Abstract:Presently, when we go out and walk around in the street, we can see different kinds of coffee shops here and there, but we are amazed to find that Starbucks—a common chain of coffee shop which has been opened up all over the world—is an outstanding one that everyone loves. Especially in these recent three years, most Chinese people are crazy about it, and it keeps on growing at an astonishing speed. However, with more and more competitors joining in this field, Starbucks is facing a big challenge in running this business and it is even losing a large sum of money. In this thesis, the rise and decline of Starbucks are the author 's research focus. On one hand, the author hopes that research on the rise of Starbucks can encourage the local enterprises to learn some practical business skills and offer useful experience in their future development. On the other hand, the research on the decline of Starbucks may reveal the problems that most enterprises, the catering industry, in particular, now encounter with. And the purpose of the last chapter, suggestions for Starbucks is trying to solve the harsh situation that Starbucks is now facing, and more precisely, learning to forecast and deal with similar business predicament.
Key words：Starbucks; coffee; rise; decline; enterprise; predicament
中文摘要:如今，满街的咖啡店，唯有星巴克一支独秀。在世界各地，绝大多数人都已经知道星巴克——这个无处不在的连锁咖啡店。特别是近几年，星巴克在中国更是受到广大消费者的追捧，其中的奥秘值得我们去发掘。同时，随着越来越多其他同行的模仿，星巴克的经营开始面临着挑战并日益艰难。本文作者首先集中于研究星巴克的崛起与衰落，其次，作者从本文中指出当前社会某些行业——特别是饮食行业所存在的现状与问题，并希望让其他面临同类问题的企业经营者了解星巴克的发展衰落；最后希望各同行以此为鉴，吸取经验，重新部署发展战略，预防同类的经营危机发生。
关键词：星巴克；咖啡；崛起；衰落；企业；危机
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