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1、星巴克的选址策略()ChinaretailbusinessconsultingpartnerthroughouttheprocessStarbucks，slocationstrategySomearticlesaboutpettybourgeoislifestylesaysuchaphenomenon:seniorwhite-collarworkersinseniorofficesgenerallyfollowsuchaschedule,inthemorningintheoffice,intheafternooninStarbucksbubble・
2、Thereissuchaclassicsentence:Iamnotintheoffice,justatStarbucks,IamnotinStarbucks,justonthewaytoStarbucks・AcupofcoffeecalledStarbucksisoneofthesignsofpettybourgeoisie・Only5yearsfromaStarbucksacipherdevelopedintoadazzlingstar,andquicklyevolvedintoa"fashionsymbo1.Inthesubwayalongt
3、hecity,downtown,officelobbies,shoppingmallsorrestaurantscorner,inthecrowdedplace,themysteriouswomanonthegreenlabelalwayssilentlysmileatyou.Positioningthe"thirdspace"oflife"Starbucksactuallysiteselectionstrategyisverysimple,Starbucks，spositioningis"thirdlivingspace",whatdoesthi
4、smean?Homeandoffice,thereshouldbeaplaceinthemiddle,youcanprovideeveryonerest,talk,includingtodiscusssomebusinessenvironment,Starbucksentrypointisthis・Thirdwhatislifespaceforus?BeforeStarbucksopenedthestorein1999,wherewouldyougoifyouwantedtotalkaboutsomething?It'sMcDonald，s,Ken
5、tuckyFriedChicken,orsomeChineserestaurants.Ifthere，snoproblemwiththemealtime,butwhere，sthenonfoodtime?Theseareindeedveryconfusingthings,andStarbuckswascutpoint,thatis,inordertoprovideguestswithaplacetotalkabout,whichalsodeterminestheStarbucksselectedsomeideas,includingsomemeth
6、ods・Foralmost5years,Starbuckshasopenedanaverageof10storesayear,sellingmorethan10thousandcupsaday.Whatisthesecretofsuchafastpace?"Starbucksgivesmemoreconveniencethantaste・〃・"AtasteofcoffeeisMissFangsaid,"itisalwaysthemostprominentinthebusieststreetlocation,sowhenshoppingtired,w
7、hentheeyesfeelsourinfrontofthecomputerscreen,whenfriendscometonoplacetospeak,IwouldnaturallythinkofStarbucks・"That，swhatStarbuckswants-tobeabletoservepeoplewholoveStarbucksatanytime・Andwhatsupportstheambitionisaclearsitemap・Starbuckssitefirstconsideris,suchasshoppingmalls,offi
8、cebuildings,high-endresidentialareas,suchasgatheringpopularit
