StarbuckStarbuckDoyoulikecoffee?HaveyoueverbeentoStarbucks?DoyoureallyknowStarbuckscoffee?Doyoulikecoffee?HaveyoThecompanytookthenameofthechiefmateinthebookMoby-Dick:Starbuck.星巴克”這個(gè)名字來自美國(guó)作家麥爾維爾的小說《白鯨》中一位處事極其冷靜，極具性格魅力的大副。他的嗜好就是喝咖啡。

TheoriginalnameofStarbuckThecompanytookthename3History1History1FoundingDevelopmentThefirstStarbucksopenedinSeattle,Washington,onMarch31,1971bythreepartners:EnglishteacherJerryBaldwin,historyteacherZevsiegl,andwriterGordonBowkerwereinspiredtosellhigh-qualitycoffeebeansandequipmentbycoffeeroastingentrepreneurAlfredPeet

(阿爾弗雷德·皮特)afterhetaughtthemhisstyleofroastingbeans.HistoryFoundingDevelopmentThefirstIn1971,thereareonlysixstoresinSeattle,merelysellingcoffeebeans.In1987,theoriginalownerssoldtheStarbuckschaintoformermanagerHowardSchultz(霍華德·舒爾茨)whopromotethetransformationandupgradingofStarbucksaccordingtohisbusinessconceptandquicklybegantoexpand.Nowadays,6000storeswereopenedin30countries.Moreover,thisnumberisincreasingattherateof3storeseveryday.Itshigh-qualityproductandservice,concretemarketinglocationanditsterrificmarketingstrategymakeitpossibletobetheinternationalbrands.DevelopmentIn1971,thereareonlysixThisisStarbuckschairmanHowardSchultzwhocreataEuropean-stylecoffee-housetoAmericanafterhetookoverthecompany.ThisisStarbuckschairmanHowEnterpriseculture2Enterpriseculture21、提供完善的工作環(huán)境，并創(chuàng)造相互尊重和相互信任的工作氛圍Providingthefabulousworkingenvironment,creatingtheworkingatmosphereofmutualrespectandconfidence.2、秉持多元化是我們企業(yè)經(jīng)營(yíng)的重要原則Retainingthediversity.3、采用最高標(biāo)準(zhǔn)進(jìn)行采購(gòu)烘焙，并提供最新鮮的咖啡

Adaptingthehigheststandardforpurchaseandbaking

,providingthefreshestcoffee.4、高度熱忱滿足顧客的需求Satisfyingtherequirementsofthecustomersaspossibleastheycan.5、積極貢獻(xiàn)社區(qū)和環(huán)境

Doingtheirutmosttosupportrefugeesanddevotetothecommunity.6、認(rèn)識(shí)到盈利是我們未來成功的基礎(chǔ)Realizingtheimportanceofprofit.Theconsistentguidingprinciple1、提供完善的工作環(huán)境，并創(chuàng)造相互尊重和相互信任的工作氛圍9Enterpriseinnovation3Enterpriseinnovation3StarbuckswillrecieveitscoffeeorderthroughmobileapplicationsEnterpriseinnovationInthissummer,StarbuckwillproducethevendingmachineinofficeStarbuckswillsellmorefoodthroughthenewmenu,thecompany‘sdigitalbusinessisalsopromising,somenewfeaturesandservicesareverypopular,suchastheuseofpaymentthroughmobilephones.StarbuckswillrecieveitscofDevelopmentinChina4DevelopmentinChina4DevelopmentinChinaentertheTaiwanmarketandopenthefirstshopentertheChinesemainlandentereastofchinaentertheHongKongmarketandopenthefirstshopInMay,1998InJan,1999In

Mar,2000In

Mar,2000entertheMacaomarketandopenthefirstshopentervariousprovincesofChinaformanalliancewithTingyiHoldingachievestrategiccooperationwithTenXuninGuangzhouInAug,2005…In19,May,2015In8,Dec,2016DevelopmentinChinaentertheStrategies5Strategies5Openteashops——internalizationofbeveragecompetition開茶館---飲品競(jìng)爭(zhēng)內(nèi)部化ThefirstlaunchoftheStarbucksTea首次推出星巴克茶Research

onChinesecharacteristics研究中國(guó)特色Combined

withChinesetraditionalfestivals----pushoutStarbucksmooncakesStarbucksdumplings結(jié)合中國(guó)傳統(tǒng)節(jié)日----相繼推出星巴克月餅、星巴克粽子StrategiesProductlocalization----modifymenuforChinesecustomers產(chǎn)品本土化----為中國(guó)客戶修改菜單Openteashops——internalizatLogomeaning6Logomeaning6Starbucks'slogoisanimageofamermaid,inspiredbythemedievalPoseidonstatue.Thislogoconveysthedualmeaningoftheoriginalandthemodern:themermaid'sfaceisverysimple,butusethemodernabstractformofpackaging.Themiddleisblackandwhite,andoutsidesurroundedbyagreencircle.星巴克的標(biāo)志是一個(gè)美人魚的形象，靈感來自中世紀(jì)海神雕像。這個(gè)標(biāo)志傳達(dá)了原始和現(xiàn)代的雙重含義：美人魚的臉很樸素，但用現(xiàn)代抽象的包裝形式。中間是黑白的，外面圍著一個(gè)綠色圓圈。Starbucks'slogoisanimageoHowtoorder?7Howtoorder?7sizeshort

小杯

236mltall中杯355mlgrande大杯

473ml(themostsuitablesize)venti超大杯

591mlsizeshort小杯236ml

espresso意式濃縮咖啡：意式濃縮咖啡是經(jīng)由高溫、高壓的方式淬取出濃縮的咖啡，一般來說espresso濃縮咖啡份量小，大概30ml，點(diǎn)espresso濃縮咖啡講法也不同，一份濃縮咖啡是soloespresso，兩份則是doppioespresso。單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容cafféamericano美式咖啡：cafféamericano是星巴克美式咖啡的寫法，也可寫成Americancoffee，就是義式濃縮咖啡加熱水，一些耳掛式、滴漏式咖啡都算是Americancoffee美式咖啡。Classictypesofcoffeeespresso意式濃縮咖啡：意式濃縮咖啡是經(jīng)由高溫、高caffélatte拿鐵：caffélatte也就是外面常見到的latte拿鐵，拿鐵成分espresso濃縮咖啡、milk牛奶跟foam奶泡的比例是1:2:1，所以卡布奇諾跟拿鐵比起來，拿鐵有比較多的牛奶。cappuccino卡布奇諾：一般來說，卡布奇諾的成分中espresso濃縮咖啡、milk牛奶跟foam奶泡的比例是1:1:1，這個(gè)字是意大利文，而意大利人早餐最常搭配的飲品就是cappuccino。Classictypesofcoffeecaffélatte拿鐵：caffélatte也就是

caramelmacchiato焦糖瑪奇朵：焦糖瑪奇朵也是有espresso濃縮咖啡加上牛奶跟vanilla-flavoredsyrup(香草糖漿)打成的foam(奶泡)，上面再淋上caramel焦糖。單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容caffémocha摩卡：摩卡比較像是巧克力口味的咖啡，成分一樣有espresso濃縮咖啡，加上牛奶、摩卡醬，最上面再加上whippedcream(鮮奶油)。Classictypesofcoffeecaramelmacchiato焦糖瑪奇朵：焦糖瑪奇朵Starbucksotherdrinks冰飲

拿鐵

IcedCafféLatte

冰香草拿鐵IcedVanillaLatte

冰摩卡

IcedCaffeMocha…星冰樂

焦糖星冰樂

CaramelFrappuccino

抹茶星冰樂

GreenTeaFrappuccino

香草星冰樂

VanillaFrappuccino

巧克力星冰樂

ChocolateFrappuccino…

茶英式紅茶EnglishBreakfast

伯爵紅茶EarlGrey

冰搖泰舒茶

IcedShakenTea

冰搖檸檬茶

IcedShakenLemonTea…

經(jīng)典熱巧克力

SignatureHotChocolate

冰經(jīng)典巧克力

IcedSignatureChocolate

牛奶

Milk

豆奶SoyMilk

氣泡礦泉水

SparkingMineralWater

礦泉水

MineralWater

果汁Juice…Starbucksotherdrinks冰飲茶Otherrequirementslow-fatmilk低脂牛奶soymilk豆奶：適合素食者或不愛喝牛奶者coconutmilk椰奶：適合素食者或不愛喝牛奶者nofoam不加奶泡lightfoam少量奶泡heavyfoam/extrafoam多加奶泡whippedcream鮮奶油Regular普通的濃縮咖啡Decaf低咖啡因的濃縮咖啡Extrashots加強(qiáng)的濃縮咖啡Half–caf一半低咖，一半普通的濃縮咖啡Ristretto是從濃縮咖啡里面提出的保留甜味的部分Fullcream全脂Nonfat/skim脫脂Semi-skimmed半脫脂的Otherrequirementslow-fatmilkTips:Ifyouwanttosavemoney,thenyoucanbringyourowncup.Starbucksisveryfocusedonenvironmentalprotection,socustomerswhobringtheirowncupscanenjoy2yuandiscount.Dialogue:Waiter:Goodmorning,whatcanIgetforyoutoday?（今天要什么）Customer:CanIgetagrandeLatte?（來個(gè)大杯拿鐵）Waiter:Ofcourse,wouldyoulikeskimmilkorlow-fatmilk？（你要換成脫脂或者低脂牛奶么）Customer：Iwillgetskimmilk.（脫脂奶）Tips:Dialogue:THANKSTHANKS感謝您的閱讀！為了便于學(xué)習(xí)和使用，本文檔下載后內(nèi)容可隨意修改調(diào)整及打印，歡迎下載！

感謝您的閱讀！27StarbuckStarbuckDoyoulikecoffee?HaveyoueverbeentoStarbucks?DoyoureallyknowStarbuckscoffee?Doyoulikecoffee?HaveyoThecompanytookthenameofthechiefmateinthebookMoby-Dick:Starbuck.星巴克”這個(gè)名字來自美國(guó)作家麥爾維爾的小說《白鯨》中一位處事極其冷靜，極具性格魅力的大副。他的嗜好就是喝咖啡。

TheoriginalnameofStarbuckThecompanytookthename30History1History1FoundingDevelopmentThefirstStarbucksopenedinSeattle,Washington,onMarch31,1971bythreepartners:EnglishteacherJerryBaldwin,historyteacherZevsiegl,andwriterGordonBowkerwereinspiredtosellhigh-qualitycoffeebeansandequipmentbycoffeeroastingentrepreneurAlfredPeet

(阿爾弗雷德·皮特)afterhetaughtthemhisstyleofroastingbeans.HistoryFoundingDevelopmentThefirstIn1971,thereareonlysixstoresinSeattle,merelysellingcoffeebeans.In1987,theoriginalownerssoldtheStarbuckschaintoformermanagerHowardSchultz(霍華德·舒爾茨)whopromotethetransformationandupgradingofStarbucksaccordingtohisbusinessconceptandquicklybegantoexpand.Nowadays,6000storeswereopenedin30countries.Moreover,thisnumberisincreasingattherateof3storeseveryday.Itshigh-qualityproductandservice,concretemarketinglocationanditsterrificmarketingstrategymakeitpossibletobetheinternationalbrands.DevelopmentIn1971,thereareonlysixThisisStarbuckschairmanHowardSchultzwhocreataEuropean-stylecoffee-housetoAmericanafterhetookoverthecompany.ThisisStarbuckschairmanHowEnterpriseculture2Enterpriseculture21、提供完善的工作環(huán)境，并創(chuàng)造相互尊重和相互信任的工作氛圍Providingthefabulousworkingenvironment,creatingtheworkingatmosphereofmutualrespectandconfidence.2、秉持多元化是我們企業(yè)經(jīng)營(yíng)的重要原則Retainingthediversity.3、采用最高標(biāo)準(zhǔn)進(jìn)行采購(gòu)烘焙，并提供最新鮮的咖啡

Adaptingthehigheststandardforpurchaseandbaking

,providingthefreshestcoffee.4、高度熱忱滿足顧客的需求Satisfyingtherequirementsofthecustomersaspossibleastheycan.5、積極貢獻(xiàn)社區(qū)和環(huán)境

Doingtheirutmosttosupportrefugeesanddevotetothecommunity.6、認(rèn)識(shí)到盈利是我們未來成功的基礎(chǔ)Realizingtheimportanceofprofit.Theconsistentguidingprinciple1、提供完善的工作環(huán)境，并創(chuàng)造相互尊重和相互信任的工作氛圍36Enterpriseinnovation3Enterpriseinnovation3StarbuckswillrecieveitscoffeeorderthroughmobileapplicationsEnterpriseinnovationInthissummer,StarbuckwillproducethevendingmachineinofficeStarbuckswillsellmorefoodthroughthenewmenu,thecompany‘sdigitalbusinessisalsopromising,somenewfeaturesandservicesareverypopular,suchastheuseofpaymentthroughmobilephones.StarbuckswillrecieveitscofDevelopmentinChina4DevelopmentinChina4DevelopmentinChinaentertheTaiwanmarketandopenthefirstshopentertheChinesemainlandentereastofchinaentertheHongKongmarketandopenthefirstshopInMay,1998InJan,1999In

Mar,2000In

Mar,2000entertheMacaomarketandopenthefirstshopentervariousprovincesofChinaformanalliancewithTingyiHoldingachievestrategiccooperationwithTenXuninGuangzhouInAug,2005…In19,May,2015In8,Dec,2016DevelopmentinChinaentertheStrategies5Strategies5Openteashops——internalizationofbeveragecompetition開茶館---飲品競(jìng)爭(zhēng)內(nèi)部化ThefirstlaunchoftheStarbucksTea首次推出星巴克茶Research

onChinesecharacteristics研究中國(guó)特色Combined

withChinesetraditionalfestivals----pushoutStarbucksmooncakesStarbucksdumplings結(jié)合中國(guó)傳統(tǒng)節(jié)日----相繼推出星巴克月餅、星巴克粽子StrategiesProductlocalization----modifymenuforChinesecustomers產(chǎn)品本土化----為中國(guó)客戶修改菜單Openteashops——internalizatLogomeaning6Logomeaning6Starbucks'slogoisanimageofamermaid,inspiredbythemedievalPoseidonstatue.Thislogoconveysthedualmeaningoftheoriginalandthemodern:themermaid'sfaceisverysimple,butusethemodernabstractformofpackaging.Themiddleisblackandwhite,andoutsidesurroundedbyagreencircle.星巴克的標(biāo)志是一個(gè)美人魚的形象，靈感來自中世紀(jì)海神雕像。這個(gè)標(biāo)志傳達(dá)了原始和現(xiàn)代的雙重含義：美人魚的臉很樸素，但用現(xiàn)代抽象的包裝形式。中間是黑白的，外面圍著一個(gè)綠色圓圈。Starbucks'slogoisanimageoHowtoorder?7Howtoorder?7sizeshort

小杯

236mltall中杯355mlgrande大杯

473ml(themostsuitablesize)venti超大杯

591mlsizeshort小杯236ml

espresso意式濃縮咖啡：意式濃縮咖啡是經(jīng)由高溫、高壓的方式淬取出濃縮的咖啡，一般來說espresso濃縮咖啡份量小，大概30ml，點(diǎn)espresso濃縮咖啡講法也不同，一份濃縮咖啡是soloespresso，兩份則是doppioespresso。單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容cafféamericano美式咖啡：cafféamericano是星巴克美式咖啡的寫法，也可寫成Americancoffee，就是義式濃縮咖啡加熱水，一些耳掛式、滴漏式咖啡都算是Americancoffee美式咖啡。Classictypesofcoffeeespresso意式濃縮咖啡：意式濃縮咖啡是經(jīng)由高溫、高caffélatte拿鐵：caffélatte也就是外面常見到的latte拿鐵，拿鐵成分espresso濃縮咖啡、milk牛奶跟foam奶泡的比例是1:2:1，所以卡布奇諾跟拿鐵比起來，拿鐵有比較多的牛奶。cappuccino卡布奇諾：一般來說，卡布奇諾的成分中espresso濃縮咖啡、milk牛奶跟foam奶泡的比例是1:1:1，這個(gè)字是意大利文，而意大利人早餐最常搭配的飲品就是cappuccino。Classictypesofcoffeecaffélatte拿鐵：caffélatte也就是

caramelmacchiato焦糖瑪奇朵：焦糖瑪奇朵也是有espresso濃縮咖啡加上牛奶跟vanilla-flavoredsyrup(香草糖漿)打成的foam(奶泡)，上面再淋上caramel焦糖。單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容添加項(xiàng)目單擊編輯此項(xiàng)目的詳細(xì)內(nèi)容caffémocha摩卡：摩卡比較像是巧克力口味的咖啡，成分一樣有espresso濃縮咖啡，加上牛奶、摩卡醬，最上面再加上whippedcream(鮮奶油)。Classictypesofcoffeecaramelmacchiato焦糖瑪奇朵：焦糖瑪奇朵Starbucksotherdrinks冰飲

拿鐵

IcedCafféLatte

冰香草拿鐵IcedVanillaLatte

冰摩卡

IcedCaffeMocha…星冰樂

焦糖星冰樂

C