A Study on Starbucks’ Promotion Strategies in the Chinese Market from 1999 to 2009
Authors
Xiaoxue Liu1, *, Jiatong Li2, *, Cristy Jiayi Lin3, *
1Bellarmine Preparatory high school, Tacoma, Washington, 98405, United State. Email:hellojenniferliu@gmail.com
2The Affiliated International School of Shenzhen University, Shenzhen, 518000, China. Email:jiatongbrilliant@gmail.com
3Chenghan International Curriculum Experimental Campus, Shenzhen, 518112, China. Email:cristylin906@gmail.com
Corresponding Authors
Xiaoxue Liu, Jiatong Li, Cristy Jiayi Lin
Available Online 8 April 2022.
- DOI
- 10.2991/assehr.k.220401.211How to use a DOI?
- Keywords
- Online Publicity; CSR; Public Relations; Promotional strategy
- Abstract
In this paper, we investigated how Starbucks promotes its brand and product when it enters the Chinese market. Integrated marketing communication involves promoting brands and products through various marketing, public relations, and advertising strategies. This report gives an overview of how Starbucks communicates its brand to Chinese consumers by creating an in-store experience and hosting promotional events. This report incorporates how Starbucks facilitated communicating with consumers through social networking service websites as internet access increased in China. Finally, this report shows how Starbucks continued its brand reputation by engaging in corporate social responsibility in China.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Xiaoxue Liu AU - Jiatong Li AU - Cristy Jiayi Lin PY - 2022 DA - 2022/04/08 TI - A Study on Starbucks’ Promotion Strategies in the Chinese Market from 1999 to 2009 BT - Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022) PB - Atlantis Press SP - 1117 EP - 1120 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220401.211 DO - 10.2991/assehr.k.220401.211 ID - Liu2022 ER -