CD公司太妃糖中国业务的竞争战略研究

发布时间：2018-04-05 06:46

本文选题：CD公司　切入点：太妃糖中国业务　出处：《首都经济贸易大学》2017年硕士论文

【摘要】：CD中国食品有限公司太妃糖业务作为较早进入中国的外资企业,在国内的糖果市场经营了20多年,虽然在高端太妃糖市场占有一定的市场份额,但随着这几年国内经济形势的变化、物价和人工成本的上升、糖果企业的增多、消费趋势的变化、替代品的威胁,企业的经营与管理面临着很大的冲击,CD公司太妃糖业务的销售量呈现不断下降的趋势,这是目前面临的最大问题。CD公司太妃糖业务急需找到突破口,提高销售量,建立在国内糖果市场的竞争优势。首先,本文运用一些分析工具PEST、SWOT和波特的五力模型等对CD中国食品有限公司太妃糖业务的内外部环境进行深入的分析,得出太妃糖业务的机会,包括食品高质量与安全认识的提高、中国经济的稳定增长市场潜力大容量大、城镇居民人口和消费支出不断增长;太妃糖业务的威胁,包括物价和人工价格不断上涨成本压力大、替代品较多转换成本低、消费方式和需求趋势不断变化;得出的优势,包括总公司研发全球研发资源潜力巨大、品牌认可度高,资金筹措能力强、先进的生产能力产品质量好设施完善、仓储运输能力强;得出的劣势,包括产品价格偏高创新和新品开发能力不足、集团过大业务多样化对本公司业务关注度低、市场拓展和营销网络不完善。其次分析了目前CD中国食品有限公司太妃糖业务所面临问题的深层次原因及解决之道,确认了差异化竞争战略是其未来取胜的关键,从三个方面价格差异化、品牌形象差异化、营销差异化予以实现。最后,为使差异化竞争战略成功实施,提出了四项保障措施,分别是调整组织结构、加强人力资源管理提升研发创新能力、营销管理改进打造高效营销能力、发挥职能部门作用打击假冒仿冒侵权行为。
[Abstract]:CD China Foods Ltd toffee business as an early entry into the Chinese foreign companies operating in the domestic confectionery market for more than 20 years, although occupy a certain market share in high-end toffee market, but with the domestic economy in recent years the situation changes, prices and labor cost increase, increase the candy enterprises, changes in consumption trends the threat of substitutes, the operation and management of enterprises is facing great impact, CD, toffee business sales showed a downward trend, this is the biggest problem currently facing.CD, toffee sugar is in urgent need to find a breakthrough, improve sales volume, established in the domestic confectionery market competitive advantage. Firstly, this paper using some analysis tools PEST, in-depth analysis of CD China Foods Ltd toffee Business Internal and external environment of SWOT and Potter's five forces model, a toffee business The opportunity, including the understanding of high food quality and safety improvement, the steady growth of market potential capacity China economy, population of urban residents and consumer spending increases; the Toffees business threat, including prices and labor prices rising cost pressure, substitute more low switching costs, consumption patterns and demand trends continue that change; advantages, including the total global R & D resources development potential, high brand recognition, financing ability, advanced production capacity and good product quality facilities, warehousing and transportation ability; the disadvantages, including the high price of the product innovation and new product development ability is insufficient, the group is too large business diversification of the company the business concern is low, market development and marketing network is not perfect. Then analyzes the deep-seated reasons of the current CD China Foods Ltd toffee business problems And the solution, confirmed the differentiation competitive strategy is the key to win the future, from the price difference between the three aspects of brand differentiation, to realize the marketing difference. Finally, in order to make the difference competitive strategy successful implementation, put forward four measures, respectively, to adjust the organizational structure, strengthening human resources management to enhance research and innovation capacity, improve marketing management to create efficient marketing capabilities, play to the functions of action against counterfeit counterfeit infringement.

【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F271;F416.82

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