第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共38页第十小组:张笑笑:118572011078刘淑华:118572011025第2页共38页第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共38页目录一、公司简介.................................................5（一）百年雅芳......................................................................................................................5（二）雅芳国际化..................................................................................................................5（三）雅芳在中国..................................................................................................................6二、外部环境分析.........................................6（一）一般环境分析（PEST分析）......................................................................................61、政治环境....................................................................................................................62、经济环境....................................................................................................................73、技术环境....................................................................................................................94、社会文化环境............................................................................................................9（二）产业环境分析（五力分析）.......................................................................................91、现有竞争者分析.........................................................................................................92、新进入企业的潜在进入威胁分析...........................................................................113、买方分析..................................................................................................................124、供应方分析..............................................................................................................135、替代品分析..............................................................................................................136、结论..........................................................................................................................13三、EFE与IFE分析.....................................14（一）EFE分析......................................................................................................................14二、IFE分析.........................................................................................................................19三、总结................................................................................................................................22（一）业务组合分析............................................................................................................22（二）SWOT分析....................................................................................................................24优势-S.....................................................................................................................................241.分销体系5.品牌影响力.....................................................................................................242.售后服务6.企业文化........................................................................................................
