美国星巴克与中国奶茶连锁企业都可的企业文化比较
摘要：企业文化是企业生存与发展的根源，在经济全球化的背景下西方的企业文化也越来越多的受到中国企业的关注。本文主要以美国星巴克与中国都可奶茶为例，从两家的核心企业文化，市场定位以及顾客服务等方面进行对比并总结出对我国连锁奶茶企业发展的一些启示。
关键词：企业文化；星巴克；文化比较；启示
Comparison of Corporate Culture of American Starbucks and Chinese Milk Tea Chain Enterprise Coco
Abstract: Corporate culture is the root of the survival and development of enterprises. In the context of economic globalization, Western corporate culture is also receiving more and more attention from Chinese companies. This article mainly takes Starbucks and Coco milk tea as examples, compares the core corporate culture, market positioning and customer service of the two companies and summarizes some enlightenment on the development of China's chain milk tea enterprises.
Key words: Corporate culture; Starbucks; Culture comparison; Enlightenment
Contents
1 Introduction 1
2 The Core Corporate Culture of Coco Milk Tea and Starbucks 1
2.1 Overview of Core Corporate Culture of Coco Milk Tea 2
2.2 Overview of Core Corporate Culture of Starbucks 3
3 Differences of Corporate Culture between Starbucks and Coco Milk Tea 7
3.1 Differences in Employee Relationships 7
3.2 Differences in Customer Service Attitudes 8
3.3 Differences in the Role Orientation of Enterprises 10
4 Enlightenment to Milk Tea Chain Enterprises 11
4.1 Enhance Brand Influence 11
4.2 Enhance the Cohesion of the Enterprise and Staff Quality 12
4.3 Expand Social Influence 13
5 Conclusion 13
1Introduction
As a globally renowned coffee company, Starbucks has been established in the United States since 1971.Its quality products and corporate culture are important factors in Starbucks. Corporate culture, as the soul of an enterprise, plays an extraordinary role in its daily operations. As a result, Starbucks quickly occupied the US market and was favored by consumers. The quality of life of Chinese people has gradually improved under the leadership of world economic integration. Coco can be one of the famous chain milk teas in China. Founded in 1997, the founder, Mr. Hong Yushui, has the tea experience passed down from generation to generation and the professional background of his own food nutrition. He has a common look at the brewing and taste of milk tea. In Taiwan, freshwater has created the predecessor of Coco’s milk tea, which is popular for life and has been in existence for 22 years. The success of Coco’s milk tea business is inseparable from its own corporate culture.
This article conducts an in-depth study of the corporate culture of Starbucks and China Coco milk tea, analyzes its strong corporate culture, unique customer culture, partner culture, product culture, and innovative cultural communication and cultural experience.
2The Core Corporate Culture of Coco Milk Tea and Starbucks
With the vigorous development of the world economy, people’s living standards are also improving. Therefore, the development of the tertiary industry is also growing, and a huge coffee consumer market is born. In this context, we need to understand Starbucks’ unique core corporate culture and analyze the economic benefits of management culture and marketing culture in corporate culture. At present, the age range of the coffee audience is widening, which undoubtedly brings unlimited potential to the coffee consumer market, and Starbucks is one of the whole coffee industry that has to be mentioned, but this culture has become a way of life for people. It has become the most representative and typical pastime in people’s slow-pace life, which affects people’s quality of life subtly.
2.1 Overview of Core Corporate Culture of Coco Milk Tea
In today’s era, with the rapid development of the social economy, people’s living standards are constantly improving. A wide variety of beverages and foods with a wide variety of styles and rich tastes have emerged in an endless stream, attracting and shaping a batch of “food”. As a daily drink of nomadic people in the north of China, milk tea has a long history of thousands of years. Because of its unique flavor, beautiful shape, reasonable price, convenient and easy to carry, it is widely consumed by consumers, especially young people. The pursuit of the people, a variety of tea shop is also blooming in the streets, people are overwhelmed. However, perhaps because of the development of storefront milk tea into the highway, Competition in this field is becoming fierce. As far as the author’s own observations are concerned, the high elimination rate in the store’s milk tea industry is staggering. Faced with these challenges, Coco is still one of the Chinese chain milk teas, and its success is inseparable from its core corporate culture.
The core corporate culture of Coco milk tea has two aspects. Firstly, Coco milk tea needs to take the Internet celebrity economy，the internet celebrity economy as a fan economy with the network as the platform and social media as the carrier of transmission is an integral part of the new economy. “Internet celebrity” relies on the attention of the masses on various social networks, and then through specific marketing methods, ultimately guides fans to make purchases. In the author’s opinion, one of the most important reasons is that Coco milk tea has turned itself into a “internet celebrity” and has taken a ride on the internet celebrity economy. Coco milk tea originated in Taiwan and is an old-fashioned tea brand store, but it develops slowly for many years. The sudden popularity in recent years has been attributed in part to its marketing strategy of using the Internet to attract consumers’ attention. Coco milk tea shop first expanded brand awareness through some online celebrities; driven by the internet celebrity or marketing fan group, based on the prevailing congregation of consumers Psychology, discovering a large number of potential consumers; at the same time, the internet celebrity or marketing number continues to brush the heat of “Coco”, such as the photo of “Coco”, the personal “special” experience, etc., and continuously extended the “Coco” The time to attract customers’ attention. After the above series of operations, “Coco” milk tea shop continued to strengthen consumers’ consumption habits, and obtained a considerable number of loyal fan customers. Through cooperation with Internet celebrity, they managed to become “internet celebrity” and realized long-term customers. The goal of the group is a model for successfully attracting consumers’ attention.
Secondly, the integrity of the business is a long-term way: However, not only become an “internet celebrity” can be once and for all. When the rise of various types of Internet celebrity stores is amazing, it is more common that more internet celebrity stores are like a short-lived, quietly ending: “parallel” and “small pigs” are closed in Zhengzhou and Shenzhen; The “Salad Diary” was announced to be closed; the “kumacafe”. The company opened for the first time and was eliminated after its trial operation in Shanghai. In fact, for the milk tea industry, this situation also occurs every day. Is the success of Coco milk tea really just because of its marketing success? Not quite. Although the product homogenization of tea shop is serious, in the aspects of raw materials, hygiene, technology, and innovation, the gap between high and low end tea shops may be more than a little. Although Coco milk tea is a veteran tea shop, it is not stumbling, and it is still updating the menu, improving the quality of raw materials, and striving to give customers the best product experience at the same price. It is precisely because of this that in the consumer’s attention battle, it can retain the hearts of consumers for a long time. It can be seen that only the product quality, integrity management, customer-oriented, and long-term management.
一、选题简介、意义
With the continuous development of social economy, people's living standards have been constantly improved. Starbucks coffee and Coco milk tea have gradually become popular among people. Since these two drinks respectively represent the corporate cultures of China and the West, therefore, the author analyses the differences in the development of corporate culture in China and the United States from several aspects and summarizes some enlightenments
二、课题综述（课题研究，主要研究的内容，要解决的问题，预期目标，研究步骤、方法及措施等）
This thesis focuses on comparison of culture of American Starbucks and Chinese milk tea chain enterprise. It concentrates on the status and problems of the differences between Chinese and American corporate cultures. The thesis in detail analyses the causes of the differences between Chinese and American corporate cultures in many aspects and then puts forward measures and strategies to promote the effective development of enterprise culture.
Research approach:
1. Choose an appropriate topic.
2. Collect relative data on the Internet, in the library and from the books I have studied..
3. Keep in touch with the instructor during the writing process and polish the drafts.
Research steps:
1. Thesis report Deadline: 7th,Mar.
2. Data collection and the first draft Deadline: 16th, Mar.
3. First draft modification Deadline: 26th, Mar.
4. Second draft modification and the final version Deadline: 24th, Apr.
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三、设计（论文）体系、结构（大纲）
1 Introduction
2 The Corporate Culture of American Starbucks Core Corporate Culture
2.1 Overview of Core Corporate Culture of Coco Milk Tea
2.2 Overview of Core Corporate Culture of Starbucks
3 Differences of Corporate Culture between Starbucks and Coco Milk Tea
3.1 Differences in Employee Relationships
3.2 Differences in Customer Service Attitudes
3.3 Differences in the Role Orientation of Enterprises
4 Enlightenment to Milk Tea Chain Enterprises in China
4.1 Enhance Brand Influence
4.2 Enhance the Cohesion of the Enterprise and Staff Quality
4.3 Expand Social Influence
5 Conclusion
