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ID:34093271
大小:1.66 MB
页数:43页
时间:2019-03-03
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1、西南交通大学硕士研究生学位论文第lI页AbstractSincethereformandopening-uppolicy,Chineseeconomyhasdevelopedrapidlyandbakingindustryhasgrownoutofnothing.Chinesebakingindustryhasexperiencedover20years’development,beginningfromfollowingHongKongbreadstyleinl980s,totheemergenceoflargenumbersofTaiWan—fundedbakingfactorie
2、sin1990s,andthentOtheshowingofactualstrengthofthebakingenterpdscsinChina.Meanwhile,Chinesebakingindustryrapidlydevelopedfromsellingcakes,tOthemulti—linebusinessofbreadandcoffee,fromamorn-and-popstoretonationwidechainstores.Accordingtothestatistics,ourbakingindustryremainsincreasingattherateof10p
3、ercent,andreachedanindustrialscaleat¥71.8billionin2008andwillachieve¥130billionin2013accordingtothepredictionofarelatedorganization.Expertsalsoestimatedthatthemarketwillstillkeepsustainabledevelopmentin30yearsanditsincreaserateinlessdevelopedcitieswillreach30percent.Chinesebakingindustryisindeed
4、flourishing,andthelargemarkethasattractedagoodnumberofbrands.However,althoughtheadvantagesofbrandsandscalesonchainstoreshavebeengained,itisstillconfinedtocertainsmallareas,andtherearefewchainstoresthathaveachievedrealbranding.HolilandFirmisthelargestchainenterpriseinChina,whichhasbeenmanagedform
5、orethan20years.undergoingdifferentstagesofdevelopment,thusforthewholebakingindustryitisofsignificancetostudythedevelopmentstrategies.Facingtheincreasingnumbersofforeignbrandsaswellasthefiercercompetition,HolilandFirmshouldremainthedominantpositionandchooseasuitablestrategicway.Thisthesismadeadet
6、ailedanalysisofthemacro-environmentofthebakingindustryaswellastheinternalenvironmentofHolilandFirmbyapplyingstrategicadministrationsystembasedonmassresearchfindingsonbakingenterpriseshomeandabroad.Fromtheperspectiveofoverallsituationandlong-termviewpoints,itanalyzedhowtoestablish,perform,andregu
7、latethemanagingstrategiesforthebakingindustrywhichisunderfiercecompetitionnow,thusitcanfostergorecompetivenessandreinforcetheleadingposition.Thisthesisincludessixchapters.Chapteronemadeclearthebackgroundinformation,thepurpos
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