| Abstract | 第1-8页 |
| 摘要 | 第8-14页 |
| Chapter Ⅰ Introduction | 第14-16页 |
| Chapter Ⅱ Brief Introduction and Present Situation of ChineseTeahouses | 第16-21页 |
| ·History of Chinese Teahouses | 第16-17页 |
| ·Chinese Tea culture | 第17-18页 |
| ·Home Market Situation of Chinese Teahouses | 第18-19页 |
| ·Overseas Market Situation of Chinese Teahouses | 第19-21页 |
| Chapter Ⅲ Case Study-----The Success of Starbucks | 第21-41页 |
| ·Company profile | 第21-24页 |
| ·History of Starbucks | 第21-22页 |
| ·Objectives of Starbucks | 第22-23页 |
| ·Starbucks’ Mission Statements | 第23-24页 |
| ·Market share and performance | 第24-25页 |
| ·Marketing Strategies for Overseas Markets | 第25-35页 |
| ·Prodtuct | 第25-30页 |
| ·Place/Distribution | 第30-32页 |
| ·Promotion | 第32-34页 |
| ·Price | 第34-35页 |
| ·Starbucks’ Marketing Strategies in China-----Strategic Adaptation to China'sMarketing Environments | 第35-41页 |
| ·Different Target Markets | 第36-37页 |
| ·More Localized | 第37-38页 |
| ·Different Traffic Peaks | 第38页 |
| ·Beneficial Factors | 第38-39页 |
| ·Brand Management | 第39-41页 |
| Chapter Ⅳ International Marketing Strategies of Chinese Teahouses | 第41-48页 |
| ·Feasibility Analysis of Teahouses Business | 第41-42页 |
| ·Target Market | 第42页 |
| ·The Characteristics of Teahouse Service | 第42-44页 |
| ·An overview of Service Marketing | 第42-43页 |
| ·Teahouses Services | 第43-44页 |
| ·The Cultural Content of Teahouse Marketing | 第44-48页 |
| ·An overview of Cultural Marketing | 第44-46页 |
| ·The Cultural Content of Teahouse Marketing | 第46-48页 |
| Chapter Ⅴ.Suggestive International Marketing Strategies for ChineseTeahouses------7ps | 第48-74页 |
| ·Product | 第48-51页 |
| ·Place(Channel) | 第51-54页 |
| ·Price | 第54-59页 |
| ·Promotion | 第59-63页 |
| ·Physical Evidence | 第63-65页 |
| ·Participants | 第65-68页 |
| ·Process | 第68-70页 |
| ·Three Other Recommendations for Chinese Teahouses | 第70-72页 |
| ·Tea Leaves Quality Standardization | 第70-71页 |
| ·Teahouses Standardization | 第71页 |
| ·Cultural Marketing and Experience Marketing | 第71-72页 |
| ·Case Study:The Home and Overseas Markets of Lao She Teahouse | 第72-74页 |
| Chapter Ⅵ Conclusion | 第74-76页 |
| References | 第76-78页 |
| Acknowledgements | 第78-79页 |
