S公司精酿啤酒发展战略研究

发布时间：2018-07-18 11:39

【摘要】：中国啤酒消费量经过前十多年的持续快速增长后,现今的人均消费水平已经超过世界水平,目前已趋于饱和,从近两年开始呈现出下降的趋势。啤酒市场的开放式竞争且传统工业啤酒产品本身的同质化,导致目前的市场竞争更加白热化,仅仅靠降成本提升业绩的时代已经过去,需要靠品质、个性化、差异化来满足消费者需求增加销量而提升效益,国内啤酒市场在总销量下滑的同时,高端的啤酒占比在提高,消费者对于啤酒的需求已经转向,S公司是苏州本地的一家啤酒生产企业,面临着全国啤酒市场同样的问题。啤酒消费总量在下降的同时,精酿啤酒的销量却在迅速增长,这些精酿啤酒大多是新创个性化的品牌,还有少部分是从国外引入的海外品牌,可是消费者也并非像以往那样忠诚于某一个品牌,更不像以往那样专注于某个品类,而是在不断更换口味尝新鲜,这意味着啤酒业已经开始进入消费者主权时代。本文首先介绍了选题背景、研究的问题、研究的目的和意义及研究的内容和思路。接着阐述了战略研究的相关理论与方法:战略发展相关研究、竞争战略的相关研究以及战略研究的相关方法。然后对S公司精酿啤酒发展战略研究做了介绍,S公司在国内市场的发展现状及国内啤酒市场的需求特点与变化,并分析了 S公司生产营销的现状与问题。指出公司目前市场发展的问题及市场出现变化给企业提供的机会,引出了S公司精酿啤酒发展战略的选择。目前国内精酿啤酒虽然量不大,但是越来越被广泛的宣传,必定要对啤酒行业以及啤酒消费者产生比较大的影响,精酿啤酒这种特殊高端的啤酒正在改变未来消费态势,将来精酿啤酒必定会在高端啤酒市场中占据着非常重要的份额。本文运用SWOT战略分析、波特竞争优势的产品差异化战略相关理论,以S啤酒公司市场为例,分析市场现状及问题,制订精啤酒发展战略,满足消费者的对质量和个性化需求,改变目前市场的困境以实现公司的可持续健康发展。苏州作为东部沿海经济较发达地区的长三角经济圈城市,不同的消费群体对啤酒质量的要求更高,S公司作为苏州本地的啤酒生产企业,必须积极考虑精酿啤酒市场,规划实施精酿啤酒发展战略。文章最后对S公司的精酿啤酒的战略未来进行了展望,借鉴国际精酿啤酒市场发展经验,打造苏州市场特色。
[Abstract]:After the rapid growth of beer consumption in the first ten years, the per capita consumption level in China has exceeded the world level, and has now become saturated, showing a downward trend since the last two years. The open competition of beer market and the homogeneity of the traditional industrial beer products lead to the current market competition becoming more intense. The era of improving performance only by reducing the cost is over, which needs to rely on the quality and individuation. While the domestic beer market is declining in total sales, the proportion of high-end beer is increasing. Consumers' demand for beer has shifted to the same problem facing the national beer market, which is a local brewery in Suzhou. While the total amount of beer consumption is declining, the volume of fine brewed beer is growing rapidly. Most of these breweries are new and personalized brands, and a few are overseas brands imported from abroad. But consumers are not as loyal to a particular brand as they used to be, much less focused on a particular category, but are constantly changing tastes to taste fresh, which means the beer industry is entering an era of consumer sovereignty. This paper first introduces the background of the topic, the research issues, the purpose and significance of the study, as well as the contents and ideas of the research. Then the related theories and methods of strategic research are expounded: the related research of strategic development, the related research of competition strategy and the relevant method of strategic research. Then, the paper introduces the present situation of the development of S Company in domestic market, the demand characteristics and changes of domestic beer market, and analyzes the present situation and problems of S Company's production and marketing. This paper points out the problems of the company's market development and the opportunity provided by the market changes, which leads to the choice of the development strategy of S company's fine brewed beer. At present, although the quantity of domestic brewed beer is not large, it is more and more widely publicized. It must have a relatively big impact on the beer industry and beer consumers. This special high-end beer is changing the consumption situation in the future. In the future, the refined beer will certainly occupy a very important share in the high-end beer market. In this paper, SWOT strategic analysis, Porter's competitive advantage of the product differentiation strategy theory, taking S beer company as an example, to analyze the market situation and problems, to formulate the development strategy of refined beer, to meet the quality and personalized needs of consumers. Change the current market dilemma to achieve sustainable and healthy development of the company. Suzhou, as a city of Yangtze River Delta Economic Circle in the eastern coastal areas with more developed economy, has a higher demand for beer quality from different consumer groups. As a local beer producer in Suzhou, it is necessary to actively consider the fine brewed beer market. Plan and implement the development strategy of fine brewed beer. Finally, the strategic future of S Company's fine brewed beer is prospected, and the development experience of international fine brewery beer market is used for reference to create the characteristics of Suzhou market.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.82

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