关于星巴克中国市场产品标准化策略的消费者调研

尊敬的受访者，您好！我正在进行一项关于星巴克在中国市场产品策略的学术研究，旨在了解您的消费体验与看法。问卷匿名，数据仅用于学术分析，预计耗时5-7分钟。您的真实反馈对我至关重要，感谢您的参与！
*产品标准化策略是市场学术语，指企业向不同国家或地区的市场提供统一规格产品或服务的经营策略。
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1.
Your age group: 【Single choice, Required】

Under 18
18-24 years old
25-29 years old
30-34 years old
35-39years old
40 years old and above
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2.
The tier of the city you are in: 【Single choice, Required】
first-tier city
new first-tier city
second-tier city
third-tier and lower-tier city
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3.
Your consumption frequency at Starbucks: 【Single choice, Required】
Twice a week or more
Once a week
One-three times a month
Less than once a month
Never consumed
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4.

The core reasons for choosing Starbucks: 【Multiple choice, Required, Max 3 options】

【最多选择3项】
consistent product taste
Uniform store environment
Stable service experience
Brand recognition
Transparent pricing
Convenience
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5.

The consumption category you usually choose: 【Single choice, Required】

【多选题】
Coffee drinks
Non-coffee drinks
Baked goods
Peripheral products
Combined consumption
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6.

Considering the products, environment and brand experience provided by Starbucks, how do you think about its pricing? 【Single choice, Required】

Value for money
Slightly high, but acceptable
Too high, mainly paying for the brand and environment
Uncertain
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7.

Compared with other coffee brands such as Luckin and Costa, what do you think are Starbucks' core advantages? 【Multiple choice, Optional】

【多选题】
Brand reputation and global consistency’s
Third space experience (store environment)
More reliable products quality
Membership system and benefits
Innovative and localized products
No obvious advantages
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8.

Have you consumed at Starbucks in different cities or different stores? 【Single choice, Required】

Yes, many times
Yes, a few times
No, only at a fixed store
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9.

Do you agree with the statement: "No matter which Starbucks store I go to in China, the taste of core drinks (e.g., Americano, Latte) and new launches (e.g., Christmas limited editions, Belgian chocolate flavor) is almost the same"? 【Single choice, Required】

Strongly agree (this is the reason I trust it)
Basically agree (largely consistent, with minor occasional differences)
Slightly disagree (obvious differences between different stores)
Never noticed
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10.

How do you evaluate the taste consistency of the same type of Starbucks' baked goods across different stores? 【Single choice, Required】

Completely consistent
Basically consistent, with minimal differences
Somewhat different, but acceptable
Obviously different, affecting the experience
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11.

Do you think the product standardization of Starbucks has improved your consumption experience? 【Single choice, Required】

Greatly improved
Improved to a certain extent
No impact
Slightly reduced
Greatly reduced
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12.

What aspects of Starbucks' current product standardization need optimization the most? 【Multiple choice, Required, Max 2 options】

【最多选择2项】
Consistent of drink taste
Uniformity of food freshness
Transparency of product pricing
Completeness of product categories in store
No optimization Needed
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13.

How well do you think Starbucks has done in localization (adapting to Chinese tastes) while adhering to standardization? 【Single choice, Required】

Excellent: Balanced the two perfectly, with impressive local products (e.g., Black Tea Latte, Mid-Autumn Mooncakes)
Average: Attempts have been made, but localized products are not outstanding or updated slowly
Insufficient: Too conservative, should launch more Chinese characteristic drinks/foods more actively
Don't care, I just like its classic products
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14.

What is your attitude towards Starbucks' product strategy of "standardization as the main focus, with a small number of regional limited editions"? 【Single choice, Required】

Strongly support, retain brand characteristics
Support, balance unification and local needs
Neutral
Disapprove, should increase regionalization
Strongly disapprove, should fully localized
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15.

If Starbucks increases regionalized products (e.g., Chinese flavors), how will your consumption willingness change? 【Single choice, Required】

Significantly increased
Slightly increased
No changed
Slightly decreased
Significantly decreased
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16.

To improve your satisfaction with Starbucks, which aspect do you hope it will improve the most? 【Single choice, Required】

Products themselves (more healthy options, better taste customization, more frequent localized innovation)
Value experience (more cost-effective combinations, exclusive membership benefits)
Consumption convenience (faster order preparation, better online ordering experience)
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17.

As a consumer, do you have any other suggestions for the experience brought by Starbucks' existing products? 【Open question, Optional】

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