The Research on Starbucks' slow-paced marketing Strategy in China

Abstract

The entire article describes the Starbucks’ brand culture and facing problems in China and analyses the root cause of Starbucks' problems in the Chinese market - the slow pace of marketing. The article uses observational and comparative methods to identify the problems, which Starbucks has lost its guidance in coffee market by some domestic beverage brands competing with. And article also analyzes the reasons that Starbucks lacks understanding Chinese marketing and does not satisfy customers’ desires in time, at same time suggests ways to accelerate and update marketing strategies to cater for the Chinese market from the perspectives of brand culture, products, shop expansion strategies and the digital economy. Based on a summary of previous observations, the article explores the root causes of Starbucks' marketing problems in the Chinese market at the level of brand strategy and makes suggestions to better meet current market needs.