蒙牛集团公司战略管理分析学院:信息科技学院专业:市场营销班级:11541102组员:廖茉馨封华亮鲁迪王凯李博文柏宇二○一三年十月目录一、公司概况................................................................................................................21.1公司简介..........................................................................................................21.1.1蒙牛历年发展状况.................................................................................2二、公司环境分析........................................................................................................32.1外部环境分析...................................................................................................32.1.1人口环境.................................................................................................32.1.2经济环境.................................................................................................32.1.3自然环境.................................................................................................32.1.4政治法律环境.........................................................................................42.2内部环境分析(优劣势)...............................................................................42.2.1优势.........................................................................................................42.2.2劣势.........................................................................................................5三、蒙牛公司战略类型................................................................................................53.1蒙牛的战略目标...............................................................................................53.2蒙牛的战略定位...............................................................................................53.3蒙牛乳业实施绿色营销战略的对策...............................................................63.3.1贯彻绿色理念,加强绿色管理.............................................................63.3.2产品策略.................................................................................................7(1)绿色奶源及生态产业链........................................................................73.3.3价格策略.................................................................................................73.3.4渠道策略.................................................................................................83.3.5促销策略.................................................................................................83.3.6推行绿色管理.........................................................................................8四、公司核心竞争管理................................................................................................94.1企业核心竞争力...............................................................................................94.1.1企业核心竞争力的含义.........................................................................94.2企业文化与核心竞争力的关系.......................................................................94.2.1企业文化是核心竞争力的主要组成部分.............................................94.2.2企业文化是核心竞争力的源泉.............................................................94.2.3企业文化在核心竞争力的地位...................................