本文關(guān)鍵詞： 競爭戰(zhàn)略 SWOT分析 差異化 L集團　出處：《復(fù)旦大學》2013年碩士論文　論文類型：學位論文

【摘要】：薄荷醇是世界上銷量最大的香料之一,也是人們最為熟悉的涼味劑、具有清新的涼味及清涼感、價廉易得,廣泛應(yīng)用于日化、食品、煙草、醫(yī)藥及個人衛(wèi)生等產(chǎn)品中。L-薄荷醇的重要來源是從天然薄荷油提取,產(chǎn)量,品質(zhì)受季節(jié)變化、種植面積等影響較大,導致價格,品質(zhì)不穩(wěn)定。上海L集團多年來從事天然薄荷醇的生產(chǎn)加工和銷售,在全體同仁的不懈努力下,近三年天然薄荷醇產(chǎn)銷量成倍增長、供不應(yīng)求,在國際薄荷醇市場上占有重要地位。本文在進行了L集團所處的薄荷香料行業(yè)的產(chǎn)品分析、市場分析、技術(shù)發(fā)展分析之后,對L集團的外部和內(nèi)部戰(zhàn)略環(huán)境進行了探討,并運用SWOT競爭戰(zhàn)略分析工具,進行了戰(zhàn)略組合,指出L集團應(yīng)選擇的差異化競爭戰(zhàn)略,并對差異化戰(zhàn)略選擇的可行性和風險性進行了分析。還指出了配合此戰(zhàn)略的具體的戰(zhàn)略措施,包括提高研發(fā)能力、擴大生產(chǎn)能力、豐富產(chǎn)品系列、加強人才儲備、規(guī)范操作流程、強化企業(yè)文化等措施,以保證集團戰(zhàn)略的順利實施。
[Abstract]:Menthol is one of the world's largest sales of spices, and is also the most familiar coolant, with a fresh cool and cool feeling, cheap and easy to obtain, widely used in daily chemicals, food, tobacco, An important source of .L- menthol in pharmaceutical and personal hygiene products is extracted from natural menthol oil, and its yield and quality are greatly affected by seasonal changes, planting area, etc., resulting in price. Quality instability. Shanghai L Group has been engaged in the production and marketing of natural menthol for many years. Thanks to the unremitting efforts of all colleagues, the production and sales of natural menthol have increased exponentially in the past three years, and the supply exceeds supply. In this paper, the external and internal strategic environment of L group is discussed after the product analysis, market analysis and technology development analysis of menthol industry in L Group, which plays an important role in the international menthol market. By using the SWOT competitive strategy analysis tool, this paper makes a strategic combination, and points out the differentiated competitive strategy that L Group should choose. It also analyzes the feasibility and risk of the choice of differentiation strategy. It also points out the specific strategic measures to cooperate with the strategy, including improving the R & D capability, expanding the production capacity, enriching the product range, strengthening the talent reserve. Standardize the operation process, strengthen the corporate culture and other measures to ensure the smooth implementation of the Group's strategy.
【學位授予單位】：復(fù)旦大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F271;F426.72

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本文編號：1547366