成都信息工程学院银杏酒店管理学院本科毕业论文PAGEIII新希望乳制品有限公司战略策划研究摘要：新希望乳业股份有限公司是目前我国西南地区规模最大，现代化水平最高的乳品企业之一，具有奶源质量优势、品牌、和地域的竞争优势，但也存在着研究开发投入较少，人力资源管理薄弱和营销网点布局不完善等不足。提高企业核心竞争力必须做到，继续巩固和扩大绿色奶源基地建设、严把奶源质量关、促进新产品开发步伐、加强人力资源管理、创新企业文化、建立完善的营销网点，着眼于长期优势获得企业未来可持续发展，就能在激烈的市场竞争中赢得一席之地。关键词：品牌策略战略目标行业竞争乳制品NewhopedairyproductslimitedcompanystrategyplanresearchAbstract:NewhopedairyindustryCo.,LtdiscurrentlythelargestscaleinsouthwestareaofChina,thehighestlevelofmodernizationisoneofthedairyenterprises,whichhasrawquality,advantage,brand,andgeographicalcompetitiveadvantage,buttherearealsoresearchanddevelopmentintolesshumanresources,weakmanagementandlackofmarketingnetworklayoutimperfect.Enhancecorecompetitivenessofenterprisesmustbedonetocontinuetoconsolidateandexpandthegreenmilksourcebase,strictqualitymilk,thepaceofnewproductdevelopment,strengthenhumanresourcemanagement,innovationandenterpriseculture,theestablishmentofasoundmarketingnetwork,focusingonlong-termadvantageofaccesstothecompany'sfuturesustainabledevelopment,whichwillbeabletowinthefiercecompetitioninthemarketplace.Keyword:BrandstrategyStrategicobjectivesCompetitionintheindustrydairy目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc294265109"1引言PAGEREF_Toc294265109\h1HYPERLINK\l"_Toc294265110"1.1研究的背景与意义PAGEREF_Toc294265110\h1HYPERLINK\l"_Toc294265111"1.2研究的方法PAGEREF_Toc294265111\h1HYPERLINK\l"_Toc294265112"2乳制品行业背景及现状分析PAGEREF_Toc294265112\h1HYPERLINK\l"_Toc294265113"2.1背景分析PAGEREF_Toc294265113\h1HYPERLINK\l"_Toc294265114"2.2乳制品行业现状分析PAGEREF_Toc294265114\h3HYPERLINK\l"_Toc294265115"2.3乳制品行业需求分析PAGEREF_Toc294265115\h4HYPERLINK\l"_Toc294265116"3新希望乳制品有限公司现状分析PAGEREF_Toc294265116\h4HYPERLINK\l"_Toc294265117"3.1新希望乳业有限公司简介PAGEREF_Toc294265117\h4HYPERLINK\l"_Toc294265118"3.2主要竞争对手分析PAGEREF_Toc294265118\h5HYPERLINK\l"_Toc294265119"3.3SWOT分析PAGEREF_Toc294265119\h8HYPERLINK\l"_Toc294265120"3.4营销能力分析PAGEREF_Toc294265120\h10HYPERLINK\l