基于SWOT框架的保定君乐宝企业竞争战略研究.pdf

2014 年5月17 日 基于SWOT框架的保定君乐宝企业竞争战略研究 摘 要 保定君乐宝作为保定市一家知名企业，其发展对于拉动保定经济发展起着 重要的作用。本文运 SWOT分析法，从优势、劣势、机遇、威胁四个角度对保 定君乐宝乳业有限公司企业竞争战略进行了系统分析。得出保定君乐宝企业的 竞争优势主要体现在拥有完善的基础生产设施、拥有优秀企业文化、自主创新 能力强、拥有广泛而密切的合作伙伴等四方面。劣势主要包括企业管理不规范 、企业内部创新与发展存在矛盾、企业缺乏特色的产品、业务扩展区域受限、 自身结构不合理。在进一步考虑机遇与挑战的基础上，总结出该企业主要存在 品牌意识相对薄弱、企业管理不规范、企业创新与发展存在矛盾、对企业长远 利益把握不到位、缺乏特色的产品，设计水平有待提高等问题。进而针对君乐 宝出现的问题，提出企业管理模式改善、扩宽渠道，采用多种方式销售等意见 和建议。 关键词：SWOT分析 保定君乐宝 竞争战略 解决方案 ABSTRACT Baoding JunLeBao as a well-known Baoding enterprises ，its development play an important part in Baoding economy. From four angles, advantages, disadvantages, opportunity and threaten,this paper uses SWOT to analyse this company’s competitive strategy. it’s competitive advantage reflects four fields:perfect basal production facility,excellent business culture,excellent independent creative abilityand abroad cooperative partners.The disadvantages such as sub-standard in management, contradicts between internal innovation and development,lacks unique products, the expansion of business area is limited and structure is not reasonable. In further considering the opportunities and challenges of the company,the company’s brand awareness is relatively weak, enterprise management is not standard, has contradicts between internal innovation and development, grasp of the long-term interests of enterprises are not in place, lacks unique products and design level should be improved. According to JunLeBao problems, I put forward comments and suggestions about improving the enterprise management mode, widening the channels, using a variety of ways to sales and other suggestions. Keywords: SWOT analysis BaodingJunLeBao competition strategic solution