工商管理学毕业论文.doc

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目录
第一章 绪论…………………………………………………………. 1
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ABSTRACT
ABSTRACT
Enter the twenty-first century, China's private enterprises developed drinks industry prosperity is the example of the prosperity of private the soft drink market, Wahaha Group as Domestic beverage business should be how to develop effective management and marketing strategy that will improve the efficiency of corporate governance and product market share ,managers should be concerned about the issue.
This paper based on Wahaha Group, targeted the actual managing work and marketing work, used Z theory, SWOT analysis as well as brand extension and other related management and marketing theory, through the company's external and internal environment analysis, has identified the opportunities and threats, advantages and disadvantage compared to competitors the company face with, finally decide the improving direction of management strategy and marketing strategy.
This paper includes seven parts. The first part, on the main topics of the paper’s background and meaning, research condition at home and abroad and study ideas for a brief description; The second part,descript the road of Wahaha Group development and the strategic positioning. The third part, used Z theory and SWOT analysis to analysis the managing situation and marketing situation; The fourth part, descript the management and marketing problems, as well as the influence factors. The fifth part, by drawing on relevant experience at home and abroad to get inspiration. The sixth part, make recommendations to improve management strategy marketing strategy of Wahaha seventh part is the conclusion of this thesis,which summarized the practical problems the paper solved by application of the theoretical knowledge and other problems which still need further study and discussion.
This paper systematically constructe