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星巴克加大在华投资 成功经验值得美国公司借鉴
2017-08-05 08:32:56 中国经济网
《纽约时报》8月1日报道,与谷歌、麦当劳、可口可乐等美国公司正逐步远离中国相反,星巴克正加大在华投资。星巴克在中国深耕近20年,每年在华新设500多家店,平均每天一家以上,为中国新创就业十万以上。仅在上海就有600家店,是纽约的近一倍。
星巴克的成功经验值得其他美国公司研究借鉴。第一,持续大量投资,采取高工资、高福利,同时积极引入中国文化,形成公司、员工和政府的互信共赢。第二,探索本地化管理和经营,星巴克目前在华基本是本地团队管理,与客户、员工和政府的沟通更顺畅高效。第三,积极与政府合作,共同促进当地经济发展。例如正与中国政府合作共同打造云南咖啡品牌,力图使其成为与哥伦比亚咖啡、埃塞咖啡同样的全球品牌。
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