南阳市三色鸽乳制品市场竞争策略研究
[摘 要]随着我国国民经济的持续增长，我国乳制品的产量和消费量都迅速增长。但是，受饮食习惯和对乳制品认识的影响，我国的乳制品消费量还处于一个较低的水平，特别是三聚氰胺事件的发生，对我国乳制品加工业来说更是雪上加霜，南阳市乳制品行业虽然也受到了三聚氰胺事件的冲击，但由于其独特的地理和奶源优势，影响并不是很大。面对巨大的、充满机遇和挑战的国内外市场，南阳市乳制品能不能 “立足本地市场、走出省门、打向全国”是当前南阳市乳制品行业发展中的关键。在此背景下，这篇论文立足于南阳市乳制品市场，以三色鸽为例，通过一系列的分析，最终找出三色鸽乳制品的发展机遇和所存在的问题，并对其在今后的发展竞争中所应当采取的竞争策略提出相应的建议。
[关键词]乳制品；三色鸽公司；竞争策略；“五种竞争力”模型；SWOT分析
COMPETITION STRATEGY RESEARCH ON DAIRY MARKET OF SANSEGE IN NANYANG CITY
Abstract: Along with the growth of national economy in China, the production and consumption of dairy is growing rapidly. However, due to the eating habits and the influence of dairy awareness, dairy consumption of residents in our country is still at a lower level, especially after the melamine events, the situation becomes worse. Nanyang dairy trade is also influenced by melamine events, but the influence is not very big because of its unique geographical and milk collection advantages. Facing the abroad and internal vast markets that full of opportunities and challenges, whether Nanyang dairy can "be based on local dairy market and go out of the province to the whole country" is the key to the development of Nanyang dairy date.In this background, This article is based on the Nanyang dairy market, taking the sansege company as an example. According to a series of analysis, finally, find the development opportunity and the existing problems for its dairy industry and come up with the competitive strategies it should take in the future.
Key: Dairy Market ；sansege company ；Competitive Strategy ；Five Forces Model；SWOT analysis
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