企业战略设计——康师傅统一方便食品企业战略设计成员：王佳阳201017060017李丹妮201017060010赵鹏201017060038纪洋洋201017060048刘勋鹏201017060028朱士政201017060040指导老师：刘素班级：工商1001、工商100212013年06月20日目录第1章引言...............................................................41.1研究背景..............................................................41.2研究问题..............................................................41.2.1产品“雷同”需创新................................................41.2.2营销渠道..........................................................51.2.3品牌形象创建.....................................................61.3研究的目的及意义.......................................................6第2章环境分析...........................................................82.1康师傅统一的宏观环境研究...............................................82.1.1政治法律环境......................................................82.1.2社会文化环境......................................................82.1.3经济环境..........................................................92.1.4技术环境.........................................................102.2行业总体分析（波特五力模型）..........................................132.2.1供应商的议价能力.................................................132.2.2购买者的议价能力.................................................132.2.3新进入者的威胁...................................................132.2.4替代产品或服务的威胁.............................................142.2.5行业现有的竞争状况...............................................142.3行业竞争分析（SWOT分析）.............................................1522.3.1康师傅SWOT分析..................................................152.3.2统一SWOT分析..................................................182.3.3康师傅统一SWOT分析比较..........................................182.4战略群分析............................................................19第3章对抗模型分析康师傅统一竞争战略....................................213.1竞争行为的驱动因素....................................................213.1.1康师傅和统一竞争或相互攻击的直接原因（动机）.....................213.1.2康师傅统一竞争的能力分析.........................................213.1.3康师傅统一不正当竞争，堪比无间道.................................213.2竞争者分析............................................................223.2.1市场的共同性.....................................................223.2.2资源相似性.......................................................253.3企业的攻击与反击......................................................263.3.1一包泡面扭转乾坤.................................................263.3.2饮料市场对决.....................................................283.3.3并购路线对峙核心品牌.............................................303.3.4渠道深耕制胜.....................................................313.4攻击和反攻击的能力....................................................323.4.1相对规模.........................................................323.4.2速度............................................................333.4.3创新.............................................................333.4.4质量.............................................................353.5在竞争中的对抗所能导致的结果....................................
