五得利面粉集团的产品策略探究毕业论文.docVIP

五得利面粉集团的产品策略探究 摘 要 经过三十几年的发展，我国经济改革现已进入“深水区”和关键阶段，市场经济体制不断发展和完善，人民生活水平有很大提高，居民购买力也随之增强。这些既为我国面粉加工行业提供了良好的宏观经济环境，同时也带来了不小的挑战。这些挑战主要表现在我国消费结构和水平的提升、行业市场竞争环境的改变上。尤其是近几年，食品工业化和主食工业化深入发展，外资和粮油巨头也不断涌入，使本已竞争激烈的面粉加工行业形势更为复杂多变。作为我国第一也是世界第二的面粉加工企业——五得利面粉集团，更应该认真分析行业市场环境，找出有利因素和不利因素，重新审视和制定公司战略、竞争策略，扬长避短，以求在日趋多变的市场环境中取得更进一步的发展，实现公司既定目标。 本文以五得利面粉集团的产品策略为核心，用PEST分析法分析了集团发展的外部环境的有利因素和不利因素，用SWOT分析法分析集团内部资源的优势和不足、机会与威胁，同时也对集团现行的产品策略予以评估及对未来的产品策略进行建议性规划。 关键词：五得利 面粉加工 产品策略 The Product Strategy Study of WuDeLi Flour Group Abstract After 30 years of development, /njyyzldxzh Chinas economic reform now is in “deep water area” and key stage. /dxdzzbx The market economy system has developed and improved quickly, /dxfzdqzz peoples living standards have greatly improved, /zqwddxbyy purchasing power has increased. These not only for our country flour processing industry provides good macroeconomic environment, but it also brings a lot of challenges. The main performance in our consumption structure and level of ascent, industry the change of market competition environment. /dxdxzldxzz Especially in recent years, food industrialization and the industrialization of in-depth development of staple food, /bjzhzyyysjk foreign investment and grain and oil giant also keep coming, make an already competitive flour processing industry is more complex and changeable situation. As Chinas first is also the worlds /zhdyjfzyyy second flour processing enterprise-WuDeLi Flour Group /bjdxzkyy, more should earnestly analyze industry market environment, and find out the advantages and disadvantages, review and corporate strategies, competitive strategy, enhances strong points and avoid weaknesses, in order to in day by day the volatile market environment made further development, to achieve the company to achieve the target. /yjfnzhm The product strategy of WuDeLi Flour Group is the core of this article, using PEST analysis to analyze the development group the external environment of the advantages and disa