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'/uploads/allimg/161209/8-161209101601V4.jpg'

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'保持高端人羣號召力 華爾街日報分析認爲，星巴克正在向高端咖啡邁進，內部這個項目被稱作Siren Works，它目前正在面對不斷增加的競爭，比如唐恩都樂這個在美國擁有7000家門店，佔據16.1%市場份額的品牌正在快速追趕星巴克，不僅複製了星巴克的冷萃冰咖啡，同'

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'2016-12-09 10:16:09'

'2016-12-09 10:16:05'

'88446'

''

''

''

''

'CEO舒爾茨明年卸任-星巴克向高端咖啡邁進'

''

''

''

''

''

''

''

NULL

'<div>
	保持高端人羣號召力</div>
<div>
	&nbsp;</div>
<div>
	華爾街日報分析認爲，星巴克正在向高端咖啡邁進，內部這個項目被稱作&ldquo;Siren Works&rdquo;，它目前正在面對不斷增加的競爭，比如唐恩都樂這個在美國擁有7000家門店，佔據16.1%市場份額的品牌正在快速追趕星巴克，不僅複製了星巴克的冷萃冰咖啡，同時推出&ldquo;精品茶&rdquo;產品線，分食茶飲市場，星巴克希望能爲品牌帶來新的能量。</div>
<div>
	&nbsp;</div>
<div>
	&ldquo;星巴克走高端路線的目的是希望進行消費者的精準區隔。&rdquo;對於舒爾茨將工作重心轉移到高端線上，中國品牌研究院研究員朱丹蓬表示，目前星巴克的門店已經包羅萬象，星巴克的店鋪形態除了普通店外，還有臻選店、手衝店等，對星巴克來說，需要保持高端人羣的號召力，因此消費者的裂變是勢在必行的。此次是舒爾茨繼2008年迴歸後的再度卸任，朱丹蓬認爲舒爾茨每次的卸任都有很明確的目的，新的掌舵人將繼續推行兩個方向，一是高端化，一是全球擴張，隨着中國城鎮化的發展，星巴克也會繼續推行之前提出的在中國擴張門店的計劃，並開設不同的門店匹配不同的消費人羣</div>
<div>
	實際上，舒爾茨一直帶領着星巴克走上全球戰略擴張的道路，他曾公開表示星巴克的增長週期還在相當初級的階段，可以在海外至少擁有2萬家門店，據星巴克官方統計數據，截至10月份，星巴克已經在全世界開設了25085家咖啡店。舒爾茨將中國視爲重要市場，在中國區CEO王靜瑛履新後，舒爾茨在中國市場繼續深化擴張店面的計劃，未來5年，星巴克每年將在中國區開業500家以上的新店，計劃2021年中國大陸門店數量增至5000家。</div>
<div>
	&nbsp;</div>
<div>
	據公開資料顯示，舒爾茨的繼任者凱文&middot;約翰遜於2009年成爲星巴克董事會成員，2015年3月上任首席運營官，而加入星巴克前他已經在科技領域深耕33年。1992年加入微軟後，他曾擔任微軟Windows和在線部門負責人，任上領導過微軟對雅虎的收購，並在2008年嘗試帶領公司開發出能夠跟谷歌搜索競爭的第二大搜索引擎。2008年微軟收購雅虎失敗後，Johnson離開微軟加入了全美第二大移動路由器製造商Juniper Networks，2008年至2013年，凱文&middot;約翰遜一直擔任Juniper Networks的首席執行官<img alt="" src="/uploads/allimg/161209/8-161209101601V4.jpg" style="width: 333px; height: 200px;" /></div>
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