4.2 The release and recovery of the questionnaire 14

4.3 Results 15

Chapter 5 Conclusion and Suggestion 22

5.1 Conclusions 22

5.2 Suggestions 23

Research on the Marketing Strategy of Starbucks in Xuzhou

Chapter One Introduction

1.1 Research background and significance

  With the development of society and the growth of economy, material life has changed a lot, the type of consumption has enriched, the mode of consumption is changing now. In the past, people bought some daily necessities such as clothes, food to meet the basic needs. However, they now have started to pay more attention to spiritual life and seek to improve their living quality.

  To consumers, they are paying more attention to the quality of products and service, even more to spiritual happiness when shopping. To enterprises,the real experience of service and products has become one of the most important factors of marketing, which affect the choice of consumers. Therefore, more and more enterprises start to focus on mental need of consumers, in the result that improve the service marketing. To Chinese people, the consumption of coffee culture mainly present mental culture consumption, cafes create the atmosphere to attract the consumers, build the cheerful environment to content the mental needs of consumers.文献综述

  In Xuzhou, Starbucks has four stores. The first store opened in 2011 in the city center, located on the first floor of JinYing International Shopping Center on the No. 2 Zhongshan North Road at Gulou District. This store is doing well, with convenient transportation and good location that quite easy to find. Besides, open-air seats, comfortable environment with smooth wifi and various kinds of products with enough stocks make here more attractive. Though the area is not large, more people rush to store to release their stress and enjoy their free time in the afternoon or night especially at weekends, making this crowded and no seats to sit. However, along with the increase in income brought by customers, people also make this place too noisy, and the cleaning and human services can not keep up.

  The second store opened in 2012, located on the first floor of JinYing people's Square on the No. 270 Huaihai West Road, about 2km near the first Starbucks. The location is not as well as the former store, but its area is larger than the first one and have more seats than the first one. Compared with the environment in the first store, this store is better, more elegant and quiet, the customers are fewer, and service is better.

  The third store opened in 2013, located on the first floor in Yunlong Wanda Plaza. The store with a striking logo is near the west door of the plaza, and attract people’s eyes. The store with good environment and service, big area and lots of seats attracts customers. The business is doing well in the weekends or holiday, expect the working time. And the parking place is enough for customers.

  The fourth store opened in last year at Hexin Plaza, very close to the train station, a new plaza opened less than one year so as the facility is all new here. The place with advanced cleaning and humanized service is quiet and has fewer customer. The popularity here is low, but it is still developing. Due to the location and convenient transportation, this store will bring a good future.

  Now, there are over 200 coffee shops in Xuzhou, large and small coffee shop around the city. Near the first Starbucks in the JinYing shopping center, just within 500 meters, there are about 30 large and small coffee shops. And these competitors provide the same quality of service and comfortable environment as Starbucks. They are becoming stronger and stronger, the disparity in this industry is continuously reducing. So that the competition of product is changing to the competition of service, even the competition of brand. Starbucks' service advantage has been smaller, and new competitors come after fast, the competition has become increasingly fierce.