行业困境下五粮液集团竞争战略研究

发布时间：2018-01-27 03:15

本文关键词： 白酒行业困境五粮液集团竞争战略　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：企业竞争战略常被认为是企业战略的一个重要部分,是在企业总体战略的制约下,指导和管理具体战略经营单位的计划和行动。企业的竞争战略关注的本质问题在于,如何分析、研究不同顾客具体需求、竞争者产品和本企业产品间的关系,利用企业优势力量,在行业竞争中占据有利地位。近年来,白酒行业内部出现了明显的调整,白酒市场的市场结构、消费模式、销售渠道都发生了重要的改变,为白酒企业提出了发展的新挑战。其中,五粮液集团作为白酒行业中的重要企业,在此次白酒行业调整中出现了利润总额和盈利能力等多个经营指标下滑,且与同为白酒行业龙头企业的茅台集团差距进一步拉大,引起了社会各界的广泛关注。本文主要分为以下七个部分:第一部分是本文的绪论部分,阐述了文章的背景和意义,以及文章的总体思路和所使用的方法,阐明了文章的创新点,并提出了尚待改进的不足。第二部分分析了五粮液集团的外部环境,包括白酒行业宏观环境分析、白酒行业竞争环境分析。第三部分运用波特五力分析模型对五粮液集团的产业竞争环境进行了分析。第四部分运用SWOT分析法分析了五粮液集团的竞争优势,包括集团的竞争优势、劣势、机遇与威胁,最后进行了SWOT综合分析,得出企业应采取ST战略。第五部分基于五粮液集团的内、外部分析结果,提出五粮液集团的竞争战略选择,分为公司层战略选择和事业层战略选择。第六部分论述了五粮液集团竞争战略的实施方式,包括拓展销售渠道、加强产品研发、转变用人理念、强化财务运作、建设品牌文化。第七部分为结论,阐述了论文的意义、创新、研究方法和文章结论。本文对行业困境下五粮液集团竞争战略,包括竞争优势、战略制定、战略实施等方面进行了分析,最终得出以下结论:虽然白酒行业经历了近几年的行业冷冬,白酒企业都存在一定的发展困境,但是五粮液集团历史悠久、文化底蕴深厚,又拥有优良的酿造技术和很高的品牌价值,因此五粮液集团应该采取的竞争战略是发挥自身优势,停止企业大规模扩张,谨慎面对行业冷冬。具体表现在:对高、中、低端白酒实行差异化战略进行市场细分。通过拓展销售渠道、加强产品研发、转变用人理念、强化财务运作、建设品牌文化等方式保障竞争战略的实施。
[Abstract]:Enterprise competitive strategy is often considered as an important part of enterprise strategy, which is restricted by the overall strategy of the enterprise. Guiding and managing the plans and actions of specific strategic management units. The essence of the competitive strategy of an enterprise lies in how to analyze and study the specific needs of different customers and the relationship between competitors' products and their own products. In recent years, there have been obvious adjustments within the liquor industry, and the market structure, consumption patterns and sales channels of liquor market have all undergone important changes. Wuliangye Group, as an important enterprise in liquor industry, has seen the decline of profit total and profit ability in the adjustment of liquor industry. And the gap with Maotai Group, which is also the leading enterprise in liquor industry, has been further widened, which has aroused widespread concern from all walks of life. This paper is divided into the following seven parts: the first part is the introduction part of this paper. This paper expounds the background and significance of the article, as well as the general ideas and methods used in the article, expounds the innovative points of the article, and points out the shortcomings to be improved. The second part analyzes the external environment of Wuliangye Group. Including the macro environment analysis of liquor industry. The third part analyzes the industrial competitive environment of Wuliangye group by using Porter's five-force analysis model. Part 4th analyzes the competitive advantage of Wuliangye group by SWOT analysis method. . Including the group's competitive advantages, weaknesses, opportunities and threats, finally SWOT comprehensive analysis, the enterprise should adopt St strategy. 5th part based on Wuliangye Group's internal and external analysis results. Put forward the Wuliangye Group competitive strategy choice, divided into corporate strategic choice and institutional strategic choice. 6th part discusses the implementation of Wuliangye Group competitive strategy, including the expansion of sales channels. Strengthen product research and development, change the concept of employment, strengthen the financial operation, build brand culture. Part 7th as the conclusion, elaborated the significance of the paper, innovation. This paper analyzes the competitive strategy of Wuliangye Group, including its competitive advantage, strategy formulation, strategy implementation and so on. Finally draw the following conclusions: although the liquor industry has experienced a cold winter in recent years, liquor enterprises have a certain development difficulties, but Wuliangye Group has a long history and profound cultural heritage. Also has the fine brewing technology and the very high brand value, therefore Wuliangye Group should adopt the competition strategy is to display its own superiority, stops the enterprise large-scale expansion. Carefully face the industry cold winter. The specific performance is: the implementation of differentiation strategy for high, medium and low end liquor market segmentation. Through the expansion of sales channels, strengthen product research and development, change the concept of employment, strengthen financial operations. Build brand culture and other ways to ensure the implementation of competitive strategy.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F272

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