百雀羚案例分析终极版.pdf

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·········································

················1

1.1.公司简

介·········································

················1

1.2.公司旗下五大品

牌·········································

········1

1.3.护肤理

念·········································

················2

二．宏观环境调

研········································

··············2

2.1.政治法律环境分

析·········································

········2

2.2.经济环境分

析·········································

············3

2.3.技术环

境·········································

················3

2.4.社会文化环境分

析·········································

········4

2.5.自然环境分

析·········································

············5

2.6.EFE矩阵