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国际商务管理留学生论文指导部分展示：食品行业未来趋势分析
这里有一个案例致力于学习工商管理学硕士的朋友可以思考一下：关于HM的成功，H Mart是一家以新泽西州为主要市场的全球性连锁超级市场（H Mart里的H是韩文韩亚龙的缩写，装满食品杂货店的一只手的意思）。1982年第一家H Mart，一家街角商店在纽约昆斯区开张。现在在加拿大，英国等十一个国家拥有店铺。最近在美国马塞诸塞州凯布里奇，波士顿外的富人城区又新开张了一家。
H Mart和其他在美国发展的亚洲超级市场公司前景看起来是一片光明。亚裔美国人家庭的收入超过美国平均水准。根据叫Geoscape的咨询公司说，他们的消费额也比其它人多。而且，美国亚裔家庭在食品杂货店里的消费高于美国家庭平均消费水平。
美国人现在的口味也变得喜欢吃亚洲类食品了。根据一家市场调查公司Mintel Group的说法，2012年亚系食物的非餐厅销售额超过了十五亿美元。尽管拉丁食物的市场更大，但亚系食物的普及化更快。曾经看起来很奇怪的进口食物，像海藻，刺身现在都已是常见的食材了。尽管增长率预计可能要下降，但销售额却可能依然持续增长。
HERE’S a case study for would-be MBAs to consider: the success of H Mart, an international supermarket chain based in New Jersey (the "H" in H Mart stands for Han Ah Reum, which means "one arm full of groceries" in Korean). The first H Mart opened in Queens, New York in 1982, as a corner shop. Now there are stores in 11 states, Canada and Britain. A new one recently opened in Cambridge, Massachusetts, an affluent city outside Boston.
The future looks bright for H Mart and other Asian supermarket chains in America. Earnings of Asian-American households outpace the national average. Their spending exceeds all other groups, too, according to Geoscape, a consultancy. And Asian-Americans spend more of their money on groceries than average America households.
Americans have developed greater appetite for cooking and eating Asian foods, too. In 2012 non-restaurant sales of Asian foods topped $1.5 billion, according to Mintel Group, a market-research firm. Though Latin foods are a bigger market, the popularity of Asian foods is growing faster. Once strange-seeming imports like seaweed and sashimi are now fashionable foodstuffs. Though the rate of growth is expected to fall, sales of Asian foods are likely to keep rising.
But Asian delicacies can be hard to come by. Few Americans are likely to see durian or bamboo shoots in their local shop. Some specialty ingredients are only to be found at a premium in up-market grocery stores, or miles away, in ethnic markets in older Asian neighbourhoods.
Even so, most Asian grocers have not made efforts to reach new customers, says Jeffrey Cohen, an analyst at IBIS World, an industry-watcher. Many shops are located in minority enclaves, and do little to market themselves to other Americans. Cramped car parks and dim interiors put off customers used to the bright lights of mainstream supermarkets. Ingredients labelled with poorly translated English can leave shoppers baffled.
A few Asian grocery chains have caught on, opening stores in more diverse suburbs, paying attention to cosmetic niceties, and marketing more widely. Other than H Mart， there are Californian chains such as 99 Ranch Market and Shun Fat Supermarket, which have been expanding into the American southwest. 99 Ranch Market was even featured in a humorous YouTube music video—"Asians Eat Weird Things"—which has been watched more than 900,000 times. As American eating and shopping habits change, however, those weird things do seem so weird after all.
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