To study in this paper can be helpful to the multinational enterprises overseas marketing management in China and enlightenment.