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论文编号：	3160
作者编号：	2120092478
上传时间：	2011/6/3 0:26:38
中文题目：	芳萍时光瑜伽会馆发展策略研究
英文题目：	Research on development Strategy of Fangping lifetime Yoga store
指导老师：	任兵
中文关键字：	瑜伽行业;芳萍时光;SWOT;差异化策略;战略联盟
英文关键字：	Yoga industry;Fangping lifetime;SWOT;Differentiation strategy;Strategic alliance
中文摘要：	伴随着中国经济快速发展以及国民收入的提高，人们的消费意识和结构发生了巨大变化 , 开始从衣食住行等基本生活需求的满足，到对于自身健康关注上，而瑜伽作为一种适合大众练习的健身方式，受到越来越多人的喜爱，同时，这也促进了中国瑜伽市场的蓬勃发展。瑜伽行业具有广阔发展前景和市场潜力，受到越来越多的投资者青睐.同时，投资者增多也使瑜伽行业竞争日益激烈。 瑜伽作为新兴产业，产业内大部分企业处于成长期。企业数量多但规模不大，服务同质化现象严重。许多瑜伽会馆如同昙花一现，存活率非常低。是什么原因导致瑜伽会馆如此低的存活率？如何使一家瑜伽会馆更加突出？当前的情景下瑜伽企业应该选择什么样的战略呢？究其原因就在于行业内大部分企业缺乏战略思想，定位不明确，没有形成企业核心竞争力，缺乏一个中长期的发展战略。 本文以芳萍时光瑜伽会馆为例，来对上述提出的问题进行探讨。首先，从中国瑜伽行业出发，分析了其面临的整体环境以及发展趋势；其次，在天津瑜伽行业分析上着重的对宏观和行业环境分析，揭示出了芳萍瑜伽会馆瑜伽面临 的产业的竞争格局；再次，论文对芳萍时光瑜伽会馆的内部资源以及价值链分析的基础上，结合SWOT分析，得出了芳萍时光瑜伽会馆的发展战略。最后，本论文希望通过具体的理论分析和论证,能够为芳萍时光瑜伽会馆进一步的发展给予参考性的建议。同时，本文的观点和具体主张,能够为中国中小型瑜伽会馆制定战略提供参考和借鉴。
英文摘要：	Accompanying the rapid ecoconomic growth and national income increase, the consumers’ consumption consiciousness and consumption structure has changed substantially. In the current arena, the Chinese consumers are paying more and more attention to their health condition. Under this situation, a lot of people have chosen yoga in their life and exercise program. The Yoga industry thus has achieved significant development during these years. The industry has great market and development potential, and has attracted more and more new ventures to enter into this market. However, such rapid growth of the industry players increases the industry competition to a fierce level. As a new industry, the yoga enterprises are under the expansion and growth stage, however, are mostly small in size, with very homogenous service quality. Many Yoga stores come and go, showing a very low survival rate. What makes this low survival rate? How can a yoga company stand out? What strategic choices shall they choose under the current situation? This master thesis believes that in the current yoga industry, companies fail because of lacking strategic thinking, hence, without a clear strategic position, and are short of core competence, and sound development based on either a mid or a long-term. This thesis chooses the Fangping lifetime Yoga store as the example to discuss the above issues. It firstly analyzes the environment and development trend that the whole Chinese Yoga industry is facing. Secondly, based on the analysis on the Tianjin Yoga sector, in particular, its macro and industry environment analysis, the thesis reveals the competition pattern that the Fangping lifetime Yoga store is facing. Thirdly, the thesis analyzed Fangping lifetime Yoga store’s internal resource conditions and value chain, and combines with SWOT approach to delineate the development strategy of the firm. Through concrete theoretical/empirical analysis, the thesis hopes to provide valuable managerial implications to fangping. In the meantime, the analysis and viewpoints made are helpful to the strategy formulation and growth of other small and medium Yoga stores.
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