【摘要】：杭州M孕嬰連鎖公司成立于2005年，經(jīng)過6年積累，目前已發(fā)展成為擁有10家連鎖專賣站及一家網(wǎng)上商城的中型孕嬰連鎖企業(yè)。面對(duì)孕嬰市場(chǎng)的巨大商機(jī)和激烈競(jìng)爭(zhēng)，杭州M孕嬰在苦練內(nèi)功、外樹形象的同時(shí)積極引進(jìn)外部資本，準(zhǔn)備進(jìn)行下一輪擴(kuò)張。本文就杭州M孕嬰下一步發(fā)展戰(zhàn)略開展研究，制訂杭州M孕嬰的品牌策略，促進(jìn)杭州M孕嬰公司穩(wěn)健快速發(fā)展。 文章選擇杭州M孕嬰連鎖公司的經(jīng)營(yíng)戰(zhàn)略開展研究，通過對(duì)國(guó)內(nèi)外戰(zhàn)略管理的發(fā)展歷程和研究現(xiàn)狀的梳理明確了戰(zhàn)略管理的內(nèi)涵和內(nèi)容，并進(jìn)一步將戰(zhàn)略管理的理論和方法應(yīng)用到杭州M孕嬰連鎖公司的經(jīng)營(yíng)戰(zhàn)略分析與研究上。文章首先對(duì)杭州M孕嬰連鎖公司的外部環(huán)境進(jìn)行了分析，通過應(yīng)用PEST分析方法、五力分析模型等，分析杭州M孕嬰連鎖公司所面臨的外部環(huán)境，運(yùn)用波特五力模型探討了杭州M孕嬰連鎖公司的供方議價(jià)能力、買方議價(jià)能力、替代者威脅、潛在進(jìn)入者威脅和主要競(jìng)爭(zhēng)對(duì)手分析。其次，文章在對(duì)杭州M孕嬰連鎖公司的內(nèi)外部環(huán)境分析的基礎(chǔ)上，對(duì)杭州M孕嬰連鎖公司內(nèi)部的資源能力和業(yè)務(wù)發(fā)展情況進(jìn)行了分析，制訂選擇杭州M孕嬰連鎖公司的經(jīng)營(yíng)戰(zhàn)略，從市場(chǎng)、渠道、品牌、促銷等方面制訂詳細(xì)的經(jīng)營(yíng)戰(zhàn)略。 文章的研究，，是對(duì)當(dāng)前經(jīng)濟(jì)形勢(shì)下孕嬰企業(yè)保持自身競(jìng)爭(zhēng)優(yōu)勢(shì)的一次探討，理論上是對(duì)戰(zhàn)略理論應(yīng)用到電信企業(yè)的一次案例嘗試，實(shí)踐上能對(duì)杭州M孕嬰連鎖公司的經(jīng)營(yíng)管理提供決策支持。
[Abstract]:Hangzhou M pregnant and infantile chain company was established in 2005. After 6 years of accumulation, it has developed into a medium-sized pregnant and infant chain enterprise with 10 chain monopoly stations and an online shopping mall. In the face of the huge business opportunities and fierce competition in the market of pregnant infants, Hangzhou M pregnant babies are actively introducing external capital and preparing for the next round of expansion while practicing their internal skills and image. In this paper, the next development strategy of Hangzhou M pregnancy is studied, and the brand strategy of Hangzhou M pregnancy is formulated to promote the steady and rapid development of Hangzhou M pregnancy Company. This paper chooses the management strategy of Hangzhou M pregnant and infant chain company to carry out research, and clarifies the connotation and content of strategic management by combing the development course and research status of strategic management at home and abroad. Furthermore, the theory and method of strategic management are applied to the management strategy analysis and research of Hangzhou M pregnant and infantile chain Company. In this paper, the external environment of Hangzhou M pregnant and infant chain company is analyzed, and the external environment of Hangzhou M pregnant and infant chain company is analyzed by using PEST analysis method and five-force analysis model. Using Porter's five-force model, this paper discusses the supply-side bargaining power, buyer's bargaining power, substitute threat, potential entrant threat and main competitor analysis of Hangzhou M pregnant and infantile chain Company. Secondly, on the basis of the analysis of the internal and external environment of Hangzhou M pregnant and infantile chain Company, the article analyzes the internal resource capacity and business development of Hangzhou M pregnancy and Baby chain Company. To formulate the operation strategy of Hangzhou M pregnant and infant chain company, and make detailed management strategy from market, channel, brand, promotion and so on. The study of this article is a case study on the application of strategic theory to telecom enterprises, which is a probe into the current economic situation in which pregnant and infant enterprises maintain their own competitive advantage. In practice, it can provide decision support for the management of Hangzhou M pregnant and baby chain company.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F719

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