Abstract：Strategies of Starbucks development are carried out in a special environment, and the complex environment may have a bad impact on the development. With the development of global economy, there are great changes in Starbucks’ external environment which bring both the opportunities and threats to Starbucks. The improvement of Starbucks’ internal condition makes it have more advantages than its competitors with some shortages existed.

　　　To implement the environment optimization of Starbucks in a certain period, strategic management is playing a key role in it. This paper adopts strengths, weaknesses, threats, opportunities (abbr. as SWOT below) analysis which is based on a general consideration to both the internal condition and the external environment, to put forward the four strategies of development from analyzing all the researches on Starbucks. Finally, the author made a conclusion and suggestion to Starbucks about the future development.

Key Words: SWOT analysis; Starbucks; strategies of development

摘要：星巴克发展战略是在特定的环境下制定的，而复杂的环境对其有制约作用。 随着经济全球化的发展，星巴克发展的外部环境发生了巨大的变化。这既给星巴克的发展带来了机遇，也使其面临着许多威胁。虽然星巴克的内部环境不断改善，使其在众多竞争者中具备了一定优势，但仍存在诸多不足之处。

　　　为了在一定时期内实现星巴克发展环境优化，战略管理在这过程中扮演着重要的角色。本文采用SWOT 态势分析法，在借鉴管理学等相关理论的基础上，综合考虑星巴克内部条件和外部环境等各种因素对星巴克所处的复杂环境进行现状分析，得出环境优化的四种战略，提出相应的优化对策，并对其今后的发展进行展望。

关键词：SWOT分析; 星巴克; 发展战略