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'星巴克咖啡如何轉型成爲一家“科技公司”'

'/uploads/allimg/151028/3-15102R34I2250-lp.jpg'

'巴克,咖啡,如何,轉型,成爲,一家,科技公司,1999,6月'

'1999 年6月30號，對星巴克CEO兼董事長Howard Schultz 來說是一生中最難堪的時間之一。當時這位公司創始人興沖沖地向外界宣告這家銷售咖啡飲料的公司正變成一家互聯網公司推出門戶網站、在線銷售咖啡和廚房用品、向一家在線聊天公司投資2000萬美元結果星巴克'

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'2015-10-28 23:46:55'

'2015-10-28 23:47:35'

'43177'

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'<p style="text-align: center;">
	<img alt="" src="/uploads/allimg/151028/3-15102R34I2250.jpg" style="width: 452px; height: 300px;" /></p>
<p>
	　　1999 年6月30號，對星巴克CEO兼董事長Howard Schultz 來說是一生中最難堪的時間之一。當時這位公司創始人興沖沖地向外界宣告這家銷售咖啡飲料的公司正變成一家互聯網公司&mdash;推出門戶網站、在線銷售咖啡和廚房用品、向一家在線聊天公司投資2000萬美元&hellip;&hellip;結果星巴克股價當天應聲下跌15%。投資者不能理解一家賣咖啡飲料的公司爲什麼要如此積極地使用互聯網術，不菲的投入也把他們嚇壞了。Schultz 對媒體承認&ldquo;我在這件事上摔了跟頭。&rdquo;</p>
<p>
	　　直到2012年8月Schultz掏出2500萬美元坐進移動支付公司Square 的董事會，外界才發現，Schultz從未放棄過爲自己的公司加入科技基因的努力。經歷過當年的難堪之後，他學會小心翼翼地低調推行星巴克的改造。這家總部位於西雅圖的公司除了建立起電子商務體系外，還非常積極地擁抱移動互聯網。星巴克在2009年就推出了手機應用客戶端。去年1月在美國市場推出手機支付後，截至今年7 月交易數量已達6000 萬筆，每週通過手機支付的訂單超過100萬筆。Schultz 希望讓消費者在潛移默化中接受一個與過去大不相同的星巴克。</p>
<p>
	　　時至今日已經很難找到一家不提供手機應用或缺少社交媒體戰略的大型公司，但星巴克在這方面的投入和營銷已經領先於零售業的同行。如今星巴克不僅成爲美國移動支付規模最大的零售公司，其在Facebook、Twitter、Pinterest等社交媒體也是最受歡迎的食品公司。</p>
<p>
	　　Schultz如此迫切地向電子商務、手機支付和社交網絡營銷轉移，原因很簡單&mdash;&mdash;顧客在哪兒，星巴克就去哪兒。更何況新技術能把咖啡店內外的顧客關係緊密聯繫在一起，以前星巴克可做不到這些。根據星巴克的數據，其消費人羣大部分都在使用智能手機，不論是蘋果的iPhone 還是各種款式的安卓手機。吸引越來越多的顧客使用移動互聯網在星巴克消費，這意味着能追蹤他們，以他們爲核心用戶創建一個在線社區。</p>
<p>
	　　較之以往，新方式讓星巴克得以與自己的顧客們建立前所未有的牢固關係。掌握着顧客的消費習慣、口味喜好等數據，將使這家以兜售用戶體驗聞名的公司獲得非比尋常的優勢。Schultz 正努力將星巴克的大量營銷舉措迅速採用新時代的數碼方式。移動支付只是這個龐大計劃中的一部分。</p>
<p>
	　　事實上，星巴克近來這些巨大的變化，並非因爲自己的董事長Schultz是一個技術狂人，也並非因爲這家公司與科技巨頭微軟和亞馬遜同處一地。事實上，這位創始人迴歸之後，並沒有研發出什麼新口味的咖啡飲料，而是帶領星巴克這家傳統的咖啡連鎖公司，悄然掀起一場營銷革命。長期以來，星巴克的咖啡連鎖店之所以大受這個星球上很多城市的消費者青睞，原因在於它提供的不僅僅是咖啡或麪包，而是一種生活方式。商家與顧客之間原本冷冰冰的買賣關係，被星巴克賦予了很多附加值在其中。</p>
<p>
	　　Schultz只是敏銳地預判到這個時代最大的變化就是互聯網和手機對人們生活狀態的影響，他意識到必須把這個時代特徵迅速融入到星巴克的產品和服務之中。於是星巴克開始爲了跟隨上時代而轉變的行動。星巴克中國區副總裁Marie Han Silloway說：&ldquo;數字化營銷完善了星巴克體驗，讓顧客感受到&lsquo;星巴克就在身邊&rsquo;。&rdquo;</p>
<p>
	　　最近一個病毒式傳播的在線視頻極好地詮釋了星巴克的理念&mdash;在一款名爲Early Bird 的星巴克手機服務中，當設定好的起牀鬧鐘響起，只要用戶點一下&ldquo;馬上起牀&rdquo;，而且在一小時內趕到任何一家星巴克門店，憑手機應用就能夠喝到一杯打折的咖啡。這是一個將自己產品和用戶的日常生活建立聯繫的好點子，它並沒有強行向用戶推銷什麼，而是提供了幽默、打動你的服務。</p>
<p>
	　　不過Early Bird 目前還只是一個動人的故事，星巴克總部向《時間線》確認，目前公司並沒有發佈這樣一款獨立的手機應用，但未來會考慮提供類似的服務。</p>
<p>
	　　移動支付先鋒</p>
<p>
	　　2009 年星巴克剛剛發佈自己第一款手機應用時，沒人能料到它會成爲今天在移動互聯網最活躍的零售公司。最初的手機應用功能乏善可陳，直到2011 年其中整合了移動支付功能。用戶通過會員卡號登錄賬戶後，不僅可以查詢所有個人賬戶信息，還能在此直接完成個人信用卡對會員卡的充值。在星巴克門店消費時，在收銀臺直接掃描手機應用中的會員賬號二維碼，就能完成支付。</p>
<p>
	　　使用手機的移動支付，能爲星巴克服務員節省大量信用卡刷卡時間和交易費用。事實上，移動支付平均只需花費6 秒，比在櫃檯刷信用卡交易節省近2/3 的時間。在全美7000多家門店支持Square 移動支付，則能進一步降低星巴克的成本。Square不僅能提供更低的信用卡交易手續費率，還能爲星巴克管理其在美所有的信用卡和借記卡交易數據。星巴克的美國消費人羣中，有65% 的顧客使用智能手機。可以想象，當這一羣體都選擇移動支付時，會爲星巴克節省一筆巨大開支。比起掏錢包、刷信用卡，新方式只需將手機對準儀器一掃。顧客也更願意享受這種便捷。</p>
<p>
	　　支付變得更快捷對零售行業來說極爲重要。這不僅能避免顧客在排長隊時失去耐心、放棄購物，還能帶動更多產品的銷售。事實上，星巴克顧客在使用移動支付時，的確願意多花一點，因爲移動支付的快捷性，常能引發額外的購物衝動。&ldquo;許多人出門時不會帶錢包，但鮮少有人不帶手機。&rdquo;星巴克全球首席數字官Adam Brotman表示，&ldquo;我們的目標，是繼續增長既有模式，同時擴展與顧客接洽的其他數字接觸點。&rdquo;</p>
<p>
	　　此款移動支付應用在去年1 月問世後，覆蓋了美國本土的6800 家自營店和超過2000家合作店鋪。</p>
<p>
	　　&ldquo;到目前爲止，來自移動支付的總交易數量已高達6000 萬筆。&rdquo;星巴克中國區副總裁Marie告訴《時間線》，她自己也是一名星巴克移動支付迷。今年七月，星巴克將移動支付擴展到加拿大與英國地區，覆蓋門店數量增至14000 家。同時在美國市場用戶可以通過Paypal 爲自己的星巴克會員卡充值。</p>
<p>
	　　變身科技公司</p>
<p>
	　　星巴克對科技的擁抱，可以追溯到2008年Schultz 的迴歸。當這位星巴克創始人再次出山，擔任公司CEO時，做出了許多重大決策：明晰星巴克所處的時代背景，重新定位星巴克在其中的角色。不同於大多數&ldquo;創始人迴歸鮮有好結果&rdquo;的故事結局，Schultz創造了自己和星巴克的東山再起。</p>
<p>
	　　他堅持巨大投入從而極大改善了星巴克的IT基礎，並且設立風險投資部門並任命了首席數字官，親手將星巴克推進數字新時代。</p>
<p>
	　　投資Square、新任命首席數字官等一系列動作，讓外界開始猜測，星巴克會變成亞馬遜那樣的科技公司嗎?</p>
<p>
	　　&ldquo;星巴克是一個致力於將人們聯繫在一起的品牌，即所謂&lsquo;星巴克體驗&rsquo;，而非僅僅一杯咖啡。當我們看到移動互聯、社交媒體已成爲人們生活的一部分時，便重新定義了自己將人們聯繫在一起的方式，這讓星巴克意識到數字營銷的重要性。&rdquo; Schultz說道，&ldquo;數字化營銷對公司的持續成功來說，與賣出的咖啡一樣重要。&rdquo;</p>
<p>
	　　2010 年秋，星巴克在北美宣佈店內啓用星巴克數字網絡(Starbucks Digital Network)。顧客在星巴克門店內，可以通過免費的Wi-Fi網絡，免費閱讀華爾街日報、紐約時報、今日美國、經濟學人等付費內容，收看ESPN的賽事，Nick Jr. 的兒童節目和Snag Films 的紀錄片。星巴克又繼而與雅虎合作，在其數字網絡的歡迎首頁上，鏈接多種免費電子書籍、新聞、音樂和電影;與蘋果合作，令顧客可在此享受iTunes 上僅對星巴克數字網絡免費開放的音樂下載。</p>
<p>
	　　&ldquo;當人們在星巴克裏時，我們希望爲之提供每點每滴的信息享受&mdash;&mdash;從新聞到音樂。&rdquo;Marie 所言的咖啡館與信息的結合，會讓人回憶起那些&ldquo;美好舊時光&rdquo;。歷史學家曾不遺餘力地肯定咖啡館的繁榮在啓蒙運動中的作用，以及如何孕育了二戰後法國塞納河畔的諸多偉大思想。如今，星巴克在其開啓的新啓蒙時代中，粘合了當今最時髦的數字信息渠道與平臺。在有星巴克數字網絡的咖啡濃香中，不知有多少人正緣此獲得思考靈感。</p>
<p>
	　　Marie認爲，星巴克數字網絡在北美地區的成功，對星巴克中國有極大的借鑑意義，&ldquo;把人們留在店內享受星巴克獨特的店面體驗，是我們共同遵循的經營哲學&rdquo;。但中國又的確不同。</p>
<p>
	　　不一樣的中國市場</p>
<p>
	　　經過很多次市場調研，星巴克中國團隊發現中國的網絡生態和網絡使用習慣與世界其他地區大不一樣。在美國市場，年輕人通常活躍在諸如Facebook 一類的熟人網絡圈，上網的目的性和功能性更強。但在中國，數字空間幾乎成爲人們很大一部分生活本身。星巴克的中國用戶調研中，有一位女顧客表示說自己未必會及時接電話，但微博上收到留言或私信時&ldquo;一定會放下手頭所有工作，立馬回覆&rdquo;。所以星巴克希望充分利用目前在新浪微博的大量粉絲進行互動&ldquo;。星巴克釋放能量將人們聯繫在一起。我們希望在這個方向上做得更多&rdquo;。Marie 告訴《時間線》。</p>
<p>
	　　爲了進一步拓展數字營銷業務，星巴克中國在今年五月選擇了智威湯遜(JWT)負責其在華數字營銷和社交媒體業務。JWT將利用其對中國用戶的深入瞭解，幫助星巴克拓展更多有創意且有針對性的數字營銷渠道。 而類似新浪微博這樣的既有社交媒體，依然是星巴克中國自己負責運營。</p>
<p>
	　　8月底，星巴克中國在推廣新飲品冰搖沁爽時，首次採用了騰訊手機社交應用&mdash;&mdash;微信進行營銷。在星巴克的咖啡杯套上，會貼有一個帶有二維碼的宣傳標籤。顧客用微信掃描二維碼之後就會自動將星巴克中國添加爲自己的好友。在隨後約一個月的時間裏，用戶在微信裏與星巴克中國互動，就能聽到不同類型的音樂。</p>
<p>
	　　&ldquo;在咖啡杯套上的二維碼把咖啡杯從一個簡單的杯子轉化成了品牌向消費者進行咖啡理念傳播的互動點。未來我們看到手機已經逐漸成爲更加重要的品牌傳播支柱。&rdquo;JWT互動傳媒總監邱有仁告訴 《時間線》 ，&ldquo;通過有趣內容和頗具互動性的體驗來傳播教育咖啡理念並且建立積極的人際關係。我們希望能夠激發熱烈的討論，讓人們腦海中總有星巴克。&rdquo;</p>
<p>
	　　談到星巴克數字營銷在中國的未來，移動支付和星巴克數字網絡是難以避開的話題。Marie 表示，由於中國與美國的銀行系統完全不同，所以在這裏推行移動支付&ldquo;的確需要花些氣力&rdquo;。&ldquo;在下一個十二個月中，大家會看到我們精心準備的數字驚喜&rdquo;，這位星巴克中國副總裁說道。</p>
<p>
	　　在經歷了以雀巢爲代表的&ldquo;速溶咖啡&rdquo;時代、以星巴克爲代表的&ldquo;意式咖啡&rdquo;時代，中國消費者們當下面對的，是新一輪咖啡浪潮。&ldquo;中國市場會告訴世界，誰會是最後的贏家。&rdquo;Marie 自信地說道。</p>
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'巴克,咖啡,如何,轉型,成爲,一家,科技公司,1999,6月'

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'1446047215'

'1446047255'

'星巴克咖啡如何轉型成爲一家“科技公司”_星巴克_咖啡館經營_中國咖啡網'

'巴克,咖啡,如何,轉型,成爲,一家,科技公司,1999,6月'

'1999 年6月30號，對星巴克CEO兼董事長Howard Schultz 來說是一生中最難堪的時間之一。當時這位公司創始人興沖沖地向外界宣告這家銷售咖啡飲料的公司正變成一家互聯網公司推出門戶網站、在線銷售咖啡和廚房用品、向一家在線聊天公司投資2000萬美元結果星巴克'

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''

'https://php168.gafei.com/views-43346'

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