Quora精選：為什么星巴克的咖啡那么貴？

Why is Starbucks so expensive?為什么星巴克這么貴？

 

獲得13.5k好評(píng)的回答@Sanjai Tripathi

Three parts to this question:這個(gè)問(wèn)題有三部分：Why is the cost structure of Starbucks high;為什么星巴克這么貴；Why are they able to charge such high prices;為什么星巴克可以這么貴；And why do they choose to charge such high prices?為什么星巴克要這么貴？Regarding the cost structure, as others have pointed out, they have a high cost model for producing coffee beverages (and other products). 說(shuō)到成本結(jié)構(gòu)，像其他人指出的一樣，在他們的咖啡制造商業(yè)模型中很高的成本（他們也生產(chǎn)其他產(chǎn)品）。Principally, they are often located in high rent areas, and are optimized for service quality rather than cost-efficiency.主要來(lái)講，它們經(jīng)常開在租金很高的地段，而且使服務(wù)水平最佳化，而不是追求成本效益。Regarding how they are able to charge such high prices, it's largely a product of branding and convenience. 說(shuō)到他們?cè)趺茨芤獌r(jià)這么高，很大程度上是因?yàn)檫@集品牌和便利于一身的產(chǎn)品。Though I wouldn't say they are out of line with other independent coffee shops, so the branding perhaps isn't even that marginally important, other than attracting customer volume.雖然我不會(huì)說(shuō)他們和其他非連鎖咖啡店有多不一樣，所以最重要的是吸引消費(fèi)者，相比之下品牌不是那么重要了。Regarding why they choose to charge such high prices ... because they can.至于為什么他們選擇要價(jià)這么高..因?yàn)樗麄兛梢砸眠@么高。

 

（翻譯：Jessie）

(來(lái)源:滬江)