四川中国白酒产品交易中心战略发展研究

发布时间：2018-01-03 16:35

本文关键词：四川中国白酒产品交易中心战略发展研究　出处：《西南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：白酒行业是我国极具代表性的传统行业,是国民经济发展的重要组成部分。近五年来,受益于我国宏观经济的快速发展和众多白酒企业核心竞争力的增强,我国白酒产业取得了高速发展,但粗放型的发展模式导致产业面临流通成本高、交易不透明、质量安全难以保证等问题。作为白酒产业中的新型服务业态,酒类电子商务企业面临着前所未有的发展机遇。四川中国白酒产品交易中心作为酒类B2B电子商务平台,依托有形的白酒实体产业集群,整合了包括原粮、曲药、原酒、包材在内的供应链节点资源,打造集交易、结算、物流、融资、信息、展示等一站式集成服务的第三方现货电子交易专业平台。作为白酒生态链中的新型服务企业,研究公司的发展战略,一是有利于推动中国白酒产品流通模式的创新实践；二是有利于推动我国白酒市场体系的补充与完善,规范和引导白酒流通市场的健康发展；三是公司的创新实践能够在行业内起到示范作用,进而对研究全国多个产业优势区域发展具有重要的实际意义。本文根据战略管理理论对公司进行剖析、研究和探讨。通过定性和定量相结合的方法,首先从四川中国白酒产品交易中心所处宏观外部环境和内部环境的分析着手,结合公司实际情况进行调研,总结战略要素,运用层次分析法(AHP法)对各关键战略要素进行系统分析,再通过外部因素评价矩阵(EFE矩阵)和内部因素评价矩阵(IFE矩阵)对各因素进行定量分析。然后,运用SWOT分析方法,对公司的机会(0)、威胁(T)、优势(S)、劣势(w)进行分析,结合公司的经营状况和未来发展需求,制定出四川中国白酒产品交易中心的若干战略备选方案。最后,运用定量战略计划矩阵法(QSPM)对各备选方案进行综合评价,选择出有利于公司的发展战略,并提出相应的战略实施措施,旨在提高公司核心竞争力,完善发展战略管理体系。通过对四川中国白酒产品交易中心的发展战略研究,主要形成以下研究成果：一、总体战略目标：结合公司经营现状以及白酒行业的发展趋势,公司将采取“三步走”的发展战略构想。第一步,公司建立产品集成+服务集成的集成化平台,聚集相关的酒类产品资源,吸引白酒企业进入平台,打造白酒供应链生态圈；第二步,交易中心经过业务开展与完善,逐渐打造成熟的交易模式和商业模式。第三步,以原酒标准化体系建设为核心,与期货交易所等相关机构合作,探索和研发白酒期货产品,将公司打造成为中国白酒产品定价中心和价格指数发布中心。二、战略实施措施：通过分析,得出对于公司现阶段来说,加强核心竞争力体系建设、引入多元化人才、提高公司品牌知名度、加快原酒标准化建设等方面是迫切需要实施的战略决策。主要提出以下几点建议： 1、提高公司核心竞争力：根据公司内外部环境分析及核心竞争力的判断标准,总结出公司可从四大方面构建核心竞争力：一是建立核心业务服务,完善配套服务；二是建立成熟的商业模式；三是提高公司运作效率；四是建立核心业务团队。 2、加强人力资源管理：根据企业发展需求,制定科学合理的人力资源管理规划。一是有效利用公司内部人力资源；二是引进白酒行业、电子商务行业人才；三是建立人才教育培训机制；四是设计合理的人才激励机制。 3、加快股权结构调整：为进一步塑造公司作为行业第三方平台的权威性,通过股权结构调整,设计出符合公司发展的股权结构。第一,制定股权结构调整方向,从单一股东向多元纵深拓展。采取从酒类行业生产流通领域整合和向金融领域延伸的策略。第二,制定股权结构调整方案。第三,根据战略目标发展阶段制定不同的股权结构调整步骤。 4、塑造公司品牌知名度：根据公司推广业务和建立行业权威的战略规划,可通过品牌建设、品牌推广、建立行业标杆形象三大方面来塑造公司在白酒行业的品牌形象和知名度。公司进行品牌内容设计和品牌形象塑造,完善企业的品牌形象宣传及内外部公关体系建设。同时,建立行业标杆形象由公司通过开办行业会议、丰富平台专家团队、引入行业内知名企业等方面建立公司在白酒行业的标杆形象。 5、原酒标准体系的建设：公司通过平台市场规模优势建立行业内首个原酒标准体系,实现原酒质量可溯、价值保障、生产标准化、交割标准化的重大突破,增加平台在行业内的专业权威和市场话语权。公司开展原酒标准体系建设战略可从标准酒样构建、交割标准构建两个方面着手。公司利用专家资源和原酒资源完成原酒标准体系的建设,并建立平台内标准原酒的生产标准、酒体等级标准、感官标准、交易模式等,实现标准原酒的标准化交割。 6、挖掘白酒产品金融属性,实现白酒产业链的金融创新。交易中心根据白酒产业链的产业特征和资本需求,充分挖掘白酒产品的金融属性,以平台所服务的产业链条为核心,开展特色的供应链金融服务,增强平台的资本整合功能。白酒供应链金融创新主要通过金融模式设计、建立平台金融机构资源、获取白酒金融政策等三大方面来实现。 7、白酒产业数据平台建设。交易中心通过平台市场交易信息,建设白酒产业链的商品价格指数和综合类指数来提高交易中心的行业市场权威,并通过准确的价格指数信息反向影响产业链商品定价,进而推动交易中心定价中心的建设和原酒标准化推广。公司通过建立白酒商品价格指数、白酒产品定价中心、商品比对、行业商机四大方面来完善产业数据平台。
[Abstract]:The liquor industry in China is the most representative of traditional industries, is an important part of the development of the national economy. In the past five years, enhance benefit from rapid development of macro economy in China and many liquor enterprise's core competitiveness, China's liquor industry has achieved rapid development, but the extensive development mode in industry is facing the circulation cost high quality, opaque, security is difficult to guarantee. As a new service industry in the liquor industry, liquor e-commerce enterprises are faced with hitherto unknown development opportunity.
Sichuan China liquor products trading center as the liquor B2B e-commerce platform, the liquor industry cluster based on tangible entities, including the integration of grain, koji, wine, packaging materials, supply chain resources, create a set of trading, settlement, logistics, finance, information, exhibition and other one-stop integrated services of third party electronic cash professional trading platform. As a new type of service enterprises liquor ecological chain, research on the development strategy of the company, is conducive to promoting innovation and practice China liquor products circulation mode; two is conducive to promoting the supplement and perfection of Chinese liquor market system, standardize and guide the healthy development of the liquor circulation market; the three is to practice innovation the company has played an exemplary role in the industry, and to study the country a number of industrial advantages of regional development has important practical significance.
According to the theory of strategic management for the company to carry on the analysis, research and study method. Through a combination of qualitative and quantitative analysis, the first from Sichuan China liquor products trading center in macro external environment and internal environment to proceed, according to the actual situation of the company to conduct research, summed up the strategic elements, using the analytic hierarchy process (AHP) system analysis of the key elements of the strategy, through the external factor evaluation matrix (EFE matrix) and internal factors evaluation matrix (IFE matrix) for the quantitative analysis of various factors. Then, using the SWOT analysis method, the company's opportunities, threats (0) (T), (S), advantage disadvantage analysis (W), combined with the company's business situation and future development needs, develop a number of strategic options in Sichuan Chinese liquor products trading center. Finally, the use of quantitative strategic plan matrix (QSPM) to evaluate the alternatives, In order to improve the core competitiveness of the company and improve the development strategy management system, the development strategy of the company is selected and the corresponding strategic implementation measures are put forward.
Through the research on the development strategy of Sichuan Chinese liquor product trading center, the main results are as follows:
One, overall strategic objectives: according to the development trend of the company operating status and the liquor industry, the company will adopt a "strategic concept of" three steps. The first step, the company established the integration platform of integrated product + service integration, gather relevant resources to attract white wine products, wine enterprises to enter the platform, to create the liquor supply chain ecosystem ring; second step, trading center after business development and improvement, and gradually build mature business model and business model. The third step, with the construction of wine standard system as the core, in cooperation with the futures exchange and other relevant agencies, the research and development of liquor futures products, the company will be China liquor product pricing center and price index distribution center.
Two, implementation of the strategy: according to the analysis, we come to the stage, to strengthen the core competitiveness of the system construction, the introduction of diverse talents, enhance brand awareness, accelerate the wine standardization construction is urgent strategic decision-making implementation. Some proposals are put forward as follows:
1, improve the core competitiveness of the company: according to the criteria of internal and external environment analysis and core competitiveness, summed up the company to build the core competitiveness from four aspects: one is to establish the core business services, improve the supporting services; the two is the establishment of a mature business model; the three is to improve the operational efficiency of the company; the four is the establishment of core business team.
2, strengthen the management of human resources: according to the needs of enterprise development, the development of human resource management scientific and rational planning. One is the effective use of human resources within the company; two is the introduction of the liquor industry, electronic commerce industry personnel; three is the establishment of talents education and training mechanism; four is to design the reasonable incentive mechanism.
3, speed up the adjustment of ownership structure: in order to further shape the company as an authoritative third party platform for the industry, through the adjustment of ownership structure, ownership structure is designed in accordance with the company's development. First, the setting and adjustment of ownership structure, expand from a single shareholder to multiple depth. Taken from the integration of production and circulation of liquor industry extends to the financial sector second. Develop strategy, equity structure adjustment scheme. Third, according to the strategic objectives of development stage of development of the different steps of the adjustment of ownership structure.
4, shaping the company's brand awareness: according to the company's business promotion and establish the authority of the industry through strategic planning, brand building, brand promotion, brand image building industry image three aspects to shape the company in the liquor industry and visibility. The company brand content and brand image design, perfect the construction of the enterprise brand image the internal and external publicity and public relations system. At the same time, the establishment of the industry image by the company through open industry conference, rich platform expert team, the introduction of the industry well-known enterprises such as the establishment of the company in the liquor industry benchmark image.
5, the construction of the standard system of wine: company established the industry's first wine standard system through the scale platform market, realize the value of base liquor quality traceability, security, production standardization, breakthrough delivery standard, increase the professional authority and the right to speak in the industry platform. The construction company to carry out strategic wine standard system from the standard wine sample construction, delivery standards construction in two aspects. The company uses expert resources and resources to complete the construction of wine wine standard system, and establish a platform within the standard wine production standards, wine grade standards, standards of taste, trading mode, standard delivery to achieve the standard wine.
6, mining liquor products financial attributes, financial innovation of liquor industry chain. Trading center based on the industrial characteristics and capital requirements of the liquor industry chain, to fully tap the financial attributes of liquor products, the platform service industry chain as the core, carry out the characteristics of the supply chain financial services, enhance the integration of the capital function of the platform. Liquor supply chain finance mainly through financial innovation mode design, establish the platform for financial institutions to obtain financial resources, liquor policy three aspects to achieve.
7, the construction of the liquor industry data platform. Through the trading center platform market transaction information, the construction of the liquor industry chain commodity price index and comprehensive index to improve the trading center industry authority, and through the accurate price index information reverse influence industry chain and promote commodity pricing, pricing center trading center construction and wine standardization promotion the company through the establishment of liquor commodity price index, liquor products pricing center, commodity ratio, business opportunities in four areas to improve the industrial data platform.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82

【共引文献】