本文關(guān)鍵詞：哈根達(dá)斯差異化競(jìng)爭(zhēng)戰(zhàn)略分析及啟示　出處：《遼寧大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：競(jìng)爭(zhēng)戰(zhàn)略是指在企業(yè)總體戰(zhàn)略的規(guī)劃及制約下，指導(dǎo)和管理具體的戰(zhàn)略實(shí)施的計(jì)劃與行動(dòng)。它在企業(yè)發(fā)展中起著至關(guān)重要的作用，企業(yè)選擇什么樣的競(jìng)爭(zhēng)戰(zhàn)略將決定企業(yè)的定位。差異化戰(zhàn)略則是企業(yè)為了獲得競(jìng)爭(zhēng)優(yōu)勢(shì)，，而使企業(yè)的產(chǎn)品、服務(wù)、企業(yè)形象等與競(jìng)爭(zhēng)對(duì)手有明顯區(qū)別而采取的戰(zhàn)略。作為食品行業(yè)中冰淇淋的知名品牌，哈根達(dá)斯在中國(guó)市場(chǎng)的地位不容小覷，其差異化戰(zhàn)略的發(fā)展歷程更是備受矚目。我國(guó)食品行業(yè)市場(chǎng)發(fā)展迅猛，市場(chǎng)規(guī)模不斷擴(kuò)大，外資品牌在我國(guó)市場(chǎng)的眾多領(lǐng)域均占有絕對(duì)優(yōu)勢(shì)，這更加要求我國(guó)企業(yè)盡快成長(zhǎng)并迅速壯大起來，在市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。本文通過對(duì)哈根達(dá)斯差異化戰(zhàn)略的實(shí)施過程的研究與分析，在市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天，給出了一個(gè)實(shí)例以供中國(guó)的企業(yè)借鑒，并為企業(yè)正確地理解和認(rèn)識(shí)差異化競(jìng)爭(zhēng)戰(zhàn)略給予了相應(yīng)的啟示作用，從而可以使企業(yè)根據(jù)自身的實(shí)際經(jīng)營(yíng)狀況來更好地選擇和實(shí)施差異化競(jìng)爭(zhēng)戰(zhàn)略1。 以理論與實(shí)際相結(jié)合為基本原則，本文在一開始先闡述了論文研究的理論基礎(chǔ)：競(jìng)爭(zhēng)戰(zhàn)略理論及差異化競(jìng)爭(zhēng)戰(zhàn)略的理論，其次介紹了哈根達(dá)斯的概況及其在中國(guó)的發(fā)展歷程，然后結(jié)合食品行業(yè)結(jié)構(gòu)和環(huán)境分析，綜合運(yùn)用了理論研究與實(shí)證分析相結(jié)合的方法，研究分析了差異化戰(zhàn)略的內(nèi)涵以及哈根達(dá)斯差異化戰(zhàn)略的實(shí)施過程，最后對(duì)于哈根達(dá)斯差異化戰(zhàn)略能夠給予中國(guó)企業(yè)的啟示進(jìn)行了總結(jié)，以期為企業(yè)的成功發(fā)展提出有效的方法與意見。本文的觀點(diǎn)是，我國(guó)的企業(yè)想要立足于國(guó)際市場(chǎng)，走出國(guó)門走向世界，就需要正確認(rèn)識(shí)競(jìng)爭(zhēng)戰(zhàn)略及充分發(fā)揮差異化競(jìng)爭(zhēng)戰(zhàn)略的優(yōu)勢(shì)，建立起與所實(shí)施的競(jìng)爭(zhēng)戰(zhàn)略相匹配的能力和技術(shù)，不斷完善自身制度，進(jìn)行技術(shù)、管理、市場(chǎng)、服務(wù)等多方面的創(chuàng)新，從而以各項(xiàng)差異化來獲取企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)2。
[Abstract]:Competition strategy refers to the plan and action of guiding and managing the implementation of specific strategy under the planning and restriction of the overall strategy of the enterprise. It plays a vital role in the development of the enterprise. What kind of competitive strategy the enterprise chooses will determine the position of the enterprise. The differentiation strategy is to make the products and services of the enterprise in order to obtain the competitive advantage. As a well-known brand of ice cream in the food industry, Haagen-Dazs' position in the Chinese market cannot be underestimated. The development of the differentiation strategy has attracted much attention. China's food industry market is developing rapidly, the market scale is expanding, foreign brands in many areas of the market in our country have absolute advantages. This requires Chinese enterprises to grow as soon as possible and grow up rapidly, in the market competition in an invincible position. This paper through the implementation of the Differential strategy of Hagen Dazs research and analysis. In today's increasingly fierce market competition, this paper gives an example for Chinese enterprises to use for reference, and gives corresponding enlightenment for enterprises to correctly understand and understand the differentiated competition strategy. Thus, enterprises can better choose and implement differentiated competitive strategy according to their own actual operating conditions. With the combination of theory and practice as the basic principle, this paper first elaborated the theoretical basis of the thesis: the theory of competitive strategy and the theory of differentiated competitive strategy. Secondly, it introduces the general situation of Haagen-Dazs and its development process in China, and then combines the structure of food industry and environmental analysis, comprehensive use of theoretical research and empirical analysis method. This paper analyzes the connotation of differentiation strategy and the implementation process of Hagen Dazs differentiation strategy, and finally summarizes the enlightenment that Hagen Dazs differentiation strategy can give to Chinese enterprises. In order to put forward effective methods and opinions for the successful development of enterprises, this paper points out that the enterprises of our country want to base themselves on the international market and go out of the country to the world. It is necessary to correctly understand the competitive strategy and give full play to the advantages of the differentiated competitive strategy, build up the ability and technology to match the competitive strategy implemented, constantly improve their own system, carry out technology, management, and market. Service and other aspects of innovation, so as to achieve the diversity of the enterprise's competitive advantage 2.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F416.82

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