Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)

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.

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Volume Title
Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 April 2022
ISBN
978-94-6239-560-2
ISSN
2352-5398
DOI
10.2991/assehr.k.220401.211How to use a DOI?
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  -