摘要
长沙￥母孕婴连锁公司成立于2005年,经过6年积累,目前已发展成为拥
有10家连一专卖站及一家网上商城的中型孕婴连锁企业。面对孕婴市场的巨大
商机和激#竞争,长沙子母孕婴在苦练内功、外树形象的同时积极引进外部资本,
准备进行了一轮扩张。本文就长沙子母孕婴下一步发展战略幵展研究,制订长沙
子母孕婴1^3品牌策略,促进长沙子母孕婴公司稳健快速发展。
文章p择长沙子母孕婴连锁公司的经营战略幵展研究,通过对国内外战略管
理的发展(程和研究现状的梳理明确了战略管理的内涵和内容,并进一步将战略
管理的理谈和方法应用到长沙子母孕婴连锁公司的经营战略分析与研究上。文章
首先对长;沙子母孕婴连锁公司的外部环境进行了分析,通过应用PEST分析方法、
五力分irf模型等,分析长沙子母孕婴连锁公司所面临的外部环境;然后,对长沙
子母孕^连锁公司内部的资源能力和业务发展情况进行了分析,运用SWOT分析
模型明—长沙子母孕婴连锁公司的优势、劣势、机会和威胁。其次,文章在对长
沙子母+婴连锁公司的内外部环境分析的基础上制订选择长沙子母孕婴连锁公
司的经*战略,从市场、渠道、品牌、促销等方面制订详细的经营战略。
文,的研究,是对当前经济形势下孕婴企业保持自身竞争优势的一次探讨,
理论上~对战略理论应用到零售企业的一次案例尝试,实践上能对长沙子母孕婴
连锁公;司的经营管理提供决策支持。
关键词:孕婴公司;连锁经营;战略制订
Abstract
Changsha zimu YunYing chain company was established in 2005,after six years
of accumulation, has developed into a 10 chain monopoly station and a online mall
medium YunYing chain enterprise. In the face of YunYing market of the great
business opportunity and fierce competition, changsha zimu YunYing in trains hard
the internal strength, the tree image at the same time actively introduce external
capital, ready for the next round of expansion. This paper YunYing changsha zimu
next development strategy research, make changsha zimu YunYing brand strategy,
promote the changsha zimu YunYing company robust rapid development.
The paper chooses changsha zimu YunYing chain company business strategy of
research, through the domestic and international strategic management development
course and the present research status of carding clear the strategic management of the
connotation and content,and further the strategic management theory and method
applied to changsha zimu YunYing chain company business strategy analysis and
research. This article first to changsha zimu YunYing chain company's external
environment were analyzed, by using PEST analysis method five competitive forces
analysis model, analysis of changsha zimu YunYing chain company faced by the
external environment; Then,the changsha zimu YunYing chain company's internal
resources ability and business development is analyzed, using the SWOT analysis
model clear changsha zimu YunYing chain company's strengths, weaknesses,
opportunities and threats. Secondly,the article in the changsha zimu YunYing chain
company based on the analysis of the internal and external environment for choose
changsha zimu YunYing chain company business strategy, from the market, channel,
brand promotion and so on,with the detailed management strategy.
This paper studies, is to the current economic situation YunYing enterprise keep
their own competitive advantage of a discussion, theory of strategic theory is applied
to telecommunication enterprise a case try,practice to changsha zimu YunYing chain
of the company's operation and management to provide decision support.
Keywords: YunYing company; Chain management; Strategy make