星巴克企业文化

篇一：从员工和顾客的角度谈谈星巴克“以人为本”的企业文化

班级：13广告2班 学号：1301303219 姓名：梁湛

题目：从星巴克对待员工和对待顾客两方面来论述这家公司如何体现“以人为本”的企业核心价值观。

一、对待员工

星巴克公司尊重自己的员工，依靠自己员工来宣传品牌，这其中有一套被广泛接受的原则。1）培训员工是最好的广告：星巴克公司通过分权管理机制，赋予员工更多的权利。星巴克视员工为品牌的最好诠释者，采取了与以前打广告、做促销等截然不同的宣传方式；2）员工应成为主人：星巴克是第一家给予员工优先股权的公司，并且员工的范围扩大到临时工。舒尔茨意识到员工在品牌传播中的重要性，尊重员工，让员工享有公司成功的利益与好处，这就是星巴克文化的核心精髓。

星巴克总是把员工放在首位，并乐意对员工进行大量的投资，这一切全出自于其董事长舒尔兹的价值观和信念。舒尔兹的管理作风与他贫寒的家境有关，他从小就理解和同情生活在社会底层的人们。他的人生经历与磨练直接影响了星巴克的股权结构和企业文化，反过来，这种股权结构和企业文化又对星巴克在商业上的成功起了不可或缺的促进作用。他坚信把员工利益放在第一位，尊重他们所做出的贡献，将会带来一流的顾客服务水平，自然会取得良好的投资回报。

星巴克通过员工激励体制来加强其文化和价值观，并且成为不靠广告而建立品牌的企业之一。与同行业的其他公司相比，星巴克雇员的工资和福利都是十分优厚的。星巴克每年都会在同业间做一个薪资调查，经过比较分析后，每年会有固定的调薪。在许多企业，免费加班是家常便饭，但在星巴克，加班被认为是件快乐的事情。因为那些每周工作超过20小时的员工可以享受公司提供的卫生、员工扶助方案及伤残保险等额外福利措施，这在同行业中极为罕见。这种独特的福利计划使星巴克尽可能地照顾到员工的家庭，对员工家人在不同状况下都有不同的补贴办法。虽然钱不是很多，但会让员工感到公司对他们非常关心。那些享受福利的员工对此心存感激，对顾客的服务就会更加周到。

星巴克的员工除了可以享受优厚的工资福利外，还可以按照规定低价购买公司的股票期

权。早在1991年，星巴克就设立了股票投资方案，允许员工以折扣价购买股票。这样，所有员工都有机会成为公司的主人。星巴克公司股票的价格持续飙升，员工的期权价值与自豪感不断上涨。另外，星巴克还比较重视员工的思想教育，使得员工建立起自己就是公司的股东的理念。在星巴克公司，员工不叫员工，而叫“合作伙伴 ”。即使星巴克公司的总部，也被命名为星巴克支持中心（Starbucks Support Center），这说明其职能是向员工提供信息和支持而不是向员工发号施令。

星巴克的薪酬激励机制不但提高了员工的收入，而且提升了公司的文化和价值观，降低了员工的流失率。据调查，星巴克员工的流失率约为同业水平的三分之一，员工非常喜欢为星巴克工作。正如舒尔茨所说：实行有效激励机制、尊重员工使我们挣了很多钱，使公司更具竞争力，我们何乐而不为呢。

同时，星巴克重视员工的声音。对于员工提出的任何建议，无论有多微不足道，都会对公司起到或大或小的改进作用。在星巴克，为鼓励员工献计献策，公司对每位员工的建议都认真对待。星巴克公司经常在公司范围内进行民意调查，员工可以通过电话调查系统或者填写评论卡对问题畅所欲言，相关的管理人员会在两周时间内对员工的主意做出回应。星巴克公司还在内部设立公开论坛，探讨员工对工作的忧虑，告诉员工公司最近发生的大事，解释财务运行状况，允许员工向高级管理层提问。在星巴克看来，员工反映问题可以给管理层带来新的信息、好的思路，从不同角度提供解决问题的方法，值得公司收集研究。此外，公司还定期出版员工来信，这些来信通常是有关公司发展的问题。

员工提出的建议可以使公司对细节尤为关注。有时候，那些看似不起眼的建议往往会使公司的业绩跨上一个大的台阶。而公司掌握了细节的高超本领，会使企业更能有效的应对错综复杂的问题，使他们能为竞争对手之所不能为。善于倾听来自员工的小点子使星巴克决策变得更加灵活，反映更快捷，也更有应变力，同时改善了团队内部信任、尊重与沟通氛围，提高了员工的主人翁意识，也使员工体会到自己在星巴克中的价值。

二、对待顾客

星巴克尊重自己的顾客，把顾客当成自己的朋友。星巴克认为他们的产品不单是咖啡，而且是咖啡店的体验。每个咖啡生都要求能够预感客户的需求，在耐心解释咖啡的不同口感、香味的时候，大胆地进行眼神接触。星巴克征求客户的意见，每个星期总部的项目领导人都

当众宣读客户意见反馈卡。星巴克努力遵循三条原则：1)符合顾客口味；2)创新为的是顾客；

3)尊重顾客，营造温馨氛围。顾客至上、文化亲情，给顾客一种家的感觉，这就是星巴克成功的文化基础。

在星巴克看来，人们的滞留空间分为家庭、办公室和除此以外的其他场所。麦当劳努力营造家的气氛，力求与人们的第一滞留空间――家庭保持尽量持久的暧昧关系；而作为一家咖啡店，星巴克致力于抢占人们的第三滞留空间，把赚钱的目光紧紧盯住人们的滞留空间。现场精湛的钢琴演奏、欧美经典的音乐背景、流行时尚的报刊杂志、精美的欧式饰品等配套设施，力求给消费者营造高贵、时尚、浪漫、文化的感觉氛围。让喝咖啡变成一种生活体验,让喝咖啡的人感觉到自己享受咖啡时，不仅在消遣休闲而且还能体验时尚与文化。

如果三四个人一起去喝咖啡，星巴克就会为这几个人专门配备一名咖啡师。顾客一旦对咖啡豆的选择、冲泡、烘焙等有任何问题，咖啡师会耐心细致地向他讲解，使顾客在找到最适合自己口味的咖啡的同时，体味到星巴克所宣扬的咖啡文化。使顾客可以获得心理上的莫大满足。

综上所述，星巴克充分考虑了员工和顾客的感受，努力营造以人为本的企业文化，这样的理念,会给人温馨的感觉,更加人性化,让我们在这里品尝的不仅是一杯咖啡,更是享受一份心情 ,而这也有利于它自身企业文化的发展。

篇二：星巴克的企业文化

《现代企业管理》课程论文

题 目：论星巴克的企业文化

课 程：现代企业管理

学生姓名：陈梓城

学 号：

所在学院：职业技术学院

任课教师：沈小云201336613105

摘要：作为最成功的咖啡店之一，星巴克现在在青年一代人之中几乎是无人不知自无人不晓，成功的不仅仅是他的咖啡，顺带推出的例如杯子，水壶等附带产品也是大受好评，那到底是怎样的企业管理模式使星巴克走上了正轨，又是怎样的经营理念使星巴克成功的向大家推销了自己？让我们一起走进星巴克的企业文化。

关键词：星巴克，企业文化

星巴克（Starbucks）是美国一家连锁咖啡公司的名称，1971年成立，为全球最大的咖啡连锁店，其总部坐落在美国华盛顿西雅图市。除咖啡外。星巴克亦有茶，馅皮饼及蛋糕等商品。星巴克在全球范围内已经有近12000间分店，遍布北美，南美洲，欧洲，中东及太平洋区。

“星巴克”这个名字来自美国作家麦尔维尔的小说《白鲸》中一位处事极其冷静，极具性格魅力的大副。他的嗜好就是喝咖啡。麦尔维尔的读者并不算多，主要是受过良好教育，有较高文化品位的人士，没有一定文化教养的人是不可能读过《白鲸》，并知道星巴克这个人的。所以从这里我们也可以看出星巴克这个名称也暗示了我们，他们对顾客的定

位，那就是有一定社会地位，有较高的文化素养以及有一定生活情调的人，并非是一般大众。

星巴克的过人之处在于既创造了统一的外观，同时又加入了变化，利用了、风格体现美感，创造了视觉冲击。星巴克以咖啡制作的四大阶段衍生出以绿色系为主的“栽种”；以深红和暗褐系为主的“烘焙”；以蓝色为水，褐色为咖啡的“滤泡”；以浅黄、白和绿色系诠释咖啡的“香气”。四种店面设计风格，依照店面的位置，再结合天然的环保材质，灯饰和饰品速配成因地制宜的门店，创造新鲜感。随着季节的不同，星巴克还会设计新的海报和旗标装饰门店，灯，墙壁，桌子的颜色从绿色到深浅不一的咖啡色，都尽量模仿咖啡的色调。包装和杯子的设计也彼此协调来营造假日欢乐的，多彩的情调。

嗅觉，视觉，听觉，触觉和味觉共同塑造了星巴克咖啡馆浪漫的情调。重视烘焙极品咖啡豆是星巴克味道的来源，加上“四禁”政策（即禁烟、禁止员工用香水、禁用化学香精的调味咖啡豆、禁售其他食品和羹汤）力保店内充满咖啡自然醇正的浓香。这种带有意式浓缩咖啡馆的气氛和饮品被舒尔茨引进美国后，做了本土化的调整，轻松的爵士乐取代了严肃的歌剧和古典乐。

星巴克的美学不仅是借鉴，还融合了自己的风格。不同的标记在基本统一的风格下又显示出其多样性和变化性。美

人鱼商标的创造者根据各咖啡产地的奇珍异兽，文化特性和各种咖啡独有的情境，设计出十几种精美贴纸，彰显个产地咖啡的独特性，让消费者看到包装就联想到各种咖啡的脸谱。

较高的销售定位，统一的外包装，无论是产品还是门店的装修都会及时的更新，总会保持着时尚潮流的气息，以及严格的原料挑选，宁缺毋滥的生产理念，这也是星巴克能够吸引人群的一大亮点。

与其他铺天盖地的广告和巨额促销的宣传方式不同，星巴克的品牌传播是另辟蹊径，采用了口碑营销这一种卓尔不群的传播策略。通过顾客，吸引更多的顾客，通过消费者的口头传播的方式来推动星巴克目标顾客群的成长。这样更利于彰显其独一无二的企业文化，决胜于软实力，这样使自身的竞争力更加持久。

去过星巴克的各位应该都清楚，星巴克的座位看上去十分的不规范，给人一种凌乱的感觉，而且椅子跟桌子的高度很不和谐，就是坐着坐久了会很不舒服。这是星巴克的疏忽吗？原来，星巴克每天的人流很大，顾客多，如果一定的空间挤着为数不少的人，那么无论是工作人员还是对顾客来说，都会造成不小的困扰。这种不和谐的座椅刚好帮上了忙，你想，如果你在一个坐着很不舒服的地方你会坐很久吗？星巴克正是利用了人们的这种心理，使用这种座椅，使在星巴

克里逗留太久的人数大大降低，从而保证了流通以及工作的有条不紊的进行。

这里你可能有疑问，如果像一些作家或者有些事情要谈的人，那该怎么办呢。星巴克自有办法，他们划分了一些区域，需要达到某些条件才能使用。所以，如果你只是去买一杯咖啡的话，当然不能逗留很久啦。

顾客体验是星巴克品牌资产核心诉求。就像麦当劳一直倡导销售欢乐一样，星巴克吧典型的美式文化逐步分解成可以体验的元素：视觉的温馨，听觉的随心所欲，嗅觉的咖啡香味等等。Jesper kunde在《公司宗教》中指出：“星巴克的成功在于，在消费者需求的中心由产品转向服务，在由服务转向体验的时代，星巴克成功地创立了一种以创造‘星巴克体验’为特点的‘咖啡宗教’。星巴克人认为：他们的产品不单单是咖啡，咖啡只是一种载体。而正是通过咖啡这种载体，星巴克人把一种独特的格调传送给顾客。咖啡的消费很大程度上是一种感性的文化层次上的消费，文化的沟通需要的就是咖啡店所营造的环境文化能够感染顾客，并形成良好的互动体验。

星巴克提升品牌的另一个战略是采用品牌联盟迅速扩大品牌优势，在发展的过程中寻找能够提升自己品牌资产的战略伙伴，拓展销售渠道，与强势伙伴结盟，扩充营销网络。Barnes&noble书店是同星巴克合作成为成功的公司之一。

篇三：关于星巴克的组织文化

Introduction

The corporate culture of a business directly affects many different aspects of an organization. Starbucks has recently made changes based on their culture that is taking them in a whole new direction. CEO Howard Schultz has altered the corporate culture to invoke changes throughout the company. We will discuss how corporate culture affects diversity, organizational structure,

employee relations, corporate citizenship and organizational ethics. Furthermore, we will discuss how corporate culture affects the networking aspect of Starbucks and the renewed focus on the customer.

Diversity and Customer Focus

Starbucks actually isn?t a ?franchise?, it offers a variety of gourmet coffee flavors and teas for a variety of different customers. Some of these customers who are considered ?repeat customers? are college students, healthcare professionals, customers who frequently shop at malls across the nation. Starbucks customers come from all nationalities and are not limited to a certain region but they spread around the world.

Diversity and Customer Focus

Starbucks regularly discuss and strategize to enhance the benefits for their customers, employees and management. Business culture is centered around the customer.

Starbucks encourages customer feedback on services and products they received. They also welcome new ideas and recommendations from customers in order to improve customer services and products.

Organizational Structure

The CEO Mr. Schultz has changes at the corporate level resulting in a flatter organization by opening new positions to focus on customers. These new positions include a Global Real Estate Design manager who will be in charge of communications, corporate social responsibility and

public affairs. Global Strategy is the responsibility of Michelle Gass, who will ensure transformation of organization. Chet Kuchinad will head The Human Resource Strategy which includes the

implementation of new store level positions. The customer experience which includes store design and merchandise will be the responsibility of Harry Roberts. Terry Davenport, and he will be responsible for the marketing and brand strategy. This includes product development, and

consumer insight and unifying the Starbucks brand to the customer.These new positions have been designed to enhance the customer experience by reconnecting with what customers want. Starbucks Networking

tarbucks has developed and launched a social networking site called MyStarbucksIdea.com that takes the Starbucks Experience outside the store and enables customers to play a role in shaping the company?s future. The My Starbucks Idea social networking site was launched in March of 2008 and has received over 70,000 posts for new ideas since its inception . Offers customers the unique opportunity to shape the future of Starbucks through sharing their ideas on such issues as what food products to offer to new and flavorful drinks that they would like included in the menu. Site provides customers the ability to provide ideas on products and service but it also allows them to share their ideas on such areas as community involvement, social responsibility and marketing techniques

Organizational Ethics

Starbucks organizational ethics support the company?s six point mission statement which are reflected in the day to day operations and resonate as an integrated part of corporate culture at Starbucks. Mission statement is used as a “guiding principle and holds it up as a filter for decision making”. Corporate culture and organizational ethics are introduced once a job applicant has

successfully made it through the stringent screening process. Prior to working in the store,

employees go through mission statement, customer service theory and corporate culture training. Applicants then take the “Starbucks New Partner Training Plan” comprising of onsite training of ethics, ergonomics, safety, legal compliance, shift and practical hands-on training such as making drinks, product knowledge and other operational procedures. Money that is invested in employee training is designed to reinforce the mission and goals of Starbucks while socializing employees to organizational culture.

Employee Relations

Starbucks promotes frequent visits from area and regional managers, encourages employees to communicate on a regular basis by submitting comments, concerns and ideas Employees are reminded also to be mindful of the six point mission statement and question decisions that run contrary to the content and purpose of the mission. Employees are referred to as “partners” epitomizing the value of the relationship and a term which is used to empower and to motivate active participation in working towards organizational goals. Starbucks shows appreciation by rewarding its employees by providing both full and part time employees with medical, vision and dental insurance, 401k plan, stock options, tuition reimbursement, vacation and of course, free coffee. The company also uses profits from Starbucks logo merchandise to support employee services and social activities.

Effects of Organizational Ethics and Corporate Culture

Starbucks? organizational ethics have motivated employees to implement the Starbucks Experience which provides exceptional customer service. The employee turnover rate is significantly lower in comparison to other food and beverage companies providing quick service. Starbucks experiences a 20% manager and 80% employee turnover rate while the average for other food and beverage quick service industry is 200%. Employee satisfaction surveys reveal that employees are satisfied and enjoy working in the Starbucks environment. Job satisfaction is an attributing factor to the

employee stability and to the company?s financial success. One can hardly be surprised to find that Starbucks consistently makes the list for “Best Companies to Work for”.

Corporate Citizenship

Starbucks has developed the Shared Planet? which reflects the company?s desire to conduct business in a responsible manner. The company has long-term plans to improve the company?s corporate ethics by the year 2015 focusing on ethical sourcing, environmental stewardship and community involvement. Starbucks plans to use 100% of coffee grown responsibly and ethically traded, use 100% reusable or recyclable cups and to contribute more than 1 million community hours per year. Ethical sourcing relates to Starbucks? commitment to using the highest quality

coffee that has been grown responsibly and traded fairly. The company hopes to help the future of coffee farmers and establish a more stable climate for the planet by doing business with ethical sources of coffees. Starbucks plans to use 100% coffee that is grown responsibly and ethically traded by the year 2015. Environmental stewardship relates to commitment to improving

environmental footprint. Work towards using all reusable or recyclable cups by the year 2015, and to have recycling available in 100% stores. Investigating ways to reduce use of resources of water/energy. Upgrading existing stores and new stores will be built to use 25% less energy;

remodeling plans incorporate recycled/renewable materials. Working toward green certifications for all new company-owned stores by the end of the year 2010.

《星巴克企业文化》由：免费论文网互联网用户整理提供；
链接地址：http://www.csmayi.cn/meiwen/21219.html
转载请保留,谢谢!

• 上一篇：村民大会决议
• 下一篇：万科物业管家服务