Abstract
According to the CCAB, Chinese people did not know much about coffee shops and consumed less until 2012. However, since 2012, coffee consumption has increased significantly, maintaining an annual average of around 15%.In 2018, the number of local and foreign brand stores was significantly different, with only 11% of the market share of local coffee shops, 33% of Starbucks, and 14% of Costa coffee shops. In order to expand the brand of foreign coffee shops, local coffee shops in China use the design elements to establish their own brand characteristics and strategies, and clarify which brand experience design expression characteristics. This paper analyzes the satisfaction and importance of consumer experience in Starbucks space by applying IPA analysis to Starbucks
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