Guiding principles:
Provide a perfect working environment and create a working atmosphere of mutual respect and trust.
Adhering to diversity is an important principle of our enterprise management.
L adopt the highest standards of procurement and roasting to provide the freshest coffee.
I can meet the needs of customers with high enthusiasm.
L actively contribute to the community and the environment
I realize that profit is the foundation of our future success. Overview Starbucks is the name of an American coffee chain company. Founded in 197 1, it is the largest coffee chain in the world. Its headquarters is located in Seattle, Washington, USA. Besides coffee, Starbucks also has tea, cakes and cakes. Starbucks has nearly 65,438+02,000 branches in North America, South America, Europe, the Middle East and the Pacific. In 2007, the United States filmed a movie with the same name as Starbucks. At the end of 2005, Starbucks set up its China headquarters in Shanghai, which is mainly responsible for the strategic development, market development and operation of Starbucks in Greater China.
For coffee lovers, Starbucks is a familiar name, which comes from the classic work Moby Dick's Hero by herman melville, an outstanding American literary master in the19th century. 197 1 year, Gerald Baldwin and Gordon Polk opened the first Starbucks company specializing in coffee beans and spices in Seattle, USA. 1987, howard schultz spent $4 million to reorganize Starbucks, promoting its transformation into an Italian cafe, and completely operating Starbucks with its own ideas, which injected great impetus into the company.
Starbucks coffee is very popular with students and urban white-collar workers in the United States and Canada. Besides coffee, Starbucks also provides tea (whether hot or cold), pies, cakes and so on. Some Starbucks stores are even located in supermarkets, bookstores and other local stores (Starbucks does not operate these supermarkets and bookstores). Generally speaking, the price of Starbucks coffee will not be higher than other competitors. By February 2006, Starbucks had more than 9,000 chain stores all over the world, distributed in North America, Latin America, Europe, the Middle East and the Pacific Rim. Brand-based theory holds that a brand is not only the logo of a product, but also its own content, which is the logo of its basic content, and a brand is a symbol representing a specific cultural significance. Starbucks' "brand personality spectrum" is a collection of "symbolic elements" that interpret Starbucks culture from many angles.
Brand Positioning: The name "Starbucks" comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville. His hobby is drinking coffee. Melville has a high position in the history of American and world literature, but Melville's readers are not many, mainly people with good education and high cultural taste. It is impossible for people without a certain education to understand Mobidick, let alone Starbucks. From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people-oriented, and are rich in petty bourgeoisie.
Starbucks brand means Starbucks.
Meaning source 1
Latte is the latte in Starbucks, which is actually Italian, meaning cream.
The source of meaning 2
Everyone knows that Starbucks' name comes from Dick, the first mate who likes to drink coffee in Moby. Few people know who came up with the name.
This dates back to the early 1970s, when Starbucks sold coffee beans and spices. The name Starbucks really bothers its elders (three). Gordon Bowker and his creative partner Terry Heckler discussed the name of the store. He actually wants to use the name "Pequod", which comes from the ship Mobidick. Terry Heck disagrees with this view. What he wants is a unique name related to the northwest of the United States. He chose the name of the miners' gathering place near Mount Rainier. After discussion, Gerald Baldwin reconnected this name with his favorite Moby Dick. Starbucks was the first first mate on the Pequod who liked coffee. Howard schultz said in the book that the name is reminiscent of the adventure story at sea and the tradition of coffee merchants traveling around the world in search of good coffee beans in early years, which is somewhat like drinking water.
(1) The above information comes from Dori Jones Yang 1997.
Starbucks logo is even more mysterious. It is said that after the name was confirmed, Terry Heckel began to study his ancient navigation books, and later found the woodcarving (carving) pattern of a two-tailed mermaid in Scandinavia in the16th century, so he designed the logo of Starbucks, that is, the word mermaid surrounded the spice of Starbucks coffee and tea. According to my investigation, this logo was first used in16th century. Starbucks' name at that time was:
Starbucks Coffee Company (Washington Company)
The registered address is 2200 Emerson Street, 98 199, Seattle, Washington.
Later, on the date of 1986165438+1October 18, a brand with the word Starbucks was registered, and the mermaid's appearance remained basically unchanged.
The trademark 1989 (which may have been used before) registered on June 6 has changed a lot. The color changed to green, and the mermaid is still a full-length portrait, still retaining her navel, but it is more like a symbol than the style of printmaking.
Subsequently, on June199465438+1October 1 1, Starbucks completed the logo registration of this version. But color is not accurately defined. In fact, this sign is said to have been used since 1992.
Later, small-scale supplementary registration was carried out in1February 1995 and1February 1997 respectively. The green color was defined for the first time, and the pattern changed slightly for the second time, as if only the line thickness was involved.
It is not difficult to see from the evolution of Starbucks logo that mermaids are becoming more and more subtle. It is difficult to tell her double-tailed version from the first bare chest to the later one. The first big change (version 94) is to cover the mermaid's breasts with hair, like many implicit beautiful photos. It is said that the opinions from customers think that the image of mermaid is very aggressive and there are too many "sex" temptations in it.
Is this because the logo at the beginning is too realistic and direct? So the later changes are to remove redundant elements, such as removing the fishtail that feels like cheating. That posture is really ugly, which is the biggest improvement of the current version.
This important change is said to come from quantum graphics &; Mr. Michael, the father of design. He found that everyone was dissatisfied with the mermaid who lost her legs, so he took the initiative to find howard schultz and submitted his own revised design. Of course, he also made a lot of money.
But half of the fish's tail (from three forks to two forks, like a crab clip) is often mistaken for a mermaid's hand. It is said that even Starbucks employees don't know that crab clips are actually tails.
I think Mr. Terry Heck chose the mermaid as a symbol mainly because of its attraction.
Now, the original version of the logo is still kept in Starbucks Park Market in Seattle.
A big debate about Starbucks mermaid is whether this image is Sai Ren or mermaid ~
An important article I mentioned, "How Starbucks Sirens Become Naughty", also talked about the explanation of sirens. He mentioned in the article:
Basically, according to the information I collected from different sources, including the book, there is a lot of confusion between the half-women in different myths. Usually they are called Sai Ren-half bird/half woman and half fish/half woman. This kind of fish is usually called a mermaid. According to the ancient Greeks, both of them lured sailors with singing and sexual promises, and then killed them, but hans christian andersen and Disney basically made everyone forget this.
He thinks that Sai Ren refers to monsters that are half animals and half women, including many kinds of monsters, such as fish, half women, half birds and half women. The one who is half fish and half woman is called mermaid. I also checked the information in my hand for this.
Some of these excerpts are as follows:
Sirens
In Greek mythology, Sai Ren was the goddess of the sea. She seduced sailors with her sweet songs, which led to the sinking of their ships. This painting was created by the French artist Leon Bailey in the19th century at the Sandelin Hotel in Saint-Omer, France. Odysseus overcame the temptation by tying himself to the mast. Encyclopedia of Nkhata
Microsoft Encarta Reference Library 2005.
And my 14 edition of Encyclopedia Britannica points out in more detail in 1929:
In Greek mythology, the daughters of the sea god Fossey. Or, in later legends, Achelous, the river god, and a fairy. In Homer's epic, there are two of them; Their home is an island in the western Pacific Ocean, between Circe Island and Scylla Rock. .
To be sure, they used songs to confuse sailors. Odysseus (Odysseus) got the warning from Circe (a witch who can turn people into pigs) and sealed her ears with wax, thus avoiding Sai Ren's singing …
Therefore, I think it is no problem to translate Sai Ren into a mermaid. Although there is still the word mermaid, some Starbucks clerks will describe her as Poseidon, but this is not a mistake.
Besides, Odysseus met Sai Ren in Italy, which is similar to the place where we met espresso ~ I wonder if Terry Heckle thinks so (hahaha, I'm talking nonsense. )
Starbucks' choice of this logo is simply too appropriate. Although mermaids have some bad reputations, so does coffee? The mermaid in Starbucks doesn't sing, but the coffee cup in her hand smells of singing. If you want to be like Odysseus, I'm afraid you have to seal your nose with wax.
Thanks to the development of Starbucks, designers have also given the mermaid an increasingly rich image. On the comprehensive packaging of the new anniversary, we finally saw the full-length portrait of the mermaid, which is different from the designed version and has returned to realism, but this time the mermaid is much more beautiful ~ we have long forgotten the person who once confused the sailors, and Starbucks has turned her into our neighbor who entertained guests with coffee.
Starbucks coffee is divided into tall cups (12 ounces), large cups (16 ounces) and oversized cups (20 ounces), but it is ridiculous that the normal coffee quantity should be 8 ounces or 6 ounces. If you ask the waiter for a small cup, he will also give you an 8-ounce standard cup. Starbucks doesn't write small cups because small cups are 30 cents cheaper than tall ones, and the amount of espresso is the same.
The story of Starbucks' birth
Starbucks, which was born in Seattle, USA, started from coffee beans. Since 1985 was formally established, it has never advertised, but in the past 20 years, it has become a giant coffee chain, and its rapid development legend has attracted worldwide attention. Starbucks vividly interpreted the miracle that the ugly duckling turned into a white swan, and there was a touching story behind it.
Live like coffee.
The winter of 196 1 is so cold for little Schultz. The father of the truck driver had an accident, lost half his leg, and stayed on crutches for life. Because of work-related injuries, my father lost his job, which means that the family lost its financial resources. My father received very little compensation for work-related injuries, because the boss refused to sign enough protection agreements before. Like other workers in that era, my father's working environment has always been terrible. At this time, the mother has been pregnant for seven months. As a result, the Schultz family's already poor life is even worse. Every day on the dining table, there is only a little poor bread and bitter coffee that is hard to swallow. Mother tried her best to find the remaining tea and the cheapest coffee powder at a discount from the market. My father is an honest man. He was down and out all his life. He doesn't have his own house. His family lives in a low-rent house funded by the federal government in Brooklyn, new york. As a truck driver, he worked hard and endured the exploitation of his employer just to support his family. But an accident took away all his confidence and courage. He drank wine every day to drown his sorrows and became an alcoholic. Schultz became his punching bag, and he would be beaten and scolded if he didn't listen. Schultz must also act as his father's informant, stealing some money from his mother's hidden living expenses from time to time to buy alcohol for his father.
Before the Christmas of Schultz 12 years old, every household outside was brightly lit, and only his parents were still frowning about how to borrow money. Father flew into a rage, called several children vampires and told them to get out, so as not to make him look upset. The mother endured the tears in her eyes and asked Schultz to take her two siblings to play in the street.
Colorful streets can't attract three hungry children at all. At this time, Schultz found a dazzling array of promotional items in front of a convenience store, and a jar of beautifully packaged coffee firmly attracted his attention. In an instant, a bold idea flashed through Schultz's mind. He asked his brothers and sisters to go home by themselves, and then quickly walked over and picked up the can of coffee and stuffed it into his cotton-padded clothes. Unfortunately, the shopkeeper just left. Just like the scene in the movie, the strong man shouted to catch a thief and rushed at Schultz. Schultz ran home in despair. At that moment, the boy's idea was simple. He doesn't want to hear his father complain about the bad coffee at the dinner table forever. He hopes to give this pot of coffee to his father as a Christmas present.
When Schultz ran into the room happily and handed the coffee to his father, his father gave him a puzzled look and then asked him what it was. The boy's heart is beating fast because of nervousness. He stammered that he found it at the intersection and wanted to give it to his father as a Christmas present. The drunk didn't ask any more questions, but gently touched his son's head and said, "Thank you, son!" " "
Schultz thought, although there is no turkey and Christmas tree, this can of coffee can make the whole family have a happy Christmas. But he was so happy. On Christmas Eve, when everyone was drinking Schultz's "picked up" coffee and enjoying the aroma that he had never tasted before, the convenience store owner came over and asked him for the money for the expensive coffee pot. What Schultz did was exposed. He stood shivering in the corner. He sneaked away while the shopkeeper was still at home. On Christmas Eve, Schultz wandered in the street. He was cold and hungry, crying as he walked, and finally fell asleep in the underground passage. Later, his mother found him and took him home. Of course, he still couldn't escape his father's beating.
This unforgettable Christmas Eve left Schultz with not the aroma of coffee, but the taste of pain. He vowed to work hard and one day he could afford the most delicious coffee. Since then, his fear of his father has turned into hatred, and they seldom talk to each other. In order to make his mother not work so hard, Schultz rides a bike to deliver newspapers early every morning, and then works in a small fast food restaurant after school. Some of those meager incomes will be searched by my father to buy drinks. Schultz is so desperate that he is afraid of the smell of alcohol on his father's body. Only by drinking the coffee brewed by his mother with cheap coffee powder can Schultz smell a faint scent from his gray life.
In the days that followed, Schultz pulled hides for leather clothing manufacturers in the cold winter and processed yarns for the steam room of sports shoe stores in the hot summer. The odd jobs he played are always changing, but the contradiction with his father has never stopped. Stumbling like this, Schultz was admitted to the university with excellent results.
But the family was so poor that my father even sentenced Schultz to death for his future. He disdainfully said to Schultz, "You have graduated from high school. You should earn money to support your family and go to some stupid university. Don't waste your time. " Schultz was extremely sad and angry. He shouted at his father at the top of his voice, "You have no right to decide my life. I will never be a truck driver like you. I don't even have a dream. I live a precarious and hopeless life. I am really sad and ashamed, you are my father! "
Just as Schultz was trying to prepare for college entrance fees, the wildcats of Northern Michigan University took a fancy to his rugby skills, so he won a scholarship from Northern Michigan University. Schultz packed his bags early in the morning and got on the train to Northern Michigan University alone. In order to save money, he hardly went home during school, but used every holiday to go out to work. He writes and calls his mother every month, but he never asks his father a word.
During his college years, Schultz realized that rugby was not his future direction, so he devoted all his energy to his studies. After obtaining a bachelor's degree in business, he entered the new york branch of the famous Xerox Company and became an excellent salesman. He made more than 50 sales calls every day for six months, running from 42nd Street to 48th Street and from Donghe Street to 50th Street in Manhattan, boarding every office building and knocking on every office door. He competed hard, just to prove to his father that the life he chose was right, and he would never waste his time. But these words, he never said to his father, because he felt that he could not communicate with his father.
Three years later, Schultz received a considerable commission. He not only sent money to his mother, but also made an exception and chose a meaningful gift for his father, which was a box of excellent black coffee beans from Brazil. The incident caused by coffee in his youth is a shame that he will never forget in his life. He called home and spoke to his father for the first time. My father just responded faintly, and even sarcastically said, "You worked so hard at college that you could even afford coffee?" Schultz said rudely, "Yes, I have tried my best to prove that I can afford coffee and the life I want. And you, you'd better make yourself a cup of real black coffee with these Brazilian coffee beans and taste the bitterness. " In this way, the conversation between the two ended in discord again.
In order not to be looked down upon by his father, Schultz decided to make greater achievements to stimulate him. After that, he jumped ship and entered the American branch of Swedish kitchen plastic products company. Only after 10 months, the Swedish company appointed him as the general manager of the American branch with an annual salary of $75,000. By the age of 28, his achievements have far exceeded his original life plan. During this period, he fell in love with the smart and beautiful Shirley.
Schultz never mentioned his father to Shirley before talking about marriage. Every time Shirley listens to him talk about his family, he just talks about his mother, brother and sister, as if his father didn't exist. On one occasion, she asked Schultz curiously, "Where's your father? What does he do? " Schultz froze, and his father was like a shadow in his heart. He mumbled to Shirley, "My father died a long time ago." He doesn't want to admit that he has an alcoholic father in front of his beloved girlfriend.
198 1 On the first day, Schultz received a phone call from his mother. She said that her father missed him very much and hoped that he could go back and have a look. Schultz never imagined that his father would say that he missed himself one day, and there happened to be a big client who needed him to negotiate, so he refused his mother's request.
A week later, Schultz hurried back to his old house in Brooklyn, but he didn't see his father. He died a week ago. The day after his mother called him, his father died of cerebral hemorrhage, perhaps because of an inexplicable premonition and worry before his death. The day before his death, my father suddenly told my mother that he wanted to see his son Schultz very much, but this last wish did not come true.
Schultz's heart was occupied by great sadness. He hopes they can have a fight as they did ten years ago. He even hated himself for cursing his father. If time could be repeated, he would like to be with his father. But now, even the father's beating and cursing have become precious memories, and will never come again.
A few days later, Schultz helped his mother sort out his father's belongings and accidentally saw a wooden box left by his father, which contained a rusty coffee bucket. Even though he was unrecognizable, Schultz recognized it at a glance. This is a Christmas present he stole for his father when he was twelve. The past came to him and he was crying. Then he suddenly found a line engraved on the lid, written by his father: a gift from his son, Christmas 1964. Schultz's nose is sour. He didn't expect his father to cherish it so much. He found what was still in the coffee bucket. He opened it and found it was a crumpled piece of writing paper. The date should have been written when his father insisted on going to college. My father wrote in the letter: "Dear son, as a father, I really failed. I didn't give you a good living environment, and you can't go to college. I'm really a clown like you said. But son, I have my own dreams, too. My biggest wish is to own a coffee shop, put on clean clothes and leisurely grind and brew a cup of fragrant coffee for you. However, this wish cannot be realized. I hope you can have such happiness, son. But I don't know how to make you understand my heart. It seems that only beating and cursing can make you notice me as a father. ...
With his father gone, Schultz felt that a part of his life had been taken away. Then Shirley encouraged him and said, "Since your father's wish is to own a coffee shop, let's fulfill his unfinished wish for him." Schultz's heart moved, yes, living like coffee, isn't that what their father and son are trying to pursue?
Coincidentally, this is an advertisement he saw. A small coffee retailer in Seattle intends to transfer its store. As a result, Schultz resolutely resigned from his post with an annual salary of $75,000 and took over the small company, turning it into a dark green coffee shop, selling coffee beans to restaurants and other coffee shops in Seattle. In the future, the world-famous Starbucks was born.