百雀羚案例分析终极版.

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1、百雀羚案例分析报告班级：11级工商管理（3）班队名：黄金搭档组员：肖志娟（87）刘梦菲（88）王晓欢（90）孙旗（91）张明旻（93）谢菁华（95）前言上海百雀羚日用化学有限公司是一家集研发、开发、生产、销售服务为一体的具有七十多年历史的化妆品专业生产企业。1931年，上海富贝康公司引进德国配方，中国第一代护肤品时代随着百雀羚的诞生而来临了。几十年的岁月，百雀羚有过无数的历史光环，多次被评为“中国驰名商标”，也曾一度风靡东南亚。然而随着欧美、日韩化妆品的入侵，百雀羚的销售量一降再降，曾经的辉煌能否重现？为此，我们小组特意对百雀羚公司进行一次

2、比较全面的分析，分析其现状，宏观和微观环境以及公司对这些环境做出的决策，通过这些分析从而为百雀羚在战略决策上给出相应的建议，希望在将来能看到百雀羚的产品被越来越多的人熟知使用，同时，也是我们对战略管理学习的一次应用。目录一、百雀羚简介·························································11.1.公司简介·························································11.2.公司旗下五大品牌····················

3、·····························11.3.护肤理念·························································2二．宏观环境调研······················································22.1.政治法律环境分析·················································22.2.经济环境分析··········································

4、···········32.3.技术环境·························································32.4.社会文化环境分析·················································42.5.自然环境分析·····················································52.6.EFE矩阵分析······················································5三．“

5、五力模型”分析····················································63.1.替代品威胁·······················································63.2.潜在进入者威胁···················································63.3.现有同行业企业竞争···············································73.4.购买者·················

6、··········································73.5.供应商···························································7四．企业内部环境分析···················································74.1.企业资源分析·····················································74.1.1.企业的商誉··························

7、·························84.1.2.企业的技术···················································84.2.企业的能力分析···················································84.2.1.营销能力分析·················································84.2.1.1.商品策略···············································

8、··104.2.1.2.品牌策略·················································104.2.1.3.定价策略··········