4.1.4

'1786'

'19'

'星巴克咖啡在中國必須貴 否則就是傾銷'

'/uploads/allimg/140522/3-140522153630C2-lp.jpg'

'咖啡館營銷,咖啡新聞,星巴克'

'在美國有一個笑話：2008年美國發生經濟危機，星巴克的CEO霍華德·舒爾茨發出哀嘆：“天啊！星巴克在紐約一條街上一天竟然關掉了200家店。這叫我們以後怎麼活啊？” '

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''

'2014-05-22 15:33:23'

'2014-05-22 15:36:36'

'1783'

''

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NULL

'<p>
	　　這個笑話從一個側面反映出星巴克的咖啡店在美國的數量之多。據說星巴克最多的時候，其數量堪比美國高速公路上的限速牌，也就是說，你在美國的任何一條街上，只要一抬眼，就會看到一個星巴克。星巴克的綠色女神標誌已經繼麥當勞[微博]的明黃色的大M後成爲美國的另一個標誌，一個圖騰。</p>
<p>
	　　隨着星巴克大舉進入中國，敏感的中國人卻發現，星巴克這個在美國土鱉得不能再土鱉的咖啡連鎖店，卻在中國的土地上赫然成了咖啡中的貴族。中國的消費者紛紛吐槽：&ldquo;憑什麼呀?如果一個美國人一個月賺兩千，他只要花3.45美金去消費一杯星巴克。而一箇中國人賺兩千，他卻要花24至30塊去消費一杯星巴克。美國人這也太欺負人了吧。&rdquo;</p>
<p style="text-align: center;">
	<img alt="" src="/uploads/allimg/140522/3-140522153630C2.jpg" style="width: 499px; height: 343px;" /></p>
<p>
	<strong>　　西方經濟學規定：</strong></p>
<p>
	<strong>　　星巴克咖啡在中國必須貴</strong></p>
<p>
	　　星巴克真的是爲了獲取高額利潤而故意拉高品牌定位，用高價格迎合愛面子的中國人，以犧牲中國消費者的利益而謀取暴利嗎?</p>
<p>
	　　美國加州大學戴維斯分院的經濟學教授法耶德認爲，星巴克在中國的定價遵循了經濟學中一條很重要的原理：一價定律(The Law of One Price)。也就是說，在全球化的背景下，當同一個商品在不同地域銷售時應該被表述成同等價值。簡單地說，一杯星巴克在美國的銷售價如果是3.45美金，那麼其中國定價就應該是3.45美金乘以星巴克公司2010年正式進入中國市場時的美元和人民幣的匯率6.9，也就是23.8，約等於24元。如果星巴克公司對其產品的定價低於這個價格，就應該被視爲傾銷。在法耶德教授的眼裏，星巴克對其產品在中國市場的定價是合理更是合法的。這樣的定價爲中國的咖啡店和飲品讓出了利潤空間，是西方經濟學中的自由競爭理論的合理產物。</p>
<p>
	　　其實一價定律在西方經濟學中相當於牛頓的萬有引力定律在物理學中的地位，是地球人都知道的法則。可惜中國的經濟學和西方的經濟學研究長期脫節，一旦出現想不通的現象，中國消費者就很容易上綱上線地認爲，這是美帝國主義在從經濟上剝削中國人民，從而指控美國的公司暴利。</p>
<p>
	<strong>　　&ldquo;巨無霸漢堡包指數&rdquo;</strong></p>
<p>
	<strong>　　在中國並不適用</strong></p>
<p>
	　　如果從一價定律延伸去看，我們對很多中美之間的經濟糾紛就會有不同的視角，不同的結論。</p>
<p>
	　　根據一價定律和購買力平價法則(Purchasing Power Parity)，1986年美國的《經濟學家》雜誌(The Economist)首次運用了一個概念&ldquo;巨無霸漢堡包指數&rdquo;。這個指數用在不同國家銷售的麥當勞巨無霸漢堡包作爲一個重要的經濟指數來判斷各個國家的貨幣匯率是否居於一個正確的水平。</p>
<p>
	　　當然，這個指數也就成爲美國指控中國人民幣匯率不合理的理論基礎。根據這個&ldquo;巨無霸漢堡包指數&rdquo;，美國的經濟學家們驚訝地發現，2013年7月一個巨無霸漢堡包在美國的售價是4.56美元，按照6.3的匯率，其在中國的售價應該是28.7元，約等於29元。而一個巨無霸漢堡包在中國的實際售價只有17元。根據這一售價，美元和人民幣之間的匯率應該定在1比3.5，而不是現在的1比6.3。</p>
<p>
	　　如此一說，中國人更覺得冤枉。這個17元又不是我給定的，是你美國公司定的，憑什麼你用你自己定的價格來抱怨我的匯率太低?如果說我不知道一價定律或者是購買力法則是我不對，那你美國公司明明知道這些經濟學原理，還給定了一個17元，這不是耍我嗎?</p>
<p>
	　　那麼我們回頭來看，這個&ldquo;巨無霸漢堡包指數&rdquo;還有一個重要的經濟學基礎。這個指數是建立在自由競爭原理上的。所謂自由競爭原理就是說在一個特定的產業中，各個企業的競爭實力均衡，相互制約，沒有出現壟斷的可能。</p>
<p>
	　　麥當勞所在的美國快餐產業是一個名副其實的自由競爭產業，美國的麥當勞與漢堡王、盒子裏的傑克、小凱樂斯等快餐連鎖品牌一起，均分美國的快餐市場，沒有出現一枝獨秀的快餐壟斷企業。在自由競爭市場中，企業定價完全由利潤來決定。如果價定高了，消費者會大量流失，跑去消費競爭對手的產品， 企業只能關門大吉;如果價定低了，企業就會失去利潤，當然最後還是會被其他競爭對手所打敗。在這樣的大前提下，這個&ldquo;巨無霸漢堡包指數&rdquo;成爲一個&ldquo;萬有定律&rdquo;，成爲美國指控中國利率問題的一個最重要的理論基礎。</p>
<p>
	　　可是中國的快餐市場真的是一個自由競爭市場嗎?當然不是。在北京或是上海，麥當勞或許會被其他洋快餐叫板，可是其他品牌的競爭力遠遠不如它。到了其他城市，消費者要喫漢堡包，就只能是麥當勞或是肯德基[微博]。麥當勞的漢堡包銷售在中國就是一家獨大，成爲壟斷。在美國的漢堡包銷售中，麥當勞是一個市場價格的承接者(Price Taker)，而它在中國的漢堡包銷售中絕對是一個價格制定者(Price Maker)。如果它在美國賣17元，或者說2.7美元，它會死得很快，可是它在中國不要說賣17元，就是它賣15元，依舊會有錢賺。</p>
<p>
	　　可是沒有多少美國的經濟學家注意到這一情況，就好像沒有多少中國的經濟學家談論一價定律一樣。在這種相互的無視中，17元的巨無霸不但成爲打壓中國其他漢堡包銷售企業的有力武器，同時也成爲美國指責中國匯率問題的風向標和旗幟。</p>
<p>
	<strong>　　經濟學只是個&ldquo;相對論&rdquo;</strong></p>
<p>
	　　文行至此，我們突然發現，在這個案子裏，好像誰都沒有錯，可是誰也不對。這彷彿一下子從牛頓的萬有引力定律跳到愛因斯坦的相對論了。</p>
<p>
	　　根據西方經濟學理論，星巴克當然沒有暴利;而對於麥當勞來說，定價17元當然是有利可圖的。而且我們試想，如果巨無霸真的賣29元，哪個中國人還喫得起它的漢堡包?中國消費者在這一價格中也沒有喫虧;既然&ldquo;巨無霸指數&rdquo;的理論基礎坍塌了，中國的利率問題就值得商榷，也就是說中國政府並沒有錯;此外，美國對中國的指責也並不是空穴來風。</p>
<p>
	　　到這裏，我們就可以看出，經濟學是一門最不像科學的科學。美國的經濟學家常常笑稱經濟學家是馬後炮專家。一旦經濟危機發生，經濟學家常常將救市掛在嘴邊，可是誰敢說，某道政令一出，立刻救市成功。在經濟學的領域裏，沒有所謂的萬有引力定律，有的只是相對論了。</p>
'

'咖啡館營銷,咖啡新聞,星巴克'

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'星巴克咖啡在中國必須貴 否則就是傾銷_咖啡館經營_中國咖啡網'

'咖啡館營銷,咖啡新聞,星巴克'

'在美國有一個笑話：2008年美國發生經濟危機，星巴克的CEO霍華德·舒爾茨發出哀嘆：“天啊！星巴克在紐約一條街上一天竟然關掉了200家店。這叫我們以後怎麼活啊？”'

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