】外国连锁企业大陆市场进入与经营策略——以星巴克咖啡连锁为例.pdfVIP

来自中国最大的资料库下载 外國連鎖企業大陸市場的進入與經營策略—以星巴克咖啡連鎖店為例 A Study of Enter and manage Strategy for Foreign Franchise Business in China Market －Case Study of Starbucks Coffee Chain Stores 蘇士欽 崑山科技大學企業管理研究所 t09176@.tw 摘要 本研究探討外國連鎖企業進入大陸市場的進入策略，大陸市場近年來發展迅速，世界前百大企業都 積極的進軍大陸市場來擴展商機，但是相對的，外商企業就必須面對大陸幅員廣大所造成區域上及文化 上的種種差異，如何能夠成功的經營是本研究愈探討分析的。星巴克咖啡是世界知名連鎖餐飲企業，在 這各以「茶文化」為主的中國市場，星巴克咖啡以一個市場後進者的身份，運用了許多經營策略，不但 打敗了市場上原有競爭對手且還改變了中國人的飲食的習慣，把咖啡成功的行銷給大陸的消費者，成為 大陸第一品牌的咖啡連鎖餐飲業。因此了解星巴克進入大陸市場的進入與經營策略是本研究探討的重點。 關鍵字 ：外國連鎖企業、經營策略、進入策略、星巴克 Abstract The present study investigated enter strategy for foreign franchise business in china market. Due to the china market is very wide, many dealers do believe it’s a good chance and have started to invest in this field actively. But its very difficult to manage the china market. Because they must face the discrepancy, include the regional difference and different culture. For this reason, confer how to successful manage is very important. Although Starbucks is famous franchise business, but Starbucks still to face these difference. Starbucks is a latecomer in china market, but its manage is success. Therefore, the Starbucks is a lead in coffee chain stores of china market now. The study also to propose some tactics by investigated enter modes for Starbucks in china market. Keywords: enter modes, Starbucks, foreign franchise business, manage, strategy, - 241 - 来自中国最大的资料库下载 1.導論 1.2 星巴克概述 1.1 研究背景與動機 1.2.1 星巴克的起源 (Starbucks)星巴克，可以說是美國最吸引人的