【摘要】：桶裝水行業(yè)因其獨(dú)特的消費(fèi)模式,既要提供包裝水產(chǎn)品又要提供送貨上門的服務(wù),這個(gè)特點(diǎn)使得該行業(yè)屬于快速消費(fèi)品和服務(wù)業(yè)相結(jié)合的特殊行業(yè)。一直以來(lái)由于桶裝水行業(yè)整體市場(chǎng)總體容量較小,且消費(fèi)者受眾面較窄,因此沒有被學(xué)術(shù)界重視,對(duì)于桶裝水領(lǐng)域的研究主要來(lái)自于少數(shù)從業(yè)人員的的經(jīng)驗(yàn)總結(jié),缺少系統(tǒng)性的研究。但是隨著國(guó)內(nèi)經(jīng)濟(jì)發(fā)展以及自然環(huán)境日益惡化和層出不窮的水污染事件,過(guò)去的三十多年里桶裝水市場(chǎng)總量不斷擴(kuò)大,桶裝水已經(jīng)發(fā)展成一種居民日常生活的必需品,同時(shí)進(jìn)入桶裝水行業(yè)的既有瑞士雀巢、法國(guó)達(dá)能這樣的500強(qiáng)外企,也有華潤(rùn)怡寶這樣的大型國(guó)企,更有以杭州農(nóng)夫山泉、西安漣漪為代表的眾多的民企,桶裝水行業(yè)也成為了中國(guó)經(jīng)濟(jì)的重要組成部分。為了深入對(duì)桶裝水行業(yè)的研究,了解桶裝水行業(yè)發(fā)展規(guī)律,筆者根據(jù)自己8年的桶裝水行業(yè)銷售管理經(jīng)驗(yàn),采用達(dá)能益力泉貿(mào)易(深圳)有限公司(以下簡(jiǎn)稱益力公司)進(jìn)行研究,由于益力桶裝水長(zhǎng)期占據(jù)深圳桶裝水行業(yè)領(lǐng)導(dǎo)地位,所以本文所選擇的益力公司作為研究對(duì)象在桶裝水行業(yè)具有廣泛的示范意義。本人論述的過(guò)程如下：首先,全面分析益力公司當(dāng)前所面臨的內(nèi)外部經(jīng)營(yíng)環(huán)境,找準(zhǔn)影響企業(yè)內(nèi)外部的各種因素；其次,把上一階段找出的各種內(nèi)外部因素挨個(gè)進(jìn)行分析,根據(jù)他們影響力的大小進(jìn)行全面分析后,建立益力公司的SWOT模型；第三,建立益力公司可行性競(jìng)爭(zhēng)戰(zhàn)略；最后,制定后繼戰(zhàn)略保障措施。益力公司作為一家擁有二十八年發(fā)展經(jīng)驗(yàn),經(jīng)歷了由國(guó)有到外商獨(dú)資的所有權(quán)變更,以及見證全行業(yè)從萌芽,到快速發(fā)展再到今天行業(yè)劇烈競(jìng)爭(zhēng)以及面對(duì)潛在替代品凈水器崛起,且目前仍占市場(chǎng)領(lǐng)先地位的桶裝水企業(yè),經(jīng)營(yíng)模式、市場(chǎng)開拓手段及管理方法等多方面都很有參考價(jià)值。因此也希望通過(guò)對(duì)本文的分析,可以對(duì)桶裝水行業(yè)的各個(gè)企業(yè)有所啟迪。
[Abstract]:Because of its unique consumption mode, barreled water industry not only provides packaging aquatic products but also door-to-door service, which makes it a special industry which combines FMCG and service industry. Because the overall market capacity of the barreled water industry is small, and the consumers have a narrow audience, so it has not been paid attention to by the academic community. The research in the field of barreled water mainly comes from the experience summary of a few practitioners. Lack of systematic research. However, with the development of the domestic economy and the worsening of the natural environment and the incessant occurrence of water pollution, the total volume of the bottled water market has been continuously expanding in the past 30 years, and the bottled water has developed into a necessity of daily life for the residents. At the same time, there are not only Swiss Nestl 茅, French Danone, such as the top 500 foreign enterprises, but also large state-owned enterprises such as China Resources and Yee Bao, as well as a large number of private enterprises represented by Hangzhou Farmer Springs and Xi'an Lianyi. Barrel water industry has also become an important part of China's economy. In order to deeply study the barreled water industry and understand the development law of barreled water industry, the author based on his own 8 years of barreled water industry sales management experience, Using Daneng Yiliquan Trading (Shenzhen) Co., Ltd. (hereinafter referred to as Yili Company) to carry on the research, because the Yili barrelled water has long occupied the leading position of Shenzhen barrelled water industry, So this article chooses the benefit company as the research object has the extensive demonstration significance in the barrelled water industry. The process of my discussion is as follows: firstly, the internal and external operating environment of Yili Company is comprehensively analyzed, and the various factors that affect the internal and external factors of the enterprise are identified. Secondly, the various internal and external factors found in the last stage are analyzed one by one, and then the SWOT model of the company is established according to their influence, thirdly, the feasible competitive strategy of the company is established. Finally, establish the following strategy safeguard measure. As a company with 28 years of development experience, Ili has experienced ownership changes from state-owned to wholly foreign-owned companies, as well as witnessing the emergence of the whole industry. To the rapid development and today's fierce competition in the industry and the rise of water purifier in the face of potential alternatives, the barrelled water enterprises, business models, market development means and management methods still occupy a leading position in the market at present are all of great reference value. Therefore, I also hope that through the analysis of this article, we can enlighten the enterprises of barreled water industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;F271

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