百雀羚案例分析报告班级:11级工商管理(3)班队名:黄金搭档组员:肖志娟(87)刘梦菲(88)王晓欢(90)孙 旗(91)张明旻(93)谢菁华(95)前言上海百雀羚日用化学有限公司是一家集研发、开发、生产、销售服务为一体的具有七十多年历史的化妆品专业生产企业。1931年,上海富贝康公司引进德国配方,中国第一代护肤品时代随着百雀羚的诞生而来临了。几十年的岁月,百雀羚有过无数的历史光环,多次被评为“中国驰名商标”,也曾一度风靡东南亚。然而随着欧美、日韩化妆品的入侵,百雀羚的销售量一降再降,曾经的辉煌能否重现?为此,我们小组特意对百雀羚公司进行一次比较全面的分析,分析其现状,宏观和微观环境以及公司对这些环境做出的决策,通过这些分析从而为百雀羚在战略决策上给出相应的建议,希望在将来能看到百雀羚的产品被越来越多的人熟知使用,同时,也是我们对战略管理学习的一次应用。目 录一、百雀羚简介·············································································································································································································································································································································································································································································································································································································5三.“五力模型”分析·······························································································································································································································································
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