达能益力泉贸易（深圳）有限公司竞争战略研究

发布时间：2019-02-24 12:29

【摘要】：桶装水行业因其独特的消费模式,既要提供包装水产品又要提供送货上门的服务,这个特点使得该行业属于快速消费品和服务业相结合的特殊行业。一直以来由于桶装水行业整体市场总体容量较小,且消费者受众面较窄,因此没有被学术界重视,对于桶装水领域的研究主要来自于少数从业人员的的经验总结,缺少系统性的研究。但是随着国内经济发展以及自然环境日益恶化和层出不穷的水污染事件,过去的三十多年里桶装水市场总量不断扩大,桶装水已经发展成一种居民日常生活的必需品,同时进入桶装水行业的既有瑞士雀巢、法国达能这样的500强外企,也有华润怡宝这样的大型国企,更有以杭州农夫山泉、西安涟漪为代表的众多的民企,桶装水行业也成为了中国经济的重要组成部分。为了深入对桶装水行业的研究,了解桶装水行业发展规律,笔者根据自己8年的桶装水行业销售管理经验,采用达能益力泉贸易(深圳)有限公司(以下简称益力公司)进行研究,由于益力桶装水长期占据深圳桶装水行业领导地位,所以本文所选择的益力公司作为研究对象在桶装水行业具有广泛的示范意义。本人论述的过程如下：首先,全面分析益力公司当前所面临的内外部经营环境,找准影响企业内外部的各种因素；其次,把上一阶段找出的各种内外部因素挨个进行分析,根据他们影响力的大小进行全面分析后,建立益力公司的SWOT模型；第三,建立益力公司可行性竞争战略；最后,制定后继战略保障措施。益力公司作为一家拥有二十八年发展经验,经历了由国有到外商独资的所有权变更,以及见证全行业从萌芽,到快速发展再到今天行业剧烈竞争以及面对潜在替代品净水器崛起,且目前仍占市场领先地位的桶装水企业,经营模式、市场开拓手段及管理方法等多方面都很有参考价值。因此也希望通过对本文的分析,可以对桶装水行业的各个企业有所启迪。
[Abstract]:Because of its unique consumption mode, barreled water industry not only provides packaging aquatic products but also door-to-door service, which makes it a special industry which combines FMCG and service industry. Because the overall market capacity of the barreled water industry is small, and the consumers have a narrow audience, so it has not been paid attention to by the academic community. The research in the field of barreled water mainly comes from the experience summary of a few practitioners. Lack of systematic research. However, with the development of the domestic economy and the worsening of the natural environment and the incessant occurrence of water pollution, the total volume of the bottled water market has been continuously expanding in the past 30 years, and the bottled water has developed into a necessity of daily life for the residents. At the same time, there are not only Swiss Nestl 茅, French Danone, such as the top 500 foreign enterprises, but also large state-owned enterprises such as China Resources and Yee Bao, as well as a large number of private enterprises represented by Hangzhou Farmer Springs and Xi'an Lianyi. Barrel water industry has also become an important part of China's economy. In order to deeply study the barreled water industry and understand the development law of barreled water industry, the author based on his own 8 years of barreled water industry sales management experience, Using Daneng Yiliquan Trading (Shenzhen) Co., Ltd. (hereinafter referred to as Yili Company) to carry on the research, because the Yili barrelled water has long occupied the leading position of Shenzhen barrelled water industry, So this article chooses the benefit company as the research object has the extensive demonstration significance in the barrelled water industry. The process of my discussion is as follows: firstly, the internal and external operating environment of Yili Company is comprehensively analyzed, and the various factors that affect the internal and external factors of the enterprise are identified. Secondly, the various internal and external factors found in the last stage are analyzed one by one, and then the SWOT model of the company is established according to their influence, thirdly, the feasible competitive strategy of the company is established. Finally, establish the following strategy safeguard measure. As a company with 28 years of development experience, Ili has experienced ownership changes from state-owned to wholly foreign-owned companies, as well as witnessing the emergence of the whole industry. To the rapid development and today's fierce competition in the industry and the rise of water purifier in the face of potential alternatives, the barrelled water enterprises, business models, market development means and management methods still occupy a leading position in the market at present are all of great reference value. Therefore, I also hope that through the analysis of this article, we can enlighten the enterprises of barreled water industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F271

【共引文献】