上海L集团全球竞争战略研究

发布时间：2018-02-28 12:45

本文关键词： 竞争战略 SWOT分析差异化 L集团　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：薄荷醇是世界上销量最大的香料之一,也是人们最为熟悉的凉味剂、具有清新的凉味及清凉感、价廉易得,广泛应用于日化、食品、烟草、医药及个人卫生等产品中。L-薄荷醇的重要来源是从天然薄荷油提取,产量,品质受季节变化、种植面积等影响较大,导致价格,品质不稳定。上海L集团多年来从事天然薄荷醇的生产加工和销售,在全体同仁的不懈努力下,近三年天然薄荷醇产销量成倍增长、供不应求,在国际薄荷醇市场上占有重要地位。本文在进行了L集团所处的薄荷香料行业的产品分析、市场分析、技术发展分析之后,对L集团的外部和内部战略环境进行了探讨,并运用SWOT竞争战略分析工具,进行了战略组合,指出L集团应选择的差异化竞争战略,并对差异化战略选择的可行性和风险性进行了分析。还指出了配合此战略的具体的战略措施,包括提高研发能力、扩大生产能力、丰富产品系列、加强人才储备、规范操作流程、强化企业文化等措施,以保证集团战略的顺利实施。
[Abstract]:Menthol is one of the world's largest sales of spices, and is also the most familiar coolant, with a fresh cool and cool feeling, cheap and easy to obtain, widely used in daily chemicals, food, tobacco, An important source of .L- menthol in pharmaceutical and personal hygiene products is extracted from natural menthol oil, and its yield and quality are greatly affected by seasonal changes, planting area, etc., resulting in price. Quality instability. Shanghai L Group has been engaged in the production and marketing of natural menthol for many years. Thanks to the unremitting efforts of all colleagues, the production and sales of natural menthol have increased exponentially in the past three years, and the supply exceeds supply. In this paper, the external and internal strategic environment of L group is discussed after the product analysis, market analysis and technology development analysis of menthol industry in L Group, which plays an important role in the international menthol market. By using the SWOT competitive strategy analysis tool, this paper makes a strategic combination, and points out the differentiated competitive strategy that L Group should choose. It also analyzes the feasibility and risk of the choice of differentiation strategy. It also points out the specific strategic measures to cooperate with the strategy, including improving the R & D capability, expanding the production capacity, enriching the product range, strengthening the talent reserve. Standardize the operation process, strengthen the corporate culture and other measures to ensure the smooth implementation of the Group's strategy.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F426.72

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