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1、西南財(cái)經(jīng)大學(xué)碩士學(xué)位論文樂百氏桶裝水公司戰(zhàn)略分析報(bào)告姓名：何官和申請學(xué)位級別：碩士專業(yè)：工商管理丨導(dǎo)教師：張劍渝200503014,樂百氏桶裝水公司戰(zhàn)略定位與行為重點(diǎn)在于競爭型差異化的經(jīng)營，戰(zhàn)略核心在于服務(wù)的差異D戰(zhàn)略行為的關(guān)鍵要素在于個(gè)性的服務(wù)、靈活te營銷活動(dòng)以及良好的品牌形象，他們之間的互動(dòng)機(jī)制構(gòu)成了樂百氏桶裝水公司的核心競爭力。最后，報(bào)告針對戰(zhàn)略實(shí)施的關(guān)鍵要素提宙了保持服務(wù)差異化的系統(tǒng)性和持續(xù)性、提升服務(wù)質(zhì)量；合理選擇營銷渠道與加強(qiáng)對特許經(jīng)營聯(lián)盟店的管理；跟集團(tuán)總公司進(jìn)行充分的溝通，進(jìn)行相應(yīng)的策略與行動(dòng)，使得集團(tuán)優(yōu)質(zhì)品牌形象在桶裝水營銷上得以延伸與優(yōu)化等建議。關(guān)鍵詞；戰(zhàn)略定位服務(wù)
2、營銷渠道品脾AbstractAsaDrinkingWatersalesCompany,theROBUSTboastedsoundperformanceinthepassingyears,butitstillhassomeproblemsinthestrategymanagementsuchasthemistinessofstrategicdirection，corevalueandsoon.ThereportfocusesonthestrategicorientationoftheROBUSTbytheanalysisofsituationsthatthecompanyfaces’fin
3、dingthekmostinfluentialfactorsofthestrategyorientationandofferingsomeadvisestobetteringthestrategicperformance.Thisreportconsistsofsevenparts.Partoneisaboutthebackgroundofthisresearchincludingstrategytheoiyandtechniqueroadabouttheresearch.ParttwopresentsanintroductiontotheROBUSTDrinkingWatersales
4、Company.Partthreemainlyoffersananalysisofthesituationofmarketconditions,industrycharacterthattheCompanyfaces.Partfouranalysestheresourcesandcomprehensivecapability,whichareownedbytheCompanytofindcomparativeadvantage.PartfivebasesontheanalysisandmakethestrategicorientationbythetoolsofSWOTanalysisa
5、ndSPACEanalysis.Partsixisabouttheadvicestobetteringthestrategicperformance.Inthelastpart,thereisaretrospectionofthisreport.Themainconclusionsareasthefollowings:f1.ThesuccessoftheROBUST,dependsonitsservices,brandimagesandmarketing.2.ThemarketofDrinkingWatersaleshasagoodfuture,facingtoughcompetitio
6、nwhichismoreandmoretough,andtendstodiversity**ibecauseofconsumers.3.TheROBUSThascomparativeadvantageinbrandimages，logisticsandmarketing,6.ThestrategicorientationoftheROBUSTisfocusedondifferentiationffandcompetition.7.Themostinfluentialfactorsofthestrategyorientationincludesservices,brandimagesand
7、marketing,whoseinteractivestructureformsthecorevalue.Somesuggestionsaregivenaccordingtoconclusionssuchas導(dǎo)improvingserviceslevel,integratingmarketingchannelandstrengtheningbrandimagesetc./Keywords:strategicorientation,s
