哈根达斯差异化竞争战略分析及启示

发布时间：2018-01-14 16:43

本文关键词：哈根达斯差异化竞争战略分析及启示　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：竞争战略是指在企业总体战略的规划及制约下，指导和管理具体的战略实施的计划与行动。它在企业发展中起着至关重要的作用，企业选择什么样的竞争战略将决定企业的定位。差异化战略则是企业为了获得竞争优势，，而使企业的产品、服务、企业形象等与竞争对手有明显区别而采取的战略。作为食品行业中冰淇淋的知名品牌，哈根达斯在中国市场的地位不容小觑，其差异化战略的发展历程更是备受瞩目。我国食品行业市场发展迅猛，市场规模不断扩大，外资品牌在我国市场的众多领域均占有绝对优势，这更加要求我国企业尽快成长并迅速壮大起来，在市场竞争中立于不败之地。本文通过对哈根达斯差异化战略的实施过程的研究与分析，在市场竞争日益激烈的今天，给出了一个实例以供中国的企业借鉴，并为企业正确地理解和认识差异化竞争战略给予了相应的启示作用，从而可以使企业根据自身的实际经营状况来更好地选择和实施差异化竞争战略1。以理论与实际相结合为基本原则，本文在一开始先阐述了论文研究的理论基础：竞争战略理论及差异化竞争战略的理论，其次介绍了哈根达斯的概况及其在中国的发展历程，然后结合食品行业结构和环境分析，综合运用了理论研究与实证分析相结合的方法，研究分析了差异化战略的内涵以及哈根达斯差异化战略的实施过程，最后对于哈根达斯差异化战略能够给予中国企业的启示进行了总结，以期为企业的成功发展提出有效的方法与意见。本文的观点是，我国的企业想要立足于国际市场，走出国门走向世界，就需要正确认识竞争战略及充分发挥差异化竞争战略的优势，建立起与所实施的竞争战略相匹配的能力和技术，不断完善自身制度，进行技术、管理、市场、服务等多方面的创新，从而以各项差异化来获取企业的竞争优势2。
[Abstract]:Competition strategy refers to the plan and action of guiding and managing the implementation of specific strategy under the planning and restriction of the overall strategy of the enterprise. It plays a vital role in the development of the enterprise. What kind of competitive strategy the enterprise chooses will determine the position of the enterprise. The differentiation strategy is to make the products and services of the enterprise in order to obtain the competitive advantage. As a well-known brand of ice cream in the food industry, Haagen-Dazs' position in the Chinese market cannot be underestimated. The development of the differentiation strategy has attracted much attention. China's food industry market is developing rapidly, the market scale is expanding, foreign brands in many areas of the market in our country have absolute advantages. This requires Chinese enterprises to grow as soon as possible and grow up rapidly, in the market competition in an invincible position. This paper through the implementation of the Differential strategy of Hagen Dazs research and analysis. In today's increasingly fierce market competition, this paper gives an example for Chinese enterprises to use for reference, and gives corresponding enlightenment for enterprises to correctly understand and understand the differentiated competition strategy. Thus, enterprises can better choose and implement differentiated competitive strategy according to their own actual operating conditions. With the combination of theory and practice as the basic principle, this paper first elaborated the theoretical basis of the thesis: the theory of competitive strategy and the theory of differentiated competitive strategy. Secondly, it introduces the general situation of Haagen-Dazs and its development process in China, and then combines the structure of food industry and environmental analysis, comprehensive use of theoretical research and empirical analysis method. This paper analyzes the connotation of differentiation strategy and the implementation process of Hagen Dazs differentiation strategy, and finally summarizes the enlightenment that Hagen Dazs differentiation strategy can give to Chinese enterprises. In order to put forward effective methods and opinions for the successful development of enterprises, this paper points out that the enterprises of our country want to base themselves on the international market and go out of the country to the world. It is necessary to correctly understand the competitive strategy and give full play to the advantages of the differentiated competitive strategy, build up the ability and technology to match the competitive strategy implemented, constantly improve their own system, carry out technology, management, and market. Service and other aspects of innovation, so as to achieve the diversity of the enterprise's competitive advantage 2.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F416.82

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