4.1.4

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'咖啡連鎖巨頭星巴克的視線再次瞄準了中國市場'

'/uploads/allimg/161226/8-161226101Z59D.jpg'

'咖啡,連鎖,巨頭,巴克,視線,再次,瞄準,中國,市場,'

'星巴克中國相關人士對記者表示，對於開店，星巴克一直很謹慎。這個戰略的提出完全是因爲市場需求，包括供應鏈以及品控、服務等方面星巴克已經準備好了，各方面條件成熟星巴克纔會大規模開店，並非冒進。 此舉也意味着星巴克18個小時就將在中國開一家新店，未'

'112'

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'0'

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''

'2016-12-26 10:19:32'

'2016-12-26 10:19:27'

'90132'

''

''

''

''

''

''

''

''

''

''

''

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NULL

'<div>
	星巴克中國相關人士對記者表示，對於開店，星巴克一直很謹慎。這個戰略的提出完全是因爲市場需求，包括供應鏈以及品控、服務等方面星巴克已經準備好了，各方面條件成熟星巴克纔會大規模開店，並非冒進。</div>
<div>
	&nbsp;</div>
<div>
	　　此舉也意味着星巴克18個小時就將在中國開一家新店，未來4年時間內星巴克所開門店比進入中國16年開得還要多，星巴克對中國市場的重視前所未有。在星巴克方面看來，進入中國市場以來開店速度一直很穩健，更重要的是爲滿足消費者需求，消費者需求才是衡量戰略最重要的指標。</div>
<div>
	&nbsp;</div>
<div>
	　　在不斷開店的同時，星巴克還嘗試了一些其他舉措以加深其在中國的本土化特色。此前還進軍早餐市場適應中國市場發展，今年3月，星巴克咖啡公司與飲料生產商康師傅控股有限公司宣佈正式簽署合作協議，聯合開拓中國高端瓶裝飲料市場。</div>
<div>
	&nbsp;</div>
<div>
	　　根據協議，星巴克將負責產品研發和創新以及品牌發展，而康師傅則負責在中國大陸生產、銷售星巴克的即飲飲料產品。目前中國即飲咖啡和功能飲料市場規模達60億美元，根據2014年歐睿調研結果，預計未來三年將進一步增長20%。中國食品商務研究院研究員朱丹蓬對記者分析稱，星巴克顯然不想錯過中國快速增長的即飲咖啡市場。</div>
<div>
	&nbsp;</div>
<div>
	　　如今隨着國內消費者對咖啡認可度的提升，星巴克正面臨來自多領域的咖啡競爭者。不管是韓式咖啡連鎖，還是相對價廉物美的麥當勞&ldquo;麥咖啡&rdquo;，近年來都已經成爲星巴克在中國的分食者。</div>
<div>
	&nbsp;</div>
<div>
	　　多年來星巴克不斷深入國內一二線城市，如今隨着人們消費能力的提高，星巴克也把目光瞄準中國的三四線城市。星巴克加速開店，既是因爲看好中國市場，也是因爲面臨了競爭對手的巨大壓力。</div>
<div>
	&nbsp;</div>
<div>
	　　相比韓式咖啡爲實現在中國高速擴張而大規模放開加盟，星巴克則&ldquo;謹慎&rdquo;地選擇合作伙伴，比如統一商超、康師傅等，都是爲了借力，避免陷入單槍匹馬作戰的境地。只是，相比其他咖啡連鎖大規模加盟模式而言，星巴克顯得較爲保守。在全國更大的市場上，星巴克還需自己建立供應鏈，這對計劃將中國打造成最大海外市場的星巴克而言，挑戰頗多。事實上，門店擴張並非簡單的複製，深入瞭解當地市場佈局將成爲考驗星巴克的一道難題。</div>
<div>
	<img alt="" src="/uploads/allimg/161226/8-161226101Z59D.jpg" style="width: 360px; height: 220px;" /></div>
'

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