4.1.4

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'在快餐連鎖和精品咖啡的雙面夾擊下，這四大問題一直困擾着星巴克'

'/uploads/allimg/170501/3-1F5011542103E.jpg'

'快餐,連鎖,精品,咖啡,雙面,夾擊,大問題,一直,困擾,着星'

'據《華麗志》近期報道，全球頭號咖啡連鎖巨頭 星巴克集團（Starbucks） 原首席執行官 Howard Schultz目前已離職，接過帥印的是公司原首席運營官 Kevin Johnson。（詳見《華麗志》相關報道： 新任 CEO談星巴克的未來：我不會成爲下一個 Howard Schultz ） 作'

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'華麗志'

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'2017-05-01 15:41:58'

'2017-05-01 12:47:01'

'99267'

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'<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="" src="/uploads/allimg/170501/3-1F5011542103E.jpg" style="width: 800px; height: 600px;" /><br />
	據《華麗志》近期報道，全球頭號咖啡連鎖巨頭<span style="color: rgb(0, 0, 0);"><span style="font-weight: 700;">星巴克集團（Starbucks）</span></span>原首席執行官 Howard Schultz目前已離職，接過帥印的是公司原首席運營官 Kevin Johnson。（詳見《華麗志》相關報道：<span style="text-decoration: underline;"><em><a href="http://luxe.co/post/57608" rel="bookmark" style="color: rgb(68, 68, 68); text-decoration: none; transition: 0.8s ease-in-out;" title="Permalink to 新任CEO談星巴克的未來：我不會成爲下一個 Howard Schultz">新任 CEO談星巴克的未來：我不會成爲下一個 Howard Schultz</a>）</em></span></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	作爲星巴克長期以來的靈魂人物，Howard Schultz 此前制定的五年計劃<span style="color: rgb(0, 128, 128);">（五年增開 1萬家門店，成爲讓所有顧客都滿意的咖啡連鎖品牌！）</span>將公司帶入了全盛時期，但同時也面臨着更嚴峻的挑戰&hellip;</p>
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	（詳見《華麗志》相關報道：<span style="text-decoration: underline;"><em><a href="http://luxe.co/post/51270" rel="bookmark" style="color: rgb(68, 68, 68); text-decoration: none; transition: 0.8s ease-in-out;" title="Permalink to 舒爾茨警告：傳統零售要經歷大衰退！那爲何星巴克還要再開1.2萬家新店？">舒爾茨警告：傳統零售要經歷大衰退！那爲何星巴克還要再開1.2萬家新店？</a>）</em></span></p>
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	<img alt="2017annualmeetingofshareholders-2-1024x768" class="alignnone size-full wp-image-58766" src="/uploads/allimg/170501/3-1F5011243031P.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/2017annualmeetingofshareholders-2-1024x768-1.jpg?imageView2/2/w/1200/h/900 2x" style="border: 0px; display: block; max-width: 100%; height: 450px; width: 600px;" /></p>
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	<span style="color: rgb(128, 128, 128);">上圖：Howard Schultz（左）與Kevin Johnson（右）</span></p>
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	近年來，星巴克在咖啡連鎖行業遭遇了雙面夾擊的困境：</p>
<ul style="margin: 20px 20px 20px 40px; padding-right: 0px; padding-left: 0px; list-style-type: square; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; font-size: 16px; text-align: justify;">
	<li style="margin-bottom: 20px;">
		一面，來自<span style="color: rgb(0, 128, 128);">唐恩都樂（Dunkin&rsquo; Donuts ）、麥當勞（ McDonald&rsquo;s）</span>這樣的<span style="color: rgb(0, 128, 128);">快餐品牌</span>以低價咖啡搶走了很多顧客；</li>
	<li style="margin-bottom: 20px;">
		另一面，<span style="color: rgb(0, 128, 128);">精品咖啡浪潮（第三次咖啡浪潮）</span>中湧現的&nbsp;<span style="color: rgb(0, 128, 128);">Intelligentsia、Blue Bottle</span>，咖啡師們用精湛的技藝吸引了高端顧客。</li>
</ul>
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	星巴克如果想在這場市場多元化的競爭中處於不敗境地，需要思考更多現實問題：</p>
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	<img alt="A Starbucks logo is seen at a Starbucks coffee shop in Vienna, Austria, June 21, 2016. REUTERS/Leonhard Foeger" class="alignnone wp-image-43540" src="/uploads/allimg/170501/3-1F501124309104.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2016/07/下載-1-1.jpg?imageView2/2/w/1200/h/808 2x" style="border: 0px; display: block; max-width: 100%; height: 404px; width: 599px;" /></p>
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	廣受爭議的杯型</h5>
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	當紐約第一家星巴克開業時，很多美國人甚至不知道什麼是&ldquo;拿鐵（latte）&rdquo;，當時的《紐約時報》曾撰文詳細介紹了什麼是拿鐵，以及它的意大利語發音。</p>
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	星巴克的出現和普及，爲美國顧客帶來了不一樣的咖啡文化和一系列創新產品，從中賺取了數十億美元的利潤。其中的一個典型例子就是星巴克的咖啡杯型。</p>
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	Howard Schultz 以<span style="color: rgb(0, 128, 128);">意式咖啡文化</span>爲靈感，引入了<span style="color: rgb(0, 128, 128);">大杯（grade）和超大杯（venti）</span>的概念。</p>
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	美國西北大學 Kellogg 管理學院的戰略研究副教授 Craig Gathwaite 認爲，杯型是星巴克提供宏觀奢侈體驗的一個微縮戰略。比如，一些顧客買不起寶馬汽車，但他可以喝上一杯比常規杯量要昂貴一些的&ldquo;大杯&rdquo;、&ldquo;超大杯&rdquo;星巴克咖啡，也算是一次小小的奢侈體驗了。隨着星巴克的不斷擴張，<span style="color: rgb(0, 128, 128);">中杯（tall）、大杯（grande）和超大杯（venti）</span>的叫法逐漸取代了傳統意義的大中小杯。</p>
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	<img alt="timg" class="alignnone wp-image-58778" src="/uploads/allimg/170501/3-1F5011243153D.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/timg-6.jpg?imageView2/2/w/1200/h/676 2x" style="border: 0px; display: block; max-width: 100%; height: 338px; width: 600px;" /></p>
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	2004年，一位名叫 Dave Barry 的作者在《泰晤士報》發表了一篇批判星巴克杯型的文章。他在文章裏指出，&ldquo;星巴克把事實上的小杯量叫&ldquo;中杯&rdquo;，顧客就這樣被愚弄，還當真跟着用&ldquo;中杯&rdquo;這個叫法。&rdquo;原文如下：</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<em>Starbucks decided to call its cup sizes &ldquo;Tall&rdquo; (meaning &ldquo;not tall,&rdquo; or &ldquo;small&rdquo;), &ldquo;Grande&rdquo; (meaning &ldquo;medium&rdquo;) and &ldquo;Venti&rdquo; (meaning, for all we know, &ldquo;weasel snot&rdquo;). Unfortunately, we consumers, like moron sheep, started actually USING these names. Why? If Starbucks decided to call its toilets &ldquo;AquaSwooshies,&rdquo; would we go along with THAT?</em></p>
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	2006年，競爭對手Dunkin&rsquo; Donuts 製作了一個極富嘲諷意味的廣告，抨擊星巴克在菜單和杯型上混用意大利語和法語的做法。但這又從側面反映，在那十年星巴克真正造就了<span style="color: rgb(0, 128, 128);">作爲軟飲的咖啡飲品</span>。拿鐵成爲了<span style="color: rgb(0, 128, 128);">精英階層的一個代名詞</span>，並不是所有普通美國人都能享用得起。</p>
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	2008年，Dunkin&rsquo; Donuts開始銷售與星巴克類似的飲品，但售價要便宜得多，且完全保留了品牌的<span style="color: rgb(0, 128, 128);">美國文化</span>。</p>
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	<img alt="timg (3)" class="alignnone size-large wp-image-58779" src="/uploads/allimg/170501/3-1F501124320155.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/timg-3-1-1024x683.jpg?imageView2/2/w/1200/h/800 2x" style="border: 0px; display: block; max-width: 100%; height: 400px; width: 600px;" /></p>
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	而 Howard Schultz 認爲，融合一些<span style="color: rgb(0, 128, 128);">意式文化</span>的名詞是星巴克體現品牌獨特性的戰略。美國學者 Bryant Simon 在他的著作《Everything But the Coffee》寫道：&ldquo;顧客相信，他們手裏的星巴克大杯拿鐵能體現出自己的個性和品位，即便是多花錢他們也願意。&rdquo;</p>
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	星巴克的戰略不同於麥當勞和 Dunkin&rsquo; Donuts的低價、快餐戰略，而重在營造浪漫的體驗氛圍。但當杯型事件這樣的類似問題成爲普遍現象，星巴克可能面臨難題。</p>
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	擴張過快</h5>
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	上世紀七八十年代，星巴克在人們的印象中<span style="color: rgb(0, 128, 128);">首先是一家咖啡烘焙店、第二重身份纔是咖啡連鎖店。</span></p>
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	八十年代初，Howard Schultz 加入星巴克之後，他卻堅信公司能夠在保證高定位的同時，實現迅速擴張。八十年代中期，因爲與星巴克創始人不和（他未能說服創始人相信公司能成爲全球連鎖品牌），Howard Schultz 一度離開公司。直到 1987年，他從創始人手中收購了星巴克控股權以及17家門店，開始了自己的擴張計劃。</p>
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	1998年~2008年間，星巴克咖啡店的數量<span style="color: rgb(0, 128, 128);">從 1886家增長到 16680家</span>。星巴克的目標是成爲顧客辦公室和家兩點一線之間的第三個目的地。雄心勃勃的擴張計劃卻遭到不少諷刺。</p>
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		1996年，星巴克的門店當時只有 700家。美國 NPR電臺節目&rdquo;All Things Considered&rdquo;就在四月以愚人節開玩笑的方式宣佈，&ldquo;星巴克要打造一條貫通大陸的咖啡漿管道<em>（transcontinental coffee slurry pipeline）</em>&rdquo;。</li>
	<li style="margin-bottom: 20px;">
		2000年，美國諷刺新聞網站洋蔥新聞（Onion）曾有過&ldquo;星巴克在自家洗手間開店中店<em>（New Starbucks Opens In Rest Room Of Existing Starbucks）</em>&rdquo;的諷刺頭條。</li>
	<li style="margin-bottom: 20px;">
		同年，美國知名動畫連續劇《辛普森一家》的某一集出現了這樣的畫面：主人公 Bart 走進一家商場，抬頭髮現每家店的招牌都成了星巴克。</li>
</ul>
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	<img alt="screen shot 2017-04-21 at 52118 pm" class="alignnone size-large wp-image-58770" src="/uploads/allimg/170501/3-1F501124326315.png" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/screen-shot-2017-04-21-at-52118-pm-1024x769.png?imageView2/2/w/1200/h/902 2x" style="border: 0px; display: block; max-width: 100%; height: 451px; width: 600px;" /></p>
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	這些搞笑的段子從一個側面折射出星巴克的潛在問題。新任 CEO Kevin Johnson 最近在接受美國網站 Business Insider 採訪時表示，新店的增速已超出了門店可服務員工的數量（能力）範圍。公司爲了一味的擴張和股東回報，而<span style="color: rgb(0, 128, 128);">放棄了常規的員工培訓和針對高端市場的戰略</span>。（詳見《華麗志》相關報道：<span style="text-decoration: underline;"><em><a href="http://luxe.co/post/54131" rel="bookmark" style="color: rgb(68, 68, 68); text-decoration: none; transition: 0.8s ease-in-out;" title="Permalink to 星巴克美國門店交易量下滑，調低全年預期，手機訂單暴增導致運營難題">星巴克美國門店交易量下滑，調低全年預期，手機訂單暴增導致運營難題</a>）</em></span></p>
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	爲了提高運營效率，門店開始採用<span style="color: rgb(0, 128, 128);">高端自動意式濃縮咖啡機 La Marzocco</span>，而隨之而來的是咖啡品質的下滑，帶上了<span style="color: rgb(0, 128, 128);">&ldquo;速食&rdquo;的味道</span>。</p>
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	Howard Schultz 在他的著作《Onward》當中承認，危機通常來得緩慢而不露聲色，但卻會潛移默化地造成連鎖反應。2000年，他辭去了CEO的職務，但仍是公司董事會成員。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	而此時，麥當勞等競爭對手嗅到了機遇的氣息，推出了類似的低價拿鐵等咖啡飲品。越來越多的人在反問自己：&ldquo;我爲什麼要花 4美元買一杯咖啡&rdquo;。星巴克作爲連鎖咖啡巨頭開始經歷衰退期，<span style="color: rgb(0, 128, 128);">到 2008年終於陷入了低谷</span>。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="QQ截圖20170424182130" class="alignnone size-full wp-image-58769" src="/uploads/allimg/170501/3-1F501124332359.png" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/QQ截圖20170424182130.png?imageView2/2/w/1198/h/802 2x" style="border: 0px; display: block; max-width: 100%; height: 401px; width: 599px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	同年1月，Howard Schultz 重新迴歸，擔負起重燃顧客對星巴克熱情的重任。</p>
<ul style="margin: 20px 20px 20px 40px; padding-right: 0px; padding-left: 0px; list-style-type: square; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; font-size: 16px; text-align: justify;">
	<li style="margin-bottom: 20px;">
		2月，他宣佈在<span style="color: rgb(0, 128, 128);">&nbsp;3.5個小時內關閉美國所有 7100家門店</span>，重新培訓咖啡師如何製作出高品質的意式濃縮咖啡。</li>
	<li style="margin-bottom: 20px;">
		7月，星巴克關閉了600家業績不佳的門店。</li>
</ul>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	在 Howard Schultz的領導下，星巴克的門店開始迴歸品牌根基，更換了濃縮咖啡機，在翻新後採用適宜當地風格的設計，變得更有&ldquo;咖啡館的感覺&rdquo;。從 2008年年末至今，<span style="color: rgb(0, 128, 128);">星巴克的股價已累計上漲超過 1140%</span>，門店數量在全球新增 1萬家。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	事實上，從那以後的星巴克並沒有再回到上世紀 90年代的高端定位，品牌進入了一個吸引各個階層消費者的時代。而定位<span style="color: rgb(0, 128, 128);">中端市場</span>，也恰恰成了星巴克陷入&ldquo;兩面夾擊&rdquo;的一個誘因。在隨後的數年中，星巴克的股價再次陷入停滯不前的困境，門店客流增長也相繼開始放緩。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="58fa76a60ba0b826758b45ee-1200" class="alignnone wp-image-58763" src="/uploads/allimg/170501/3-1F50112433S06.png" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/58fa76a60ba0b826758b45ee-1200-1024x683.png?imageView2/2/w/1600/h/1066 2x" style="border: 0px; display: block; max-width: 100%; height: 533px; width: 799px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<span style="color: rgb(128, 128, 128);">上圖：1992年7月，星巴克集團上市至今的股價走勢</span></p>
<h5 style="margin: 1em 0px; color: rgb(51, 51, 51); z-index: 3; font-size: 1.3em; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	網紅飲品的喜與憂</h5>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	如果用一杯飲品來描述星巴克的近況，最適合的應該是星巴克每年秋季的傳統季節性飲品<span style="color: rgb(0, 128, 128);">南瓜拿鐵（Pumpkin Spice Latte）</span>。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	自2003年推出以來，南瓜拿鐵（下圖）已累計售出<span style="color: rgb(0, 128, 128);">&nbsp;2億杯</span>，甚至還有專門的推特賬號。南瓜拿鐵在美國社交網絡迅速走紅，2014年輿論熱議達到巔峯，南瓜拿鐵成了網上各種各種&ldquo;xxx必備款&rdquo;的代名詞。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	這對星巴克來說是個喜憂參半的消息：一方面，這無疑帶動了南瓜拿鐵的銷量，公司預計這款飲品的銷售額達到了<span style="color: rgb(0, 128, 128);">10億美元</span>；而另一方面成爲&ldquo;網紅&rdquo;飲品後，星巴克的品牌形象離高端定位越來越遠。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="undefined" class="alignnone wp-image-58771" src="/uploads/allimg/170501/3-1F501124344231.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/undefined.jpg?imageView2/2/w/1200/h/900 2x" style="border: 0px; display: block; max-width: 100%; height: 450px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	之後，星巴克開始尋求改變。2014年，星巴克在西雅圖開辦了全球首家咖啡烘焙體驗旗艦店<span style="color: rgb(0, 128, 128);">Roastery（下圖）</span>，結合了咖啡製作，菜單試喫以及奇思妙想的建築設計。這爲星巴克推出高端咖啡烘焙工坊品牌 Reserve 奠定了基礎。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	Kevin Johnson 表示，星巴克在快速增長的過程中將避免商品化的趨勢，目前公司的重要戰略是提升品牌，這也是推出 Roastery 的原因。全球1000家 Reserve 門店都將採用 Roastery 烘焙工坊體驗的模式並現場製作美食。20%的星巴克門店未來都將配備 Reserve 吧檯，以適應調配更多樣飲品的需求。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="Starbucks_Reserve_Roastery-700x465" class="alignnone wp-image-40608" src="/uploads/allimg/170501/3-1F501124349502.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2016/05/Starbucks_Reserve_Roastery-700x465.jpg?imageView2/2/w/1200/h/798 2x" style="border: 0px; display: block; max-width: 100%; height: 399px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="Starbucks_Reserve_Roastery_2-700x465" class="alignnone wp-image-40604" src="/uploads/allimg/170501/3-1F501124354305.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2016/05/Starbucks_Reserve_Roastery_2-700x465.jpg?imageView2/2/w/1200/h/798 2x" style="border: 0px; display: block; max-width: 100%; height: 399px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="starbucks_reserve_roastery_82-1024x681" class="alignnone size-large wp-image-40605" src="/uploads/allimg/170501/3-1F501124402D0.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2016/05/starbucks_reserve_roastery_82-1024x681-1024x681.jpg?imageView2/2/w/1200/h/798 2x" style="border: 0px; display: block; max-width: 100%; height: 399px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	四月，星巴克在芝加哥開設了美國第三家 Roastery烘焙體驗店，並推出了像南瓜拿鐵類似的話題飲品&mdash;<span style="color: rgb(0, 128, 128);">獨角獸星冰樂（Unicorn Frappuccino）。</span></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	這款飲品因其絢麗的色彩和酸甜的口感再次走紅網絡。當你攪拌獨角獸星冰樂時，飲品的顏色會發生奇妙的變化，立刻成爲了社交圖片網站 Instagram上的熱門飲品，顧客上傳的無數照片爲星巴克免費做了廣告（下圖）。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="screen shot 2017-04-21 at 95930 am" class="alignnone wp-image-58772" src="/uploads/allimg/170501/3-1F5011244564T.png" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/screen-shot-2017-04-21-at-95930-am.png?imageView2/2/w/1200/h/900 2x" style="border: 0px; display: block; max-width: 100%; height: 450px; width: 600px;" /></p>
<h5 style="margin: 1em 0px; color: rgb(51, 51, 51); z-index: 3; font-size: 1.3em; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	顧客羣的多元化</h5>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	除了上文提到的代表精品咖啡典範的烘焙體驗店，今年四月，星巴克在總部西雅圖還開了一家<span style="color: rgb(0, 128, 128);">試點手機下單專屬餐廳</span>，顧客匆匆進店取走手機下單購買的咖啡，匆匆出門，而咖啡師則馬不停蹄地製作咖啡。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	一快一慢兩種門店模式形成了鮮明的對比，而事實上，兩家店只隔了幾英里遠。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	回顧星巴克的發展史，可以清楚地看到這家公司的品牌定位在不斷髮生變化，確切說是根據顧客的需求而不斷髮生改變<span style="color: rgb(0, 128, 128);">（有的追求體驗，有的追求方便和效率），</span>維持這種微妙的平衡。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="QQ截圖20170424181556" class="alignnone wp-image-58773" src="/uploads/allimg/170501/3-1F501124504Z5.png" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2017/04/QQ截圖20170424181556.png?imageView2/2/w/1200/h/756 2x" style="border: 0px; display: block; max-width: 100%; height: 378px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	Roastery 和 Reserve 門店的推出正是爲了向嘲諷星巴克的人證明，公司具備的創新力相比上世紀 90年代並沒有絲毫未削弱。去年十月，Howard Schultz 表示，Roastery 爲星巴克提供了重回&ldquo;超高端&rdquo;品牌的良機。在面對電商和手機購物的不斷威脅之下，星巴克的實體門店應該<span style="color: rgb(0, 128, 128);">注重營造氛圍和體驗的環境。</span></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	Kevin Johnson 介紹，近年來人們很少再開玩笑說&ldquo;星巴克要在自家洗手間開店中店&rdquo;的主要原因是，現在的星巴克門店和以往已大不相同，綜合了多樣的經營模式：</p>
<ul style="margin: 20px 20px 20px 40px; padding-right: 0px; padding-left: 0px; list-style-type: square; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; font-size: 16px; text-align: justify;">
	<li style="margin-bottom: 20px;">
		便捷制勝的手機下單專屬店</li>
	<li style="margin-bottom: 20px;">
		常規星巴克門店</li>
	<li style="margin-bottom: 20px;">
		星巴克穿梭餐廳</li>
	<li style="margin-bottom: 20px;">
		Roastery和Reserve這樣的烘焙體驗店</li>
</ul>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	所有這些模式的共同點是突出客戶服務，與不同類型的對手競爭（快餐連鎖品牌或者是高端咖啡連鎖品牌）。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	<img alt="starbucks_reserve_roastery_103-1024x681" class="alignnone size-large wp-image-40606" src="/uploads/allimg/170501/3-1F501124511143.jpg" srcset="http://77flec.com1.z0.glb.clouddn.com/wp-content/uploads/2016/05/starbucks_reserve_roastery_103-1024x681-1024x681.jpg?imageView2/2/w/1200/h/798 2x" style="border: 0px; display: block; max-width: 100%; height: 399px; width: 600px;" /></p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	但還是有人始終認爲，星巴克無法滿足<span style="color: rgb(0, 128, 128);">所有顧客的需求（everything to everyone）</span>。有人進店只是爲了喝杯咖啡，有人把咖啡當藝術品。面向大衆需求的星巴克如何解決衆口難調的難題？</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	美國播主 Bethany Mota 錄製的視頻&ldquo;來喝星巴克的都有什麼人（Types of People at Starbucks）&rdquo;近期在YouTube 吸引了150萬次以上的點擊率。在她的視頻裏，來喝星巴克的人有專門奔着&ldquo;隱藏菜單&rdquo;而來的，有專門來拍照傳社交網絡的，也有一些舉止粗魯的客人。</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	面對如此多樣化的顧客羣體，星巴克未來是否又會被質疑：誰會花 10美元點一杯低脂飲料？</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	丨信息來源：美國網站 Business Insider</p>
<p style="line-height: 1.6; margin: 0px 0px 20px; color: rgb(68, 68, 68); font-size: 16px; font-family: arial, &quot;Microsoft Yahei&quot;, 微軟雅黑, 宋體, sans-serif; text-align: justify;">
	丨圖片來源：星巴克官網、美國網站 Business Insider、Instagram</p>
'

'快餐,連鎖,精品,咖啡,雙面,夾擊,大問題,一直,困擾,着星'

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'1493624518'

'1493614021'

'在快餐連鎖和精品咖啡的雙面夾擊下，這四大問題一直困擾着星巴克_星巴克_咖啡館經營_中國咖啡網'

'快餐,連鎖,精品,咖啡,雙面,夾擊,大問題,一直,困擾,着星'

'據《華麗志》近期報道，全球頭號咖啡連鎖巨頭 星巴克集團（Starbucks） 原首席執行官 Howard Schultz目前已離職，接過帥印的是公司原首席運營官 Kevin Johnson。（詳見《華麗志》相關報道： 新任 CEO談星巴克的未來：我不會成爲下一個 Howard Schultz ） 作'

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