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 market economy, the competition of liquor industry is more and more fierce. AA, known as "national wine", because of its long history, has left an unshakable position in the hearts of the people. In recent years, the competition of the major liquor manufacturers has been intensified, and some national adjustment policies have brought some obstacles to the development of the liquor industry. Therefore, in order to survive and better development, liquor industry must change the current management concept, actively develop centralized strategy, narrow the gap between other enterprises, in order to occupy a place in the increasingly fierce competition. This paper focuses on the development strategy of AA Liquor Company, combs the success of AA Liquor Company in the liquor market and forms a scientific theory. The development strategy is of great strategic significance in the operation of modern enterprises. According to the basic theory of modern development strategy, this paper makes a detailed analysis of the environment, orientation, goal and development strategy of AA Liquor Company. As one of the leading enterprises in the liquor industry, the development of AA Liquor Company in the liquor market represents to a great extent the strong strategic ability of the Chinese liquor companies. At the same time, it is pointed out that the problems existing in AA Liquor Company can be used for reference by Chinese enterprises, and its success and experience teaching have good reference significance for Chinese liquor enterprises or other enterprises. The introduction of this paper mainly introduces the background and premise of the research, and introduces the related concepts, theories, objectives, methods and ideas of the research. Then it is mainly to analyze the problems, first to make a brief analysis on the development and current situation of domestic liquor industry and high-end liquor market, then to further analyze the external environment of the development of high-end liquor industry; to introduce the basic situation of AA liquor. The SWOT analysis model was used to analyze AA liquor itself. The emphasis was on the development strategy of AA liquor company, the market impact of the new policy on AA liquor, and the market orientation of each brand of AA liquor. In order to reveal the development prospect of each brand of AA liquor and put forward some suggestions for its development strategy, the present situation and existing problems of AA liquor were analyzed in depth in order to reveal the development prospect of each brand of AA liquor.
【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
本文编号：2129749
[Abstract]:With the continuous improvement of market economy, the competition of liquor industry is more and more fierce. AA, known as "national wine", because of its long history, has left an unshakable position in the hearts of the people. In recent years, the competition of the major liquor manufacturers has been intensified, and some national adjustment policies have brought some obstacles to the development of the liquor industry. Therefore, in order to survive and better development, liquor industry must change the current management concept, actively develop centralized strategy, narrow the gap between other enterprises, in order to occupy a place in the increasingly fierce competition. This paper focuses on the development strategy of AA Liquor Company, combs the success of AA Liquor Company in the liquor market and forms a scientific theory. The development strategy is of great strategic significance in the operation of modern enterprises. According to the basic theory of modern development strategy, this paper makes a detailed analysis of the environment, orientation, goal and development strategy of AA Liquor Company. As one of the leading enterprises in the liquor industry, the development of AA Liquor Company in the liquor market represents to a great extent the strong strategic ability of the Chinese liquor companies. At the same time, it is pointed out that the problems existing in AA Liquor Company can be used for reference by Chinese enterprises, and its success and experience teaching have good reference significance for Chinese liquor enterprises or other enterprises. The introduction of this paper mainly introduces the background and premise of the research, and introduces the related concepts, theories, objectives, methods and ideas of the research. Then it is mainly to analyze the problems, first to make a brief analysis on the development and current situation of domestic liquor industry and high-end liquor market, then to further analyze the external environment of the development of high-end liquor industry; to introduce the basic situation of AA liquor. The SWOT analysis model was used to analyze AA liquor itself. The emphasis was on the development strategy of AA liquor company, the market impact of the new policy on AA liquor, and the market orientation of each brand of AA liquor. In order to reveal the development prospect of each brand of AA liquor and put forward some suggestions for its development strategy, the present situation and existing problems of AA liquor were analyzed in depth in order to reveal the development prospect of each brand of AA liquor.
【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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