屈臣氏中国市场战略环境研究

发布时间：2018-12-06 17:05

【摘要】：随着社会和经济的迅速发展,居民收入和消费水平得到了前所未有的提升,人们的消费观念也在不断变化。其中,个人护理品行业就是在这样的大趋势下和人们对美容需求日益增长的社会环境下不断发展壮大的。作为中国大陆市场上最具代表性的个人护理品零售连锁企业,屈臣氏独有的特色、理念、经营销售上的种种优势使它吸引了众多的消费者。本文在阅读大量文献的基础上,以整个屈臣氏为研究对象,并采用理论和实际相结合的案例分析方法,对屈臣氏自身以及影响屈臣氏的各种环境因素进行分析并得出战略建议:首先,运用PEST模型分析了屈臣氏的外部环境中的宏观政治、经济、社会文化、技术因素;然后,采用波特五力模型以影响屈臣氏外部环境中的五个力量为切入点,详细探讨了潜在竞争对手和直接竞争对手的态势。接着,我们从资源、能力、核心竞争力三个角度对屈臣氏的内部条件进行了剖析;最后,在前面分析的基础上得到外部环境中的机会(O)、威胁(T),屈臣氏自身的优势(S)、劣势(W),运用SWOT—CLPV理论对屈臣氏现状进行分析,将S、W、O、T四种要素进行组合产生四种态势,并根据四种态势分门别类的对屈臣氏的发展提出了以下对策:加强自有品牌的创新;同时还应改善和供应商的关系;鼓励产品多样化等。希望这些对策能够供屈臣氏以及其它个人护理品连锁零售企业借鉴。
[Abstract]:With the rapid development of society and economy, the income and consumption level of residents have been improved unprecedented, and people's consumption concept is changing constantly. Among them, the personal care industry is in such a general trend and the growing demand for beauty in the social environment is constantly growing. As the most representative retail chain of personal care products in mainland China, Watsons' unique characteristics, ideas, management and sales advantages make it attractive to a large number of consumers. On the basis of reading a lot of literature, this paper takes the whole Watsons as the research object, and adopts the case analysis method which combines theory with practice. This paper analyzes Watsons himself and the various environmental factors that affect Watsons and puts forward some strategic suggestions. Firstly, using PEST model to analyze the macro political, economic, social and cultural, technical factors of Watsons' external environment; Then, using Porter's five-force model, the situation of potential competitors and direct competitors is discussed in detail, taking the five forces in the external environment of Watsons as the starting point. Then, we analyze the internal conditions of Watsons from the three angles of resources, ability and core competence. Finally, on the basis of the previous analysis, we get the opportunity (O), in the external environment to threaten Watsons' own strengths and weaknesses of (W),. SWOT-CLPV theory is used to analyze the present situation of Watsons. The combination of the four elements of T produces four kinds of situation, and according to the four kinds of situation to the development of Watsons, the following countermeasures are put forward: strengthening the innovation of the private brand; At the same time should also improve the relationship with suppliers; encourage product diversification, etc. I hope these countermeasures can be used for reference by Watsons and other retail chains of personal care products.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F272

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