企业战略管理 ——娃哈哈集团多 元化战略小组： Happy1+1 专业： 市场营销 083 姓名： 郑莹 3 号 孙雅雅 10 号 （注： 凡是【】 里面都是主要负责撰写的成员） 目 录 1.公司的发展历程.......................................................................................................................................... 2 2.企业愿景， 使命和战略目标...................................................................................................................... 2 2.1 我们是谁？ ............................................................................................................................................... 2 2.2 我们去向何方？ ....................................................................................................................................... 3 2.3 我们怎样到达那儿？ ............................................................................................................................... 3 2.4 目标........................................................................................................................................................... 3 3.外部环境分析.............................................................................................................................................. 4 3.1PEST 分析.................................................................................................................................................. 4 3.1.1 政治因素--------------------------------------------------------------------------------------------------------------4 3.1.2 经济因素--------------------------------------------------------------------------------------------------------------4 3.1.3 社会因素--------------------------------------------------------------------------------------------------------------5 3.1.4 技术因素--------------------------------------------------------------------------------------------------------------5 3.2 行业竞争结构分析——五力竞争力量分析 ........................................................................................... 5 3.2.1 现有企业间的竞争--------------------------------------------------------------------------------------------------6 3.2.2 潜在加入者的威胁--------------------------------------------------------------------------------------------------6 3.2.3 替代品的威胁--------------------------------------------------------------------------------------------------------6 3.2.4 供方的讨价还价能力和买方的讨价还价能力-----------------------------------------------------------------7 4.竞争对手分析------------------------------------------------------------------------------------------------------------7 5.企业内部条件分析...................................................................................................................................... 8 5.1 企业资源分析........................................................................................................................................... 8 5.2 企业能力分析........................................................................................................................................... 9 5.2.1 营销能力分析--------------------------------------------------------------------------------------------------------9 5.2.2 管理能力分析--------------------------------------------------------------------------------------------------------9 5.2.3 制度分析------------------------------------------------------------------------------------------------------------10 5.3 价值链分析：........................................................................................................................................ 10 5.4 主要业务介绍..........................................................................................................................................11 5.5SWTO 分析.............................................................................................................................................. 12 6.战略分析.................................................................................................................................................... 12 6.1 娃哈哈企业多元化战略的概况 ............................................................................................................. 12 6.2 娃哈哈企业实施多元化战略成功的原因 ............................................................................................. 13 6.3 娃哈哈实施多元化战略的具体途径..................................................................................................... 14 6.4 娃哈哈企业实施多元化战略的实施的好处与风险 ............................................................................. 15 7.对娃哈哈集团多元化的认识.................................................................................................................... 17 参 考 文 献................................................................................................................................................. 17
