HJBB母婴用品连锁店竞争战略研究

发布时间：2018-04-19 07:11

本文选题：母婴用品 + 连锁经营　；参考：《山东理工大学》2017年硕士论文

【摘要】：由于青壮年劳动力缺失、人口老龄化以及人口倒三角结构等问题越来越严重,2013年11月国家启动实施单独二胎政策,2016年,国家全面开放二胎政策。数据信息表明,这一政策会使得国内每年增加三百至五百万婴儿,相应的母婴用品市场将产生900至1500亿元的消费红利。母婴行业在人口不断增加的情况下,获得了良好的发展时机,预计最近五年将是母婴行业迅速发展的黄金时代。本文结合当下国情,以HJBB母婴用品连锁店为例进行了竞争战略研究,主要完成了以下工作:对HJBB这一知名品牌母婴用品连锁店进行较为系统和深入的分析,利用战略管理的相关理论和方法,从宏观环境分析了HJBB的外部环境,从资源、能力角度,并用波特五力模型和SWOT方法列出了该企业的优势和劣势以及面临的机遇、威胁,并在此基础上对该企业可采取的战略进行匹配;利用QSPM矩阵方法对HJBB母婴用品连锁店进行战略评价,最后从组织控制与运营体系改善、人力资源状况的改进、连锁加盟体系的建设、建立高效率的管理信息系统、加强物流配送保障等五个方面阐述了HJBB母婴用品连锁店的战略实施与保障。
[Abstract]:Due to the shortage of young and middle-aged labor force, the aging population and the inverted triangular structure of the population, the government launched the policy of single two-child in November 2013 and fully opened the policy of two-child in 2016.According to the data, the policy will increase the number of infants by 300 to 5 million babies a year, and the corresponding market for maternal and child supplies will generate a consumption dividend of 900 to 150 billion yuan.With the increasing population, the mother and child industry has got a good opportunity for development, and the last five years are expected to be the golden age for the rapid development of the mother and child industry.According to the current situation, this paper studies the competition strategy of the HJBB Maternal and Child supply chain for example, mainly accomplishes the following work: systematic and in-depth analysis of HJBB, a well-known brand of mother-and-child supply chain.Using the theory and method of strategic management, this paper analyzes the external environment of HJBB from the macro environment, from the angle of resource and capability, and lists the advantages and disadvantages, opportunities and threats faced by the enterprise by using Porter's five-force model and SWOT method.On the basis of this, the strategy that can be adopted by the enterprise is matched, and the strategic evaluation of HJBB mother-child supply chain is carried out by using QSPM matrix method, and finally, the improvement of organization control and operation system, the improvement of human resource condition, the improvement of organization control and operation system, the improvement of human resource condition,The construction of chain system, the establishment of high efficiency management information system, and the strengthening of logistics and distribution guarantee are discussed in this paper. The strategic implementation and guarantee of HJBB mother and child supply chain are expounded.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721.7

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