SSH酿造食品公司酱油产品竞争战略研究

发布时间：2018-07-09 14:40

本文选题：SSH酿造食品公司 + 调味品　；参考：《山东理工大学》2017年硕士论文

【摘要】：随着我国经济的发展和人民生活消费水平的提高,调味品行业获得了迅猛的发展,成为我国食品行业新的经济增长点,其中,酱醋调味品等收入增速超过20%,而酱油作为我国第一大调味品,有着巨大的发展前景。面对酱油市场产品质量良莠不齐,卫生水平差异巨大的市场环境,SSH酿造食品公司提出“做中国调味品行业的航母”口号,致力于“做中国最好的酱油”。虽然SSH酿造食品公司“绿色、有机、健康”的生产理念和先进的生产技术推动企业不断发展,但是,由于强势品牌主导和低端市场的无序竞争,公司在市场竞争中也逐渐暴露出一些问题,影响企业在市场竞争中的优势。论文基于竞争战略的相关理论,综合运用文献研究法、调查法,分析了SSH酿造食品公司酱油产品现行竞争战略,阐述了重新规划竞争战略的必要性。在系统分析了SSH酿造食品公司酱油产品竞争战略的宏观环境、行业环境以及主要竞争对手、公司内部资源、公司内部能力的基础上,对SSH酿造食品公司酱油产品竞争战略进行了选择。研究的主要结论:SSH酿造食品公司的内部以及外界环境对是否使用差异化策略起到关键性的决定作用,在这种战略的驱动下,逐步推动旗下产品、生产技艺以及公司品牌方面的区别拉大,如果在这些方面都能远远领先于对手公司,那么更有利于取得较高市场份额,因此差异化竞争战略是SSH酿造食品公司酱油产品的最佳选择。在具体实施过程中,SSH酿造食品公司酱油产品定位方面可以将酱油产品细分为红烧肉酱油、海鲜酱油、炖鱼酱油、做蔬菜酱油、凉拌酱油等等,针对做不同的菜品推出适合的酱油品种。包装方面应该选择500ml的玻璃瓶作为产品包装。价格方面应该定到每箱75元,一箱里面包含12瓶酱油,每瓶酱油的价格为8.5元,搞大促销活动时可将每瓶价格降低到7.8元。根据渠道的宽与长,将渠道划分成高中低档三个类型,分别适应档次较高的政府事务类型、商业事务类型,商业事务、宴席请客,普通人家。开展的促销活动应重点围绕装点规划摆放酱油的货架,适时在门店开展100ml免费品尝活动。为了保障战略的实施,SSH酿造食品公司应进一步强化竞争观念、加强制度建设、加强人力资源建设、加强企业文化建设。
[Abstract]:With the development of our country's economy and the improvement of people's living and consumption level, the seasoning industry has obtained the swift and violent development, and has become the new economic growth point of our country's food industry, among which, The income growth rate of sauce vinegar condiment is more than 20%, and soy sauce, as the largest condiment in China, has a great development prospect. Faced with the mixed quality of soy sauce products and the huge difference of sanitary level, SSH Brewing Food Company put forward the slogan of "be the carrier of Chinese seasoning industry" and devote itself to "making the best soy sauce in China". Although SSH brewed food company "green, organic, healthy" production concept and advanced production technology to promote the continuous development of enterprises, but due to strong brand dominance and disorderly competition in the low-end market, The company also gradually exposed some problems in the market competition, affecting the advantages of enterprises in the market competition. Based on the theory of competition strategy, this paper analyzes the current competition strategy of soy sauce products of SSH brewing food company, and expounds the necessity of re-planning competition strategy. On the basis of systematic analysis of the macro environment, industry environment and main competitors, internal resources and internal ability of SSH brewing food company soy sauce product competition strategy, The competitive strategy of SSH brewing food company soy sauce products was selected. The main conclusion of the study is that: the internal and external environment of SSH Brewing Foods Company plays a key role in deciding whether to use the differentiation strategy. Driven by this strategy, we gradually promote our products. The differences in production skills and company brands are widening, and if they are far ahead of their competitors in these areas, it will be better to gain a higher market share. So differentiation competition strategy is the best choice of SSH brewing food company soy sauce products. In the specific implementation process, the soy sauce products of SSH brewing food company can be subdivided into stewed meat soy sauce, seafood soy sauce, fish stew soy sauce, vegetable soy sauce, cold sauce and so on. Suitable soy sauce varieties for making different dishes. 500ml glass bottles should be selected for packaging. Price should be set to 75 yuan per case, a box contains 12 bottles of soy sauce, the price of each bottle of soy sauce is 8.5 yuan, the promotion can reduce the price of each bottle to 7.8 yuan. According to the width and length of the channel, the channel is divided into three types of high, middle and low grade, which respectively adapt to the higher grade of government affairs, commercial affairs, banquet hospitality, ordinary people. The promotion activities should focus on placing soy sauce shelves around the decorating plan and timely launching 100ml free tasting activities in stores. In order to ensure the implementation of the strategy, SSH Brewing Food Company should further strengthen the concept of competition, strengthen the construction of system, strengthen the construction of human resources, and strengthen the construction of enterprise culture.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F271

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