讲座：The Power of Big Data----Starbucks’ Success (and Challenges) in China
题 目： The Power of Big Data----Starbucks’ Success (and Challenges) in China
嘉 宾：Prof. Hongwei Du California State University, East Bay
主持人：谢富纪 教授 安泰经济与管理学院 创新与战略系
时 间： 2019年3月15日（周五）10:30-12:00
地 点：上海交通大学 徐汇校区 新上院S208
Starbucks opened its first store in China in January 1999 with little fanfare and interest. Now 20 years later, China has become Starbucks' second largest and fastest growing market, with the expectation to eclipse the US market in the near future. Starbucks has already opened 3,600 stores in China, serving more than 6 million customers a week, in more than 150 cities, with a new store opening every 15 hours. The company has positioned itself as the premium coffee brand in China. Starbucks is now building more net new company-operated stores in China than in the US. Presently, Starbucks does not only rely on the quality of its coffee beans to satisfy its customers, the company also depends on data, both externally purchased and internally gathered, to improve its business. Tracing the history of Starbucks and its growth in China, my presentation continue on what the Big Data is in Starbucks, what it means to the company, how data is used to gain advantage, and how the company continues its incredible success today. Starbucks uses big data and artificial intelligence to make more accurate decisions and predictions on how their business operating, analyze factors such as street traffic or pedestrians flow to determine where its next stores should be, learn more about their customers, boost sales in the process, and increase their market share. Today, we can say that Starbucks brews every cup of coffee with beans plus strong data science and analytics. In addition, the presentation will discuss the developing challenges Starbucks are facing, from China’s home-grown competitors to impacts of the fluctuating China-US business environment and trade relationship.
Prof. Hognwei Du 简介：
Professor Hongwei Du is the coordinator of Information Technology Management Program in the College of Business and Economics at California State University, East Bay. He holds a Ph.D in Operations Research from Florida Institute of Technology, a M.S. in Computer Science from Bowling Green State University. His works have been published in the California Journal of Operations Management, the European Journal of Information Systems, the International Journal of Innovation and Learning, the International Journal of Intercultural Information Management, the International Journal of Information and Decision Science, the International Journal of Electronic Healthcare, the Journal of Economic Studies, and the International Review of Business Research Papers.