妙可蓝多的战略管理研究.docxVIP

摘要 目前已经进入知识经济和信息经济时代，企业间面临的竞争也愈演愈烈，因此，企业往往需要进行内部管理体系的优化与升级。当前，随着新国标的推行以及高层次人才的不断涌现，战略管理的在企业发展过程中的重要性也日益凸显。 本论文以妙可蓝多的战略管理探究为例，采取定性与定量分析相结合的方式，并基于对相关文献的研究，结合妙可蓝多自身的特征，先利用PEST分析法和SWOT分析法对公司的外部环境和内部环境分别进行进行定性分析，再结合EFE和IFE矩阵，对企业的外部、内部因素进行定量分析，得出妙可蓝多的机遇大于威胁，优势大于劣势，从而绘制出SWOT矩阵，得出适合妙可蓝多发展SO战略，走多元化、差异化的发展路径，从而提高自身的价值和能力。本文的研究在提高妙可蓝多自身竞争力的同时，也为乳制品加工业的发展提供一定的参考和借鉴。 关键词：SWOT分析；PEST分析；多元化 Abstract At present, enterprises have entered the era of knowledge economy and information economy, and the competition between enterprises is becoming more and more fierce. Therefore, enterprises often need to optimize and upgrade their internal management system. At present, with the implementation of the new national standard and the continuous emergence of high-level talents, the importance of strategic management in the process of enterprise development is becoming increasingly prominent. This paper takes Miaoke Landos strategic management exploration as an example, Adopt a combination of qualitative and quantitative analysis, And based on studies of the relevant literature, Combined with the characteristics of Miaoke Lando itself, First, using PEST analysis and SWOT analysis of the companys external environment and internal environment respectively for qualitative analysis, In combination with the EFE and IFE matrices, Quantitative analysis of the external and internal factors of the enterprise, concluded that Miaoke Lando has more opportunity than threat, The advantages outweigh the disadvantages, Thus, to draw the SWOT matrix, To develop the SO strategy suitable for Miaoke Lando, Take a diversified and differentiated development path, So as to improve their own value and ability. The research in this paper not only improves the competitiveness of Miaoke Lando, but also provides some reference for the development of dairy processing industry. Key words: SWOT analysis;PEST analysis;diversification 目录 TOC \o 1-3 \h \u 32013 一、引言 1 16132 二、相关理论基础 1 31111 （一）战略管理相关理论 1 2744 （1）资源配置战略