蒙牛集团核心竞争力分析

蒙牛集团核心竞争力分析(11700字)
摘  要：企业核心竞争力是企业获取持续竞争优势的来源和基础，蒙牛作为中国乳业中的代表，研究其核心竞争力显得尤为重要。首先从企业核心竞争力基本内涵和核心竞争力培育策略三个方面系统梳理了国内外的观点，然后从特定的乳品企业的核心竞争力的内涵进行阐述，接着对根据蒙牛集团核心竞争力的现状分析，最后基于分析的结果及具体的一些因素，研究了蒙牛集团核心竞争力的培育方向和重点，从研发能力、奶源建设、人力资源体系、品牌信誉等方面探讨了提升对策。
关键词：乳品；核心竞争力；分析；提升

The analysis of core competitiveness of Mongolian cow group
Abstract: Enterprise core competitive enterprises to acquire sustained competitive advantage is the source and foundation, Mongolian dairy of representative in China, studies the core competitive ability is particularly important. Begin from enterprise core competitive ability basic connotation and core competitiveness in three aspects cultivation strategies at home and abroad a systematic view, and then from the particular dairy the connotation of enterprise's core competitive ability, then elaborates on the core competitiveness of according to the Mongolian cow group based on the analysis of the status of the results of the analysis, finally, studies the Mongolian cow group cultivation of the core competence direction and key, from research and development ability, the construction, human resources system raw, brand reputation, and discussed ascending countermeasures.
Key words: dairy food；core competitiveness；analysis；promotion

研究思路与方法
本文在研究对象上，研究的是突出主题的蒙牛核心竞争力，而不是泛泛而谈蒙牛的优势，具有特定性；在研究角度上，从企业管理的角度出发，站在企业战略的高度，对蒙牛核心竞争力进行全面系统的分析，在进行一般理论分析的同时，注重理论与实践相结合；在研究方法上，实证研究加现状问题分析为基础，分析在蒙牛的核心竞争力，实证分析来自于企业案例的收集。本文主要分析蒙牛核心竞争力的现状以及其提升。