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1、漳州師范學(xué)院安德魯森分析報(bào)告ANDERSENAnalysisReport姓名：學(xué)號(hào)：系別：專業(yè)：年級(jí)：指導(dǎo)教師：2012年6月9日-II-摘要一個(gè)平凡的面包、一位平凡的創(chuàng)業(yè)者、集合一群平凡的人，共同創(chuàng)造一件不平凡的事。安德魯森,以其驚人的發(fā)展速度創(chuàng)造了一個(gè)嶄新的連鎖烘焙王國，有著不少成功的經(jīng)驗(yàn),如秉承“天然、健康、趣味”的價(jià)值主張,產(chǎn)品烘焙專業(yè)化,努力滿足顧客需求以及一貫倡導(dǎo)健康概念，堅(jiān)持為消費(fèi)者供應(yīng)新鮮產(chǎn)品。相比之下,我國烘焙行業(yè)的發(fā)展明顯落后,規(guī)模小、模式陳舊、價(jià)值主張落后、競(jìng)爭(zhēng)力差。因此應(yīng)借鑒臺(tái)灣烘焙行業(yè)的成功秘訣來迎接來自他們的挑戰(zhàn),力爭(zhēng)模式創(chuàng)新、注重規(guī)模經(jīng)營、加快信息化建設(shè)、提高價(jià)
2、值主張水平,只有這樣,我國烘焙行業(yè)才能在國際競(jìng)爭(zhēng)中立于不敗之地。本文通過對(duì)安德魯森成功歷程和經(jīng)驗(yàn)的分析，總結(jié)出其得以壯大和發(fā)展的根源，并提出中國零售業(yè)的最終出路,學(xué)習(xí)安德魯森的先進(jìn)經(jīng)驗(yàn)。透過安德魯森在中國內(nèi)地市場(chǎng)的表象,探索形成各自不同發(fā)路徑的深層次動(dòng)因及贏利模式,提出有效提升本土烘焙行業(yè)競(jìng)爭(zhēng)力的應(yīng)對(duì)措施。關(guān)鍵詞：烘焙行業(yè)；模式創(chuàng)新；交互界面；創(chuàng)新理論；價(jià)值主張；價(jià)值支撐；經(jīng)驗(yàn)啟示AbstractAnordinarybread,anordinaryentrepreneurs,gatherabunchofordinarypeople,worktogethertocreateanextraord
3、inarythings.Andersen,withitsamazingspeedofdevelopmenttocreateanewchainofbakingKingdom,therearemanysuccessfulexperience,suchasadheringtothe"natural,health,taste"valueproposition,bakingprofessionalproducts,effortstomeetcustomerneedsandhasconsistentlyadvocatedtheconceptofhealth,adheretotheconsumersthe
4、supplyoffreshproducts.Incontrast,Chinabakingindustrydevelopmentisapparentlybackward,smallscale,theoldmodeofbackward,poorcompetitiveness,valueproposition.ThusweshoulddrawlessonsfromthesuccessfulsecretTaiwanbakingindustrytomeetchallengesfromthem,andstrivetoinnovation,payattentiontodimensionstomanage,
5、accelerateinformatizationtobuild,improvethevaluepropositionlevel,onlyinthisway,Chinabakingindustryininternationalcompetitionremaininvincible.ThisarticlethroughtotheAndersensuccessfulcourseandexperienceanalysis,summarizesitstogrowanddevelopmentofroot,andputforwardtheChineseretailindustrythefinalway,
6、learningadvancedexperienceofAndersen.ThroughAndersenintheChinesemainlandmarketimage,formeddifferentdevelopmentpathofexplorationofdeep-seatedcausesandprofitmodel,proposestheeffectivepromotionoflocalbakingindustrycompetitivenesscountermeasures.Keywords:bakingindustry;innovationmodel;interface;theoret
7、icalinnovation;value;valuesupport;experienceandEnlightenment目錄中文摘要I英文摘要II一、研究意義1二、安德魯森的業(yè)態(tài)簡(jiǎn)介1三、安德魯森的競(jìng)爭(zhēng)戰(zhàn)略體系2（一）堅(jiān)持品質(zhì)2（二）價(jià)值主張2（三）專業(yè)訴求.............................................................................
