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'專訪星巴克董事長霍華德·舒爾茨'

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'專訪,巴克,董事長,霍華德,舒爾茨,'

'星巴克董事長霍華德舒爾茨簡介 霍華德舒爾茨(Howard Schultz)先生於1982年加入星巴克咖啡公司擔任運營和市場總監，當時公司只擁有四家分店，1987年8月，舒爾茨先生購買了星巴克咖啡公司。 2000年6月，已經擔任了董事長的舒爾茨先生開始兼任公司首席全球戰略'

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'2015-04-09 16:58:58'

'2015-04-09 16:59:44'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150409/3-1504091A9403H.jpg" style="width: 300px; height: 300px; " /></p>
<p>
	　　星巴克董事長霍華德&bull;舒爾茨簡介</p>
<p>
	　　霍華德&middot;舒爾茨(Howard Schultz)先生於1982年加入星巴克咖啡公司擔任運營和市場總監，當時公司只擁有四家分店，1987年8月，舒爾茨先生購買了星巴克咖啡公司。</p>
<p>
	　　2000年6月，已經擔任了董事長的舒爾茨先生開始兼任公司首席全球戰略官的職務，將他在品牌建設方面的專業眼光運用到星巴克的全球業務拓展和品牌國際化的開發上。舒爾茨先生一直被認爲是公司品牌形象的建築師和代言人，他不斷地對公司的發展提出戰略性意見，發展新的商業合作伙伴。</p>
<p>
	　　在舒爾茨先生的領導下，公司跨越了數座業務發展的里程碑。星巴克是北美第一個向其員工提供兩項特殊福利的私人企業;從1987年開始，兼職員工也享有全部的健康福利;從1991年開始，符合條件的全職和兼職員工都能通過公司股期權的形式持有公司的股份，被稱爲&ldquo;咖啡豆股票&rdquo;。</p>
<p>
	　　1992年6月，星巴克成爲第一個成功上市的特色咖啡公司。現在，星巴克已經發展爲全球領先的咖啡零售和焙製品牌。除了在北美洲、歐洲、亞太地區和中東開設零售店外，星巴克也在其咖啡專營店和直銷店出售咖啡和茶產品，此外，星巴克還通過與前NBA球星魔術師約翰遜的約翰遜發展公司合作，在不同種族背景的街區發展新的咖啡店。</p>
<center>
	<img alt="專訪星巴克董事長霍華德·舒爾茨" height="485" src="http://www.kafeipp.com/uploads/allimg/140725/1-140H5135931D9.jpg" width="377" /></center>
<p>
	　　舒爾茨先生獲得了一系列的聲望很高的獎項，他的成就以及他對社會和員工的承諾得到了充分的肯定。1996年，CARE組織將國際人道主義獎頒發給了的舒爾茨先生，以獎勵他推動星巴克和CARE組織就幫助咖啡原產國居民的新型合作伙伴關係的建立。1998年8月，舒爾茨先生因其對提高人類生活質量而做出的傑出貢獻而獲得了Aish HaTorah耶路撒冷基金的獎項。2000年第一期的Restaurants and Institutions(餐館與協會)雜誌提名舒爾茨先生爲年度最佳主管。2000年9月，哥倫比亞大學商學院爲舒爾茨先生頒發了Botwinick獎以表彰其良好的商業道德。2002年1月，舒爾茨先生被提名爲《商業週刊》年度最佳25名經理人之一。2004年4月，舒爾茨先生又被《時代》雜誌列入全球百名最具影響力人物。</p>
<p>
	　　專訪星巴克董事長霍華德&bull;舒爾茨</p>
<p>
	　　&ldquo;你真的去過這麼多星巴克嗎? 你是星巴克最忠實的顧客!&rdquo; 霍華德&middot;舒爾茨滿臉意外，嘴裏嘖嘖不停。12 月11日下午，近年來頻頻訪華的星巴克全球董事長霍華德&middot;舒爾茨，</p>
<p>
	　　在復旦大學演講。數百名學生擠滿了光華樓吳文政報告廳。</p>
<p>
	　　一位學生站起來給這位咖啡帝國的掌門人一個意外。這位男孩子說，他每到一個國家、一個城市都會光顧當地的星巴克，並蓋上該店的印章。舒爾茨似乎並不相信:&ldquo;是嗎?&rdquo;這個學生立刻拿出一本貼滿了星巴克分店印章的冊子。</p>
<p>
	　　舒爾茨聽說過有人在星巴克門口跪下感謝這個城市有星巴克的故事，也曾經目睹過日本一家門店前大清早就排長隊買咖啡的情形，但並沒有聽說過收藏星巴克門店印章的人。</p>
<p>
	　　滿臉驚訝的舒爾茨快步從講臺走下去，接過冊子，問道:&ldquo;需要我在上面簽名嗎?&rdquo;</p>
<p>
	　　1982 年路過星巴克被店裏飄出來的香味吸引的舒爾茨，當時肯定想不到，14 年後，會在中國遇到這樣一個星巴克超級Fans。</p>
<p>
	　　自1987 年舒爾茨召集一批投資者買下星巴克開始，從紐約第五大道到巴黎歌劇院，從北京故宮到悉尼的浪漫海灘，星巴克商標中那兩條尾巴的海妖遊遍了幾乎世界各大城市的角落，並且和麥當勞快餐、levis 牛仔褲等成爲美式文化全球化的重要圖景。目前，星巴克在北美、拉丁美洲、中東和太平洋沿岸擁有超過9500 家連鎖店，1999 年在北京首開中國分店後，如今在中國大陸已經擁有了140 多家店。中國業務正在成爲舒爾茨的重心，僅今年9 月，他就數次來到中國。12 月，應汕頭大學與復旦大學的邀請，他又來向中國學子傳授星巴克成功的經驗。從汕頭到上海，一路跟隨的《外灘畫報》記者在演講間隙兩次採訪了舒爾茨。</p>
<p>
	　　超級fans 計劃</p>
<p>
	　　在舒爾茨的星巴克王國出現之前，普通美國人飲用咖啡的習慣是購買烘焙好的咖啡回家研磨煮制，或者乾脆沖泡速溶咖啡。正如1982 年他路過星巴克時的情形一樣，當時的星巴克只是一家出售烘焙好的咖啡豆以及咖啡機器的商店，店裏飄出來的香味吸引了舒爾茨。完全被香味迷住的舒爾茨激動地給女朋友打電話:&ldquo;我在上帝的國度!&rdquo;</p>
<p>
	　　這也是舒爾茨平生第一次真正體會到咖啡的真諦。1982 年，舒爾茨加入星巴克。1984 年，他極力主張的第一家締造&ldquo;法式咖啡館&rdquo;概念的星巴克開張。這種咖啡館力圖在快餐式的劣質咖啡與優雅的細品咖啡之間尋求平衡，從而開創以相對低廉的價格來享用高品質咖啡的新體驗式消費。他的&ldquo;法式咖啡館&rdquo;很成功，但讓他失望的是，他的理念得不到星巴克的三位創始人的認可。</p>
<p>
	　　1985 年，舒爾茨離開星巴克，創辦自己的咖啡店。1987 年，原來的星巴克經營出現困難，這給了舒爾茨一個機會。1987 年8 月，他收購了星巴克原有的5 家門店。同年，星巴克在芝加哥開了首家遠離西雅圖的濃縮咖啡店。此後，星巴克從芝加哥到穿過西雅圖直抵溫哥華，開始沿太平洋地區擴張版圖，而分店的數量則在11 家的基礎上，發展到1992 年53 家。1992 年，星巴克在美國上市，此後星巴克開始步入快速道。</p>
<p>
	　　&ldquo;和親密朋友聚會，或者需要輕鬆氣氛的非正式商業會談，我當然是去星巴克。&rdquo;舒爾茨說，&ldquo;在這裏，我可以看到各種各樣的人，公司高級職員、運動員、家庭主婦……都在這裏出現。&rdquo;就算沒有在星巴克或者去星巴克的路上，舒爾茨自己的生活也是星巴克最好的廣告。每天清晨起牀，他第一件事情就是喝咖啡。瑪琪哈朵濃縮咖啡或者星巴克自己生產的印尼咖啡，&ldquo;看心情而定&rdquo;。除此之外，他很少在公開場合端起普通的沖泡式咖啡，這對他來說，實在是一件不可忍受的事情。來到中國，號稱&ldquo;星巴克的超級fans&rdquo;&mdash;舒爾茨的主要任務仍是推廣星巴克的理念。幾天的緊張行程中，舒爾茨先後在汕頭大學和復旦大學舉辦演講。爲了在中國培養更多的星巴克超級fans，汕頭大學的演講還通過視頻，同時向香港大學、中國青年政治學院的學生們直播。</p>
<p>
	　　在上海徐家彙美羅城的星巴克門店，爲了讓更多的人熟悉星巴克，咖啡店的員工們總輪流爲每位顧客呈上一杯30 毫升的樣品。這類品嚐活動在星巴克的上萬個門店展開，並已經成爲星巴克全球擴張計劃的一個重要組成部分。這家總部位於西雅圖的企業，希望有朝一日能在中國擁有成千上萬家分店，並最終讓中國成爲其在美國本土以外的最大市場。</p>
<p>
	　　3 美元的巧克力</p>
<p>
	　　星巴克在全球每星期4000 萬杯咖啡的銷量，讓舒爾茨於2006 年躋身《福布斯》400 富豪榜，身家在10億美元以上。如今，來到中國的這位富豪，隨行的是一個保鏢和一塊巧克力。</p>
<p>
	　　這塊價值3 美元的巧克力是5 個月前，他帶女兒看電影的時候，在電影院門口買的。這個讓全世界12 億人排隊買一杯售價4 美元咖啡的商人，卻被一塊巧克力&ldquo;形式遠遠大於內容&rdquo;的包裝所欺騙，&ldquo;本來我想買爆米花，可是她堅持要買這種新的巧克力。這種巧克力包裝精美，售價3 美元，於是我就滿足了女兒的心願。&rdquo;在復旦演講時，舒爾茨從盒子裏取出一小塊巧克力，將其與相對大得多的盒子相比較，&ldquo;一個做出這樣產品的企業，是不值得爲之服務的。&rdquo;惹來臺下聽衆鬨堂大笑。5 個月來，舒爾茨對於此次教訓銘記在心。這3 美元巧克力讓舒爾</p>
<p>
	　　茨意識到，廣告的作用有時候反而會適得其反。雖然星巴克品牌在全球擁有巨大的影響力，按InterBrand公佈的最新調查結果，星巴克成爲僅次於蘋果和Google 的全球影響力第三大的品牌。但舒爾茨說，並不是廣告的力量讓星巴克品牌具有如此強大的影響力。</p>
<p>
	　　據舒爾茨介紹:&ldquo;我們每年花的廣告費用只有區區1000 萬美元，和那些擅長做市場的企業相比，這點錢可能還不夠一個零頭。我們沒有複雜龐大的廣告和市場推廣，這裏面的奧祕就是我們始終強調的可持續性發展。這是把我們和其他企業區分開來的獨特的價值觀和企業文化。當企業員工把這種價值觀和企業整體的理念集合起來，就能產生巨大的推動力，這是企業長期經營的祕訣。&rdquo;</p>
<p>
	　　&ldquo;豆股票&rdquo;</p>
<p>
	　　1952 年， 霍華德&middot;舒爾茨出生在紐約的布魯克林區， 那是一個牆壁上依然存在着彈孔的窮困家庭。&ldquo;我記得我們家是一個狹小的公寓，門廳又矮又黑，牆板不隔音，到處充斥着一股難聞的廚房味道。這種公共住宅裏面聚集着五花八門的人，基本都是社會底層的窮人。&rdquo;舒爾茨對那一段家境貧寒的日子並不諱言。&ldquo;父親有一份很糟糕的工作。他是一個卡車運輸司機。運送衣服和尿布。&rdquo;當時，父親的收入是全家人生活的支柱，&ldquo;我們兄妹三人，每天渴望父親下班回來帶給我們零食和玩具，那是最幸福的時光。&rdquo;</p>
<p>
	　　可這一切在舒爾茨7 歲那年被打碎了。那天，舒爾茨放學回家，他順着走廊打開門，卻看到父親躺在沙發上呻吟。&ldquo;在工作的時候，父親遭遇了一場嚴重的事故，不僅腳踝骨受傷，臀部也嚴重受傷。但他卻沒有住院治療，也沒有醫療保險、工傷賠償……因爲受傷父親失去了工作。&rdquo;</p>
<p>
	　　那一天，改變了他的一生:&ldquo;我看到了美國工人階層的困境，我看到了夢想的破滅，就在我7 歲的時候。&rdquo;之後的每一天似乎都是在母親的借債與躲債中度過的。貧窮一直伴隨着舒爾茨，他甚至是依靠賣血才唸完了大學。</p>
<p>
	　　&ldquo; 我永遠也忘不了那段日子。當時美國的社會福利保障制度遠沒有今天這麼健全。那一段痛苦不堪的經歷讓我體會到，一個有向心力的羣體，對每個個體都應該有充分的照顧，這樣才能增加個體對這個羣體的認同感。因此我決不會讓這( 父親的遭遇) 發生在我的僱員身上。&rdquo;</p>
<p>
	　　舒爾茨在這段記憶的基礎上組建了星巴克員工的福利架構&mdash;他將他們稱爲合夥人。與零售業的其他同行相比，星巴克僱員的工資和福利都十分優厚。舒爾茨爲所有的兼職人員支付全額健康福利費用，還給凡是爲公司工作6 個月以上者，每週工作不少於20 小時的兼職人員贈送股票期權&mdash;這被他稱爲&ldquo;豆股票&rdquo;。這些在同行業中極爲少見。</p>
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'1428569938'

'1428569984'

'專訪星巴克董事長霍華德·舒爾茨_星巴克_咖啡館經營_中國咖啡網'

'專訪,巴克,董事長,霍華德,舒爾茨'

'星巴克董事長霍華德舒爾茨簡介 霍華德舒爾茨(Howard Schultz)先生於1982年加入星巴克咖啡公司擔任運營和市場總監，當時公司只擁有四家分店，1987年8月，舒爾茨先生購買了星巴克咖啡公司。 2000年6月，已經擔任了董事長的舒爾茨先生開始兼任公司首席全球戰略'

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''

'https://php168.gafei.com/views-28402'

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