沈阳好利来食品有限公司竞争战略研究

摘要Ⅰ摘要随着我国经济迅猛发展，人们越来越注重对高品质生活的追求，烘焙行业在此形势下蓬勃发展，在餐饮市场中起着不可替代的作用。好利来于1992年创立，经过多年的探索与努力，现已发展成国内烘焙行业的领军企业，并受到许多消费者的青睐与认可。然而，随着电子商务的兴起以及该行业竞争对手的大幅增加，好利来从各方面都面临着巨大的挑战。笔者以沈阳好利来食品有限公司为研究对象，以企业竞争战略为理论基础，运用PEST分析法、SWOT分析法、波特五力模型对其所处的宏观环境、内部的资源与能力状况以及国内烘焙行业竞争形势等进行详细分析，发现市场占有率相对较高的烘焙品牌虽然都有自己的特色，但至今还没有出现具有明显优势的全国连锁品牌，连锁化率普遍较低，形成了企业数量多且分散的局面。基于环境分析构建SWOT战略矩阵，找出其当前竞争战略的不足。研究表明，继续完善差异化战略是其最好的选择，通过品牌差异化、产品差异化等具体措施，可以进一步扩大企业规模，提高企业的核心竞争力。旨在通过本次研究为沈阳好利来食品有限公司及其他类似企业的发展提供一些参考，同时强化自身对相关理论的理解。关键词：烘焙行业竞争战略差异化战略ⅡAbstractWiththerapiddevelopmentofeconomyinourcountry,peoplearepayingmoreandmoreattentiontothepursuitofhigh-qualityliving.Inthissituation,thebakingindustryisflouringandplaysanirreplaceableroleinthecateringmarket.Holilandwasfoundedin1992andafteryearsofexplorationandeffort,ithasnowdevelopedintoaleadingenterpriseinthedomesticbakingindustry,andhasbeenfavoredandrecognizedbymanyconsumers.However,withtheriseofe-commerceandthesignificantincreaseincompetitorsintheindustry,Holilandisfacingenormouschallengesineveryaspect.TheauthortakesShenyangHolilandFoodCo.,Ltd.astheresearchobject,basedonthetheoreticalfoundationofcorporatecompetitivestrategyandusesPESTanalysis,SWOTanalysisandPorter’sFiveForcesModeltoconductadetailedanalysisofitsmacroenvironment,internalresourcesandcapabilities,aswellasthecompetitivesituationinthedomesticbakingindustry.Ithasbeenfoundthatalthoughbakingbrandswithrelativelyhighmarketsharehavetheirowncharacteristics,therehasnotyetbeenanationalchainbrandwithobviousadvantages,andthechainrateisgenerallylow,formingasituationofnumerousandscatteredenterprises.BuildingaSWOTmatrixbasedonenvironmentalanalysistoidentifytheshortcomingsofitscurrentcompetitivestrategy.Researchhasshownthatcontinuingtoimprovedifferentiationstrategyisthebestchoice,andthroughspecificmeasuressuchasbrandandproductdifferentiation,itcanfurtherexpandthescaleoftheenterpriseandimproveitscorecompetitiveness.ThepurposeofthestudyistoprovidesomereferenceforthedevelopmentofShenyangHolilandFoodCo.,Ltd.andothersimilarenterprises,whilestrengtheningmyownunderstandingofrelevanttheories.Keywords:BakingindustryCompetitivestrategyDifferentiationstrategy附录访谈提纲访谈目的了解沈阳好利来食品有限公司部分门店的销售现状以及大体的竞争战略，通过访谈总结其过往经验，并对其未来的生存与发展提出一定的建议。访谈对象沈阳好利来