新的宝食品（佛山）有限公司发展战略研究.doc

东南大学 硕士学位论文 新的宝食品（佛山）有限公司发展战略研究 姓名：梁昌齐 申请学位级别：硕士 专业：工商管理 导教师：张玉林The Research on the Development Strategy of Xindebao(Foshan) Food Ltd. Graduate: Liang Chang-Qi Supervisor: Zhang Yu-lin Southeast University ABSTRACT Although nowadays the competition is becoming much fiercer between numerous brands in the fruit juices m^ket with fairly large scale because of the rapid growth during the period of the tenth five-ye虹 planning, there is still an immense development space for the market. The scale of pure fruit juice market which is a segmented one in the fruit juices market is relatively smaller at the present and it will last too long for growth to forecasted scale, although the potential growth space is very l^ge judged from the market development trend. Xindebao (Foshan) Food Ltd. is a company which mainly manufactures 如d sells concentrated fruit juice 如d its m^ket share and economic benefit were starting to decline under this situation of fruit juices market. So, in this thesis, the development strategy of Xindebao (Foshan) Food Ltd. was researched In this thesis, firstly, a general description was given to the history of Xindebao (Foshan) Food Ltd.and an analysis of problems to its development was made. Then, based on the analysis of outside environments and internal conditions of Xindebao (Foshm) Food LtdIt was concluded that Xindebao (Foshan) Food Ltd, has the strengths of better quality of product, state-of-art equipment 如d technology, and advanced quality management system, abundant human resources and coim吵wide sates net. Mean-while, Xindebao (Foshan) Food Ltd. is confronted with the we—esses of single product category, product scale, market operation, market share rate, brand cognition and cost. After that, based on SWOT analysisthe conclusion of development strategy of Xindebao (Foshan) Food Ltd. was obtained that with Xindebao (Fosh^) Food Ltd. focusing on the market, seizing opportunities, overcoming self-weaknesses and utilizing all kinds of stren