基于跟随策略的上海金丝猴集团成长研究

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1、郑州大学硕士学位论文基于跟随策略的上海金丝猴集团成长研究姓名：王林江申请学位级别：硕士专业：工商管理硕士指导教师：何枭呤201205摘要摘要随着市场环境的变化，糖果行业市场竞争日益激烈，企业间竞争策略与日升级，上海金丝猴集团(以下简称金丝猴)面临新的更大挑战，继续实施简单的产品跟随策略很难再获得以前的收益。因此，本文对金丝猴跟随策略进行研究，以期对其及同类型企业的持续、顺利成长提供参考。本文从跟随策略理论出发，研究了金丝猴的成长过程，依据工作经验与访谈结果，指出了金丝猴成长过程中存在的问题，并针对以上问题提出改进建议。本文首先分析了企业经营活动中跟随策略，探讨了跟

2、随策略的特征、实施跟随策略需具备的条件、跟随策略的优势及风险等；其次，简述了国内糖果业的现状、趋势与金丝猴成长历程，并分析了金丝猴在糖果行业中的竞争力；第三，详细分析了金丝猴成长历程中跟随策略具体运用及对金丝猴发展的意义；最后，根据金丝猴目前成长阶段所存在的问题，提出了使金丝猴能够顺利成长的路径，具体表现在：提升企业研发能力，加强人力资源建设，更新营销理念，创新营销渠道，完善组织机制等方面，以全面提升金丝猴的竞争力，建立适应新阶段的竞争优势。关键词：跟随策略产品跟随策略金丝猴集团糖果行业AbstractWiththechangingmarketenvironmen

3、tandgreaterchallengesincandyindustry,ShanghaiGoldenMonkeyGroup(GoldenMonkey)isfacingmorecompetitivechalleges．IftheGoldenMonkeycontinuestoimplementthesimpleproductfollowingstrategy,itisdifficulttogetthesameharvestasbefore．Therefore．thepaperresearchedthefollowingstrategyoftheGoldenMonke

4、y,inordertoprovidereferencefortheSustainablegrowthofGoldenMonkeyandthesametypesofbusinesses．Fromthefollowingstrategytheory，thepaperstudiedgrowthprocesstheGoldenMonkeygroup；basedontheexperienceandresultsofinterviews，thepaperpointedouttheproblemsinthedevelopmentprocess，andputforwardcore

5、spondingimprovingsuggestions．Firstly，thepaperanalysedthefollowingstrategyinbusinessactivities，discussedthecharacteristicsofthefollowingstrategy,theconditions，advantagesandrisksintheimplementationthefollowingstrategy．Secondly,thepaperstatedthepresentcondition妇dtrendsofthedomesticcandyi

6、ndustry,thegrowthprocessoftheGoldenMonkey，andanalysedthecompetitivenessofGoldenMonkeyincandyindustry．Thirdly,thepaperanalysedfollowingstrategyinGoldenMonkeyanditssignificanceforGoldenMonkeyindetails．Finally,accordingtothecurrentgrowthstageandproblemsofGoldenMonkey，thepaperproposedtheg

7、rowingpathforGoldenMonkeyinthefuture：improvetheresearchanddevelopmentcapabilities，andvigorouslycultivatehumanresources，updatingthemarketingconcept,andimprovetheorganizationalmechanisms，ere，inordcrt0comprehensivelyenhancethecompetitivenessofGoldenMonkey,andestablishcompetitiveadvantage

8、inthe