送交者: xj 于 2006-3-26, 20:30:58:
回答: 问个关于星巴克的问题 由 雪泥 于 2006-3-26, 19:58:28:
but I am afraid this is well discussed in social science unless you have something new.
I have no idea what is the current theory about this. It is out of my field. :-)
All I see is American culture invasion, status hunger in China, and different targeted marketing. Starbucks and McDonald target different people: Starbucks for young rich people, while McDonald focuses on family and kids.
In Starbucks specifically, I am not sure when Starbucks first entered China, it wanted to build a bourgeosis environment, but the Chinese response certainly helped and guided Starbucks go down that direction. I think this kind of interaction between Chinese consumers and Starbucks marketing is interesting.
Are you going to do a survey on this issue?