美国咖啡文化兴起与星巴克发展探析.pdfVIP

CoffeecultureisaliveinUS

Thepeoplewhoworktherecanquicklymakeexcellentespressoordripcoffeedrinks.LaColombe

isagoodexampleofhowimportantcoffeeculturehasbecomeintheUnitedStates.Joinusaswe

exploretheculture,historyandbusinessofoneoftheworldsfavoritedrinks.

(MUSIC)

VOICEONE:

IntheUnitedStates,thenumberofspecialtycoffeeshopshasincreasedgreatlyovertheyears.In

1995therewereanestimatedfivethousandshopsandsellersspecializingincoffee.By2006,there

werealmost24,000.ItishardtowalkdownastreetinanAmericancitywithoutcomingacrossa

coffeeshop.And,chancesare,thatcoffeeshopmightbeaStarbucks.

VOICETWO:

TheStarbuckscompanystartedintheWestCoastcityofSeattle,Washington,in1971.Today,there

aremorethantwelvethousandStarbucksaroundtheworld.Starbuckshashelpedmakecoffee

cultureapopularpartofpeoplesdailylives.Thestoressellallkindsofcoffee.Theysellspecialhot

andcoldcoffeedrinkslikeFrappucinosandWhiteChocolateMocha.Theyalsosellfood,music

andbooks.Starbuckshashelpededucatepeopleabouttheworldofcoffee.

VOICEONE:

ButthereismuchmoretomakingandenjoyingcoffeethanStarbucks.Infact,manypeoplecriticize

theaggressiveexpansionofStarbucksanditsimalcoffeeshops.Thecompanyhasmade

businessdifficultforsmaller,tcoffeeshops.Butthesecoffeeshopshaveastrongand

loyalfollowing.Thereisacertainprideinthecoffeeindustryamongthesmaller,moreal

coffeesellers.

VOICETWO:

TheSpecialtyCoffeeAssociationofAmericaholdsayearlycompetitionforthepeoplewhoprepare

coffeedrinks,knownasbaristas.Thebestbaristasfromdifferentareasofthecountry