品牌研究Issue(3)：71-76,6.
星巴克咖啡品牌的中国本土化设计策略分析
Analysis on the Design Strategy of the Chinese Localization of Starbucks Coffee
摘要
Abstract
The purpose is to analyze the localization design strategy of Starbucks coffee brand. The method is based on Starbucks's marketing strategy in China to resolve the localiza⁃tion of the design strategy, specifically from the localization of the design of the Chinese ele⁃ments of the application strategy, holiday strategy, regional strategy for example, through the analysis of these strategies and show the classification. Conclusion in the process of cross cultur⁃al development enterprises should respect the local culture, the design of the localization and the service of the enterprise to achieve the balance, and in the trend of globalization, more should explore the connotation of localization design.关键词
咖啡品牌/本土化设计/营销策略/设计策略Key words
Coffee brand/Local design/Marketing strategy/Design strategy分类
管理科学引用本文复制引用
陈晓环,李茜..星巴克咖啡品牌的中国本土化设计策略分析[J].品牌研究,2016,(3):71-76,6.基金项目
国家社会科学基金艺术学项目（13CB118）；2016年度北京市教委科研类专项--科研基地建设-科技创新平台（19005518108）；北京市级大学生科学研究与创业行动计划项目 （）
