济南H泉饮用水公司竞争战略研究

发布时间：2018-01-01 05:17

本文关键词：济南H泉饮用水公司竞争战略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：企业竞争战略的科学性与准确性,决定了在激烈的市场竞争中企业能否在所处行业内依靠核心竞争力取得持久的竞争优势。随着改革开放的不断深入,我国饮用水市场竞争异常激烈,国外大品牌不断进入中国市场,国内的知名品牌经久不衰,许多新的企业犹如雨后春笋般不断在市场上涌现,使得饮用水市场上鱼龙混杂。在这种环境下,企业尤其需要准确了解自身资源状况和行业面临的战略环境,这样才能利用好自身资源、把握好时机,取得经营上的胜利。H泉饮用水公司自2012年起步,作为济南市非常年轻的饮用水品牌,经过四年多的发展已经逐步成长起来,即将全面进入济南饮用水市场,本文运用战略管理理论,使用PEST分析法、波特五力模型、SWOT分析法等工具,对其竞争战略进行了全方位研究。本文一开始借鉴PEST分析法,从政治法律环境、经济环境、社会文化环境和科技环境入手,从宏观角度对H泉饮用水公司发展的大环境进行了分析;接着对饮用水行业近几年的发展形势进行了分析研判,重点对企业发展面临的供应商和购买者的讨价还价能力、潜在进入者的威胁、替代品的威胁、来自同一行业的公司间的竞争这五种力量进行了研究,特别是选择了依云、农夫山泉、西藏5100和普利斯矿泉水四个品牌进行了比对分析,得出了企业发展外部因素评价矩阵。随后,站在企业自身的角度,对HT集团和H泉饮用水公司进行了介绍,随后从内部资源和内部能力两个角度对公司的现状进行了分析,并分析了企业的内部价值链,进而得出企业发展内部因素评价矩阵。在此基础上得出了H泉饮用水公司的SWOT模型,制定科学有效的措施指导企业如何利用优势和机会、避开劣势和威胁,并最终确定了企业利用差异化优势、走品牌化之路的发展战略。在此基础上,为了保证企业差异化竞争战略的顺利实施,立足企业发展的实际情况,从营销措施、推广措施和内部管理措施三个角度制订了保障措施,主要包括市场营销、渠道管理、品牌建设、广告宣传、企业文化管理、人力资源管理和产品质量管理。通过本文研究,对济南饮用水市场的发展态势有了基本的把握,H泉饮用水公司可以立足"泉水"品牌的优势,顺应济南发展泉水旅游的有利时机,趁势而为,锁定目标市场,走差异化的发展道路,走好亲民路线,注重顾客体验,经过几年的发展,力争在高端饮用水品牌的发展上做泉城济南饮用水的榜样。
[Abstract]:The accuracy and scientificity of the enterprise competition strategy, decided in the fierce competition in the market the enterprises in the industry rely on the core competitiveness of sustainable competitive advantage. With the deepening of reform and opening-up, drinking water market competition in China is fierce, foreign brands continue to enter the market Chinese, well-known brands and domestic. Many new businesses, like bamboo shoots after a spring rain in the market constantly emerging, the drinking water market dragons and fishes jumbled together. In this environment, enterprises especially need to accurately understand the strategic environment facing their own resources and industry, so as to make good use of their own resources, grasp the opportunity, business wins.H spring water company since 2012 start drinking water brand in Ji'nan city as the very young, after four years of development has gradually grown up, will be fully into the drinking water in Ji'nan City In this paper, using strategic management theory, use the PEST analysis, Potter five forces model, SWOT analysis tools, the competitive strategy of the comprehensive study. This paper starts from the PEST analysis method, from the political and legal environment, economic environment, social cultural environment and technological environment, analyzes the H drinking fountain the water company development environment from a macro perspective; then the drinking water industry in recent years, the development situation of the analysis, focus on the development of enterprises facing suppliers and buyers bargaining power, the threat of potential entrants, the threat of substitutes, from the same industry, the competition between the five forces the study, especially the choice of Evian, Nongfushangquan, Tibet 5100 and Pulis four brands of mineral water are compared, the development of the external factor evaluation matrix. Then, standing in the enterprise The angle of the HT group and the H spring water company was introduced, then the status of the company from two aspects of internal resources and the internal ability is analyzed, and analyzes the enterprise internal value chain, then obtains the internal factors evaluation matrix of enterprise development. Based on the SWOT model of H spring water the company, formulate scientific and effective measures to guide enterprises to use the advantages and opportunities, avoid weaknesses and threats, and ultimately determine the enterprises using differential advantage, walk the road of brand development strategy. On this basis, in order to ensure the smooth implementation of enterprise competitive differentiation strategy, based on the actual situation of enterprise development, from marketing measures three aspects of promotion measures and management measures for internal security measures, mainly including marketing, channel management, brand building, advertising, corporate culture management, human resource management and The product quality management. Through this research, the development situation of Ji'nan drinking water market has a basic grasp of the H spring water company can be based on the "spring" brand advantage, the favorable opportunity to conform to the development of Ji'nan spring tourism, taking advantage of the target market, and take the difference development, take the route of focus on the customer experience, after several years of development, and strive to make Ji'nan springs drinking water in the development of high-end brands of drinking water on the model.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F272

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