星巴克在中国大陆的空间扩散特征与影响因素研究

Spatial expansion mode and its influencing factors of Starbucks in mainland of China

以在中国大陆的1446家星巴克门店为研究对象,借助空间分析和计量回归方法探讨星巴克的空间分布特征、空间选择的文化制度和经济影响因素以及空间扩张模式。研究发现:第一,星巴克空间分布表现出非均衡的凝聚分布特征,其扩张路径主要是从以沿海经济发达地区为重点布局区域逐步向内陆省份延伸,表现出对零售业对外政策实施的高度响应,即政策制度显著影响星巴克的空间扩散。第二,市场需求、购买力水平等8个影响因素均显著正向地影响星巴克门店的空间选择。第三,星巴克空间扩张表现出等级扩散与接触扩散相混合的特征,其空间扩张模式分别经历了等级扩散为主、等级扩散与接触扩散并存、接触扩散为主的三个阶段。研究不仅对目前跨国零售企业的空间扩张研究进行了实证补充,而且为企业空间扩张理论提供了一个实践验证。同时,研究给服务企业的传统空间增长理论提出新的挑战。

In the process of globalized consumption, multinational corporations have accelerated overseas expansion. Retail industry is the most typical case. With production turned from Fordism to post-Fordism, multinational corporations in retail industry are more inclined to lie in the consumer sites. They sell standardized product to the rest of the world through foreign direct investment as well as foreign trade, and gradually formed a unified global production and sales network. At the same time, the embedded consumption patterns and lifestyles in the consumer product have a direct impact on consumer preferences and choices around the world. With the gradual implementation of the opening-up policy in China＇s retail industry, the multinational retail corporations distributed quickly to strengthen their localization process in China. From the perspectives of expansion scale and strategy, KFC, McDonald＇s, Haagen-Dazs, Starbucks and other multinational corporations are most typical in F＆B industry. In their expansion to China, these multinational corporations in F＆B industry need to consider not only the economic and cultural advantages among cities, but also the differences among commercial locations within the city. However, few reports in the literature relates to the overseas location choice of the multinational corporations in F＆B industry. This paper discusses the spatial distribution, influencing factors and expansion mode based on the sample of 1446 Starbucks subsidiaries in the mainland of China with the methods of spatial analysis and regression. The results show that： （1） Starbucks exhibits a non-equilibrium and aggregated distribution mode. Its expansion path gradually extends from the coastal well-developed areas to inland provinces, which echoes to the implementation of the opening-up policy in retail industry. At the same time, it shows that the cultural system and economic factors greatly influence the expansion mode. （2） Under the dimensions of economy, space, information and humanities, indicators of market demand, purchasing power, price level, retail market conditions, transportation accessibility, commerce prosperity, the level of development of communication facilities, information networks and regional economic openness are closely related to the location choice of Starbuck stores. （3） The expansion mode of Starbucks is not the typical contagious diffusion model in service enterprises, but shows the hierarchical diffusion and contagious diffusion mixed mode. The study finds that the expansion of Starbucks has undergone three stages： hierarchical diffusion, mixed mode, and contagious diffusion.