AA白酒公司发展战略研究

发布时间：2018-07-17 08:12

【摘要】：随着市场经济的不断完善,白酒行业的竞争越来越激烈。被誉为"国酒"的AA因其悠久的历史,已经在国人心里留下了无法撼动的地位。近几年来,各大白酒厂商的竞争进入了白热化,同时国家一些调整政策对白酒行业的发展带来了一定程度的阻碍。所以,为了生存和更好的发展,白酒行业必须转变目前的经营理念,积极开拓集中化策略,缩小与其他企业间的差距,才能在不断加剧的竞争中占据一席之地。本文将重点研究AA白酒公司的发展战略,对该公司在白酒市场中的成功之处进行梳理,形成科学的理论。发展战略在现代企业的运作中具有重要战略意义,本文根据现代发展战略的基本理论,对AA白酒公司所处的环境、定位、目标和发展战略进行细致分析。作为白酒行业的领导企业之一,AA白酒公司在白酒市场的发展很大程度上代表了中国白酒公司企业发展战略能力之强大,同时也指出AA白酒公司存在的问题对中国企业的借鉴价值,其成功之处和经验教学对于中国白酒企业或其他企业都具有很好的参考意义。文章引论部分主要是概述论文研究的背景和前提,介绍研究的相关概念、理论以及目标、方法和思路。随后主要是分析问题,先对国内白酒行业以及高端白酒市场的发展和现状做一简要分析,接下来对高端白酒行业发展的外部环境进一步展开分析;结合AA白酒的基本情况介绍,利用SWOT分析模型对AA白酒本身进行深入分析,重点阐明的是AA白酒公司的发展战略以及当前新政对AA白酒造成的市场影响,对AA白酒各品牌的市场定位、运作现状以及存在的问题进行深入分析,旨在揭示出AA白酒各品牌的发展前景,并就其存在问题提出发展战略建议。
[Abstract]:With the continuous improvement of the market economy, the competition in the liquor industry is becoming more and more intense. The AA, known as the "national wine", has left unshakeable status in the hearts of the Chinese people because of its long history. In recent years, the competition of the major liquor makers has become white hot. At the same time, the adjustment policy of the state has brought a certain course to the development of the liquor industry. Therefore, in order to survive and develop better, the liquor industry must change the current management concept, actively develop the centralization strategy, narrow the gap with other enterprises, and occupy a place in the growing competition. This paper will focus on the development strategy of AA liquor public, and the company's formation in the liquor market. The development strategy has important strategic significance in the operation of modern enterprises. According to the basic theory of modern development strategy, this paper makes a detailed analysis on the environment, positioning, target and development strategy of AA liquor company. As one of the leading enterprises in white wine industry, AA liquor company is in liquor. The development of the market, to a great extent, represents the strong strategic ability of Chinese liquor company, and also points out the reference value of the existing problems of AA liquor company to Chinese enterprises. Its success and experience teaching have good reference significance for Chinese liquor enterprises or other enterprises. This paper introduces the background and premise of the research, introduces the related concepts, theories, objectives, methods and ideas. The following is the analysis of the problems. First, a brief analysis of the development and current situation of the domestic liquor industry and the high-end liquor market is made. Then, the external environment for the development of the high-end liquor industry is further analyzed; and the AA liquor is combined. The basic situation is introduced, and the SWOT analysis model is used to analyze the AA liquor itself. The development strategy of the AA liquor company and the market influence of the new deal on the AA liquor are emphatically clarified. The market positioning, the operation status and the existing problems of the AA liquor brands are deeply analyzed in order to reveal the AA liquor brands. Prospects for development, and put forward development strategies for its problems.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F272

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