Starbucks coffee is famous about 100 years ago. in the 1970s, three Americans turned it into a coffee shop to promote the spirit of American coffee, and since then Starbucks coffee has grown into a fascinating company around the world. Starbucks coffee uses a unique way of brewing coffee, refreshing resources, high-quality coffee beans, environmental products and the different foods provided. As it is able to maintain long-lasting and high value-added brands, strong cultural background, all these factors to maintain the company improves marketing position. The success of Starbucks due to the excellent quality of coffee, family environment, style of freedom, in the Starbucks Coffee Shop, the emphasis is no longer on coffee, but on culture and knowledge. Starbucks culture actually revolves around two themes: commitment and knowledge, the core culture is the use of an environment that is as comfortable as possible to help people expand stress and you feel like you are at home, and beautiful music to make people relax to do what they want to do, no body chasing you when you stay inside the shop longer and there is no one asking you to buy another coffee. As different from other multinational enterprises, Starbucks does not use huge advertising and promotion. Starbucks brand promotion does not depend on advertising, its usual strategy focuses on promoting the brand image. Unlike McDonald's, Starbucks coffee has a unique culture, business sponsorship is important to promote Starbucks' image. For example, before the Dali exhibition held in Shanghai, Starbucks was the main sponsor and is also the sponsor of the APEC meeting in Shanghai. The Starbucks chain store has the same style and young staff. Each store...... middle of paper...... is designing and implementing a service called “coffee Classroom”, Starbucks will provide them with specialized barista service. Mystery Shopper: Starbucks, word of mouth is the best advertising. To achieve this word-of-mouth effect, Starbucks must offer quality service to every guest. Starbucks standards are: every cup of coffee cooked, good knowledge of every detail. Such as testing "every cup of brewed coffee for guests", Starbucks has established a series of evaluation mechanisms, especially in the "mystery shopper". In addition to the usual theoretical knowledge and practical inspection visits, they commissioned an investigative capacity of the company, secretly sent to Banzuo, came to spend in Starbucks coffee shops. Therefore the success of Starbucks has the reasons, which is the great management team that brought the company to the world.