出品/联商专栏撰文/老刀编辑/蔡建桢2005年,汉堡王进入中国,比肯德基和麦当劳晚了近20年。其首店开设于上海静安寺附近的一栋两层复古洋楼内,初期定位中高端,主打单价更高的牛肉汉堡,并未开放特许经营权。不仅仅进入中国晚,更让汉堡王母公司RBI集团无法接受的是,在华20年,对汉堡王来说简直“裹足不前”,而近几年甚至在“开倒车”。RBI集团不得不考虑为汉堡王换一种在中国市场成长的方式。01汉堡王中国卖...
Source Link出品/联商专栏撰文/老刀编辑/蔡建桢2005年,汉堡王进入中国,比肯德基和麦当劳晚了近20年。其首店开设于上海静安寺附近的一栋两层复古洋楼内,初期定位中高端,主打单价更高的牛肉汉堡,并未开放特许经营权。不仅仅进入中国晚,更让汉堡王母公司RBI集团无法接受的是,在华20年,对汉堡王来说简直“裹足不前”,而近几年甚至在“开倒车”。RBI集团不得不考虑为汉堡王换一种在中国市场成长的方式。01汉堡王中国卖...
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