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1!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved!
DO AS 
THE
CHINESE
DO
案例分析"
将新的雇主价值主张本⼟土
化以及在中国市场的雇主
品牌塑造活动。
客户
星巴克
地区
中国
⽇日期
2013
关键词
⽹网页⼴广告
雇主价值主张的制定
海报
社会招聘
2!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved!
背景
星巴克全球推出了新的雇主价值主张(EVP)和以“机
会”为主题的雇主品牌活动。
但是,他们没有把这个主张本⼟土化,也没有在中国市场
推⼴广。
3!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved!
任务和挑战
将新的雇主价值主张本⼟土化以及在中国市场的雇主品牌塑
造活动。
4!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved!
解决⽅方案
为了更好的发现星巴克中国⽬目前的机遇和挑战,我们和星
巴克组织了⼀一次关于求职者接触星巴克渠道的调研。
  
根据调研结果,我们发展了⼀一套⼯工具来帮助星巴克成功地
实现中国⼈人才市场的本⼟土化战略和品牌塑造活动。
5!© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved!
星巴克的⼯工具包

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