Abstract： No one will doubt the success of Starbucks! During the past ten years, stock price of Starbucks has been raised by 22 times after division for four times, leading to the profits higher than the sum of stock of GE, Pepsi Cola, Coca Cola, Microsoft and IBM etc. Starbucks has, though, convinced investors in Wall Street that Starbucks is the most secure corporation to make investment. Gerald Levin, former Time Warner chairman of board, asserted that Starbucks is the standard to judge the progress of a city! Even, some one used “A Cup of Starbucks” instead of “A Cup of Coffee”. Having been a pronoun of coffee, Starbucks has reached the peak of brand prestige. Moreover, It is predicted that Starbucks is about to be the greatest brand in 21st century. At the same time, rapid development and quick-established reputation of Starbucks have caught eyes of China domestic coffee stores’. With the increasing expansion of China economy opening, home coffee stores have seen boost in development. Taiwan U.B.C Coffee and Manabe Coffee, with which we are all familiar, are the only two coffee stores to restrain Starbucks scrambling with equal numbers of outlets. However, to a large extent, domestic coffee stores seem to be lagging concerning the market share in the world at large. It is no doubt that Starbucks is the top to have a bird’s eye on other coffee stores, by contrast, our home coffee stores have to linger on the threshold to watch carefully the current situation without further forwarding, because they can not stride toward the world recklessly without full preparation in advance. In deed there is a large gap between Starbucks and our home coffee stores, but on the other hand, it may also be regarded as a challenge. No target to excel, no momentum to advance. In other words, domestic coffee stores should reflect and reposition their status in the market. Duplication is of no use. It is advisable that domestic coffee stores combine their own features with the merits learnt from Starbucks to fight their way. Meanwhile, by means of the elaboration and analysis of Brand Management strategy of Starbucks by the writer, domestic counterparts could have further knowledge of the key points of Starbucks——Brand Management, which laid solid foundation for Starbucks quick establishment of brand image and successful expansion in such a short period of time. However, it is harder to maintain one’s brand than to establish it. Starbucks has encountered some troubles and dilemmas when keeping its brand image. Domestic counterparts could learn as reference that how Starbucks handle his troubles even crises effectively and timely and the tough problems Starbucks face currently. It is unquestionable that crisis management of brand is a dispensable strategy that every corporation should adopt in their development. How to build the wall of crisis management of brand in advance to prevent crisis occurrence or how to take full advantage of this method to handle the existed crisis is a subject for our domestic coffee stores to ponder on . Key word: Starbucks Brand Management Domestic Coffee Store


摘要：没有人会怀疑星巴克的成功！在过去十年中，星巴克的股价已经提出了22倍后分四次，导致利润高于通用电气，百事可乐，可口可乐股票的总和，微软和IBM等星巴克，虽然，说服投资者在华尔街，星巴克是最安全的公司作出投资。前时代华纳董事会主席杰拉尔德·莱文宣称，星巴克的标准来判断一个城市的进步！甚至，有些人用“一杯星巴克”，而不是“一杯咖啡”。经过星巴克咖啡的代名词，已达到高峰期的品牌信誉。此外，据预测，，星巴克是大约是最大的品牌，在21世纪。与此同时，星巴克的快速发展和快速的声誉，已经引起了中国国内咖啡店铺的眼睛。随着中国经济开放的不断扩大，家用咖啡专卖店提振发展。台湾上岛咖啡，真锅咖啡，我们都熟悉的，是仅有的两家咖啡店抑制星巴克扰网点数目相等。然而，在很大程度上，国内的咖啡店似乎落后大的市场占有率在世界上。毫无疑问，星巴克是顶到有鸟瞰其他咖啡商店，相比之下，我们的家咖啡专卖店有萦绕到看仔细目前的情况来看，恕不另行转发的门槛上，因为他们可以不阔步走向世界事先没有充分的准备硬拼。的确有星巴克，我们的家园咖啡店有很大的差距，但另一方面，它也可能被视为一个挑战。 Excel中没有目标，没有动力推进。换句话说，国内的咖啡店应该反思，重新定位自己的市场地位。重复是没有用的。可取的做法是，，国内咖啡店结合自己的特点，学到了星巴克的优点，他们的方式战斗。同时，由作家星巴克的品牌管理战略的制定和分析​​手段，国内同行可能有进一步了解星巴克的关键点 - 品牌管理，星巴克快速建立品牌形象，并成功拓展奠定了坚实基础在这样一个短的时间内。然而，这是很难维持一个人的品牌不是建立。星巴克遇到了一些麻烦和困境时保持其品牌形象。 ，星巴克如何处理他的麻烦甚至危机及时有效，星巴克面临着棘手的问题目前在国内同行可以作为参考学习。品牌危机管理是一种可有可无的，每家公司在其发展应采取的策略，这是毋庸置疑的。如何建立品牌危机管理的墙壁，提前预防危机的发生或如何充分利用这种方法来处理存在的危机是我们国内的咖啡商店去思考的课题。关键词：星巴克品牌管理国内的咖啡商店