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1、企業(yè)管理期末考試（2012——2013學(xué)年第一學(xué)期）品牌的故事——國酒茅臺院（系）：專業(yè)：班級：姓名：學(xué)號：目錄1.品牌簡介····································································11.1品牌歷史································································11.1.1茅臺酒的歷史························································11.1.2集團(tuán)介紹················
2、············································21.2品牌含義································································21.3企業(yè)文化································································21.4企業(yè)思想································································32.外部環(huán)境分析···························
3、·····································42.1宏觀環(huán)境分析····························································42.1.1經(jīng)濟(jì)環(huán)境····························································42.1.2自然環(huán)境····························································42.1.3技術(shù)環(huán)境·······································
4、·····················42.1.4政治法律環(huán)境························································52.1.5社會環(huán)境····························································52.2微觀環(huán)境分析（波特五種力量分析）·········································52.2.1潛在進(jìn)入者··························································62.2.2替
5、代品的威脅························································62.2.3賣方的討價(jià)還價(jià)能力··················································62.2.4買方的議價(jià)能力······················································62.2.5現(xiàn)有競爭者的競爭能力················································73.內(nèi)部環(huán)境分析······························
6、··································73.1人力資源································································73.2整合資源································································73.3營銷能力································································73.4研發(fā)能力······································
7、··························74.SWOT分析···································································74.1優(yōu)勢····································································74.1.1技術(shù)優(yōu)勢······································
