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| 论文编号： | 7639 | |
| 作者编号： | 2220101086 | |
| 上传时间： | 2015/6/25 10:06:32 | |
| 中文题目： | 希悦食品有限公司战略转型研究 | |
| 英文题目： | Study on Strategy Transformation of Xiyue Foods Limited | |
| 指导老师： | 薛有志 | |
| 中文关键字： | 渠道互联网营销 地域食材优势 可持续竞争优势 | |
| 英文关键字： | Internet Marketing Channel，local ingredients Benefits ，Sustainable Competitive Advantage | |
| 中文摘要： | 本论文的背景主要是本公司发展过程中遇到了一个战略的瓶颈。就是本地区发展由于城市人口，面积，消费问题的局限性，现有的门店即将饱和，所以就要走出丹东市场的总体战略规划。那么一个总体战略规划就要有一系列的体制、机制和管理结构的变化；如何实现战略转型升级就是本次论文选题的背景和研究内容。 本文阐述了通过战略的合理规划，找到公司可持续竞争优势，即全国第一，用中国最大的草莓生产基地为地域食材，通过丹东草莓的产量大，价格低，质量好的突出产地优势，深加工成各种旅游食品，有代表性的地域特色食品。通过渠道和互联网营销，走出丹东市场，凭借有力的企业核心竞争力，加上人才培养，再将希悦饼店以更丰富的地域产品和文化背景逐步由丹东向省内拓展，再向省外拓展。 通过标准流程的管理，真正实现产品先冲出去。有了营利能力随后再把希悦饼店逐步向外地拓展，最终实现成为中国烘焙业领导品牌之一的总体战略规划。 关键词：渠道互联网营销 地域食材优势 可持续竞争优势 | |
| 英文摘要： | This paper discusses mainly about the company encountered in the development process of a strategic bottleneck. Development of the region is due to the limitations of the urban population, area, consumer issues, the existing stores will soon saturated, so they are out of the overall strategic planning of Dandong market.So an overall strategic plan should have a series of institutional changes in the mechanisms and management structures; how to implement this strategy upgrade is the background and topics of this research paper. In this paper, through rational planning strategy, find the company a sustainable competitive advantage, namely, first in the country, with China's largest production base for local ingredients, strawberry. Through Dandong's low price, good quality production advantages prominent, deep processing into a variety of tourism food products, representative of the regional characteristics of food. Through channels and Internet marketing, out of Dandong market, with a strong core competitiveness of enterprises, with personnel training, then XiYue Bakery products to richer regions and cultural backgrounds from Dandong gradually expand to the province, province to expand to entire country again . Through the standard process management, to achieve the product sales. With profitability XiYue Bakery then subsequently expanded progressively outwards, and ultimately overall strategic planning is to became one of the leading brand in the China baking industry. Keywords ：Internet Marketing Channel，local ingredients Benefits ，Sustainable Competitive Advantage | |
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