杭州M孕婴连锁公司发展战略研究
发布时间：2018-10-26 07:53
【摘要】：杭州M孕婴连锁公司成立于2005年，经过6年积累，目前已发展成为拥有10家连锁专卖站及一家网上商城的中型孕婴连锁企业。面对孕婴市场的巨大商机和激烈竞争，杭州M孕婴在苦练内功、外树形象的同时积极引进外部资本，准备进行下一轮扩张。本文就杭州M孕婴下一步发展战略开展研究，制订杭州M孕婴的品牌策略，促进杭州M孕婴公司稳健快速发展。 文章选择杭州M孕婴连锁公司的经营战略开展研究，通过对国内外战略管理的发展历程和研究现状的梳理明确了战略管理的内涵和内容，并进一步将战略管理的理论和方法应用到杭州M孕婴连锁公司的经营战略分析与研究上。文章首先对杭州M孕婴连锁公司的外部环境进行了分析，通过应用PEST分析方法、五力分析模型等，分析杭州M孕婴连锁公司所面临的外部环境，运用波特五力模型探讨了杭州M孕婴连锁公司的供方议价能力、买方议价能力、替代者威胁、潜在进入者威胁和主要竞争对手分析。其次，文章在对杭州M孕婴连锁公司的内外部环境分析的基础上，对杭州M孕婴连锁公司内部的资源能力和业务发展情况进行了分析，制订选择杭州M孕婴连锁公司的经营战略，从市场、渠道、品牌、促销等方面制订详细的经营战略。 文章的研究，，是对当前经济形势下孕婴企业保持自身竞争优势的一次探讨，理论上是对战略理论应用到电信企业的一次案例尝试，实践上能对杭州M孕婴连锁公司的经营管理提供决策支持。
[Abstract]:Hangzhou M pregnant and infantile chain company was established in 2005. After 6 years of accumulation, it has developed into a medium-sized pregnant and infant chain enterprise with 10 chain monopoly stations and an online shopping mall. In the face of the huge business opportunities and fierce competition in the market of pregnant infants, Hangzhou M pregnant babies are actively introducing external capital and preparing for the next round of expansion while practicing their internal skills and image. In this paper, the next development strategy of Hangzhou M pregnancy is studied, and the brand strategy of Hangzhou M pregnancy is formulated to promote the steady and rapid development of Hangzhou M pregnancy Company. This paper chooses the management strategy of Hangzhou M pregnant and infant chain company to carry out research, and clarifies the connotation and content of strategic management by combing the development course and research status of strategic management at home and abroad. Furthermore, the theory and method of strategic management are applied to the management strategy analysis and research of Hangzhou M pregnant and infantile chain Company. In this paper, the external environment of Hangzhou M pregnant and infant chain company is analyzed, and the external environment of Hangzhou M pregnant and infant chain company is analyzed by using PEST analysis method and five-force analysis model. Using Porter's five-force model, this paper discusses the supply-side bargaining power, buyer's bargaining power, substitute threat, potential entrant threat and main competitor analysis of Hangzhou M pregnant and infantile chain Company. Secondly, on the basis of the analysis of the internal and external environment of Hangzhou M pregnant and infantile chain Company, the article analyzes the internal resource capacity and business development of Hangzhou M pregnancy and Baby chain Company. To formulate the operation strategy of Hangzhou M pregnant and infant chain company, and make detailed management strategy from market, channel, brand, promotion and so on. The study of this article is a case study on the application of strategic theory to telecom enterprises, which is a probe into the current economic situation in which pregnant and infant enterprises maintain their own competitive advantage. In practice, it can provide decision support for the management of Hangzhou M pregnant and baby chain company.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
本文编号：2295055
[Abstract]:Hangzhou M pregnant and infantile chain company was established in 2005. After 6 years of accumulation, it has developed into a medium-sized pregnant and infant chain enterprise with 10 chain monopoly stations and an online shopping mall. In the face of the huge business opportunities and fierce competition in the market of pregnant infants, Hangzhou M pregnant babies are actively introducing external capital and preparing for the next round of expansion while practicing their internal skills and image. In this paper, the next development strategy of Hangzhou M pregnancy is studied, and the brand strategy of Hangzhou M pregnancy is formulated to promote the steady and rapid development of Hangzhou M pregnancy Company. This paper chooses the management strategy of Hangzhou M pregnant and infant chain company to carry out research, and clarifies the connotation and content of strategic management by combing the development course and research status of strategic management at home and abroad. Furthermore, the theory and method of strategic management are applied to the management strategy analysis and research of Hangzhou M pregnant and infantile chain Company. In this paper, the external environment of Hangzhou M pregnant and infant chain company is analyzed, and the external environment of Hangzhou M pregnant and infant chain company is analyzed by using PEST analysis method and five-force analysis model. Using Porter's five-force model, this paper discusses the supply-side bargaining power, buyer's bargaining power, substitute threat, potential entrant threat and main competitor analysis of Hangzhou M pregnant and infantile chain Company. Secondly, on the basis of the analysis of the internal and external environment of Hangzhou M pregnant and infantile chain Company, the article analyzes the internal resource capacity and business development of Hangzhou M pregnancy and Baby chain Company. To formulate the operation strategy of Hangzhou M pregnant and infant chain company, and make detailed management strategy from market, channel, brand, promotion and so on. The study of this article is a case study on the application of strategic theory to telecom enterprises, which is a probe into the current economic situation in which pregnant and infant enterprises maintain their own competitive advantage. In practice, it can provide decision support for the management of Hangzhou M pregnant and baby chain company.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
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本文编号：2295055
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