資源描述:
《樂百氏桶裝水公司戰(zhàn)略分析報(bào)告》由會(huì)員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。
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