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Members: 庄满枝、黄俊明 郭思琪、何婉君 黄楚茵、黄蕾颖

Contents
?Company Profile ?Price positioning ?Starbucks membership system ?Starbucks also has a membership relegation

Company Profile
?Starbucks is a name of Americans chain coffee company. Was Founded in 1971.Became The world's largest coffee shop chain. Its headquarters is located in Seattle, Washington, United States. Starbucks's retail products include a variety of the world's top 30 coffee beans, handmade espresso coffee and a variety of hot and cold beverages, fresh food and delicious pastries variety of coffee machines, coffee mugs and other merchandise.

?Starbucks has nearly 21300 branches worldwide, Throughout North America, South America, Europe, Middle East and the Pacific area .In March 2012, Starbucks in the United States was traced to two dessert with cochineal as a colorant and the Experts say that will make allergic asthma. April 2012,the starbucks say that they are Stop using the colorant.

Price positioning
?The price positioning of Starbucks‘ is that“ The luxury that most people can afford ” .consumer orientation is “white-collar”. Most of these customers are intellectuals, love the goods、food and art, and has a high income, High loyalty. ? In catering services, The difference of the product is very high. So it is hard to through the products and prices to attract customers . And also if the customers identity one service and they will not change it for a long time and will using this service on stable. This is especially apparent in the white-collar, they always have a psychological tendency for stability. Therefore, the Starbucks use the "hearts and minds strategy" to impress customers, to cultivate customers loyalty.

How to become a member
Buy a membersh ip card ( 88yuan) The period of validity activate (60 days) after purchase
Registered account Become a Member

Starbucks membership system
?Membership system, total consumption of 50 yuan each can receive a star.

1. Three silver Star Member (Welcome Level) ? Invite a Friend voucher(Buy one get one) ? A breakfast of coffee invitation tickets: from the time the store opened before 11 am. ? One liter cup invitation tickets.

2. Jade Star Member (Green Level) Five stars ? A birthday invitation tickets: your birthday month, will receive a cup of drink ? Coffee invitation tickets(Buy three get one free):Single cash register each containing three cups of hand-crafted drinks, you can get a coffee invitation tickets.

3.Gold Star Member (Gold Level) 25 stars ? Exclusive Gold: Will be sent to your registered mailing address ?A birthday invitation tickets: In your birthday month, you will receive a cup of drink ?Coffee invitation tickets(Buy three get one free):Single cash register each containing three cups of hand-crafted drinks, you can get a coffee invitation tickets. ?An anniversary invitation tickets: To celebrate the anniversary of your account you will receive an anniversary invitation tickets, you will receive a cup of drink. ?Coffee invitation tickets: for every purchase of 10 times you can get a coffee invitation tickets

星巴克会员之夜
?星巴克会在一些特 别的日子,如,情 人节、圣诞节、新 年等举办一些活动 来感谢星巴克的会 员,叫做“星巴克 会员之夜”。 ?活 动 中 咖 啡 师 为 会员们展示了手冲 咖啡的做法,学习了 品尝咖灰的步骤,一 起讨论品尝后的心 得.还准备了有趣的 游戏环节,每轮游戏 环节结束后会进行 一次抽奖.

Starbucks also has a membership relegation
?On your anniversary of star at the club's account each account, the system will check the account number of the stars, if the star is greater than or equal to 25, the account will be able to keep the gold star membership grade 1 year.

?For example: ?March 3, 2011, Zhao bought Star Label Card; ?March 10, 2011, Zhao successfully registered members; ?July 19, 2011, Zhao successfully upgraded to be a gold star. ?March 10, 2012, all the stars in zhaos account will be cleared, gold star membership levels will be maintained. ?March 10, 2012 to March 9, 2013, Xiao Zhao is still a gold star member, you can continue to enjoy all the gold stars manners; ?March 10, 2013, the system checks the number of stars in Zhao account. If the number of stars is greater than or equal to 25, Xiao Zhao will be able to remain members of the gold star rating 1 year. If the number is less than 25 stars, then Zhao membership level will be reduced to a silver star.

Venus will be cleared, downgraded to a Silver Star
If you do not have to accumulate 25 stars within 12 months prior to the date on the account anniversary review, you will review your account anniversary date from the "Golden Star" members down to "silver star" member. In the subsequent review each account anniversary date, Starbucks will continue to perform the same process (ie determine the continuation of the "Golden Star" member or downgraded to "silver star" members), based on your specific criteria will review the account anniversary date the number of the previous 12-month period to enjoy the Star club account accrued stars decisions.

?Stores in the country, there is also provided a small cup ( Short 、 8oz )、 medium cup ( Tall、 12oz )、 big cup (Grande、16oz)、 And oversized cup (Venti、 20oz)、 Two years ago the United States have begun to provide some greater ice drink cup (Trenta)

But premise condition is the star at star card has not been used to register at the club account, also not be associated with your existing star club account.

Refund
?The only "Refund" section below specified conditions or "Active Termination" section in line with the conditions laid down, before you can apply for a refund. ?after purchase the star card within 60 days, you can request a refund of the purchase amount Star Label Card, But premise condition is the star at star card has not been used to register at the club account, also not be associated with your existing star club account. To successfully refund, you'll need to enjoy your satellite card and original cash register and invoice (if any) to return to any city card purchase of a star to enjoy participating in club activities Starbucks stores (Starbucks stores in Gouka Gouka when of cases) or Starbucks designated sales channels (channels of other Starbucks Gouka designated under). Only cash to buy Star Label Card to obtain cash refunds. ?If you meet the conditions of the “Refund” section specified, but within the same day to a refund of more than 10 stars and enjoy card refund, then the request could not be processed at Starbucks 、Starbucks stores or designated sales channels, Starbucks may will need more time to process your refund request.

The card is lost
?If your Star card is lost, stolen or damaged, you can log in to your account to Star Club enjoy apply for a new star to enjoy a card. The first application is free to re-submit. In any period of 12 months, if you apply for completion of the second and above to the Star card, Starbucks will be free for you to enjoy retroactive Star card, but will go through each of the star from your account to enjoy the club deducted 5 stars. If you enjoy the Star Club account is less than 5 stars, then Starbucks will be deducted from your remaining all the stars (stars deducted for that reason will not lead to downgrade your membership);

?If you enjoy the Star Club account has no remaining stars, then over a period of 12 months, you will not be able to apply for a new service. Retroactive Star Label Card and you've lost, stolen or damaged cards may not enjoy the same star (such as the type or design). Also, if you have already lost, stolen or damaged card has not been used to enjoy star Register Star club account or not linked to your existing under the stars to enjoy the club account, you can not go through the Starbucks Star Label Card. If you are lost, stolen or damaged Star Label Card is an "active card", and under your star to enjoy the club account to have multiple stars enjoy card, in addition to re-submit a Star Label Card outer accordance with the above, you can also choose any one of your account under the stars to enjoy the club "sleep card“change to "active cards" in order to continue to use.

proposal
1. Don't consume 88 yuan to buy the membership card, such as how much money to buy the full get membership. 2. Membership must have the price, there are at least a five-year fold; 3. After a gold star don't reset at the end of; 4. Can use the stars in the member card to exchange goods, such as the cup; 5. The membership card can be used across the country, including Hong Kong, Macao and Taiwan.


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