成都统一鲜橙多发展环境与竞争策略研究-工商管理专业论文 word格式.docxVIP

RESERCH ON CONPITION STRATEGY AND DVELOPEMENT ENVIROMENT OF XCDABSTRACTXCD fruit juice is facing of many opportunities and threats in the more and more intense fruit juice market in China. The chance of XCD fruit juice to win out essentially relies on how to set up a sound product strategy aiming on make use of those opportunities with its favorable advantage and to avoid risk and overcome its disadvantage. This paper intends to make a systematic analysis of XCD fruit juice with a discussion on strategy management theory. It aims to provide a basis for scientific making policy decision and to offer an optimal competitive strategy with ansistance of macrkscopic and microscopic, qualitative and quantitive discussion.The paper begin with an anlysis on the current stuation of XCD fruit juice by data statistics and Boston Matrix, point out the existing problem in such aspectsas product orientation, market orientation and competitive strategy, etc. Then the paper make an anlysis and comments on XCD fruit juice’s external enviroment and its status in competition. The PEST, Five Competitive Force Model of XCD fruit juice and EFE Matrix are involved. It is pointed out that XCD fruit juice enjoys the concept’s variety of consumption, the quicly increasing of fruit juice consumption and there’s no leader brand in fruit juice market, etc. But it is also potentially hindered by the competition of the competitor, the substitute products, the continuous increasing consumer’s competence of negotiation, etc. The related evaluation leads to a conclusion that XCD fruit juice is currently in an attractive market. With the results of the experts survey and the discussion under KSFs, six key success factors are worked out, scale advantage, the ability of HRM, theability of the total cost control, the ability of human resoure, the ability of brand management, the ability of supply chain conformity. Probing into the internal environment of XCD with the discussion under Value Link Theory an