新希望乳业战略浅析.doc

成都信息工程学院银杏酒店管理学院本科毕业论文 PAGE PAGE I 新希望乳制品有限公司战略策划研究 学生姓名: 学号: 指导老师: 摘要：新希望乳业股份有限公司是目前我国西南地区规模最大，现代化水平最高的乳品企业之一，具有奶源质量优势、品牌、和地域的竞争优势，但也存在着研究开发投入较少，人力资源管理薄弱和营销网点布局不完善等不足。提高企业核心竞争力必须做到，继续巩固和扩大绿色奶源基地建设、严把奶源质量关、促进新产品开发步伐、加强人力资源管理、创新企业文化、建立完善的营销网点，着眼于长期优势获得企业未来可持续发展，就能在激烈的市场竞争中赢得一席之地。 关键词：品牌策略 战略目标 行业竞争 乳制品 New hope dairy products limited company strategy plan research Abstract: New hope dairy industry Co., Ltd is currently the largest scale in southwest area of China, the highest level of modernization is one of the dairy enterprises, which has raw quality , advantage, brand, and geographical competitive advantage, but there are also research and development into less human resources, weak management and lack of marketing network layout imperfect. Enhance core competitiveness of enterprises must be done to continue to consolidate and expand the green milk source base, strict quality milk, the pace of new product development, strengthen human resource management, innovation and enterprise culture, the establishment of a sound marketing network, focusing on long-term advantage of access to the companys future sustainable development, which will be able to win the fierce competition in the market place. Keyword: Brand strategy Strategic objectives Competition in the industry dairy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc294265109 1引言 PAGEREF _Toc294265109 \h 1 HYPERLINK \l _Toc294265110 1.1 研究的背景与意义 PAGEREF _Toc294265110 \h 1 HYPERLINK \l _Toc294265111 1.2 研究的方法 PAGEREF _Toc294265111 \h 1 HYPERLINK \l _Toc294265112 2 乳制品行业背景及现状分析 PAGEREF _Toc294265112 \h 1 HYPERLINK \l _Toc294265113 2.1 背景分析 PAGEREF _Toc294265113 \h 1 HYPERLINK \l _Toc294265114 2.2 乳制品行业现状分析 PAGEREF _Toc294265114 \h 3 HYPERLINK \l _Toc294265115 2.3 乳制品行业需求分析 PAGEREF _Toc294265115 \h 4 HYPERLINK \l _Toc294265116 3 新希望乳制品有限公司现状分析 PAGEREF _Toc294265116 \h 4 HYPERLINK \l _Toc294265117 3.1 新希望乳业有限公司简介 PAGEREF _Toc294265117 \h 4 HYPERLINK \l _Toc294265118 3.2 主要竞争对手分析 P