麦斯威尔咖啡中国区战略报告滴滴香浓意犹未尽专业公司管理姓名赵玲玲摘要麦斯威尔咖啡是卡夫旗下著名咖啡品牌创立于1892年。本文详细的介绍了麦斯威尔咖啡的简介、外部环境分析、内部分析（从卡夫大中华区的视角）、战略部分分析。针对麦斯威尔咖啡在中国地区的基本情况还详细的讲解了麦斯威尔咖啡的远景以及如何深度拓展市场、完善营销渠道等问题。面对竞争日益激烈的咖啡市场，麦斯威尔咖啡带给每一个消费者健康、安全、美味的咖啡享受；引领中国的咖啡消费，创造富有中国本土特色的咖啡文化，与中国咖啡市场一同成长。关键字：麦斯威尔咖啡中国地区咖啡市场AbstractKraft'sMaxwellHousecoffeeisafamouscoffeebrandwasfoundedin1892.ThispaperdescribesthedetailedintroductiontoMaxwellHousecoffee,theexternalenvironmentanalysis,internalanalysis(fromtheperspectiveofKraftGreaterChina),thestrategicpartoftheanalysis.MaxwellHousecoffeeforthebasicsituationinChinaisalsoadetailedexplanationoftheMaxwellHousecoffee,thedepthofvisionandhowtoexpandthemarket,improvethemarketingchannelsandotherissues.Thefaceofanincreasinglycompetitivecoffeemarket,MaxwellHousecoffeetobringeveryconsumerhealth,safety,enjoydeliciouscoffee;leadtheChinesecoffeeconsumptionandtocreaterichlocalcharacteristicsofthecoffeecultureinChina,togetherwiththegrowthoftheChinesecoffeemarket.Keywords:MaxwellHousecoffee,thecoffeemarketinChina目录摘要...................................................................................................................................................ABSTRACT目录第一章麦斯威尔咖啡简介-3-1卡夫食品国际公司(KRAFTFOODSINC.)--------------------------------------------------------------------------------3-1.2麦斯威尔咖啡（MAXWELLHOUSE）----------------------------------------------------------------------------------4-1.3远景----------------------------------------------------------------------------------------------------------------------------4-1.4使命与责任-------------------------------------------------------------------------------------------------------------------5-1.5价值观-------------------------------------------------------------------------------------------------------------------------5-第二章外部环境分析-------------------------------------------------------------------------------------6-2.1PEST分析---------------------------------------------------------------------------------------------------------------------6-2.1.1政治法律环境-----------------------------------------------------------------------------------------------6-2.1.2经济环境-----------------------------------------------------------------------------------------------------7-2.1.3社会文化环境-----------------------------------------------------------------------------------------------9-2.1.4科技环境---------------------------------------------------------------------------------------------------12-2.2行业环境分析--------------------------------------------------------------------------------------------------------------13-2.2.1行业竞争环境分析---------------------------------------------------------------------------------------13-2.2.2行业生命周期---------------------------------------------------------------------------------------------16-2.2.3客户分析---------------------------------------------------------------------------------------------------17-第三章内部分析（从卡夫大中华区的视角）------------------------------------------------------------...
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