摘要
I
摘要
桶装水作为一个特殊的消费品行业在 20 世纪 80 年代进入中国市场以来，桶
装水行业已经伴随着中国经济发展渡过了三十个年头。在此期间，中国桶装水的
市场定位也随着市场的变化一直持续变化。一开始，桶装水只是单纯的满足消费
者解渴功能。但是，因为食品安全问题越来越受关注，桶装水此时的主要功能是
满足消费者对饮用水安全的需求。再随着人民生活水平提高，桶装水又担负起消
费者追求天然、健康的新责任。由于消费者需求多元化、个性化发展，桶装水在
中国的市场定位也在不断变化，桶装水的品类也在不断增加，目前市场较常见的
有纯净水、天然矿泉水、天然泉水等，消费者对桶装水需求不断增长，致使桶装
水整体市场容量也随之不断扩大。随着桶装水市场容量的扩大，桶装水企业也日
益壮大起来。其中有以四川蓝剑、深圳景田百岁山、广东鼎湖山泉、江苏洞庭山、
昆明 ZM、杭州农夫山泉和娃哈哈为代表的国内桶装水企业，也有以可口可乐、
雀巢和达能为代表的跨国企业，桶装水行业也成为了中国经济的重要组成部分

笔者通过运用在 MBA 课程学习中所获得的管理理论知识，结合自己 6 年桶装
水行业的管理经验，运用各种理论工具分析企业内外部环境，探索构建该企业未
来的竞争战略，对企业可持续发展具有较强的现实意义。由于昆明 ZM 桶装水公
司长期占据云南桶装水行业领导地位，所以选择昆明 ZM 桶装水公司作为研究对
象，这在桶装水行业具有广泛的示范意义，对行业内其他企业的发展有所启示

本文从当前国家宏观政策、国内外经济环境、地区政策及行业发展趋势，采
用 PEST 分析法结合“五力模型”全面分析公司当前面临的内外部经营环境及内
外部资源状况。运用 SWOT 分析法，探讨制定了昆明 ZM 桶装水公司可持续发展的
未来竞争战略

本文在“互联网+”时代背景下为昆明 ZM 桶装水公司制定科学的可持续发展摘要
II
的竞争战略的同时，分析总结了具有参考价值的经营模式、市场营销手段及质量
管理方法等。二十二年的发展让公司见证了桶装水行业从萌芽，到快速发展再到
今天的行业激烈竞争及面对潜在替代品崛起。希望通过对该公司的战略研究，能
够为桶装水行业中其他企业的发展提供可以借鉴的经验

关键词:桶装水；竞争战略；SWOT 分析Abstract
III
Abstract
Bucket water became recognized as the economy developed, since its first
entrance into the Chinese market in 1980s. In recent years, with the continuous
development of the continuous improvement of living standards and food industry,
drinking water industry has been developing rapidly.
To meet the demand of consumer for diversification and individuation of bucket
water, many companies had to adjust their positioning and provide various kinds of
products with superior quality, competitive price and more rapid service. At the same
time, some of the global top 500 companies joined this industry, such as Coca Cola,
Nestle and Danone. It also including some large state-owned enterprises, such as
China Resources and many privately owned Chinese companies like Hangzhou
Nongfu Spring Company, Hangzhou Wahaha Group, Sichuan Blue Sword Drink &
Food Holding Company and Shenzhen Ganten Food & Beverage Company. Bucket
water industry has become an important component of China’s economy.
The author combine the theory which he learned during the MBA courses and
take full advantage of his 6 years professional management experience in Kunming
Gemmy Food Co., LTD. Using the typical sample to analyze the bucket water industry.
This topic include not only theoretical significance but also practical significance
value and innovation of the article.
The purpose of this paper is making strategic developing plan for Kunming
Gemmy Food Co., LTD, through macro-policy, economic environment, financial
policies and industry trends. This paper analyzed the competition, development trends
and position of product based on the environment of this product, by referring
correlative information and means of PEST, SWOT and Michael. E. Poter&39;s Five
Force Model. Meanwhile it also made sustainable development strategy.
In the background of Internet Plus, this paper analyzed and summarized a
valuable business mode, also the methods of quality control and marketing, andAbstract
IV
worked out its respective plans of action to implement the strategy for sustainable
development.
Author hopes that counterparts in the industry can get enlightenment and
reference through this article.
Key Words：Bucket Water; Strategic Management; SWOT Model目录
V
目 录
摘要......I
ABSTRACT... III
第一章 绪论........... 1
第一节 研究背景及意义..........1
一、研究背景.....1
二、研究意义.....3
第二节 研究方法..........3
一、文献研究法.3
二、案例分析法.3
第三节 论文结构及技术路线. 4
第二章 相关理论综述.......5
第一节 国内外竞争战略理论研究现状.........5
一、国外竞争战略理论研究现状........ 5
二、国内竞争战略理论研究现状........ 6
第二节 理论模型..........8
一、PEST 分析....8
二、波特五力模型分析.9
三、SWOT 分析..10
第三章 昆明 ZM 桶装水公司外部环境分析.....12
第一节 宏观环境分析（PEST 分析）..........12
一、政治环境分析.......12
二、经济形势分析.......13
三、社会文化环境分析...........14目录
VI
四、技术环境分析.......15
第二节 行业发展概况分析....16
一、国外桶装水行业发展现状.......... 16
二、国内桶装水行业发展概况分析区域产业竞争格局分析..........18
三、区域产业竞争格局分析.. 18
第三节 竞争环境分析（波特五力模型分析）.......19
一、现有竞争者分析...19
二、潜在进入者分析...21
三、替代品分析...........22
四、供应商议价能力分析..
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