麦斯威尔咖啡中国区战略报告滴滴香浓 意犹未尽专 业 公司管理 姓 名 赵玲玲 摘要麦斯威尔咖啡是卡夫旗下著名咖啡品牌创立于 1892 年。本文详细的介绍了麦斯威尔咖啡的简介、外部环境分析、内局部析〔从卡夫大中华区的视角〕、战略局部分析。针对麦斯威尔咖啡在中国地区的根本情况还详细的讲解了麦斯威尔咖啡的远景以及如何深度拓展市场、完善营销渠道等问题。面对竞争日益剧烈的咖啡市场，麦斯威尔咖啡带给每一个消费者健康、平安、美味的咖啡享受；引领中国的咖啡消费，制造富有中国外乡特色的咖啡文化，与中国咖啡市场一同成长。关键字：麦斯威尔咖啡 中国地区 咖啡市场Abstract Kraft's Maxwell House coffee is a famous coffee brand was founded in 1892. This paper describes the detailed introduction to Maxwell House coffee, the external environment analysis, internal analysis (from the perspective of Kraft Greater China), the strategic part of the analysis. Maxwell House coffee for the basic situation in China is also a detailed explanation of the Maxwell House coffee, the depth of vision and how to expand the market, improve the marketing channels and other issues. The face of an increasingly competitive coffee market, Maxwell House coffee to bring every consumer health, safety, enjoy delicious coffee; lead the Chinese coffee consumption and to create rich local characteristics of the coffee culture in China, together with the growth of the Chinese coffee market . Keywords: Maxwell House coffee, the coffee market in China目录摘要 ................................................................................................................................................... ABSTRACT 目录 第一章 麦斯威尔咖啡简介 - 3 -1 卡夫食品国际公司(KRAFT FOODS INC.)-------------------------------------------------------------------------------- 3 -麦斯威尔咖啡〔MAXWELL HOUSE〕-------------------------------------------------------------------------------------- 4...
