I 摘 要 2019年中国果汁市场增长速度受市场环境的影响而降至个位数，从消费情况来看我 国消费者更倾向于低浓度果汁，高浓度果汁在整个果蔬业占据的市场份额低于5%，果汁 行业正面临激烈的市场环境，业内任何细分领域的白热化竞争者都有2至3家。因此采取 差异化的竞争策略是多数果汁企业的战略趋向，对于PM公司而言，早在几年前已经提 出了差异化竞争战略，但是在实施中仍存在诸多问题，因此对PM公司差异化战略进行 研究，有利于找出PM公司差异化战略的问题所在，根据实际情况制定合理性的PM公 司的差异化战略优化方案，对于强化PM公司在激烈的市场发展中保持核心竞争力与盈 利能力具有极大的促进作用。有利于改善PM公司经营现状，帮助PM公司适应不断变 化的外部环境，提升终端客户对PM公司的满意度和忠诚度，提高PM公司的市场份额 和盈利能力。另外，对其他同行企业也具有借鉴和指导意义。 本文的研究思路是，首先系统性分析PM公司在长期发展与运用中的内外部环境， 采用定性与定量分析有机结合的方式，客观评价分析PM公司在市场发展中实施的差异 化竞争战略，针对性的提出优化建议。研究主要分为七个部分：第一部分是绪论，第二 部分是研究的理论基础，第三部分是PM公司差异化竞争现状与评价分析，第四部分是 PM公司差异化战略优化的环境分析，第五部分是PM公司差异化竞争战略的优化思路， 第六部分是PM公司差异化竞争战略优化的保障措施，第七部分是结论与展望。 研究中本文构建了PM公司差异化竞争评价指标体系，从产品差异化、服务差异化、 组织能力差异化、营销差异化四个方面进行了综合评价，并基于评价结果指出了存在的 问题。在具体的差异化建议中本研究提出了产品差异化方面不同渠道的产品包装规格应 不同，商超中可供应255毫升、1升的规格，餐饮商家通常供应600毫升中规格的包装， 为家庭消费者通常提供2升或2.5升的大规格包装；服务差异化方面应搭建以客户为中心 的服务平台，将“提供优质服务、实现信息共享、统一服务标准、完善系统功能”为服 务目标；组织能力差异化方面应与经销商之间签订返利合同，价格折扣、广告补贴和陈 列展示补贴三种返利手段；营销差异化方面提出了针对白领阶层的消费者，PM公司应 通过抽奖、微信关注等免费试饮活动，增加消费者的购物体验，引导白领阶层购买，同 时应从广告、营业推广、公共关系、促销组合等多方面落实差异化战略。在差异化战略 优化的保障机制方面PM公司应着重从组织结构、技术、文化三个方面给予加强。 关键词：果汁；差异化；竞争战略；优化 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT The growth rate of the Chinese juice market in 2019 will be reduced to single digits due to the impact of the market environment. From the perspective of consumption, Chinese consumers are more inclined to low-concentration juices, and high-concentration juices account for less than 5% of the market share of the entire fruit and vegetable industry. The juice industry is facing an aggressive market environment. There are 2 to 3 hot competitors in any segment of the industry. Therefore, adopting a differentiated competition strategy is the strategic trend of most juice companies. For PM companies, a differentiated competition strategy has been proposed as early as a few years ago, but there are still many problems in the implementation, so the differentiation strategy of PM companies Carrying out research is helpful to find out the problems of PM company's differentiation strategy, formulate a reasonable PM company's differentiation strategy optimization plan according to the actual situation, and strengthen PM company's core competitiveness and profitability in the fierce market development Has a great role in promoting. It is conducive to improving the current operating status of PM company, helping PM company adapt to the changing external environment, enhancing the satisfaction and loyalty of end customers to PM company, and increasing the market share and profitability of PM company. In addition, it has reference and guidance significance to other peer companies. The research idea of this article is to first systematically analyze the internal and external environment of PM company in the long-term development and application, adopt an organic combination of qualitative and quantitative analysis, objectively evaluate and analyze the differentiated competition strategy implemented by PM company in market development, and aim at Make optimization suggestions. The research is divided into seven parts: the first part is the introduction, the second part is the theoretical basis of the research, the third part is the PM company ’s differentiated competition status and evaluation analysis, the fourth part is the analysis of the PM company ’s differentiated competition environment, the fifth Part is the optimization of PM company's differentiated competition strategy. Part VI is the guarantee measure of PM company's differentiated competition strategy. Part VII is the conclusion and prospect. In the research, this paper builds a PM company's differentiated competition evaluation index system, which comprehensively evaluates from the aspects of product differentiation, service differentiation, organizational capability differentiation, and marketing differentiation, and points out the problems based on the evaluation results. In the specific differentiation proposal, this study proposes that the product packaging specifications of different channels in product differentiation should be different. The supermarket can supply 255 ml and 1 liter specifications. Catering merchants usually supply 600 ml medium-sized packaging for families. Consumers usually provide 2 liters or 山东理工大学硕士学位论文 ABSTRACT III 2.5 liters of large-sized packages; in terms of service differentiation, a customer-centric service platform should be built, with "providing quality services, achieving information sharing, unifying service standards, and improving system functions" as the service goal; Regarding the differentiation of organizational capabilities, rebate contracts should be signed with dealers, price rebates, advertising subsidies and display subsidies are three rebate methods; marketing differentiation proposes for white-collar consumers, PM companies should use lottery, WeChat Pay attention to free trial drinking activities to increase consumers' shopping experience and guide white-collar workers to purchase. At the same time, they should implement differentiated strategies in advertising, business promotion, public relations, and promotional combinations. In terms of the guarantee mechanism of differentiated strategy optimization, PM companies should focus on strengthening from three aspects of organizational structure, technology and culture. Key words: Juice,Differentiation,Competitive Strategy,Optimization 山东理工大学硕士学位论文 目录 IV 目 录 摘 要 ...... I ABSTRACT ........................... II 目 录 ... IV 第一章 绪 论 ........................ 1 1.1 研究背景及研究目的 .... 1 1.2 国内外研究现状 ............ 1 1.3 研究内容及研究框架 .... 4 1.4 研究方法 ........................ 5 1.5 研究创新点 .................... 6 第二章 研究的理论基础 ........ 7 2.1战略管理理论 ................. 7 2.1.1传统战略管理理论 .. 7 2.1.2竞争战略管理理论 .. 7 2.1.3核心竞争力理论 ...... 7 2.2 差异化竞争理论 ............ 8 2.2.1差异化竞争的内涵 .. 8 2.2.2差异化的基本内容 .. 8 2.2.3差异化的适用条件 .. 8 2.3战略管理相关分析工具 . 9 2.3.1 PEST分析法 ............ 9 2.3.2 SWOT分析法 .......... 9 2.3.3波特五力模型 ........ 10 第三章 PM公司差异化竞争战略的现状与评价 ............................. 11 3.1公司简介 ....................... 11 3.2 PM公司差异化竞争战略的现状 ............... 11 3.2.1产品差异化的现状 11 3.2.2服务差异化的现状 12 3.2.3组织差异化的现状 12 3.2.4营销差异化的现状 13 3.3 PM公司差异化竞争评价指标构建 ........... 13 3.3.1差异化竞争战略评价指标筛选 ........... 13 3.3.2 PM公司差异化竞争因素列表 ............ 14 山东理工大学硕士学位论文 目录 V 3.4 PM公司差异化竞争评价指标体系构建 ... 14 3.4.1指标的确定 ............ 14 3.4.2权重的确定 ............ 15 3.5 模糊综合评价 .............. 18 3.5.1建立模糊评价集 .... 18 3.5.2建立模糊评价的隶属矩阵 ................... 19 3.5.3模糊综合评价 ........ 20 3.6 PM公司差异化竞争战略实施的问题分析 .............................. 21 3.6.1产品差异化方面的问题 ....................... 21 3.6.2服务差异化方面的问题 ....................... 22 3.6.3组织能力差异