品牌的故事—国酒茅台

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1、企业管理期末考试（2012——2013学年第一学期）品牌的故事——国酒茅台院（系）：专业：班级：姓名：学号：目录1.品牌简介····································································11.1品牌历史································································11.1.1茅台酒的历史························································11.1.2集团介绍················

2、············································21.2品牌含义································································21.3企业文化································································21.4企业思想································································32.外部环境分析···························

3、·····································42.1宏观环境分析····························································42.1.1经济环境····························································42.1.2自然环境····························································42.1.3技术环境·······································

4、·····················42.1.4政治法律环境························································52.1.5社会环境····························································52.2微观环境分析（波特五种力量分析）·········································52.2.1潜在进入者··························································62.2.2替

5、代品的威胁························································62.2.3卖方的讨价还价能力··················································62.2.4买方的议价能力······················································62.2.5现有竞争者的竞争能力················································73.内部环境分析······························

6、··································73.1人力资源································································73.2整合资源································································73.3营销能力································································73.4研发能力······································

7、··························74.SWOT分析···································································74.1优势····································································74.1.1技术优势······································