舒尔茨与他的“星巴克”

在二次大战后,雀巢的速溶咖啡应时兴起,独霸了咖啡市场半个多世纪,人们也习惯了喝速溶咖啡,因为它省去了烧咖啡的麻烦。可是,今天它却遇到了严重的挑战,星巴克咖啡王国的兴起把人们又引回了煮咖啡时代。星巴克于1971年在美国西雅图创立时,只是一家小小的咖啡豆零售店。1981年的一天,一位名叫舒尔茨的家用器皿制造商接到星巴克的滴淋     

博客：品牌公关新焦点

2007年央视英语主播芮成钢在其博客上发表《请星巴克从故宫里出去》，阅读人次达50多万，最后迫使星巴克入驻故宫计划流产，甚至差点演化为星巴克的品牌危机。从星巴克“故宫门”到万科“捐款门”再到惠普“换芯门”，博客掀起了一场网络上对品牌讨伐的“血雨腥风”，在网络强大的传播力下，星巴克、万科均以品牌向大众屈服落下帷幕。     

星巴克:浓情“咖啡豆”的伙伴管理经

从西雅图到北京,星巴克文化如同其在中国的扩散之旅,低调、随和、包容,不管你走到哪里,都能够看到他的影子,成为大众心目中约会、议事的首选之地。每年,有数以千计的新伙伴,或兼职或全职地加入星巴克,投入咖啡文化中。星巴克新员工—精挑细选的"咖啡豆"2013年,星巴克的招募主要体现在零售门店和支援中心的招募方面,而又以零售门店人才的招募为主,其中,仅是门店管理培训生就会招聘几百人。这些新招进来的管理培训生们,一般经过在该项目中9~15个月的职业洗礼,从"星级咖啡师"开始,每三个月考核一次,最后优秀者将直至门店经理的岗位。     

据说拿铁很天真

洛葵坐在沙晴路星巴克落地玻璃窗前的桌旁。深黑色的桌面整洁地摆着一台小巧的浅紫色电脑,旁边放着一杯慢慢变凉的拿铁。星巴克的美式拿铁,底部是意大利浓缩咖啡,中间是加热到60℃～65℃的牛奶,最上面一层是不超过半厘米的冷牛奶泡沫。洛葵专心致志地敲着键盘,沉浸在一个个或悲伤或煽情的小资情调故事里。     

星巴克如何成功捕获年轻人的心?

星巴克这个国际性的餐饮企业似乎很耀眼,到了八月份,距离中秋越来越近,中秋月饼大作战纷纷亮出底牌,中秋月饼营销的策略刚刚开始.星巴克出售的月饼,下面门店可以达到一万盒. 月饼讲究历史感,过节比较看重历史文化,那么一个外国企业制作的月饼为什么比传统餐企还要疯狂,星巴克是怎么做到的呢?     

中国咖啡产业市场行情分析

我国的咖啡产业正在不断发展中,由于起步时间晚,水平较落后,在生产、销售等环节中出现了许多问题。我国咖啡产业面临着国外品牌如星巴克等强大行业内竞争者。对此,我们在对未来咖啡市场抱有乐观积极态度的同时要针对现有问题采取一定的对策,以促进我国咖啡产业长远的发展。     

喝着咖啡表态

我一直有喝咖啡的习惯，每天早上在家肯定要喝上一大杯后才会去上班。有时出门早，路过星巴克的时候，甚至会走进去再喝上一杯，或是边走边喝。办公室内常备的办公用品中，肯定有一大盒速溶咖啡，去过几个单位，几乎所有的同事都知道我的这个特点，凡是有人想喝咖啡的时候，就会大大方方端着杯子走到我的面前，一伸手，微微一笑，“分享一下吧”。     

“咖啡女王”万雪君

万雪君16岁时只身一人来到北京,立志要改变命运;她在照明企业做过销售,随着业务量的增大摇身变为照明设备加工厂的老板,公司年销售额过亿;为了给患老年痴呆症的母亲治病,她从北京辗转到云南,走上了咖啡种植的道路;她研发出"朱苦拉咖啡"贵族咖啡,深受国内外专家好评,一杯咖啡的估值就高达100美元,短短几个月她就有3000万元进账。她承包的2万亩荒山已变成郁郁葱葱的咖啡树林,万雪君雄心勃勃地要用自己的"朱苦拉"挑战雀巢、蓝山、星巴克等大牌咖啡。     

星巴克传奇

从危地马拉到新几内亚，墨西哥到埃塞俄比亚．他们无比热诚地找寻高原咖啡豆。一个咖啡产地内可能有上百个生产高原咖啡豆的种植园，先取少数几个种植园的咖啡做测试。采购其中最高品质的咖啡豆．而不是以价格来衡量。如果说对采购咖啡豆挑剔计较，那么在烘焙中简直是狂热执着。烘焙过程风险大而且成本高，被骄傲地称之为“星巴克烘培法”。     

适应需求还是创造需求——对星巴克成功的分析

星巴克(starbucks),一家1971年诞生于美国西雅图的咖啡公司,专门购买并烘焙高质量的纯咖啡豆,并在其遍布全球的零售店中出售,此外,还销售即磨咖啡、浓咖啡式饮品、茶,以及与咖啡有关的什物和用品。1986年霍华德·舒尔茨购买并改造星巴克,在短短近二十年时间里,以其“童话”般的奇迹让全球     

Communicating Coffee Culture through the Big Screen: Starbucks in American Movies

Abstract

This paper examines Starbucks product placement in American movies. The portrait of Starbucks images in movies not only serves a promotional purpose, but also as a way of communicating coffee culture through the big screen. Content analysis and semiotic approaches are employed to examine the coffee culture that is communicated through American movies. Seven American movies from 1998 to 2008 which include Starbucks product placement are included in the content analysis while semiotic theories are applied to the 1998 movie You've Got Mail. The findings suggest that, through the movies, Starbucks attempts to establish the image of an upscale cosmopolitan coffee chain and a coffee culture that represents a vigorous American middle-class lifestyle.     

Talking Yiddish at the boundaries

This essay uses the contemporary urban consumption practice of speciality coffee as a means to explore the complex ways in which global brands seek to enhance the promotional currency of their products through the mobilizing of local ‘commodity biographies’. It begins by outlining the place-specific strategies of promotion employed by speciality coffee retailers such as Starbucks and the Seattle Coffee Company, examining the range of ways in which Seattle as centre of US ‘coffee culture’ was deployed as the locus of ‘origin’ in order to create lucrative distinctions between speciality coffee and homogenized, mass-market coffee products. It then places this symbolic geography of coffee within the long history of coffee as a global commodity, tracing the recent emergence of speciality coffee as a ‘niche’ product, and situating it in the context of restructuring urban economies geared towards service-sector, consumption-oriented activities. The essay then moves on to consider the difficulties encountered by Starbucks, the market leader in speciality coffee, in monitoring and manipulating the symbolic geographies of its coffee commodities as they migrated from the coffee shop and into other realms of representation. In particular it explores the issue of Starbucks’ product placement in the a number of motion pictures in the 1990s, arguing that such placements were embraced by the company as an opportunity to defuse criticism of the company's activities that amplified as the decade evolved. Finally, the essay looks at the high profile targeting of Starbucks coffee shops by protestors at the anti-globalization protests that accompanied the hosting of the 1999 WTO Ministerial Conference Meeting in Seattle, arguing that this moment can be seen to capture much of the complexity of mobilizing circumscribed place-specific ‘commodity biographies’ for a global product in an era characterized by increased scrutiny of the international division of labour.     

Coffee and the Business of Pleasure: The Case of Harbucks vs. Mr. Tweek

In this paper, I examine the representation of organizations in the television cartoon series South Park . In particular the South Park episode 'Gnomes' is reviewed - this episode contains a direct parody of the role and conduct of organizations in society as its story revolves around a 'fictitious' coffee chain, Harbucks', attempt at a hostile takeover of a small town coffee shop. Drawing on the episode's roman a clef (or perhaps cartoon a clef ) depiction of the global coffee retailing organization Starbucks, it is argued that this popular culture representation offers opportunities to critique and debate organizational behaviour in a way not available to modes of representation common to Organization Studies. Following Bakhtin's model of the carnival, South Park is read as exemplary of a subversive culture of folk humour that mocks, satirises and undermines official institutions - a culture rich in understandings of contemporary organizations and their relationship with society.     

上海城镇居民消费需求调查报告

上海城镇居民家庭消费支出水平显著提升,但支出水平差异较大,支出结构有所微调。实际收入水平、投资意愿、消费观念、保障性支出预期等因素制约居民消费支出的进一步扩大。未来网络消费、汽车消费、教育文化娱乐消费等形式将成为消费趋势或热点。当前应进一步改善居民收入、完善保障制度、实施扶持政策等,以促进和提高居民消费水平。     

青年数字游戏消费的后亚文化批判

后亚文化背景下青年的数字游戏消费出现了娱乐要求与游戏成瘾间的矛盾。新媒介的传播和文化产业的繁荣为当代青年对数字游戏的消费提供了载体和空间。国内数字游戏被"标签"为"毒害",消费数字游戏的青年被归为"反叛"的亚文化群体。多数研究者漠视数字游戏在满足青年娱乐要求方面的正价值,把各种负面效应特别是成瘾性看成是青年消费数字游戏的主要结果。其实,娱乐作为青年文化的时代标志才是青年对数字游戏消费的主流指向。     

发展时尚创意产业 打造国际时尚都心

静安区是上海国际购物天堂的重要标志性地区和最具时尚品位的中心城区之一,以＂梅、泰、恒＂商圈和静安寺地区为代表的一批高品位、大容量的商业商务楼宇,集聚了众多国际知名消费品企业运营中心和高端国际品牌。但由于产业链只有单一的销售环节,静安只能称之为国际品牌的集散地和国际时尚潮流的跟随者。为适应转变发展方式和培育区域经济新增长点的需要,静安区亟需突破资源瓶颈,聚焦和整合时尚产业链要素,着力推进时尚产业与创意产业的融合发展,进一步优化商业商务运营环境,全力打造国际时尚都心,努力实现从＂跟随潮流＂向＂引领潮流＂转变,走出一条具有静安特色的发展新路。     

青年自创节日文化现象透视

我国的传统节日在工业化、信息化、全球化的发展中逐步被"边缘化",改革开放之后"洋节"以全新的庆祝方式满足了现代青年人对休闲、娱乐、聚会、消费的要求。随着我国文化教育水平的提高,青年人注重自我价值,自我意识凸显,个性独立张扬。在"洋节"的退烧中创立专属自身群体的独特节日,并赋予节日以文化内涵。从社会文化的多维度视角透视青年自创节日文化的原因,审视其活动内容,引导青年人树立正确的价值观是很有必要的。     

青少年消费特征及趋势探析

1992年以来,在我国经济快速发展,消费主义思潮引导及大众传媒示范等的综合效应之下,青少年消费心理和消费行为出现新的特征和趋势:消费结构从生存型走向发展型和享受型,消费心理从使用价值走向符号价值,网络消费成为消费的重要方式,不同群体青少年的消费观趋同。为了引导青少年的理性消费行为和习惯,需要在家庭、学校和社会中提升消费教育意识,创新消费教育形式,促进消费教育系统化、规范化和常态化。     

The Not-So-Flat World: Exploring the Meaning of Buying at the Intersection of the Global and the Local at a Starbucks in Singapore

Abstract

This essay pulls together two threads of literature on globalization and buying to explore how consumers constantly re-signify the global and national origins of products and deploy these global products to create local, even family and dinner table conversations about identity and self. Based on interviews, surveys, and ethnographic research, I look at the drinking of Starbucks coffee in Singapore by ex-pats and middle-class citizens, but especially by young Malays. What does it mean for these teens from the most economically and socially marginal community in this multicultural country to publicly consume oversized American products? What are they saying about themselves and their relationship to their tradition-bound community? What can we learn about globalization and how it works and how it is represented on the ground in local conversations by charting the consumption of this American product by a somewhat outsider community in this transnational place? I focus on this group of buyers, again, to explore in detail the very localized meanings of this very resonant and globalized product.     

居民消费升级的理论与现实研究

消费升级是个多维度的过程，主要包括内容升级和品质升级。在“需求-供给”的研究框架下对消费升级进行理论分析，并对改革开放以来我国消费升级的特征及其影响因素进行应用分析。当前，我国居民收入增长不足以支撑新一轮消费升级，收入阶层分布导致了消费升级的“小马拉大车”，供给能力和结构均对消费结构升级的支撑力度不足。未来要围绕消费者分层、收入分配政策、市场化改革等解除需求和供给侧的制约因素，切实推动消费升级。