摘 要：餐饮连锁经营是企业进行快速扩张的十分重要的手段，由于连锁经营具有快速的复制能力，在市场扩张时期，企业能够倚靠这种方式快速占领市场，帮助企业高速发展。目前我国市场开始进入成熟阶段，连锁企业的成长速度已开始下降。面对扩张瓶颈和经营发展速度的减缓，企业必须及时调整经营策略，调整经营战略。本文通过实证分析星巴克的经营方式及策略，找出其经营策略中的不足之处，拟找到适合连锁企业持续发展之路。
关键词：连锁经营；市场营销；持续发展；星巴克
Abstract: Restaurant chain business enterprise is an important means of rapid expansion, due to the chain operation, strong ability to replicate in the expansion period, enterprises can quickly occupy the market trust in this way, help enterprise high-speed development. At present, the market began to mature stage, the chain of growth has begun to decline. Facing the expansion of the bottleneck and business development speed slow, the enterprise must adjust business strategy, adjust management strategy. In this paper, through the empirical analysis of starbucks’ mode of operation and strategy, point out the deficiency in its business strategy, is proposed to find the right path of chain enterprises sustainable development.
Keywords: chain operation; Marketing; Sustainable development;Starbucks
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