ABSTRACT：Starbucks is a Fortune 500 firm as the world’s largest coffee retailer. At the top of the specialty coffee industry, how can Starbucks manage to develop up to 13.000 stores in the world, what is the business secret? The Starbucks maintains the unique character of serving the good quality coffee in the world. By positioning itself at “the modern people’s third dimension”, Starbucks has been over the coffee industry for couple of years. The Starbuck culture has already become the focus of the public and experts’ attention, and arouses their study interests on entrepreneur culture. This thesis will define the uniqueness of Starbucks culture as the main theme, to introduce the procedures of the Starbucks’ growth, the achievements gained so far; to explain the profound meaning of Starbucks culture Starbucks offers; to discuss how Starbucks maintained and developed its culture from three factors, namely, employees interest, customers satisfactory and social reputation; finally, to learn from Starbucks culture.
Key words: Starbucks culture；achievement；employee；service
摘要：星巴克（Starbucks）是财富500强中世界上最大的咖啡零售商。作为咖啡产业的第一，星巴克是怎么样从三十七年前一个微不足道的小公司发展到现在拥有13000多家遍布全世界的连锁店，其成功的秘密是什么？星巴克以独特的“星巴克体验”，使其成为人们的“第三生活空间”，称霸了咖啡服务行业。毫无疑问地，星巴克品牌的成长传奇已经成为公众和学者对企业文化学习和关注的焦点。本文以星巴克独特的企业文化为主题，介绍星巴克迅速成长的过程和所取得的辉煌成就；探讨星巴克文化的深层涵义，阐述星巴克式服务、产品和环境的特色，并从员工利益，顾客满意度和社会名誉三个方面来解析星巴克如何发展和保持其企业文化；以及学习星巴克企业文化这三个论点展开叙述。
关键词：星巴克文化； 成就； 员工；服务
As the world’s largest coffee retailer, Starbucks is a Fortune 500 firm. By positioning itself at “the modern people’s third dimension”, Starbucks has been over the coffee industry for couple of years. Starbucks, with its simple and unique design that can easily be recognized from a long distance, located in a lot of different places, ranging from prosperous shopping malls, shopping streets, to business buildings, a quiet corner of a nice residential area. Starbucks has grown by leaps and bounds, not only in China, but also all over the world.
Being the focus of the public and experts, Starbucks still grows and develops on its own way. Its entrepreneur culture has sparked lots of thoughts on how to develop a company culture. Every one wants to know the key factor of its development, and the secret to its success. Thus, it became a necessity to get to know Starbucks culture, not only for developing companies who try to improve the company culture, but also for start-ups companies who seeks ways to develop their own company culture.
The main purpose of this thesis is to study the Starbucks culture. The data is collected from daily newspapers, magazines, academic articles, Starbucks’ pamphlets, and internet information. The Macro Structure of this thesis is: to introduce the Starbucks development and achievements; to explain the profound meaning of Starbucks culture in four aspects, namely, the definition of Starbucks culture, employees interest, customers’ satisfactory and social reputation; to discus what to learn from Starbucks culture.
