联系我们

论文查询结果	返回搜索

论文编号：	3616
作者编号：	2220091903
上传时间：	2011/11/4 15:11:31
中文题目：	久知保健品公司的战略转型研究
英文题目：	Long known health products the company''s strategic transition
指导老师：	薛有志
中文关键字：	[关键词]保健品;中小保健品企业;SWOT分析;战略转型
英文关键字：	[Key words] health protection foods; the Low End of healthcare enterprises; SWOT analysis; change of strategy
中文摘要：	保健品产业是全球的朝阳性产业，其市场增长迅速。以保健食品为例，近30年来,美国的保健食品销售额增长了36倍，日本增长了32倍。据资料显示：全球保健食品已占整个食品销售的5%，达到上千亿美元，而且每年都以相当快的速度增长。我国的保健品行业兴起于20世纪80年代，在经历了几次大起大落后,由于国家对保健品制造企业强制实行生产质量管理规范（保健食品GMP）,使得行业逐步规范，再加上新一轮保健品消费热潮的兴起，使得我国保健品行业自1999年以来进入了一个前所未有的高速发展时期。但与此同时，由于市场竞争异常激烈，导致整个保健品行业也进入了一个薄利阶段。保健品市场将被重新划分,竞争将更加激烈并且将会上升到一个更高层次。为此，一些有先知先觉战略意识的保健品企业，紧紧抓住保健品市场升级和市场整合的机遇，开始将战略转型作为企业求生存、谋发展的主要任务。本文紧密结合作者多年在保健品行业的从业经历，综合运用市场学、企业管理学、经济学等专业理论知识，在充分借鉴国外保健品行业发展经验的基础上，分析了保健品行业的现状和发展趋势，进行了保健品目标市场的细分、定位以及营销策略的设计，最后以久知保健品有限公司为例，分析了在全球经济一体化和企业经营危机的环境下，公司战略转型的目标、战略规划重点及其实施策略。论文各章内容如下：第一章 绪论，主要阐述了论文选题的背景，研究目的、意义及研究思路与方法。企业战略及战略转型理论，主要是在阐明企业战略内涵的基础上，分析了企业战略转型的本质、动因。第二章 久知保健品公司现状分析，在对久知保健品公司现状分析的基础上，根据公司战略转型过程中面临的内外环境，提出了在不同环境条件下的转型策略。第三章 久知保健品公司战略转型实施对策，主要阐述了久知保健品公司的发展目标构想、总体战略规划及其职能战略规划。第四章 主要结论与建议。希望本论文写作过程中所用到的一些分析方法和思路能对久知保健品公司顺利实施战略转型乃至国内保健品行业的可持续发展起到一定的帮助与促进作用。
英文摘要：	The healthcare industry is a key rising industry in the world, rapidly growing of global market. To take healthcare food for an example, the food sales in American went up by 36 times, the same in Japan went up by 32 times. According to related data, their sales revenue already accounted for 5% of the food industry as a whole at hundreds of billions of dollars, and it is pretty good going annually. The healthcare industry in China is emerged in the 1980s, the industry is gradually model of conduct has seen a whirlwind of ups and downs. Since 1999 to date, our healthcare industry is faced with unprecedented high speed development period. At the same time, the market is already very competitive so that the health industry also enters a a slight profit period. The healthcare market is formed or shaped anew; the captivity is rise to a higher plane. At this stage market upgrading, those consciousness enterprises are changing of implementation strategy. In view of the my own practical experiences in recent years, the Marketing knowledge, the Administration, the Economics in major were used during the process of design, I took JiuZhi healthcare for instance and discussed how to fulfill the task of change of implementation strategy successfully. In the first part of the article was straightly pointed out in the text that healthcare industry and development trends exist in our domestic companies, and given advise for Strategy making and cultural construction for JiuZhi Company. Through utilized SWOT analysis on the healthcare industry by combining marketing theory, it does market segment, positioning, selecting conduct a detailed analysis. The numerous charts and analysis tools have been used to study, and involve a multidisciplinary such as strategy management, marketing, organization management, enterprises analysis and product and operation, act.
查看全文：	预览  下载(下载需要进行登录)