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'週三有報道稱，有着雄心壯志的星巴克正在中國不斷擴展，但顧客逗留不去是星巴克中國擴張一大障礙顧客太愛這些店了，他們一個小時接一個小時的坐着，有時甚至一杯咖啡也不買。事實上，儘管這些跨國公司在中國的擴張速度驚人，但就其中國區銷售額佔其全球銷售' |
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'
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<td><div id="contentMidPicAD" style="float:right; clear:both; top:0; vertical-align:top;"></div>
<div style="text-align: center; ">
<img alt="星巴克、肯德基到底有多依賴中國？" src="/uploads/allimg/120725/1431206310-0.jpg" /></div>
<div>
週三有報道稱，有着雄心壯志的星巴克正在中國不斷擴展，但顧客逗留不去是星巴克中國擴張一大障礙——“顧客太愛這些店了，他們一個小時接一個小時的坐着，有時甚至一杯咖啡也不買。”事實上，儘管這些跨國公司在中國的擴張速度驚人，但就其中國區銷售額佔其全球銷售總額來看，中國仍然是一個相對較小的市場，這跟顧客是否在店內逗留過久，或許並沒有太多的關係。</div>
<div>
</div>
<div>
截止2010年，星巴克在中國有459個連鎖店，但平均一箇中國消費者一年才喝三次咖啡。買一杯12盎司的焦糖瑪奇朵，中國東部的消費者需工作1.3小時，西部和中部的消費則分別需要1.6和1.9小時。星巴克2010年全球總營收107.1億美元，但中國區營收僅3.58億美元，僅佔其全球營收額3.3%。</div>
<div>
</div>
<div>
跨國公司究竟有多依賴中國市場？少了中國市場，是否就會一蹶不振？我們查找了數家公司的年報，數據可能要讓很多人失望——事實上，少了中國市場，對大部分跨國公司來說，並沒有太重要。中國遍地開花的家樂福超市主要營收仍在法國，2011年其中國市場營收81.69億歐元，還不到其全球總營收的10%。即便是幾乎在世界任何角落都能看到的可口可樂，中國市場的營收也只佔其總營收的7%左右。我們最常見的跨國公司中，也許只有百勝集團旗下的肯德基離開中國市場將會困難重重——肯德基在中國的營收佔其總營收的49.8%，差不多是其一半的份額。</div>
<div>
</div>
<div>
經濟學人信息部(EIU)去年底發佈的調查研究報告同樣支持這個結論。經濟學人的報告顯示，全球金融危機令跨國公司，尤其是大型跨國公司更爲依賴中國市場，以帶來更多營收,但目前中國對於大多跨國公司而言，仍是一個相對較小的市場。這份報告基於對328名非中國跨國公司高級管理人員的調查，以及對大型外國跨國公司高管、商業學者和市場分析師的深入訪談而完成。本次調查中，只有8%受訪者認爲中國已是他們最大的市場，17%的公司預計中國將在五年內成爲其最大市場，還有21%的公司認爲這種情況會在5-10年內發生。</div>
<div>
</div>
<div>
受訪的70家披露中國市場數據的跨國公司中，只有10家公司去年中國營收佔其全球收入的20%以上，其中包括美贊臣、卡地亞、必和必拓、百勝、超微半導體等，而有一半以上跨國公司的中國收入佔比不到10%。</div>
<div>
</div>
<div>
調查報告還顯示，雖然跨國公司仍看好中國，但有跡象表明他們正在全球分佈其投資，以平衡其整體戰略佈局。受訪者中，有37%認爲中國對全球戰略至關重要，而2004年調查時該比例爲53%。另有33%受訪者認爲中國市場雖不具備至關重要的地位，但也具有重要的戰略意義，這亦較2004年調查時的41%有所下降。</div>
<div>
</div>
<div>
</div>
(責任編輯：獅子座)</td>
</tr>
</table>
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