• 作者：Chloe Qin 来自： Runwise 点击： 次 日期：2020-04-03

战略失误和竞争加剧使星巴克股价两年间暴跌75%

XINGBAKE（Starbucks）CHENGLIYU1992NIAN，2008NIANYOUYUNEIWAIJIAOKUN，YUDAOCHENGLIYILAISHOUCIYINGSHOUBAODIE。ZUIZHONGQIANRENCEOHUOHUADE·SHUERCIHUIGUI，ZHONGXINDINGWEIZHANLVE，NIUZHUANQIANKUN，RANGXINGBAKETUPOKUNJING，SHIXIANXINYILUNZENGZHANG。

HUOHUADE·SHUERCI DANRENCEOSHIJIANGXINGBAKEDEPINPAIDINGWEIYU"XINGBAKETIYAN"，XIWANGDAZAOYIGE"DISANKONGJIAN"，JIRANGXINGBAKECHENGWEIGONGZUOCHANGSUOHEJIATINGZHIWAIDEDISANGECHANGSUO，RENMENKEYIZAIXINGBAKEGONGZUOHESHEJIAO。2000NIANSHUERCIXIERENCEO。XINYIDAIGUANLIZHEWEILESHIXIANKUAISUZENGZHANG，FENGKUANGKAIDIAN，2003NIANDAO2008NIAN5NIANJIANDIANPUPINGJUNZENGZHANGLV18.2%，ZHISHIQIYUNYINGCHENGBENDOURANPANSHENG。TONGSHI，XINGBAKEKAIQILEDUOYANGHUAJINGYINGMOSHI，BAOKUOJIAMENGMOSHI、GUANLIMOSHI、FUJIAYABOappGUANWANGHEFENXIAOQUDAO，CONGERSHIXINGBAKESANGSHILEHEXINJIAZHIZHUZHANG，XINGBAKETIYANDANHUA，KEHUDUIXINGBAKEKAFEISHIQULEREQING。YUCITONGSHI，ZAOSHOU2008NIANJINGJIWEIJIHEWAIBUTONGXINGJINGZHENG McDonalds、Dunkin; DonutsDENGDEJUEQI，XINGBAKEYIDUXIANRUCHUANGLIHOUSHOUCIDAKUNJING，2007NIAN、08NIANLIANGNIANNEIGUJIAXIADIE75%。

ZUIZHONG，BUDEBUYINGLAIHUOHUADE·SHUERCIDEZAICIHUIGUI。

四个维度构建"数字飞轮"推动用户营销

SHUERCIHUIGUIXINGBAKEDIYIJIANSHIBIANSHIRANGSUOYOUMENDIANTINGYEYITIAN，JINXING"LISHIYIYIZHONGDADEDIANNEIJIAOYUHEPEIXUNHUODONG"。TAGUANBILEMEIYOUYINGLIZIYOUHEZIYINGDIANPU8%，GONG600JIA；JIASHANGTEXUJINGYINGDE200DUOJIADIANPU。CITUILEYUE12000MINGYUANGONG，ZHANXINGBAKEDANGSHIYUANGONGZONGSHUDE7%。SHUERCIHAIDIAOZHENGLESHIMINGGAOGUANZHONGDE4MING，ZHONGXINRENMING6MINGGAOGUAN。YABOappGUANWANGFANGMIANXUANBUTINGDIAOLEZAOCANSANMINGZHIDEXIAOSHOU（2008NIAN6YUEFENHOU，ZAIGAISHANLEYABOappGUANWANGHOU，YOUZHONGXINCHUSHOU），LUXUTUICHULE"PAIKESHICHANGHONGBEIKAFEI"、MASITELINAKAFEIJI、SANYECAOKAFEIJI、TEZHIDEVIASURONGKAFEIDENG。YIXIEJUDONGWEIXINGBAKEXUEJIANLE5.8YIMEIYUANDECHENGBEN，CHAOGUOYUQIDE45%。

YIXILIECAOZUOZHONG，GONGXIANZUIDADEZESHISHUERCITICHUDEYIYONGHUWEIZHONGXINDEYUNYING，ZHELIGOUJIAN"SHUZIFEILUN"XINGBAKE HUIYUANTIXI--;ZHONGCHENGHUIYUAN、GEXINGHUAYINGXIAO、KUAIJIEDIANCAN、BIANLIZHIFU，HUIGUIXINGBAKETIYAN。

维度一：忠诚会员

WANSHANDEHUIYUANJIANGLIJIHUATISHENGZHONGCHENGDU。

XINGBAKEHUIYUANTIXIZHUYAOJIANGHUIYUANSHEZHIWEI3GEBUTONGDENGJI，TONGGUOCHIXUDEHUIYUANQUANYIHESHENGJIANGJIZHIPEIYANGYONGHUSHIYONGXIGUAN、TISHENGZHONGCHENGDU。ZHONGCHENGHUIYUANJIHUATONGGUOZENGZHANGHEIKE5GEBUZHOU（HUOKE、JIHUO、LIUCUN、YINGSHOU、TUIJIAN）BUJINCUJINYONGHUZAIXINGBAKESHANGXIAOFEI，HAIJIANGDIYONGHULIUCUN，TISHENGYONGHUZHONGSHENJIAZHIDEZUOYONG。

1. HUOKEJIEDUAN（A）：XINGBAKEDEHUOQUQUDAOZHUYAOYOULIANGGE，（1）TONGGUOGESHEJIAOPINGTAIDEGUANFANGZHANGHAO，SUISHIFENXIANGYABOappGUANWANGDONGTAIHEYINGXIAOXINXI，ZUOWEIHUOKEQUDAODETONGSHITISHENGYONGHUCANYUSHENDU；（2）XIANXIAMENDIANZHAOZHUNYICIXINGGOUMAI2BEIKAFEIDEYONGHUTISHENGKAIKALV，RANGYONGHUGANZHIDAODIANYUANSHIWEITATIGONGFULIERBUSHIDOUSHOUYABOappGUANWANG。

2. JIHUOJIEDUAN（A）：XIANXIAMENDIANTUIJIANKAITONGHUIYUANKAKELIJIXIANGSHOUMAIERZENGYIDEYOUHUI，DANGCHANGJIHUOYONGHU。TONGSHIZENGSONGDE3ZHANGMAIERZENGYIQUAN、YIZHANGSHENGBEIQUAN、YIZHANGZAOCANQUANDESHIJIANXIANZHIRANGYONGHUBIXUZAIYOUXIAOQIQIXIANNEIZAICIGUANGGUDIANPU。SHIXIANCHIXUJIHUODETONGSHI，RANGYONGHUDUIQICHANSHENGXIGUAN。KAIKAMEIMANZHOUNIAN，XITONGHUIZIDONGHUIDUIHUIYUANKAXINXIJINXINGSHENHE，ZHEIYITIANBEICHENGWEI"HUIYUANSHENCHARI"。HUIYUANZAIYIZHOUNIANNEILEIJIXINGXINGBUZU25KEQUANBUQINGLING，QIEHUIYUANDENGJIXIAJIANGYIJI；CHAOGUO25KE，YEQINGLING，DANSHIKEYIXIANGSHOUDANGQIANDENGJIDEHUIYUANQUANYI。

3. YONGHULIUCUN（R）：XINGBAKEHUIYUANTIXIFENWEI3DENGJI：YINXINGJI、YUXINGJI、JINXINGJI，QIE3GEDENGJIZHIJIANKEPINGWENGUODU，HUAMAN250YUANKESHENGJIWEIYUXINGJI，MAN1250YUANKESHENGJIWEIJINXINGJI。BUTONGDENGJIDUIYINGBUTONGDEHUIYUANQUANYI，SHIXIANDUIHUIYUANDECHIXULIUCUN。CIWAI，XINGBAKESHITIKA、DIANZIKAYIJINGSHIXIANLELIANTONG，YONGHUTONGGUORENHEPINGTAIHEQUDAOGOUMAIKAFEIYINLIAODOUKEYILEIJIXINGXING。

4. HUOQUYINGSHOU（R）：XINGBAKEHUIYUANDEYINGSHOUCONGYONGHUKAIKANEIYIKEJIUMEIYOUTINGXIEGUO，PUTONGHUIYUANKA88YUAN，MAIERZENGYIYOUHUIQUANNENGGOUSHIXIANZIRANLIEBIANHEKUNBANGXIAOSHOU，ERYUXINGJIDEMAISANZENGYIQUANZETIGAOLEKEDANJIA，JINXINGJIDEMAISHIZENGYINENGTISHENGYONGHUXIAOFEIPINLV。

5. TUIJIAN（R）：YUNXUYONGHUTONGGUOFacebook、TwitterDENGSHEJIAOZHANGHAOWEIHAOYOUZENGSONGKAFEIQUAN，YAOQINGHAOYOUJIARUXINGBAKEXINGXIANGJULEBU。

JIEZHI2019NIANYIJIDU，XINGBAKEDEHUIYUANSHULIANGCHAOGUO1600WAN，ZHONGCHENGDUJIHUADEXIAOSHOUEZHANQUANMEIXIAOSHOUEDE40%。

维度二：个性化营销

CHIXUDEYONGHUSHUJUFENXISHIXIAN"SIRENDINGZHI"TIYAN。

HOUTAISHUJUXITONGHUICHIXUSHOUJIHUIYUANDEGEZHONGSHUJUXINXI，BAOKUO：JIBENXINXI、PIANHAO、XIAOFEIJILU、APPSHIYONGXIGUAN、DISANFANGSHUJUHECHANGJINGSHUJUDENG。SHUJUFENXISHIHUIDUIYONGHUSHUJUJINXINGSHENDUFENXI，CONGERSHIXIANYUCHANGJINGYOUXIAOJIEHEDEGEXINGHUAYINGXIAO。

维度三：快捷点餐

YIDONGDIANCANMANZUSHIJIANJINPODEYONGHU。

虽然现在我们使用移动应用点餐已经习以为常，但是2009年那时候移动点餐并不常见。2009年9月推出的适用于iphone和iPad的星巴克移动卡应用程序是星巴克卡客户的一项突破，使他们能够通过移动设备方便地管理他们的星巴克卡。使用星巴克移动卡应用程序，客户可以管理他们的卡账户，直接从他们的智能手机重新加载他们的卡余额，检查星巴克奖金状态，找到星巴克商店周围，实现移动点餐。这样时间匆忙的用户无需排队等待，节省了时间。星巴克还与Uber进行了合作，用户可以通过星巴克的APP直接进入Uber打车界面，进一步提升了用户体验。

TUICHUDIERNIAN，YIDONGDIANCANZHANXINGBAKEMEIGUOJIAOYIDE11％。MAIDANGLAOHAIZAI2017NIANCESHILEGAIJIHUA，BINGCONGGAIJIHUADECHENGGONGZHONGXUEXI。QITAYIXIEMEIGUOLINGSHOUSHANG，BAOKUOTaco Bell，Dunkin’DonutsHEWalmart，YEGENSUIZHEIGECHENGGONGMOSHI。

维度四：便利支付

YIDONGZHIFUWEIKEHUDAILAIJIHAOTIYAN。

2011NIANXINGBAKETUICHULEYIDONGZHIFUGONGNENG。ZUOWEIJIATINGHEGONGZUOBEIHOUDE"DISANKONGJIAN"，KEHUKEYITONGGUOXINGBAKEDEXIANJINHUOWUXIANJINXUANZE（MEICI5MEIYUANZHI500MEIYUANDEKAPIAN）HUOXINGBAKEQIANBAOXIANGSHOUFEICHANGYUKUAIDETIYAN。ZHEIGEQIANBAOKEYILIANJIEDAOXINYONGKA，Apple Pay，Paypal，Chase。GENGZHONGYAODESHI，ZHEIGEQIANBAOYUTIAOXINGMAZHIFUXITONGXIANGGUANLIAN，KEHUZHIXUYAOSAOMIAOTIAOXINGMA，GENBENBUXUYAOZHIFUXIANJIN。

XINGBAKEDEYIDONGZHIFUWEIXINGBAKEDAILAIDE1/4DEYIDONGJIAOYI，JIESHENGLE1/3DEZHIFUCHENGBEN，HUODE38%DEYUFUFEI。YIDONGDUANXIADANHEZHIFU，MEITIANWEIYUANGONGJIESHENG100FENZHONG，ZHEIYANGYUANGONGKEYIQUZUOGENGYOUJIAZHIDESHIQING；BIANLIZHIFUGONGNENGRANGYUANGONGNENGZAITONGYANGDESHIJIANNEIJIESHOUFUWUGENGDUOGUKE；JIANSHAOLEDENGDAISHIJIANHEKUAISUDEGOUMAILIUCHENG，YONGHUDEMANYIDUTISHENGLE5%，CHENGSHUMENDIANGAOFENGQIDEJIAOYILIANGTISHENGLE20%。

SHUZIFEILUNDEDAZAOWEIXINGBAKELIWANKUANGLAN，CHENGWEIQISANDAZHANLVEZHIYI

通过数字飞轮执行其创新战略，星巴克正在看到收益。它发布了强劲的年度和季度财务增长，高管们表示，这直接反映了他们对无休止的数字化转型的持续承诺。在2018财年，其收入增长达到了247亿美元的两位数增长。与此同时，2019年第一季度亚博app官网的增长率为9％，而且自今年年初以来，星巴克的股价一直处于稳步上升的轨道上。

2017NIAN4YUE3RI，SHUERCIZAICIXIERENCEO，CISHIDEXINGBAKEYIJINGJINFEIXIBI。9NIANDESHIJIAN，XINGBAKECONGDAYUE16000JIADIANFAZHANDAOJINTIANDEYUE30000JIADIAN，YABOappGUANWANGSHIZHICONGZUIDISHIDE47YIMEIYUANCHENGZHANGDAOJINTIANDEYUE900YIMEIYUAN。SHUERCIDUIXINGBAKEDE WANJIUZHONGSULEXINGBAKEDELINGHUN，JIYABOappGUANWANGDAILAILETUOTAIHUANGUDEGAIBIAN，YESHIXINGBAKEZHONGXINYINGHUILEZUNZHONG。

2018NIANGUDONGDAHUISHANG，XIANRENCEOYUEHANXUNJIANGSHUZIFEILUNDINGYIWEITUIDONGXINGBAKEQIANJINDESANDASHANGYEZHANLVEJUCUOZHIYI，FEILUNGOUCHENGLEXINGBAKESHUZIZHANLVEDEHEXIN。

XINGBAKECHUANGXINZHANLVEDEGUANJIAN：WANSHANDEZHONGCHENGDUJIHUA，YUCHANGJINGYOUXIAOJIEHEDEGEXINGHUA，JINTIESHIDAIDEJISHUGENGXIN

WANSHANDEZHONGCHENGDUJIHUA

• HUIYUANTIXIFENWEI3GEDENGJI，BUTONGDENGJIHUIYUANYONGYOUBUTONGQUANYI，QIEDINGWEIBUTONGMUBIAO，TONGGUOMAIERZENGYIHEMAISANZENGYISHIXIANLIEBIANHEKUNBANGXIAOSHOU。

• SHENGJIANGJIHUIYUANJIZHICIJIHUIYUANDECHIXUSHENGJIYUWANGBINGBAOZHENGYABOappGUANWANGLIYI。KAIKAMEIMANYINIANXITONGHUIDUIHUIYUANLEIJIDEXINGXINGJINXINGSHENHE，BUMAN25ZEQUANBUQINGLINGQIEJIANGYIDENGJI，CHAOGUO25QINGLINGDANYONGYOUDANGQIANJIBIEFULI。

YUCHANGJINGYOUXIAOJIEHEDEGEXINGHUA

• BUDUANSHOUJIYONGHUGERENJIBENSHUJU、XIAOFEIPIANHAO、GOUWUJILUHEAPPSHIYONGJILU、WAIBUDISANFANGXINGWEISHUJU。

• LIYONGDASHUJUJISHUSHENDUFENXISHOUJIDEDALIANGYONGHUXINXI，SHIXIANYUCHANGJINGJIEHEDEGEXINGHUAYINGXIAOTUISONG，TISHENGYINGXIAOYINGSHOU。

JINTIESHIDAIDEJISHUGENGXIN

• 紧贴时代新技术，用技术推动用户运营。2009年推出iphone、Ipad的移动应用，2001年构建数字化网络平台，2011年推出移动支付功能。

• YUGEZHONGXINYONGKA、VISAKADENGHEZUO，DATONGDUOZHONGXIANSHANGZHIFUFANGSHI，SHIXIANWUXIANJINZHIFU；QIETUICHUXINGBAKEZHIFUMA，SHIXIANKUAIJIESAOMAZHIFU，JIESHENGZHIFUSHIJIAN。

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