本文選題：CD公司　切入點(diǎn)：太妃糖中國(guó)業(yè)務(wù)　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：CD中國(guó)食品有限公司太妃糖業(yè)務(wù)作為較早進(jìn)入中國(guó)的外資企業(yè),在國(guó)內(nèi)的糖果市場(chǎng)經(jīng)營(yíng)了20多年,雖然在高端太妃糖市場(chǎng)占有一定的市場(chǎng)份額,但隨著這幾年國(guó)內(nèi)經(jīng)濟(jì)形勢(shì)的變化、物價(jià)和人工成本的上升、糖果企業(yè)的增多、消費(fèi)趨勢(shì)的變化、替代品的威脅,企業(yè)的經(jīng)營(yíng)與管理面臨著很大的沖擊,CD公司太妃糖業(yè)務(wù)的銷售量呈現(xiàn)不斷下降的趨勢(shì),這是目前面臨的最大問(wèn)題。CD公司太妃糖業(yè)務(wù)急需找到突破口,提高銷售量,建立在國(guó)內(nèi)糖果市場(chǎng)的競(jìng)爭(zhēng)優(yōu)勢(shì)。首先,本文運(yùn)用一些分析工具PEST、SWOT和波特的五力模型等對(duì)CD中國(guó)食品有限公司太妃糖業(yè)務(wù)的內(nèi)外部環(huán)境進(jìn)行深入的分析,得出太妃糖業(yè)務(wù)的機(jī)會(huì),包括食品高質(zhì)量與安全認(rèn)識(shí)的提高、中國(guó)經(jīng)濟(jì)的穩(wěn)定增長(zhǎng)市場(chǎng)潛力大容量大、城鎮(zhèn)居民人口和消費(fèi)支出不斷增長(zhǎng);太妃糖業(yè)務(wù)的威脅,包括物價(jià)和人工價(jià)格不斷上漲成本壓力大、替代品較多轉(zhuǎn)換成本低、消費(fèi)方式和需求趨勢(shì)不斷變化;得出的優(yōu)勢(shì),包括總公司研發(fā)全球研發(fā)資源潛力巨大、品牌認(rèn)可度高,資金籌措能力強(qiáng)、先進(jìn)的生產(chǎn)能力產(chǎn)品質(zhì)量好設(shè)施完善、倉(cāng)儲(chǔ)運(yùn)輸能力強(qiáng);得出的劣勢(shì),包括產(chǎn)品價(jià)格偏高創(chuàng)新和新品開(kāi)發(fā)能力不足、集團(tuán)過(guò)大業(yè)務(wù)多樣化對(duì)本公司業(yè)務(wù)關(guān)注度低、市場(chǎng)拓展和營(yíng)銷網(wǎng)絡(luò)不完善。其次分析了目前CD中國(guó)食品有限公司太妃糖業(yè)務(wù)所面臨問(wèn)題的深層次原因及解決之道,確認(rèn)了差異化競(jìng)爭(zhēng)戰(zhàn)略是其未來(lái)取勝的關(guān)鍵,從三個(gè)方面價(jià)格差異化、品牌形象差異化、營(yíng)銷差異化予以實(shí)現(xiàn)。最后,為使差異化競(jìng)爭(zhēng)戰(zhàn)略成功實(shí)施,提出了四項(xiàng)保障措施,分別是調(diào)整組織結(jié)構(gòu)、加強(qiáng)人力資源管理提升研發(fā)創(chuàng)新能力、營(yíng)銷管理改進(jìn)打造高效營(yíng)銷能力、發(fā)揮職能部門作用打擊假冒仿冒侵權(quán)行為。
[Abstract]:CD China Foods Ltd toffee business as an early entry into the Chinese foreign companies operating in the domestic confectionery market for more than 20 years, although occupy a certain market share in high-end toffee market, but with the domestic economy in recent years the situation changes, prices and labor cost increase, increase the candy enterprises, changes in consumption trends the threat of substitutes, the operation and management of enterprises is facing great impact, CD, toffee business sales showed a downward trend, this is the biggest problem currently facing.CD, toffee sugar is in urgent need to find a breakthrough, improve sales volume, established in the domestic confectionery market competitive advantage. Firstly, this paper using some analysis tools PEST, in-depth analysis of CD China Foods Ltd toffee Business Internal and external environment of SWOT and Potter's five forces model, a toffee business The opportunity, including the understanding of high food quality and safety improvement, the steady growth of market potential capacity China economy, population of urban residents and consumer spending increases; the Toffees business threat, including prices and labor prices rising cost pressure, substitute more low switching costs, consumption patterns and demand trends continue that change; advantages, including the total global R & D resources development potential, high brand recognition, financing ability, advanced production capacity and good product quality facilities, warehousing and transportation ability; the disadvantages, including the high price of the product innovation and new product development ability is insufficient, the group is too large business diversification of the company the business concern is low, market development and marketing network is not perfect. Then analyzes the deep-seated reasons of the current CD China Foods Ltd toffee business problems And the solution, confirmed the differentiation competitive strategy is the key to win the future, from the price difference between the three aspects of brand differentiation, to realize the marketing difference. Finally, in order to make the difference competitive strategy successful implementation, put forward four measures, respectively, to adjust the organizational structure, strengthening human resources management to enhance research and innovation capacity, improve marketing management to create efficient marketing capabilities, play to the functions of action against counterfeit counterfeit infringement.

【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F271;F416.82

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