摘要
高露洁棕榄（中国）有限公司竞争战略研究
21 世纪企业面临着众多发展挑战，增强竞争力是最主要的挑战之一。作为
世界经济发展的核心细胞，企业既要努力增加经济增长效益，又要应对竞争带
来的种种冲击，承担着自身生存和服务社会的双重使命，因此，寻求、制定、
实施有效的竞争战略是企业实现可持续发展行之有效的路径。基于这种背景，
本研究尝试以高露洁棕榄（中国）有限公司为例研究企业竞争战略问题。竞争
战略是企业发展的核心要素，它关乎企业能否在激烈的竞争环境下获得核心竞
争力，能否最大限度的抢占市场份额，能否激发企业的内在动力寻求创新之路

据此，本研究着重探讨的问题是：高露洁棕榄（中国）有限公司的竞争现状及
其存在的问题是什么？其竞争战略环境是怎样的？如何选择有效的竞争战略以
促使公司快速发展？本研究着重对以上三个问题进行考察，旨在为日用品相关
行业如何提升竞争力提供理论指导，为企业更好的制定竞争战略提供政策借鉴

在文献综述和理论追溯的基础上，阐述了高露洁棕榄（中国）有限公司竞
争现状和存在的问题，进而探讨了公司竞争战略环境，构建了 SWOT 分析模型，
在此基础上制定并实施公司竞争战略。具体来说，本研究的主要内容如下：
首先，高露洁棕榄（中国）有限公司在国内受到本土企业、电商发展和巨
头企业的竞争威胁，发展缓慢，主要表现为销量下滑、经营成本提高、人力资
源管理存在困境、在线销售绩效不佳等问题。其原因主要为：全球经济发展迟
缓等宏观因素及公司内部微观因素使公司销量下滑。供应链节点企业经营成本
提升导致公司整体经营成本提高。员工管理效率低下使人力资源管理步履维艰

此外，日用品具有便于携带、易于购买、方便储存等优势，使消费者存在线下
购买的路径依赖

其次，分别从政治法律环境、经济因素、社会因素和技术因素四个方面分
II
析了高露洁棕榄（中国）有限公司的宏观环境；根据波特五力模型分析了公司
的产业环境；分别从财务状况、市场营销、人力资源、生产能力和组织架构五
个方面考察了公司内部环境；在此基础上构建了 SWOT 分析模型，详实的分析
了公司的优势、劣势、机会和威胁，据此提出了 SO 战略、WO 战略、ST 战略、
WT 战略，其中差异化战略是适合该公司的竞争战略

最后，基于以上分析构建了战略目标体系，并对目标进行分解，在对竞争
战略进行选择的基础上给出了竞争战略实施的原则和步骤，进而从组织保障、
人力资源保障、资金保障、供应链系统保障、技术保障和形象宣传保障六个方
面阐述了公司为了顺利实施竞争战略应该实施的保障措施。据此得出有意义的
结论

关键词：
日用消费品，竞争战略，SWOT 分析，差异化战略
III
Abstract
A Study on the Competitive Strategy of
Colgate-Palmolive China
Enterprises face various kinds of development challenges, among which how to
strengthen its competitiveness is the major one. As the core element of world
economic development, enterprises should try to improve its revenue on the one hand,
and to handle different impacts brought by competition on the other. It should try to
survive and serve the societal needs. Therefore, enterprises should attempt to seek, to
make and to implement effective competitive strategy and thus maintain a sustainable
development. This study, taken Colgate Palmolive Co, China(CPCC) as an example,
studies its strategies to cope with competition. Competitive strategies serve as the
core element in enterprise development, and it determines whether the enterprise can
succeed in the market, whether it can obtain its competitive edge and whether it can
stimulate the dynamic to innovate. Thus, the research questions of this study include,
what is the status quo of CPCC’s competitive strategies and what are the potential
problems What is the competitive environment like How should the enterprise
make its competitive strategies so as to boost its development By exploring into the
three questions, the study aims to provide a scheme for household products to
improve its competitiveness and offer enterprises advice for strategy making
Based on an overview of literature and theoretical background, the study first
analyses the status quo of CPCC’s competitive strategy and its potential problems,
and further explores the competitive environment of the enterprise with an SWOT
analysis, and brings up competitive strategies. The main content of the study is as
follows:
First of all, CPCC is in the middle of a competition jungle and faces competitive
challenges from local enterprises, online enterprises and multi-national corporations,
which result in slow development, decrease in sales, raise in costs, difficulties in
IV
human resources and the less satisfactory online sales. The factors that cause these
problems including the slowdown of world economic development and the
micro-elements within the enterprise that discourage the sales, the cost raise of supply
chains that raises the overall costs of the enterprise, the management mechanism that
makes the HR management stuck. In addition, household products are easy to take,
easy to purchase and easy for storage, which make consumers less dependent on
offline purchase.
Secondly, the study explores the macro-environment the enterprise faces. The
analysis is conducted from four aspects, namely, political, economical, social and
technological. Based on Michael Porter’s Five Forces Model, the study further probes
into the financial, marketing, HR, manufacturing and administration schemes of the
micro environment of CPCC. With the application of SWOT, a detailed analysis of
the strength, weakness, opportunity and threats is conducted. Corresponding
strategies, including SO strategy, WO strategy, ST strategy and WT strategy are
proposed based on the SWOT analysis. It further points out that SO strategy is the
best.
Finally, the analysis based on SWOT model constructs target strategic system,
clarifies the target and offers different alternative competitive strategies and
principles. And the study also proposes corresponding solutions, including how to
better guarantee the administration, human resource management, capital, supply
chains, technology, and image construction.
Key Words:
Household products, competitive strategy, SWOT analysis, differentiation
strategy
V
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方法与内容 .... 2
1.3 文献综述与理论研究 ........ 3
第 2 章 高露洁棕榄（中国）有限公司竞争现状和问题分析 .......... 9
2.1 高露洁棕榄（中国）有限公司概况........ 9
2.2 高露洁棕榄（中国）有限公司竞争现状.......... 10
2.3 高露洁棕榄（中国）有限公司竞争中存在的问题和原因...... 13
第 3 章 高露洁棕榄（中国）有限公司竞争战略环境分析16
3.1 高露洁棕榄（中国）有限公司宏观环境.......... 16
3.2 高露洁棕榄（中国）有限公司产业环境.......... 22
3.3 高露洁棕榄（中国）有限公司内部环境.......... 25
3.4 高露洁棕榄（中国）有限公司 SWOT 分析 .... 31
第 4 章 高露洁棕榄（中国）有限公司竞争战略制定及实施 ........ 36
4.1 高露洁棕榄（中国）有限公司竞争战略的目标.......... 36
4.2 高露洁棕榄（中国）有限公司竞争战略的选择.......... 38
4.3 高露洁棕榄（中国）有限公司竞争战略的实施.......... 40
VI
4.4 高露洁棕榄（中国）有限公司竞争战略实施的保障措施...... 41
结 论 ..... 45
参考文献 . 46
致 谢 ..... 491
第 1 章 绪论
1.1 研究背景与意义
1.1.1 研究背景
随着中国城市化、工业化进程的加快，不断提高生活质量已成为消费者的
重要诉求，这为国内外日用消费品企业的发展提供了前所未有的机遇。为了有
效发挥跨国公司竞争优势、提高企业竞争力，一些国际大公司纷纷落户中国，
在获取高额回报的同时，极大促进了日用消费品行业的迅速发展。高露洁棕榄
（中国）有限公司是规模大、效应佳、技术强的日用消费品公司，拥有 200 多
个分公司，就业员工多达 4 万余人，其凭借先进的技术、创新的销售理念和成
熟的竞争经验，成为享誉全球的品牌。然而，近年来，高露洁棕榄（中国）有
限公司面临着复杂的竞争环境，严重制约了其快速发展。从国内竞争环境看，
随着国际成熟日用消费品公司全面打开中国市场，中国民族企业不断成长壮大，
开始与高露洁展开激烈竞争；同时，电子商务以其全新的时空优势、密切的用
户关系和较低的交易成本大力冲击着高露洁，试图在本土日用消费品市场赢得
一席之地。从国外竞争环境看，高露洁一直与宝洁、联合利华等知名企业开展
。。。以上简介无排版格式，详细内容请下载查看