上海交通大学MBA经典案例集5

（下文为《上海交通大学MBA经典案例集》内案例的摘要。本书相关简介及目录请参考 出版成果-案例系列）

5.1 中国邮政EMS的战略环境分析

摘要：本案例详细分析了中国速递市场和中国邮政EMS的现状以及速递业的关键成功要素；并在速递市场细分的基础上，对邮政EMS的主要竞争对手及其未来发展战略作了对比分析；最后总结了中国邮政EMS的优势、劣势、机会和威胁，旨在引导读者对中国邮政EMS的发展战略进行思考。

关键词：邮政EMS；速递市场；电子商务；物流

Abstract: This case analyzes the status of Chinese express delivery market, China post EMS and the critical success factors of express industry in detail. Also based on the market segmentation, it analyzes the primary competitors of EMS as well as their strategies contrastively. Finally, it summarizes the strengths, weaknesses, opportunities and threats of EMS. And it aims to direct readers to think ab0ut the development strategy of EMS.

Keywords: Post EMS; Express Delivery Market; Electronic Commerce; Logistics
 

5.2 中国邮政EMS发展战略的制定与实施

摘要：在战略环境分析的基础上，本案例从市场营销、人力资源、品牌等角度提出了中国邮政EMS的未来发展战略和战略实施的主要措施，其中关于电子商务、战略联盟、精益物流和虚拟网络运营的观点很新颖。

关键词：邮政EMS；速递市场；战略联盟；电子商务；物流；现代企业制度

Abstract: Basing on the strategic environment analysis, this case puts forward the development strategies and the relevant implementation tactics of China post EMS from the view of marketing, human resource and brand. In this part, the opinions ab0ut the electronic commerce, strategic alliances, lean logistics and virtual network operation are relative novel.

Keywords: Post EMS; Express Delivery Market; Strategic Alliance; Electronic Commerce; Logistics; Modern Enterprise System
 

5.3 中天石墨有限公司的战略环境分析

摘要：本案例对中天石墨有限公司的宏观环境、产业发展、竞争态势以及公司资源进行了分析，旨在引导读者找出使公司陷入竞争弱势的原因，并对公司的新竞争战略进行思考。

关键词：石墨；竞争战略；战略环境

Abstract: This case analyzes the macro-environment, industry circumstance, competition situation and company’s resources of Zhong Tian Graphite Co.,Ltd. And it aims to direct readers to find the reasons causing the company into the weak competition and think ab0ut the company’s new competitive strategy.

Keywords: Graphite; Competitive Strategy; Strategic Environment
 

5.4 星巴克体验营销策略

摘要：星巴克在中国快速的扩张给星巴克带来了资金紧张，管理整合等种种问题。更值得关注的是，星巴克在中国的营销战略不能照搬美国的模式，中西文化的冲突是显而易见的。特别在星巴克合资管理转为直营管理后，其营销理念和方式都面临着巨大的挑战，而且这种挑战在星巴克快速扩张时具有一定的不可预测性。星巴克所走的这条路究竟可以走多远？本案例详细描述了星巴克目前的困境及市场环境。是用于市场营销课程。
 

5.5 中天石墨有限公司竞争战略的制定与实施

摘要：在战略环境分析的基础上，本案例使用SWOT分析法，对中天石墨有限公司的内部优势、劣势及外部机会和威胁进行了深入分析，最终确定了公司的竞争战略，并提出了具体的实施方法。

关键词：石墨；SWOT分析；竞争战略；低成本目标集聚战略

Abstract: Basing on the strategic environment analysis, this case researches the internal strengths, weaknesses and the external opportunities, challenges of Zhong Tian Graphite Co.,Ltd by using SWOT analysis. Then, it explores the company’s competition strategy and discusses the measures and approaches to achieve this strategy.

Keywords: Graphite; SWOT Analysis; Competitive Strategy; Low-cost and Focus Strategy
 

5.6 中银香港上海分行营运问题

摘要：案例首先介绍了中国银行、中银香港和其上海分行的简要情况，展示了中国金融业目前面临的政治、经济、社会和技术等方面宏观环境，给出了银行业内部的竞争情况介绍，接着提出了中银香港上海分行的运营情况和其面临的营销、人事和IT等方面问题。

关键词：中银香港；外资银行；金融业；营运战略

5.7 中远船务OSB新业务策略

5.8 中远船务该驶向何方？

5.9 紫江集团包装印刷产业核心竞争力战略

摘要：案例首先介绍了紫江集团及其包装印刷产业的发展历程与现状等，接着对包装印刷行业的环境，特别是目前的竞争结构，即供应商、消费者、潜在进入者、替代品和现有竞争者进行了详细的介绍

关键词：核心竞争力；行业竞争；战略选择

Abstract: The case first introduces the development and status of Zijiang Group and its packing printing industry. Then it focuses on the environment of this industry, gives a detailed descr-ption of the current completion structure, including the suppliers, consumers, potential entrants, substitutes and the existing competitors.

Keywords: Core Competitive; Industry Competition; Strategy Choice
 

5.10 佐敦中国海洋工程涂料差异化竞争策略

摘要：本案例从顾客需求和期望价值出发，结合对行业内主要竞争者优势和劣势的分析，对佐敦涂料的竞争策略进行了研究，提出了差异化的竞争策略以指导佐敦涂料在海洋工程涂料市场进行竞争并建立长期的竞争优势。

关键词：竞争战略；竞争优势；海洋工程涂料；差异化；顾客需求；顾客价值

Abstract: Basing on the research of customer needs and customer value, this case analyzes the advantages and disadvantages of the competitors in offshore coatings industry and the competitive strategy of Jotun Coatings, and finally brings up the differentiation strategy to guide the competition and the building up of long-term competitive advantage of Jotun in offshore coatings market.

Keywords: Competitive Strategy; Competitive Advantage; Offshore Coatings Market; Differentiation; Customer Needs; Customer Value
 

5.11 佐敦中国海洋工程涂料的竞争环境

摘要：本案例介绍了佐敦涂料的业务情况及其在中国海洋工程涂料市场竞争中存在的问题，还就海洋工程涂料市场的宏观环境、市场发展、顾客需求和期望价值进行了分析，作为后续竞争分析和策略制定的基础。

关键词：竞争战略；竞争优势；海洋工程涂料；顾客需求；顾客价值

Abstract: This case gives brief introduction on Jotun Coatings and the difficulties faced by Jotun in China market competition. It also analyzes the macro environment, market development, current status and developing trends of customer needs and customer value of China offshore coatings market.

Keywords: Competitive Strategy; Competitive advantage; Offshore Coatings Market; Customer Needs; Customer Value
 

5.12 CS家纺的国际化发展之路

摘要：伴随着人类进步，家纺行业也发生了巨大变化。从产业分工来看，家纺行业已经演进为一个全球化的产业。在上世纪九十年代后，纺织品加工制造环节逐渐向以中国为主的发展中国家集中，使中国成为了世界纺织品的主要供应国。以美、日、欧为主的发达国家则是主要的家纺消费市场。随着，WTO纺织品规则的实施和我国的劳动力成本和其他发展中国家相比不再具有竞争优势，这使得我国的家纺企业在国际市场上受到一定程度的冲击。因此，CS公司作为我国最主要的家纺产品生产出口企业之一，需要进一步明确其在国际市场上的发展战略。

Abstract: With the progress of mankind, textile industry has also undergone tremendous changes. From the industrial division of labor point of view, textile industry has evolved into a global industry. Nineties in the last century, the textile processing and manufacturing sectors gradually transferred to developing countries, making China the world's leading supplier of textile products. Such the United States, Japan and Europe mainly the developed countries are major textile consumer markets. With, WTO rules, the implementation of textile products and China's labor costs and other developing countries will no longer have a competitive advantage, which makes China's textile enterprises in the international market, subject to a certain degree of impact. Therefore, CS companies as China's most imp0rtant exporters of home textiles products need to further clarify its international market development strategy.
 

5.13 CT集团的渠道选择

摘要：整合营销（IMC）的代表人物美国西北大学著名教授舒尔茨（Schultz）曾经说过：90年代唯有渠道和传播，能够产生差异化的竞争优势。在产品、价格和促销日趋同质化的今天，渠道的差异化已经成为诸多企业争夺的焦点。在营销大战中，谁拥有健全、高效、忠诚的渠道体系，谁就能够拥有市场。未来企业的竞争已经不再是单个企业之间的竞争了，而是由各个企业构成的各条供应链之间的竞争，是产业集群对产业集群的竞争，是合作联盟对合作联盟的竞争。在这种认知背景下，CT集团开始重新考虑其渠道选择，以便适应新的竞争需要。

Abstract：Professor Schultz, the representative of Integrated Marketing, once said: Only the channels and communication, capable of producing differentiated competitive advantage. The product, price and promotion increasingly homogeneous today, channel differentiation has become a focus of many companies compete. In the marketing battle, who have a sound, efficient and loyal channel system will be able to have a market. The future competitiveness of enterprises is no longer a competition between individual enterprises, but rather by the various enterprises of the supply chain of each of the competition between clusters of industrial clusters of industrial competition is a cooperative alliance of cooperative alliance competition. In this context, CT Group began to reconsider its channel selection, in order to adapt to the new competition.
 

5.14 FE制药公司大客户管理

摘要：大客户管理作为企业营销的新模式，已渐成为当前市场营销的热点。大客户管理对制药企业经营至关重要。FE公司，作为专业眼科制药的外资企业，自进入中国以来，始终位于同行业的前列。90年代开始，FE公司开始推行大客户管理，也取得了一定的成效。但随着竞争者的增多，FE公司以往的大客户管理策略是否依然有效，又能否有所改进，以适应竞争日益激烈的市场，稳固FE公司在行业中的地位呢？

Abstract：As a new mode of corporation marketing, KAM (Key Account Management) has become a hot spot of marketing. KAM is very imp0rtant in pharmaceutical companies’ management. FE Company, a foreign company engaging in the eye pharmaceutical business, has been one of the leaders among all the counterparts. FE has got some progress since it launched KAM program in 1990s. However, will FE’s KAM strategy still be effective with the increasing competitors? Can it be improved so as to survive in the fierce completion?
 

5.15 GCI公司纺织酶制剂在华营销渠道

摘要：杰能科国际公司GCI是世界第二大工业酶制剂的发展和生产商，她拥有许多的专利和世界范围的应用确认，见证了她在生物科技领域的商业化应用中所获得的无数巨大的突破。杰能科在1988年向世人展示了其第一个具有一定生产规模的经重组的酶制剂，并且她还一直在蛋白质工程领域、分泌技术领域、酶制剂作用物交互作用领域居于世界领先的地位。

本案例首先分析了GCI纺织酶制剂在华营销的外部环境。无论从政治、经济、技术还是从纺织行业的需求角度来看，都非常有利于酶制剂行业在中国的发展。而行业内的跨国巨头正是看重了不断上升的中国市场，纷纷加入了在华的竞争，由于各公司的资本投入、营销策略、特别是渠道策略不同，因此在中国市场的收获和回报也各不相同。

随着外部环境的变化，在2004年后GCI公司的经营逐渐面临一些困境。本案例以渠道管理为突破口，希望能找到GCI公司更好的运营策略。渠道策略所引发的种种问题是跨国经营中经常面临的，因此将渠道作为研究的重点内容具有普遍性和代表性的意义。

关键字：营销渠道；策略；配制商

Abstract: Genencor International, Inc. GCI is the world's second-largest industrial enzyme development and production business. GCI has a lot of patents and applications worldwide, confirmed that she witnessed the commercialization of biotechnology applications in the field received numerous great breakthrough. Genencor in 1988 to show the world its first one has a certain scale of production of the enzyme has been restructured, and she has also been in the field of protein engineering, secretion technology, the role of complex interaction of enzymes residing in the world's leading position in the field.

This case analyzed GCI textile enzymes external sales environment in China firstly. No matter on the view of China’s politics, economics, technology or textile industry demand, it is very beneficial to textile enzyme industry development in China. Meanwhile enzyme industrial giants put themselves into the competition one after another, focusing on sustainable growing textile enzyme market in China. But due to big differences in capital investment, marketing strategy and sales channel strategy specially, these multinational companies had their own different market returns and pay-back.

The case researched on GCI that I have been working, so it is truthful and reliable. Additionally, many problems as the result of not proper sales channel strategy were often encountered by multinational enterprisers, so using sales channel as a research object had universal meaning.

Keywords: Sales Channel; Strategy; TCFs
 

5.16 LOGS辅料营销战略

摘要：石膏板辅料是LOGS（上海拉法基小野田石膏建材有限公司）的系统产品之一，也是公司新的利润增长点。石膏板辅料市场有其特殊的市场特点和营销规律。现如今，石膏板市场竞争日益激烈，LOGS作为石膏板及辅料的系统供应商，应如何突出重围，化危机为契机，在石膏板市场上一领风骚呢？

关键字：石膏板建材；辅料营销；价值链；战略调整

Abstract:：Plasterboard accessories is part of product system of LOGS （Lafarge Onoda Gypsum Shanghai）. It is also main profit source of LOGS. Plasterboard accessories have special market character and marketing rules. It is instructive in plasterboard accessories marketing theory research. And it is very imp0rtant for LOGS to research the marketing strategy and tactics of plasterboard accessories. How should LOGS do, as the supplier of plasterboard and its accessories, to transfer the threat into opportunities so as to survive in the competitive market?

Keywords: Plasterboard; Accessories Marketing; Value Chain;Strategy Adjustment
 

5.17 RT公司基于服务营销和顾客抱怨管理的问题分析

摘要：本案例对RT公司在发展过程中的成功与失败做了深入的剖析，旨在引导读者对相应的改进方案进行思考。

关键词：服务营销；客户抱怨管理；服务质量；顾客满意

Abstract: This case conducts an in-depth analysis on the successes and failures of the RT Company in its course of development and aims to direct the readers to think ab0ut the corresponding improvement plan.

Keywords: Service Marketing; Customer Complaints Management; Service Quality; Customer Satisfaction
 

5.18 RT公司服务管理实践问题解决与实施

摘要：本案例针对RT公司在发展过程中存在的不足之处，提出了相应的改进方案。

关键词：服务营销；客户抱怨管理；服务质量；顾客满意

Abstract: This case proposes the improvement plan with respect to the existing shortcomings of RT Company.

Keywords: Service Marketing; Customer Complaints Management; Service Quality; Customer Satisfaction

5.19 润迅移动虚拟运营的营销策略

摘要：本案例从润迅公司的现状出发，引出案例需要解决的问题：公司面临激烈的竞争和市场激烈的变动，然后给出了公司的背景以及行业背景，然后介绍了相关的外部环境。然后本文介绍了润迅公司目前的商业模式以及自身的优缺点，并介绍了行业领头羊的成功经验。最后案例回到企业目前面临的种种问题，并介绍了相关的信息。

关键词：移动虚拟运营；商业模式；润迅；市场策略

Abstract：The case begins with the current situation of the company, China Motion, and then issues are introduced to the students to find the solutions. China Motion faces pressure from fierce competition and constantly changing market in China. After that, the brief background and other crucial details are given to help the students understand the case more deeply, including Macro-environment, China Motion’s Business Model, its strengths and weaknesses and the experience of the leader of the industry. Finally, the case back to the problems faced by the CEO in details.

Keywords: Mobile virtual network operator; business model; China Motion; marketing strategy

5.20 速8经济型酒店特许经营管理问题

摘要：本案例深入分析了速8经济型酒店特许经营中存在的管理上问题，并在此基础上对速8面临的问题提出了解决方案。

关键词：经济型酒店；特许经营；速8；管理问题

Abstract: This case has a deep analysis of the management problems occurred in Super 8 economy hotel’s franchising, based on the analysis it puts forward solutions for the problems Super 8 has faced.

Keywords: Economy Hotel; Franchising; Super 8; Management Problems