星巴克嗅觉,成敏华授课见证 -【讲师网重庆站】成敏华授课见证,成敏华博客,成敏华网站,成敏华文章,成敏华最新文章

成敏华:星巴克嗅觉

2016-12-14 3178

2016年11月20日地点：中山大学客户：中大EMBA 成敏华博士课题：战略性品牌管理

星巴克嗅觉

香味也许是星巴克品牌中最容易被顾客感知的一面，它同样也增强了我们的核心价值观：提供世界上最高品质的咖啡。我们引进自动浓缩咖啡机的确解决了服务速度和服务效率的主要问题。但同时，我们也忽略了一个事实：这将使咖啡厅大部分的浪漫氛围与亲身感受大打折扣……由于我们运送及储藏咖啡的方式，在门店中，源自新鲜研磨咖啡的那种醇香、让人浮想翩翩的馥郁香气慢慢变淡直至消失。没有了它，星巴克就无法令顾客跳出他们的日常生活，沉浸在那个发生在遥远哥斯达黎加抑或非洲的故事中。”香味，原来是“a break from the worries outside”的源头，是必须要坚守的核心价值。必要时甚至可以牺牲利润甚丰、甚受欢迎的三文治业务，为的只是避免三文治烤箱散放出来的气味影响到咖啡的馥郁香气。

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Source:System.Web
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Source:mscorlib
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