北京交通大学硕士专业学位论文
中文摘要
中文摘要
随着我国经济的快速发展,人们的消费水平不断提高,软饮料欧亿·体育（中国）有限公司高速发展,
竞争日益激烈。由于追求营养和健康成为主流消费趋势,果汁饮品在软饮料欧亿·体育（中国）有限公司
中所占的市场份额越来越高。野生饮品属于果汁饮料中的一个细分产业,是第三
代水果果汁产品。我国的野生水果资源丰富,但目前野生饮品市场几乎是一片空
白,未来市场发展空间很大。M野生饮品公司是我国目前唯一一家专业研发、生
产、销售野生饮品的公司。其主打产品野生酸枣汁,具有独特的口味、极高的营
养价值和保健作用,以先进的生产工艺制造而成。它的出现,正式打开了我国野
生饮品市场的大门

本文基于战略管理的相关理论,运用战略管理模型、各种战略分析方法对M
野生饮品公司的发展历程、外部竞争环境和内部资源进行深入研究,系统地分析
了当前公司经营外部环境中的机会和威胁,以及公司内部资源条件的优势和弱势,
总结出公司的能力和核心竞争力,以及公司发展现阶段面临的问题,利用SWOT
方法和战略匹配矩阵,结合企业愿景、使命和目标,确定了 M公司采取目标集中
的低成本战略和目标集中的差异化战略,提出了保障竞争战略有效实施的措施

M野生饮品公司正处在发展扩张的关键时期,希望本文能对企业的可持续发
展提供理论依据,同时为我国众多的中小型企业制定竞争战略、解决企业经营面
临的问题提供参考和借鉴

关键词:野生酸枣汁;竞争战略;核心竞争力
北京交通大学硕士专业学位论文
ABSTRACT
ABSTRACT
Witii the rapid growth of China's economy, the level of people's consumption has
been improved day by day. The constant intense competition exists with the fast
development in tiie soft drink industry. As the pursuit of nutrition and health becomes
the mainstream trends of consumption, the share of jmce drink is increasing in the
market of soft drink. Wild fruit juice drink, which belongs to a sub-industry of juice
drinks, is the product made by the fruit juice of third generation. There are rich
resources of wild fruits in China, but the wild drinks market is almost blank. Therefore,
it will be a large coming market for the wild drink. M WHd Beverage Company is
currently the only one who has the ability of research, production and sales on wild
drinks. As its flagship product, wild jujube juice,with a unique taste, high nutritional
value and effects on health, produced under the international leading technology, opens
the door to wild beverage market.
Based on the theory of strategic management, strategic management model and a
variety of strategic analysis methods, the development process,the external competitive
environment and internal resources of M W^ld Beverage Company's are studied in-depth.
The analysis is made completely on the opportunities and threats in the external
environment, as well as the strengths and weaknesses in the internal resources. Then, it
sums up the company's capabilities and core competencies. Using of SWOT and
strategy matching matrix, combining with the vision, mission and goals,it selects the
focus strategy for M Company. The measures to guarantee the effective implementation
of the competitive strategy are proposed at the final part of the tiiesis.
M Wild Beverage Company is in a critical period of growth and expansion. I hope
this thesis can provide a theoretical basis for the sustainable development of M
Company; meanwhile, it could be the reference to select tiie competitive strategies, and
to solve the problems during the business in Chinese small and medium enterprises.
KEYWORDS: wild Sour Jujube juice; competitive strategy; core competence
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