Isifundo seSifundo soPhando lweMarike
Isicwangciso soShishino lwaMazwe ngamazwe eS Starbucks
Ukungena kwe Starbucks kwiimarike eziphuhlisayo kunye neziphuhlisiwe zikwaziswa ngophando lwemarike.
I-Starbucks iqhube uphando lweemarike ukwenzela ukuba ukwazi ukuqonda okunzulu kwiimarike zaseTshayina, kunye nendlela yokusebenza kweengxowa-mali esebenza kwiRiphablikhi yaseChina (PRC). I-China iqulethe iimarike ezisekelwe kwiindawo zemimandla ehlukeneyo, ngokubangela ukuba kwenziwe uphando lweemarike ekuqaliseni izitolo ezintsha kunye ne-franchises e-China.
Ukuqonda okujulileyo kwipropati yengqondo elungileyo kubaluleke kakhulu ekungeneni kwemarike ephumelelayo kwimarike ephumayo. I-Starbucks ichaza iqhinga lokungena eliza kujongana neemakethe zaseTshayina eziphambili kwaye zenzelwe ukuba zingabonakali ngokubhekiselele kwinkcubeko yaseShayina ngokunokwenzeka.
Esikhundleni sokuthatha indlela eqhelekileyo yokuthengisa kunye nokukhushulwa-okuye kwakubonwa ngabathengi baseTshayina njengoko behlaselwa inkcubeko yabo yokusela itiye-babeka izitolo kwiindawo eziphezulu kunye neendawo ezibonakalayo zokubonakala.
Ngaphezu koko, i-Starbucks yaqala ngokuzikhethela ukuba ibhubhe phakathi kwekcubeko yokusela itiye kunye nenkcubeko yokusela iikhofi ngokuzisa iziyobisi kwiivenkile zaseTshayina ezazibandakanya izithako zeeti zasekhaya.
Uphando lwentengiso luxhasa ukuphuhliswa kweqhinga lokukhuphisana kwamazwe ngamazwe eS Starbucks. Isicwangciso esiphezulu sokuqulunqa isicwangciso sokwenza umkhwa wokufuna. Abathengi be-Starbucks baseTshayina banokukhangela phambili koko i-Starbucks ibhekisela kumava e- Third Place .
Amava e-Starbucks adlulisa isimo esithandekayo kakhulu kubantu abanqwenela kwimigangatho yeNtshona okanye ukunyuka kwinqanaba kwenkcubeko yabo.
Uphando lweemari lubonisa ukuba ukulungelelaniswa kwempawu kubalulekile kubathengi be-Starbucks. Xa i-Starbucks ivula ivenkile entsha kwiimarike eziphumayo njengeChina, i-baristas ezifanelekileyo zithunyelwa ukuqaliswa nokuqhuba uqeqesho lwe-baristas oluya kuqhubeka xa kuqaliswe ukuqaliswa.
I-Intengiso yoLwazi lweMarike kwiNdalo eHlahlayo yezoPhuhliso
Uphando lweemarike luncede ukuchonga iimpawu ze-capitalist kwiPublic Republic of China (PRC). Umgangatho ophakathi eChina uye wamkela ngokukhawuleza imilinganiselo yeNtshona njengemigangatho eyamkelekileyo yeklasi ye-bourgeois. Ngaphezu koko, abathengi baseTshayina bayamkela ukuthengwa kwempahla yezinto zokunethezeka njengeendlela zokuphinda usebenzise indlela yokuphila esemgangathweni.
Ngaphantsi kweempembelelo zobuKomanisi, amaShayina acinga ukuba ukusetyenziswa okubonakalayo kukuhlaselwa okanye kubonisa ukungabikho koqhelwano lobuzwe. Ubuninzi be-Capitalism kwi-Peoples 'Republic yaseChina buxhasa abantu abanobuchule obonakalisa intsingiselo yabo ekuhambeni kunye neJones ngenxa yokusetyenziswa ngokugqithiseleyo.
Inkxaso karhulumente waseTshayina yokusetyenziswa kwezinto zokunethezeka kubonakala ngokucacileyo kwizixeko ezithile zaseChina. Idolophu yesibili yaseChengdu isebenza njengesifundo sophando lweemarike kwinkxaso karhulumente kaTshayina.
I-Chengdu ikhuthaza u-capitalism kwinqanaba elibonakaliswa ngobungqina bezitolo ezifana noLouis Vuitton noCartier kwidolophu yalo.
Ngokutsho kwe-Chengdu Retail Industry Association, izitolo ezithengisa ii-80 ekhulwini zeempahla zentengiso zamazwe ngamazwe zihlala e-Chengdu, kwaye isixeko sino-3 kuphela ekuthengisweni kwezinto zokunethezeka emva kweBeijing neShanghai. Kulula ukubona indlela oku kuthethwa ngayo kwesizwe ngokubhekiselele kwimpahla yezinto eziphathekayo kuya kwi-brandbu ye-Starbucks, ebonakalayo ngeqondo elithile.
Uphando lweMarike luveza iimpawu zeeNkcazo zeeNkcazo zeMali
Kubalulekile ukuqonda imigaqo yamalungelo epropathi kunye nemicimbi yokulayisenisa xa uhlela ukungena kwamasheke kwimarike ephumayo. I-Starbucks isetyenzisile imithetho yokukhusela yengqondo ukukhusela imodeli yayo yoshishino kunye ne-brand ukuba ikopishwe ngokungekho mthethweni eChina.
Iminyaka emine emva kokuvula i-café yayo yokuqala eChina - ngo-1999 - i-Starbucks ibhalise zonke iimpawu zayo ezinkulu eChina. Amashishini amashishini aseTshayina awanqamle imimiselo yomthetho kwimigudu yabo yokulinganisa imodeli ephumelelayo ye-Starbucks.
Umbutho kunye nesakhiwo se-Starbucks yomsebenzi wehlabathi saziswa ngophando lwemarike. Izicwangciso zentlangano eziqeshwe yi-Starbucks zithathwe kumava ka-Starbucks kwezinye iimarike ezikhulayo zanceda ukuqonda okokuqala ukuba i-China ayikho enye imakethi efanayo.
Izicwangciso zesebe eziqeshwe yi-Starbucks zibhekiselele kwiimarike ezininzi zaseTshayina. Inkcubeko ephezulu enyakatho yeTshayina ihluke kakhulu kwiinkcubeko kwimimandla esempuma yeChina, njengoko kuboniswe kwimibandela yokusetyenziswa kwamandla okuthengwa kwabathengi ehlabathini elingaphantsi kunamandla okuchitha kwiidolophu zonxweme.
Ukuxakeka kweemarike zaseTshayina kwakhokelela ekubambisaneni kwengingqi ekuncedeni kwizicwangciso ze-Starbucks zokwandisa eChina; ubudlelwane banika iingcamango zabathengi kwiintetho zaseTshayina kunye nezinto ezikhethiweyo ezabanceda i-Starbucks ukuba ifike kwiimarike ezahlukeneyo.
- Umntla weChina - usebenzisana kunye ne-Beijing Mei Da nkampani
- I-Eastern China - ihlangene noMongameli-Uni-based waseTaiwan
- Intshona yaseChina - basebenzisana noMaxim's Caterers eHong Kong
Inzuzo ye-Starbucks yokhuphiswano yakhiwe kwimveliso, inkonzo, kunye neempawu zentengiso, ezininzi zazo eziboniswe ngophando lwemakethi ukuba zibalulekile kubathengi be-Starbucks. Amanqaku aseNtshona anenzuzo kwimveliso yaseTshayina yengingqi ngenxa yegama eliqhelekileyo elwamkelweyo ngemveliso ephezulu ephezulu kunye neenkonzo, into ebangela i-Western brand njengemveliso ye-premium kwiingqondo zabathengi.
Xa iimveliso zeNtshona zizama ukwandisa isabelo semarike ngokunciphisa amaxabiso, zonakalisa iqhinga elikhuphisanayo elibanika umgca kumbono wabathengi. Ukongezelela, i-Western brands ayinakukwazi ukugcina isicwangciso esiphantsi samaxabiso angaphezulu kwezinto zesiTshayina.
Gcina ukuthembeka kwiimarike ezintsha. I-brandbu yehlabathi ye-Starbucks iyigugu kwaye igcinwe ingqibelelo yentengiso yinto ephambili ekujoliswe kuyo kwiinkqubo zamazwe ngamazwe e-Starbucks. I-baristas e-China yenze njengabathunywa bezentengiso ekuncedeni ukufaka i-Starbucks kwenkcubeko entsha kunye nokuqinisekisa ukuba imilinganiselo ephakamileyo yemisebenzi yabathengi kunye nemigangatho yemveliso igcinwa kwisitolo ngasinye esitsha nesisiseko esilungileyo.
I-Starbucks ukukwazi ukulungisa iimarike ezitshintshayo zihlonishwa ngophando olusebenzayo kwaye oluqhubekayo lwemakethi. Ukuseka nokugcina i-brand ye-Starbucks yomhlaba wonke akuthethi ukuba neqonga lehlabathi okanye iimveliso zomhlaba jikelele. Isicwangciso sokuthengisa se-Starbucks e-China sasisekelwe kwisimo sokwenza ngokwezifiso kwiindawo ezahlukahlukeneyo ezijoliswe kubathengi baseTshayina.
I-Starbucks yenze uhlalutyo olunzulu lwababathengi befestile olulungeleyo ukuze bakwazi ukutshintsha kunye nemarike kwaye benze i- East ekhangayo ihlangabezane nomxube weMveliso yaseNtshona . Ngaphezu koko, umgudu wendawo ulungelelanise ngokwaneleyo ukuvumela ivenkile nganye ukuba ibe nokuguquguquka okukhethwa kwipotfoliyo.