联系我们

论文查询结果	返回搜索

论文编号：	9259
作者编号：	2120142782
上传时间：	2017/6/14 22:53:02
中文题目：	BTwin自行车品牌竞争战略
英文题目：	Competition Strategy of BTwin Brand
指导老师：	石鉴
中文关键字：	自行车;竞争战略;价格领先战略;SWOT;PEST
英文关键字：	Bicycle; Competitive strategy; Cost Leadership Strategy ; SWOT; PEST
中文摘要：	BTwin品牌自行车是迪卡侬集团旗下的最重要的子品牌之一，伴随着2003年迪卡侬在中国建立第一家运动超市的开张正式来到中国。但经历了十几年的发展，BTwin在中国仍然很少被人们所知，只占到的中国自行车市场份额的1%。近年来中国自行车市场在政府驱动的关注环境绿色出行的政策支持，以及随着人民生活提升带来的健身娱乐的需求增长的双重推动下，又迎来了新的发展契机。但在互联网加的推动下，共享单车横空出世，对自行车市场带来了极大冲击，同时老牌自行车企业也加紧准备争夺市场。在这种市场增长同时又有强劲对手的市场环境下，对于BTwin品牌来说既有机遇，又充满着挑战。BTwin品牌如何乘上增长的东风，超越老牌劲旅，战胜新晋新贵，持续提升市场份额，竞争战略的选择至关重要。本文将利用PEST分析法对当前的中国自行车市场的宏观环境进行阐述，然后使用五力模型法对中国自行车产业市场的竞争环境进行分析，并根据波特的三种一般竞争战略进行筛选，得出BTwin近期应选择使用价格领先战略，之后通过SWOT分析方法结合BTwin品牌自身情况BTwin品牌的优势、劣势，机遇和挑战进行了深入剖析，导出BTwin品牌如何利用自身优势，克服劣势，利用机遇和迎接挑战。最后对如何实施成本领先的竞争战略以及可能遇到的困难和解决方案进行了分析，对BTwin品牌使用成本领先战略给迪卡侬公司带来的实践作用和参考意义进行了总结和展望。
英文摘要：	BTwin is the one of most important brand of Decathlon Group owned brands. BTwin came along with Decathlon Group to China in 2013, in which year Decathlon built up its first sports goods supermarket in Shanghai. BTwin is barely known by Chinese then, after 14 years in China, BTwin can only earn 1% market share in China. Recently, at one hand, the pressure of environment protection is getting higher and higher, our government propergandize the concept of green transportation; on the other hand, the needs of sport and leisure style bicycle are increasing. Here comes the chance for Bicycle Companys again. At the mean time, sharing bicycle like Mobike and ofo is so hot along with the developing of smart phone technology. It is a big hit to the market share of traditional Bicycle brands. Under such circumstance, it is not only a chance for BTwin to win more market share, but also a challenge to not lose any at this time. It is the most important to choose the porper competitive strategy to make sure BTwin take advantage of market growing, win the market sharing from old master brands and new comers. Firstly, This essay is using Port’s PEST to analysis Chinese bicycle industry macro envirment, and then use Port’s 5 force to discuss Chinese bicycle market competitive envirment and use SWOT to identify Btwin’s strength, weakness, opportunity and threat, in order to get how to use own strength, conquer weakness, take advantage of opportunity and take the challeange of threat. Secondly, base on Port’s general competitive strategy theory and considering BTwin’s reality, BTwin should choose cost leadership to be its own competity strategy. Finnally, list several possible obstacles of conducting the strategy into real business and give the solution accrodingly and forcast positive reference to Decathlon group from which the deploy of cost leadship in BTwin brand.
查看全文：	预览  下载(下载需要进行登录)