互動的多螢幕時代已來臨，數位行銷的重要性也與日劇增。傳統跨國企業該如何面對數位化浪潮，佈局數位行銷策略，本論文藉由星巴克的個案探討數位行銷策略、跨國企業數位經營、星巴克數位行銷策略對於跨國企業的啟示。 Intel Founder Grove once said, “In the future every company will be an Internet company”. Digitalization has infiltrated all aspects of life such that in the future, every industry will need to pursue digitalization to seek transformation.
Networking and Internet communities have revolutionized consumer purchase decisions and order, turning consumers from passively receiving information to actively searching for products they are interested in or taking the initiative to share ideas and experiences.
Starbucks, indebted to the rapid development of the Internet, is an excellent example of successful digital transformation. Digital marketing has perfected the Starbucks experience, giving customers the feeling that Starbucks is by their side, enabling Starbucks to establish the internetwork “4th space” to establish contacts with customers, achieve thriving business against the odds, and maintain market leadership.
With the advent of the interactive multi-screen era, there has also been a surge of digital marketing and its importance is growing. How do traditional multinational companies deploy a digital marketing strategy layout against the wave of digitalization? In this paper, Starbucks was adopted as the case study to explore marketing strategy, the digital operations of multinational companies, and the revelation Starbucks’s digital marketing strategy sends to multinational companies.