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'星巴克五年擴店增幅達70%;快速擴張影響品牌形象？'

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'日前，另外一家活躍在中國市場的咖啡連鎖品牌COSTA也對外公佈了其擴張計劃。據悉，COSTA在目前全球市場29個國家擁有1106個門店。其中，在中國擁有344家門店的基礎上，到2020年計劃達到900家店，平均3天開一家門店。 相較於COSTA在中國的佈局，星巴克未來5年'

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'2017-01-16 09:50:36'

'2017-01-16 09:50:34'

'92207'

''

''

''

''

'星巴克五年擴店增幅達70%;快速擴張影響品牌形象？'

''

''

''

''

''

''

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NULL

'<div>
	&nbsp;日前，另外一家活躍在中國市場的咖啡連鎖品牌COSTA也對外公佈了其擴張計劃。據悉，COSTA在目前全球市場29個國家擁有1106個門店。其中，在中國擁有344家門店的基礎上，到2020年計劃達到900家店，平均3天開一家門店。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 相較於COSTA在中國的佈局，星巴克未來5年內每年都將在中國開設500家門店，如此大規模的擴張計劃無疑顯得尤其大膽。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 因此，有觀點認爲，如果按照這樣的速度擴張下去，無論人力、物力還是財力對星巴克來說都是一個不小的挑戰。隨着星巴克的快速擴張，星巴克的門店可能會出現在各個城市的大街小巷，爛大街現象也會嚴重，會影響品牌形象。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 其實，縱觀星巴克的發展之路，業內如此擔憂也不是毫無道理。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 據法治週末記者瞭解，早在2002年左右，當時星巴克對業績增長要求較高，開始不斷擴建門店，5年間公司門店增爲之前的3倍。但由於過分追求增長，星巴克忽略了公司運營，致使門店顧客體驗狀況惡化，門店交易增長放緩。爲了重回高速增長的態勢，星巴克關閉了瘋狂擴張時期盲目增加的店鋪，砍掉了與主業無關的花哨產品，迴歸咖啡主業，提高商品和服務品質。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 但是星巴克方面對此並不擔心。&ldquo;星巴克自1999年來到中國，到2014年，16年纔開設1500家門店，我們前十多年在中國市場的發展其實已經特別穩健，已經做好了在各個方面的準備，所以才根據目前的市場需求做一些穩健的部署，相信在未來4&mdash;5年的時期，星巴克會迎來一個發展高峯期。&rdquo;星巴克相關負責人說。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; &ldquo;對星巴克這樣一個跨國公司來說，在全球70多個國家，經營23000多家門店，管理經驗相對來說還是挺豐富的，如果做好萬全的準備，還是沒問題的。&rdquo;該負責人進一步表示。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 胡路對此表示贊同，他說：&ldquo;星巴克經過幾十年的成長，管理體系非常成熟完善，這些風險是完全可以防範的，很多東西是值得本土咖啡企業學習的。&rdquo;</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 對本土品牌衝擊較大</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 在李軍平看來，星巴克進行大規模擴張將進一步鞏固星巴克在中國市場的絕對領導地位，進一步拉開與其他競爭對手的距離，意圖給中國消費者帶來一種咖啡即是&ldquo;星巴克&rdquo;的消費形象，從而提升其品牌形象。但星巴克這種大規模擴張，必然會讓行業競爭對手警覺，尤其是主要競爭對手上島咖啡、漫咖啡、COSTA必然會採取相應行動策略，以應對星巴克的擴張。</div>
<div>
	&nbsp;</div>
<div>
	&nbsp; 雲南省咖啡行業協會副會長鬍路也稱，如今隨着國內消費者對咖啡認可度的提升，尤其是在最近5年，除了星巴克之外，很多國外咖啡品牌也都紛紛湧向了中國市場，這對本土咖啡品牌將會帶來很大的衝擊。<br />
	<img alt="" src="/uploads/allimg/170116/8-1F116095031924.jpg" style="width: 450px; height: 300px;" /></div>
'

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'巴克,五年,擴店,增幅,70,,快速,擴張,影響,品牌,形象'

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    'field' => 
    array (
    ),
  ),
)

'/views-92976-[page].html'

''

'https://www.php168.gafei.com/views-92976'

array (
  's' => 'article',
  'c' => 'show',
  'id' => '92976',
  'm' => 'index',
)