星巴克定价英语课件.ppt

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1、！pricetargeting定价星巴克Iknowwhy！AboutSTARBUCKSFoundedin1971，Starbucks is an international coffee and coffeehouse chain based inSeattle, Washington.Starbucks is the largest coffeehouse companyin the world, with21300 stores in 44 countries.AboutSTARBUCKSsemencoffeaeTiramisuGlassAbout

2、STARBUCKSFrenchPresscolddrinkKnowYourEspressoLatteTall(355ml):28rmbGrande(473ml):31rmbVenti(592ml):34rmbCaramelMacchiatoTall(355ml):32rmbGrande(473ml):35rmbVenti(592ml):38rmbKnowYourEspressoAmericanoTall(355ml):24rmbGrande(473ml):27rmbVenti(592ml):30rmbMochaTall(355ml):31rmbGran

3、de(473ml):34rmbVenti(592ml):37rmbKnowYourEspressoStarbucksfaltwhiteTall(355ml):33rmbGrande(473ml):36rmbVenti(592ml):39rmbCappuccinoTall(355ml):28rmbGrande(473ml):31rmbVenti(592ml):34rmbTheWallStreetjournalshowedaphotoaboutthepriceofstarbucksaroundtheworld.Fromthephotowecanknowth

4、atthemostexpensiveoneinNorway,is$9.83.InadditiontotheNordic,thepricealsohigherthaninChinaeveninMoscow,$7.27.AboutPrice20%ThepricesofStarbucksstorecoffeearegenerallyhigherthanthatofothercoffeeshopsaround20%AboutPrice12rmb22rmb28rmb12rmb16rmb30rmbAboutPrice1230Butthepriceofdessert

5、cakesismuchcheaper.Likethepricingstrategyformanycommodities,Starbuckscoffeepriceshavealayeredphenomenon,thepricerangefrom12yuanto30yuanReasonThethirdspaceThehighpriceofstarbuckscoffeedoesnotaffectconsumersatisfactiondegreeofthestarbucksexperience.Whyisthis?Starbucksprovideaneleg

6、antenvironmen，give'thirdspace'forcustomersoutsidethehome，theelegantenvironmenmakescustomerswillingtopayforthehighpricecoffee.ReasonStarbucksisnotthesameasothercoffeeshopsattheexpenseofhighpricedlowpricecoffee,insteadheuseshighpricedcoffeedessertstrategyStarbucksbelievesthatcusto

7、merswillhavealittlecoffeeinthecoffeeshopbutnotnecessarilyadessertThelowpriceofthedessertbalancesthecustomer'srejectionofhighpricedcoffeeSTARBUCKSEclairsReasonaglobalcompanycan'trelyonasingleproduct,sostarbuckstakethewayofmultifariousbusinessmodel.company:Starbuckssellproductstom

8、orecustomerthroughdifferentpricefordifferentpro