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1、星巴克问题一：请使用PEST评估星巴克在中国的市场潜力Politicalenvironment1WiththeChineseeconomyincreasing,China'smiddleclassgraduallygrowandbecomethemainconsumergroups.ThemiddleclassinChinahasrapidlyacceptedWesternstandardsasanacceptablestandardofthebourgeoisclass2Thelong-termeconomicdevelopment,thegradualreductionofgovernm
2、entinterventionefforts,andgraduallyimprovethelegalsystem,whichprovideastableenvironmentforeconomicdevelopment,ChinaandtheUnitedStateshasbroadprospectsforcooperation.经济环境1.Thegrowthofthenationaleconomyisgrowingrapidly,andtheincomeleveloftheresidentsisimproved2.Ahugemarketpotential:coffeeconsumptioni
3、nChinainthecity,theaverageperpersonperyearis4cupsofcoffeeconsumption;TheChinesegovernment'ssupportofluxuryconsumption3.Coffeeindustryinvestment:(1)themarketopportunity:firsttiercitiesarestillfiercecompetition,highcostofrunningashop,theriskoflarge.Twoorthreelinecitymarketismorebroad,highsuccessrateo
4、fcoffeeshop.(2)alotofinvestorsinthefirsttiercitiestojoininthechoicetoopenshop.4Westernbrandsownhighbrandloyalty.社会文化环境1consumptionconception：Chineseconsumersacceptpurchasesofluxurygoodsasameansto pursuingqualitylifestyles,andnolongerconsiderittobedecadentorindicativeofalackofanationalisticorientati
5、on：2thecultureofdrinkingtea，3China'smiddleclassAcceptthecoffee,likecoffee。Potentialconsumersconsumptionatmosphereofthecafeandtheenvironment,theywillconsumeinthecafesomeancillaryproducts,thereforepotentialconsumersstillhavealotofcoffeeshop。4DifferencesinconsumptionconceptbetweenNorthandeastcoastregi
6、onsofChinaledtoregionalpartnershipstoaidinStarbucks'plansforexpansioninChina;thepartnershipsprovidedconsumerinsightintoChinesetastesandpreferencesthathelpedStarbuckslocalizetothediversemarkets.技术环境1Theimpactofinformationtechnology:theprogressofinformationtechnologycanenhancetheefficiencyofmanagemen
7、tofStarbuckschainoperation,sothatStarbucksheadquarterscanquicklygraspallstoresintheworldinashorttimemanagementstatus,andeffectiveguidance.2Paymentinnovation：StarbucksandSquareInc.,apartnership,theSquareposi
