屈臣氏企业战略多角度分析

Watsons's business strategy analysis

作为中国大陆市场上最具代表性的个人护理品零售连锁企业之一,屈臣氏以其独有的特色、理念、经营销售上的种种优势吸引着众多的消费者。本文运用SWOT、VIRO模型、利益相关者、企业基本竞争战略四种方法,结合屈臣氏企业的成功案例,对其企业战略进行多角度、系统化分析并从内部与外部环境对屈臣氏进行评价,并基于此提出自己的思考性建议。

As one of the most representative personal care retail chain enterprises in China's Mainland, Watsons attracts many consumers with its unique features, concepts, and the advantages of running and selling. This essay applies four methods of SWOT and VIRO model, enterprise stakeholders and the basic competitive strategy,combined with the successful case of Watsons enterprise, analyzed enterprise strategy multi-angle and Systematically,evaluate Watsons from the internal and external environment and propose constructive suggestions based on them.