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'<div>
王靜瑛在一家“冰室”風格星巴克店接受採訪時，闡述了她10月下旬就任星巴克首位中國業務總監以來的想法。</div>
<div>
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<div>
她說：“未來五年在中國我們肯定會每年新增就業崗位1萬個以上。我們一年開500家店，目標是到2021年……達到5000家。”現年44歲的王靜瑛自2012年以來一直在財富中文網的中國最有影響力女企業家年度排行榜上躋身前25。</div>
<div>
</div>
<div>
“這是我們眼下在華髮展的初步打算，還只開了個頭，”她表示。</div>
<div>
</div>
<div>
報道稱，這種擴張一心要在未來幾年裏把中國變成美國境外的最大市場。自1999年中國開設第一家星巴克店以來，該國中產階級逐漸喜歡上咖啡的味道。</div>
<div>
</div>
<div>
星巴克首席執行官霍華德·舒爾茨上週透露，中國內地門店已然是盈利最多的。他預計，中國有望超越星巴克培育了45年的本國市場。</div>
<div>
</div>
<div>
報道稱，星巴克咖啡對西方城裏人來說十分尋常，但以中杯拿鐵30元的價格，它在中國仍是一個強烈吸引着勢利顧客的品牌——對新興的中產階級來說是地位象徵，對普通工人來說是“奢侈飲品”。</div>
<div>
</div>
<div>
這家美國咖啡連鎖店曾在2013年被政府媒體抨擊“價格虛高”，但當時拙劣的公關未能阻止其擴張或調整定價策略。</div>
<div>
</div>
<div>
星巴克在中國內地的門店數量五年內增長三倍達到2300家以上，而包括百勝全球餐飲集團旗下肯德基和必勝客在內的快餐和餐廳連鎖店均業績平平。</div>
<div>
</div>
<div>
事實證明該公司善於給其在華門店加入本土風味，比如月餅、糉子以及摩卡和烏龍茶等。</div>
<div>
</div>
<div>
王靜瑛在香港出生，曾在加拿大接受教育，現常駐上海。她表示，星巴克可能會每年打入中國10到15個新市場，同時在它已經站穩腳跟的特大城市繼續滲透。</div>
<div>
</div>
<div>
“在我們已經開店的北上廣深等一二線城市有足夠的可填補空間，”她說。</div>
<div>
</div>
<div>
報道稱，世界第二大經濟體的咖啡消耗量仍遠低於歐洲和美國，歐睿信息諮詢公司預測，中國新鮮咖啡零售量的複合年增長率將達到17%。</div>
<div>
</div>
<div>
然而，在中國的競爭也日趨激烈。在其他國際咖啡連鎖店如咖世家爭相搶佔市場份額的同時，獨立的咖啡店也如雨後春筍般湧現且事實證明它們對尋求“與衆不同”的中國年輕有錢人頗具吸引力。</div>
<div>
</div>
<div>
報道稱，星巴克上月公佈了推廣其高檔“臻選”品牌的計劃。</div>
<div>
</div>
<div>
王靜瑛將監管於2017年在上海開辦首家星巴克咖啡烘焙工坊及臻選品鑑館，其建築面積爲3萬平方英尺(約合2787平方米——本網注)，是2014年開業的西雅圖門店的兩倍。</div>
<div>
</div>
<div>
這家烘焙工坊是一家劇院式星巴克店，專門面向對咖啡豆和烘焙工藝比較挑剔的咖啡鑑賞家。<img alt="" src="/uploads/allimg/161227/8-16122F9542C59.jpg" style="width: 337px; height: 220px;" /></div>
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