| 浅析星巴克在华连锁经营的经验与启示 |
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| 引用本文： | 郑彦. 浅析星巴克在华连锁经营的经验与启示[J]. 江苏商论, 2013, 0(7): 11-14 |
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| 作者姓名： | 郑彦 |
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| 作者单位： | 厦门城市职业学院经管学部,福建厦门361008 |
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| 基金项目： | 厦门城市职业学院立项课题：连锁经营管理与实践应用研究、两岸连锁业合作前景与管理人才“校企”培养 |
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| 摘 要： | 星巴克是风靡全球的咖啡连锁企业,自1999年进入中国市场以来一直保持了高速的发展。星巴克在华连锁经营采取了"特许授权——控制权回收与合作经营——独资直营"的三阶段发展策略,在逐渐熟悉和积累中国市场的同时,加强对中国市场的控制。星巴克在华连锁经营的许多方法可以给我国连锁业的国际化提供经验借鉴和发展思路。
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| 关 键 词： | 星巴克 连锁经营 加盟 直营 |
On Starbucks Franchise and Chain Store Running in China |
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| Abstract: | Starbucks is a world-reputation coffee chain store, which entered china since 1999. With a rapid annual growth rate in Chinese market, Starbucks developed its own development tactics in china, that is, first franchise and cooperation then redeem share and control, sole and regular chain in the end. As market experience and its reputation in china add up, Starbucks turns to solely owned and faster development track. |
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| Keywords: | Starbucks Chain Store Franchise Regular Chain |
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