Analysis of Starbucks’ Localization Marketing Strategy in China: Integration Practice of Global Brand and Local Culture

Abstract

With the deepening of globalization, the localization strategy of international brands in emerging markets has attracted much attention. Since Starbucks entered China in 1999, it has expanded rapidly with its unique localized marketing. At present, it operates over 6,800 stores in Chinese mainland, and China has become its second largest market after the United States. The purpose of this study is to explore the integration path of “global standards + local innovation” and its contribution to market success. The research adopts literature analysis and data support method, and it is found that its success is reflected in four aspects: China flavor and cultural symbols are integrated into the products, and tea and coffee fusion products account for 30% of the sales volume; Space design integrates traditional elements such as ink painting to create a “third space”; Build a young brand image by multi-modal narration on platforms such as Tik Tok; Establishing coffee innovation industrial park and realizing the localization of the whole chain. Research shows that multi-dimensional localization enables Starbucks to integrate global brands with local culture, create unique brand value, help it stay ahead and build high loyalty. The conclusion provides reference for international brands to enter China, emphasizes the path of “local deep cultivation + cultural understanding”, and also provides empirical support for related theoretical research.