星巴克销售方式培训员工的方法以及它的产品受欢迎的原因.pptx

Hu Jintao said:Starbucks coffee shop in China is developing fast.If Im not in the office,I am willing to go to Starbucks coffee shop.胡锦涛说：“星巴克咖啡店在中国发展得很快。如果我不是在办公室工作，我肯定愿意去星巴克经营的咖啡店坐一坐。”Global expansion（全全球球扩扩张张）Starbucks is a household name in the United States,also had a reputation in the world everywhere.星巴克咖啡在美国是家喻户晓的品牌，在世界上也早已名声四起。Starbucks Coffee Company is the United States the name of a chain,founded in 1971,the worlds largest coffee chain,with its headquarters located in Seattle,Washington.In addition to coffee,Starbucks also tea,cake and cake filling leather goods.Starbucks around the world for nearly 12,000 stores across North America,South America,Europe,Middle East and the Pacific.星巴克是美国一家连锁咖啡公司的名称，1971年成立，为全球最大的咖啡连锁店，其总部坐落美国华盛顿州西雅图市。除咖啡外，星巴克亦有茶、馅皮饼及蛋糕等商品。星巴克在全球范围内已经有近12,000间分店遍布北美、南美洲、欧洲、中东及太平洋区。Starbucks Variety of its retail products include the worlds top 30 coffee beans,hand-made espresso and a variety of hot and cold coffee drinks,delicious pastries fresh food and variety of coffee machines,coffee mugs and other merchandise.星巴克旗下零售产品包括30多款全球顶级的咖啡豆、手工制作的浓缩咖啡和多款咖啡冷热饮料、新鲜美味的各式糕点食品以及丰富多样的咖啡机、咖啡杯等商品。Twenty years ago,Starbucks created the logo,only a coffee shop.Today,the beautiful Green Mermaid,even with the McDonalds m has become a symbol of American culture.二十年前星巴克创建这个徽标时，只有一家咖啡店。如今，优美的“绿色美人鱼”，竟然与麦当劳的“m”一道成了美国文化的象征。Starbucks to heart treatment of employees,the staff treated the guests to the heart,guests enjoy not only at Starbucks coffee,but a whole-hearted participation of the experience of culture.星巴克公司以心对待员工，员工以心对待客人，客人在星巴克享受的不仅是咖啡，而是一种全情参与活动的体验文化。Just a cup of coffee is worth 3 cents will be sold for$3 at Starbucks?Why Starbucks is expected to bring both value for customers,but also allows enterprises to obtain a more substantial profit?One important reason is,Starbucks has always adhere to the respect for employees,starting from the customer,and employee and customer win-winbusiness philosophy.一杯只需价值3美分的咖啡为什么在星巴克会卖到3美元？星巴克为什么既能为顾客带来期望的价值，又能让企业获得更可观的利润？一个重要的原因就是，星巴克始终坚持“尊重员工，从顾客出发，与员工及客户多赢”的经营理念。Do not rely on advertising to build brand（打造品牌不靠打造品牌不靠广告）广告）Starbucks never advertise.Unlike the Starbucks coffee that McDonalds coffee has its own unique culture,sponsorship of cultural events is very important to promote the image of Starbucks.星巴克从不做广告。星巴克认为咖啡不像麦当劳，咖啡有星巴克从不做广告。星巴克认为咖啡不像麦当劳，咖啡有其独特的文化性，赞助文化活动，对星巴克形象推广很重其独特的文化性，赞助文化活动，对星巴克形象推广很重要。要。Paul focuses on big expansion of small（扩张重在做大保小扩张重在做大保小）One is to maintain the standard of basic products _ Coffee(一是保持基础产品_咖啡的水准)Second,it is necessary to develop new products and services,nor allow the impact of new products and services more than basic products.(二是既要发展新的产品和服务，又不能让新产品和服务的影响超过基础产品.)With consumers to establish emotional(与消费者建立情感与消费者建立情感)Business management经营之道经营之道With pay treatment of employees用用“薪薪”对待员工对待员工Starbucks strongly believes in the employees interests first,respect for the contributions they will bring first-class customer service,it will naturally get a good return on investment.星巴克坚信把员工利益放在第一位，尊重他们所做出的贡献，将会带来一流的顾客服务水平，自然会取得良好的投资回报。Let employees contribute ideas让员工贡献主意让员工贡献主意Selling experience culture出售体验文化出售体验文化Starbucks sells more than just quality coffee,perfect service,the customer is more important is the experience of the coffee culture.星巴克公司出售的不仅仅是优质的咖啡、完美服务，更重要的是顾客对咖啡的体验文化。Brand Strategy(品牌攻略）品牌攻略）Starbucks price position is the most people afford to have luxury consumer orientation is the white collar class.Most of these customers are intellectuals,love boutique,food and art,but also higher income,high consumer class loyalty.星巴克的价格定位是“多数人承担得起得奢侈品”，消费者定位是“白领阶层”。这些顾客大部分是高级知识分子，爱好精品、美食和艺术，而且是收入较高、忠诚度极高的消费阶层。If three or four people for coffee,Starbucks will be a few people specifically for this division is equipped with a coffee.Once the customer the choice of coffee beans,brewing,baking,etc.have any questions,the barista will explain to him patiently and carefully,so that customers find the most suited to their tastes in the coffee at the same time,appreciate the culture of Starbucks coffee preached.Culture to its present high price of a good reason,not only the customer can get a great psychological satisfaction,and Starbucks can also get high profits.如果三四个人一起去喝咖啡，星巴克就会为这几个人专门配备一名咖啡师。顾客一旦对咖啡豆的选择、冲泡、烘焙等有任何问题，咖啡师会耐心细致地向他讲解，使顾客在找到最适合自己口味的咖啡的同时，体味到星巴克所宣扬的咖啡文化。文化给其较高的价格一个存在的充分理由，不但顾客可以获得心理上的莫大满足，而且星巴克还可以获取高额的利润。Starbucks people think:their products not only coffee,coffee is just a carrier.And it is through this vector of coffee,Starbucks,a unique style to send to customers.Coffee consumption is largely a perceptual level of consumer culture,cultural communication needs is an environment created by coffee shop culture can infect customers,and create a good interactive experience.星巴克人认为：他们的产品不单是咖啡，咖啡只是一种载体。而正是通过咖啡这种载体，星巴克把一种独特的格调传送给顾客。咖啡的消费很大程度上是一种感性的文化层次上的消费，文化的沟通需要的就是咖啡店所营造的环境文化能够感染顾客，并形成良好的互动体验。1.佛山市禅城区季华五路33号佛山顺联国际购物中心1楼103、105号铺 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