好利来公司发展战略管理分析

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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