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第一章：引言
随着经济的不断发展，越来越多的企业开始重视企业文化和战略管理。为了持续而稳定的发展，要注重建立和推广的企业文化，同时也必须认识到企业文化与企业战略之间的关系的。本研究只是侧重于这个主题，以星巴克，在世界上最知名的咖啡连锁品牌之一，作为个案探讨。本章主要介绍一些基本的和必要的信息相关的研究，从而显示读者更容易理解的。它包括公司简介，发展历史，企业文化和企业战略，研究合理的，目标和结构。
Chapter One: Introduction
With the economy continuous development, more and more enterprises begin to think highly of the corporate culture and strategy management. For the sake of continuous and steady revenue, it not only pays attention to build and promote the corporate culture, but also recognizes the relationship between the corporate culture and corporate strategy. This research just focuses on this heating topic and takes Starbucks, one of the most famous coffee chain brands in the world, as the case to study. This Chapter mainly introduces some basic and necessary information about the research, so as to show an easier understanding for the readers. In detail, it includes the company's profile, development history, corporate culture and corporate strategy, the research rational, aims and structure.
1.1背景
1.1.1星巴克的个人资料
在1971年Starbuckswas出生在西雅图的Pike Place市场。在开始的时候，Starbuckswas只是一个普通的咖啡供应商，只是供应茶和香料。但是这种商业模式发展比较单一化。然后通过一系列的策略。目前，公司已成为全球知名的的咖啡品牌w。这家公司的名称源自于的characterin赫尔曼·梅尔维尔的名著“白鲸记”。
1.1 The background https://www.51lunwen.org/mgjingji/
1.1.1 Profile of Starbucks
Starbuckswas born in Seattle's Pike Place Market in the year of 1971. At the very beginning, Starbuckswas a simplestore engaged in roasting and retailing whole bean andground coffee, tea and spices. This kind of business model quickly faces a lot of issues and made the company troubled in the risk of bankrupt. Then through a series of strategies, CEO of Howard Schultz revived and expandedthis companysuccessfully. Nowadays, the company has become a global well-known coffee brand withmillions of customers very day. The name of this company was generated from the characterin Herman Melville's famous book “Moby Dick”. The loge of it is a twin-tailed siren from Greek mythologysymboling“inspired by the sea”. Through a series of strategies, till January 2, 2011, Starbuckshas run 170009 stores in more than 50 countries acrossthe world. Among them, 8870 are selfowned and 8139 are licensed stores. Besides coffee, Starbucks' productsalso cover handcrafted beverages, merchandise and fresh food. Currently it provides three categories of “consumer products” in 13 countries, such as coffee and tea, ready-to-drink (RTD) and ice cream.
1.1.2 Development history of Starbucks
In April of 1971, the first store of Starbucks was opened where only coffee beans were sold; in the end of 1972, the second store was opened nearby Washington University; since 1983, Market Manager at that time, Howard Schultzgenerated the idea of providing coffee drinks with consumers; on Nov. 4, 1985, Starbuckswas incorporated under the laws of the State of Washington, in Olympia, Washington; in March of 1987, Howard Schultzpurchased Starbucks (Seattle) which suffered poor performance; on August 18th, 1987, Starbucks jumped out of previous "box" and a new historic era started; in October of 1987, Starbucks (Chicago) opened and gradually grew up to be a unique local landscape; in 1990, Starbucks had ran 30 self-owned stores, 32 in 1991 and 53 in 1992; in 1991, Starbucks (USA) became the first private company providing part-time employees with the stock option right; On 26th June of 1992, Starbuckswent public “at a price of $17 per share (or $0.53 per sh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。