乐百氏桶装水公司战略分析报告

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1、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200503014,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

2、营销渠道品脾AbstractAsaDrinkingWatersalesCompany,theROBUSTboastedsoundperformanceinthepassingyears,butitstillhassomeproblemsinthestrategymanagementsuchasthemistinessofstrategicdirection，corevalueandsoon.ThereportfocusesonthestrategicorientationoftheROBUSTbytheanalysisofsituationsthatthecompanyfaces’fin

3、dingthekmostinfluentialfactorsofthestrategyorientationandofferingsomeadvisestobetteringthestrategicperformance.Thisreportconsistsofsevenparts.Partoneisaboutthebackgroundofthisresearchincludingstrategytheoiyandtechniqueroadabouttheresearch.ParttwopresentsanintroductiontotheROBUSTDrinkingWatersales

4、Company.Partthreemainlyoffersananalysisofthesituationofmarketconditions,industrycharacterthattheCompanyfaces.Partfouranalysestheresourcesandcomprehensivecapability,whichareownedbytheCompanytofindcomparativeadvantage.PartfivebasesontheanalysisandmakethestrategicorientationbythetoolsofSWOTanalysisa

5、ndSPACEanalysis.Partsixisabouttheadvicestobetteringthestrategicperformance.Inthelastpart,thereisaretrospectionofthisreport.Themainconclusionsareasthefollowings:f1.ThesuccessoftheROBUST,dependsonitsservices,brandimagesandmarketing.2.ThemarketofDrinkingWatersaleshasagoodfuture,facingtoughcompetitio

6、nwhichismoreandmoretough,andtendstodiversity**ibecauseofconsumers.3.TheROBUSThascomparativeadvantageinbrandimages，logisticsandmarketing,6.ThestrategicorientationoftheROBUSTisfocusedondifferentiationffandcompetition.7.Themostinfluentialfactorsofthestrategyorientationincludesservices,brandimagesand

7、marketing,whoseinteractivestructureformsthecorevalue.Somesuggestionsaregivenaccordingtoconclusionssuchas導improvingserviceslevel,integratingmarketingchannelandstrengtheningbrandimagesetc./Keywords:strategicorientation,s