華爾街的賺錢經(jīng) 第48期:星巴克從咖啡店到咖啡帝國(2)

所屬教程:華爾街的賺錢經(jīng)

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2015年08月13日

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During his youth Schultz was ashamed of his family "working poor" status. He escaped the hot Brooklyn summer one year to attend camp, but would not return when he discovered that it was funded with government money for low-income families. When he began dating, he feared that his girlfriends' fathers would ask where he lived. He turned to sports as an escape: competitive by nature, he marshaled that drive into succeeding on his high school's football , baseball, and basketball teams. He was awarded an athletic scholarship to Northern Michigan University, and earned a degree in business administration in 1975, which made him the first person in his family to graduate from college.

少年時的舒爾茨羞于自己貧窮的家庭背景。有一年，他從布魯克林炙熱的夏天中“逃”了出來，參加了一個夏令營。但當他得知這是一個由政府出資為低收入家庭舉辦的夏令營時，舒爾茨說什么也不肯再返回營中了。約會的時候，他特別害怕女朋友的父親會問到他住在哪里。為了逃避這一切，舒爾茨將精力轉(zhuǎn)向了體育項目。這個極具運動天賦的年輕人在高中的足球、棒球和籃球校隊中都表現(xiàn)得極為出色。后來舒爾茨被北密歇根大學錄取，并且獲得了體育獎學金。1975年，他獲得了工商管理學學士學位，由此也成為家里第一位大學生。

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The inspiration for his phenomenal coffee business was a 1983 visit to Milan, Italy. Schultz perceived a new American way of life in the city's 1, 700 coffee bars, and he sought to recreate such forums for people to start their days or visit with friends. Schultz later described the coffee bar as "an extension of people's front porch" in the New York Times.

舒爾茨在咖啡業(yè)之所以能夠取得驚人成就，靈感來源于他在1983年對意大利米蘭市的一次訪問。米蘭市的1，700家咖啡吧使得舒爾茨感知到美國人應該有的一種新的生活方式。他尋求建立這樣一個平臺，用來供人們開啟新的一天或是與朋友相見。舒爾茨之后在〈紐約時報〉中將這種咖啡吧稱做人們“家居前廊的擴展”。
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