乐百氏桶装水公司战略分析报告精选.doc

西南财经大学 硕士学位论文 乐百氏桶装水公司战略分析报告 姓名：何官和 申请学位级别：硕士 专业：工商管理 丨导教师：张剑渝4,乐百氏桶装水公司战略定位与行为重点在于竞争型差异化的经 营，战略核心在于服务的差异D 战略行为的关键要素在于个性的服务、灵活te营销活动以及良好 的品牌形象，他们之间的互动机制构成了乐百氏桶装水公司的核 心竞争力。 最后，报告针对战略实施的关键要素提宙了保持服务差异化的系 统性和持续性、提升服务质量；合理选择营销渠道与加强对特许经营 联盟店的管理；跟集团总公司进行充分的沟通，进行相应的策略与行 动，使得集团优质品牌形象在桶装水营销上得以延伸与优化等建议。 关键词；战略定位服务营销渠道品脾 Abstract As a Drinking Water sales Company, the ROBUST boasted sound performance in the passing years, but it still has some problems in the strategy management such as the mistiness of strategic direction， core value and so on. The report focuses on the strategic orientation of the ROBUST by the analysis of situations that the company faces’ finding the k most influential factors of the strategy orientation and offering some advises to bettering the strategic performance. This report consists of seven parts. Part one is about the background of this research including strategy theoiy and technique road about the research. Part two presents an introduction to the ROBUST Drinking Water sales Company. Part three mainly offers an analysis of the situation of market conditions, industry character that the Company faces. Part four analyses the resources and comprehensive capability, which are owned by the Company to find comparative advantage. Part five bases on the analysis and make the strategic orientation by the tools of SWOT analysis and SPACE analysis. Part six is about the advices to bettering the strategic performance. In the last part, there is a retrospection of this report . The main conclusions are as the followings: f The success of the ROBUST, depends on its services, brand images and marketing. The market of Drinking Water sales has a good future, facing tough competition which is more and more tough, and tends to diversity * *i because of consumers. The ROBUST has comparative advantage in brand images，logistics and marketing, 6. The strategic orientation of the ROBUST is focused on differentiation f f and competition.7. The most influentia