| 探讨餐饮业跨国巨头进入我国二线城市的机遇与挑战——基于星巴克公司的个案研究 |
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| 引用本文： | 封韵. 探讨餐饮业跨国巨头进入我国二线城市的机遇与挑战——基于星巴克公司的个案研究[J]. 价值工程, 2011, 30(18): 6-7 |
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| 作者姓名： | 封韵 |
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| 作者单位： | 上海财经大学国际工商管理学院,上海,200433 |
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| 摘 要： | 在全球金融危机蔓延的当下,以星巴克为代表的餐饮业跨国巨头纷纷选择转战二线城市。我国二线城市潜在的强大购买力是吸引外商的最重要的砝码,但是高速的近乎疯狂的扩张以及二线城市本身固有的中国式的特点,都给跨国公司的成功经营带来了巨大的挑战和威胁。笔者将以星巴克扩张为例,由浅入深,循序渐进,进行扩张过程中的利弊得失分析,并提出行之有效的可行性建设意见。
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| 关 键 词： | 餐饮巨头 跨国经营 二线城市 机遇挑战 |
Opportunities and Challenges of the Multinational Giants of Food and Beverage Industry into Second-tier Cities in China:A Case Study Based on Starbucks |
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| Feng Yun. Opportunities and Challenges of the Multinational Giants of Food and Beverage Industry into Second-tier Cities in China:A Case Study Based on Starbucks[J]. Value Engineering, 2011, 30(18): 6-7 |
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| Authors: | Feng Yun |
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| Affiliation: | Feng Yun(School of International Business Administration,Shanghai University of Finance & Economics,Shanghai 200433,China) |
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| Abstract: | In the current,with global financial crisis spreading,multinational giants of food and beverage industry whose representative is Starbucks have chosen the second-tier cities in China.Potentially powerful purchasing power of the second-tier cities in China attract the foreign,but the frenzied high-speed expansion and the inherent characteristics of second-tier Chinese cities bring tremendous challenges and threats to multinational corporations to operate successfully.Taking the expansion of Starbucks for exa... |
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| Keywords: | giants of food and beverage industry multinational operation second-tier cities oportunities and challenges |
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