1.2 Contents and Methods of the Research

1.2.1 Contents and Structure of the Research

This paper is pided into five parts:

The first part is an introduction, mainly talking about research background and significance, introducing main contents and methods of the research, and pointing out originality and shortage of this paper. 

The second part, literature review, introduces overseas and domestic research status of marketing and points out the necessity of this research paper.

The third part analyzes the existing marketing strategy of Starbucks in Xuzhou, and makes the marketing condition clear.

The fourth part is to conduct marketing survey by interviewing employees and conducting questionnaires.

Finally, based on the analysis above, it adjusts part strategisums up the enlightenment of Starbucks in Xuzhou, which aims to guide other local companies.

1.2.2 Methods of the Research

(1) Questionnaire  Questionnaire is a kind of social survey to collect data. When a researcher wants to study a phenomenon through social investigation, he can use the questionnaire survey to collect data. So this paper adopts this method.

(2) Interview  Another research method is interview. Interviewing staffs face to face can understand respondents’ psychology and behavior. Since the paper needs data to support, so this interview mainly uses structural model.

1.3 Originality and Shortage

The originality of this paper lies in using a variety of theoretical methods to analyze marketing strategy of Starbucks in Xuzhou from inside and outside angles. Then, this paper tries to adjust part marketing strategies according to the investigation and analysis.

The shortage of this paper is that it may not some areas deeply because of limited time and resources and my personal ability..