跨文化視角下外企本地化經(jīng)營(yíng)策略及其影響——以星巴克為例.pdf

1、 分類(lèi)號(hào)： 學(xué)校代碼：10069 密級(jí)：研究生學(xué)號(hào) 201310126 跨文化視角下外企本地化經(jīng)營(yíng)策略及其影響 跨文化視角下外企本地化經(jīng)營(yíng)策略及其影響 —— ——以星巴克為例 以星巴克為例 A Cross Cultural Research of Multinational Enterprises on Strategies of Locali

2、zation and Its Implications --- A Case Study of Starbucks’ Operation 研 究 生 姓 名 ： 楊曉彤 專(zhuān) 業(yè) 名 稱(chēng) ： 外國(guó)語(yǔ)言學(xué)及應(yīng)用語(yǔ)言學(xué) 指導(dǎo)教師姓名 ： 劉淑梅 副教授 論文提交日期 ： 二〇一六年五月 學(xué)位授予單位 ： 天津商業(yè)大學(xué) I ABSTRACT Both coffee and tea are popular in the world, and th

3、ey have a long history and can bring spiritual enjoyment. With the process of the globalization, China has the deeper economic and cultural exchanges with the western countries. Starbucks, as a multinational enterprise,

4、enters into China, which is a priority for the spreading of the coffee culture. In the hometown of tea, Starbucks is still developing rapidly in spite of confronting the cultural differences. The secret of success lies i

5、n the basis of keeping the unified enterprise core values. Starbucks is facing the challenge of cultural differences and positively formulating a series of localization strategies. This thesis includes four parts. First,

6、 under the guidance of 4P marketing theory, namely, product strategy, price strategy, place strategy and promotion strategy, the thesis summarizes Starbucks? business strategies in the market of China and the United Stat

7、es. Then based on the comparative analysis method, it analyzes the results of a questionnaire survey conducted by the author. By comparing consumers? reception from two countries, the author discusses the effectiveness o

8、f the Starbucks? localization strategies in China. After comparison, the thesis analyzes the reasons for the differentiation strategies by using Hofstede?s cultural dimensions theory, which includes the dimension of indi

9、vidualism, power distance and long-term orientation. Finally, the thesis analyzes the development status of Chinese teahouses and summarizes the successful experience of Starbucks from which the Chinese teahouses can lea

10、rn. These experiences can help the teahouses better inherit Chinese tea culture and spread it to the global market after prospering in the domestic one. Key words: multinational enterprise, Starbucks, localization, cultu