摘 要
伴随着我国经济的不断发展和人民生活水平的不断提高，人们的消费理念向
营养健康逐渐转变，桶装水的需求总量将大幅度增加。这为我国桶装水企业的发
展提供了良好的机遇。但随着我国本土桶装水欧亿·体育（中国）有限公司无序竞争的进一步加剧和可利
用资源的进一步减少，中小型企业一味追求低价入市策略，以及用户对于产品质
量和服务质量的更高标准要求，也将使桶装水生产企业的生存和发展受到严峻考
验，同时也使得企业制定切实可行的发展战略尤为重要。

本文结合我国桶装水欧亿·体育（中国）有限公司发展现状，运用SWOT分析，波特的竞争优势理论等
对北京LJQ桶装水企业内外部环境进行分析，以现代企业集团提高效率与效益为
基本取向，制定出了企业的成长战略以及竞争战略。明确了公司近期、中期和长
远战略目标及战略重点，进而提出了战略实施的对策、建议及保证措施。通过战
略的实施，实现企业的优势与市场的有机融合，并通过开展核心业务培育企业的
核心竞争力，实现企业的可持续发展。

本文在为LJQ企业制定科学的发展战略的同时也在寻求实现企业产业价值链
的优化整合，实现企业的良性发展的道路。研究结论具有一定的推广价值，能够
为其他新入本欧亿·体育（中国）有限公司企业的发展提供可以借鉴的经验。

关键词：桶装水；发展战略；欧亿·体育（中国）有限公司竞争

III
Abstract
Following our country economy development and lives of the people level
Enhancement, People's expense idea transforms gradually to the nutrition health, and
the total quantity of Bottled water demand will be large scale increases. This has
provided the good opportunity for Our country Bottled water Enterprise. With Our
country Enterprise disorder competition further aggravating ,the resources the further
reduction, Small and medium-sized enterprise low price entering the market strategy
and product quality of user higher request, This causes the Bottled water production
enterprise faced with the survival and the development challenge, simultaneously,
formulates the practical and feasible enterprise developmental strategy become
extremely importantly.
On the basis of a great deal of study and analyses on the present status of Bottled
water Enterprise estate market and the development and management present situation
Beijing LJQ Company, the macroscopic environment and industry competition
situation for the Bottled water Enterprise are analyzed and evaluated by using SWOT
and Porter's five kinds of competition force model. In order to enhance the efficiency
and the benefit, enterprise's growth strategy and competition strategy are made. In has
been clear about the company in the near future, the intermediate stage and the
long-term strategic target and under the strategic priority premise, this article proposes
the company strategy implementation countermeasure, the suggestion and the
guarantee measure. Through the strategic implementation, own superiority and the
market opportunity organic fusion which the enterprise realizes; Through the
cultivation enterprise core business, the enterprise realizes the sustainable
development. In formulation science developmental strategy for the LJQ company
Which is in the newly established time, this article is also seeking the realization
enterprise industry value chain the optimized conformity and the realization enterprise
benignity development path. This research has certain promoted value, may other
enterprise's development provide the model for the profession in.
Key words：bottled water，development strategy，core competitive