Abstract
Starbucks has become one of Chinas most popular coffee brands in recent years, and its operations in the Chinese market have been highly successful. The reasons for this are worth investigating. Starting from Starbucks itself, this study investigated and sorted out the basic information of the brand and some related features based on the data on its annual report and relevant official website, and analyzed the success factors of Starbucks in developing the Chinese market by means of statistical data analysis, comparison of competitors and various evaluation methods. Through the analysis, the study discovered that Starbucks has continuously expanded the market occupied by its brand and stood out from numerous competitors, and still has some market potential by utilizing its brand strengths and integrating the local situation in China. This study analyzed the success case of Starbucks in the Chinese market. As one of the leading coffee brands, the success of Starbucks is of inspiration and reference value for the development of other brands in the Chinese market, and can also bring benefits to the development of the entire coffee industry in China.
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