新希望乳制品有限公司战略策划研究.doc

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新希望乳制品战略策划研究
摘要：新希望乳业股份是目前我国西南地区规模最大，现代化水平最高的乳品企业之一，具有奶源质量优势、品牌、和地域的竞争优势，但也存在着研究开发投入较少，人力资源管理薄弱和营销网点布局不完善等不足。提高企业核心竞争力必须做到，继续巩固和扩大绿色奶源基地建设、严把奶源质量关、促进新产品开发步伐、加强人力资源管理、创新企业文化、建立完善的营销网点，着眼于长期优势获得企业未来可持续发展，就能在激烈的市场竞争中赢得一席之地。
关键词：品牌策略战略目标行业竞争乳制品
New hope dairy products limited company strategy plan research
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Abstract: New hope dairy industry Co., Ltd is currently the largest scale in southwest area of China, the highest level of modernization is one of the dairy enterprises, which has raw quality , advantage, brand, and geographical competitive advantage, but there are also research and development into less human resources, weak management and lack of marketing network layout imperfect. Enhance core competitiveness of enterprises must be done to continue to consolidate and expand the green milk source base, strict quality milk, the pace of new product development, strengthen human resource management, innovation and enterprise culture, the establishment of a sound marketing network, focusing on long-term advantage of access to the company's future sustainable development, which will be able to win the fierce competition in the market place.
Keyword:Brand strategy Strategic objectives Competition in the industry dairy
目 录
1引言1
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研究的背景与意义1
研究的方法1
2 乳制品行业背景与现状分析1
背景分析1
乳制品行业现状分析3
乳制品行业需求分析4
3 新希望乳制品现状分析4
新希望乳业简介4
主要竞争对手分析5
SWOT分析8
营销能力分析10
4 新希望乳制品战略选择11
基本战略选择11
多元化战略11
差异化战略13
5 新希望乳制品策划与实施15
战略目标与战略定位15


战略分析17
战略选择17