Digital Marketing of Starbucks in the New Retail Era in China

Abstract

The background term digital marketing refers to the use of websites, apps, mobile devices, social media, search engines, and other digital means to promote and sell products and services. Digital marketing started to become popular with the widespread adoption of the Internet in the 1990s. Digital marketing involves many of the same principles as traditional marketing and is often considered an additional way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But digital marketing also comes with its own set of challenges. This paper chooses to focus on a company for the object of study which is called Starbucks to explore the effect of the challenge that digital marketing in the new retail era brings to for research questions. This paper looks for the data from the official website. The result that the research brings me is that digital marketing in the new retail era truly brings Starbucks a lot of new choices and a lot of questions exposed more obviously.