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'<div>
文章認爲，一個重要問題是文化。自從上世紀70年代末中國經濟對外開放並從國外進口產品以來，這些進口商品獲得了注重形象的消費者的某種偏愛。</div>
<div>
</div>
<div>
華盛頓的諮詢師王飛（音）是在武漢長大的。他說：“傳統上，外國產品被認爲做工更好、更有品位和更加出色。人們的社會地位是由他們所擁有的物品所決定的。”</div>
<div>
</div>
<div>
文章指出，價格昂貴不但不是妨礙，反而吸引了那些希望炫耀自己新獲得的財富的人們。換句話說，花高價買一杯咖啡是在“生意場上或人際交往中”露臉的有效方式。而星巴克的幸運之處在於恰好在中國趕時髦的年輕消費者中流行喝咖啡的時候進入了中國。</div>
<div>
</div>
<div>
不過有跡象表明，中國人對高價進口商品的偏愛可能正在減弱。隨着電子商務的興起——以及日益頻繁的國外旅行，中國消費者已經開始感到自己爲購買像一杯咖啡這樣無足輕重的消遣品支付了過高的價錢。王飛說：“在美國住了一段時間以後再回到中國，我震驚地發現星巴克竟是如此昂貴。”</div>
<div>
</div>
<div>
這種趨勢似乎也正出現在其他行業：一位滿腹怨言的購物者曾對美國《華爾街日報》記者說，今後真的“不值得再在中國買東西了”</div>
<div>
</div>
<div>
設想一下走進星巴克咖啡店，發現大杯拿鐵竟然賣約27美元。人們很可能會以爲世界上的咖啡原料供應忽然全部消失了，抑或自己穿越到了幾十年之後的未來。</div>
<div>
</div>
<div>
文章說，這個經過人爲誇大的價格能讓人如實瞭解中國人購買星巴克飲品所支付的（按人均收入水平調整後的）相對費用。中國的人均收入約爲7200美元（按國家統計局數據，2012年中國城鎮居民人均可支配收入爲24565元人民幣，約合3981美元），大概是美國的六分之一略高些。然而在北京的星巴克店裏，大杯拿鐵賣4.8美元，比在美國的售價高出1美元。簡單的意式特濃咖啡加入些煮開了的牛奶，在中國竟然成爲貴得離譜的奢侈品。</div>
<div>
</div>
<div>
既然如此，星巴克還能在中國生存實在讓人意外。但事實上，這個西雅圖咖啡帝國的中國業務反而蒸蒸日上。2012年12月，彭博新聞社報道說，星巴克計劃到2015年把中國員工隊伍增加一倍，同時在全國各地城市增開數百家新店。星巴克甚至預期中國屆時將成爲該公司僅次於美國的第二大市場。</div>
<div>
</div>
<div>
文章指出，公正地說，用人均收入來衡量星巴克實際客戶羣的購買力有些粗放：大多數星巴克店位於中國的大城市，那裏多數人的收入大大高於全國人均水平。不過，引人注目的一點是，在一個缺乏本土咖啡消費文化的發展中國家裏，竟有如此衆多的人願意爲星巴克咖啡支付高價。邏輯上，爲了吸引更多顧客，星巴克稍稍降低些價格難道不是合理的嗎？</div>
<div>
</div>
<div>
那麼，既然星巴克在中國十分昂貴，爲什麼它還能門庭若市？中國的多數城市都有出售價格便宜得多的同類快餐式咖啡、而且環境也同樣舒適的咖啡店。星巴克是如何大行其道的？<br />
<img alt="" src="/uploads/allimg/161210/8-161210095236239.jpg" style="width: 314px; height: 300px;" /></div>
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