基于五力模型的中外啤酒市场对比分析

发布时间：2018-01-04 12:39

本文关键词：基于五力模型的中外啤酒市场对比分析　出处：《中国海洋大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国啤酒行业已经经历了上百年的发展历程，但在世界啤酒历史中我国的发展历程还很短，虽然中国属于啤酒产销第一大国，但远非啤酒强国。2011年中国人均啤酒消费量仅与全球平均水平相当，为36升左右，远未达到消费过度。而如今我国啤酒行业发展到了机遇与危险并存的时刻，机遇在于我国啤酒市场发展势头非常健康，未来的发展前景一直看好，危险在于我国啤酒厂家陷入了恶性竞争的泥潭，买店、降价等各种手段使得我国的啤酒利润率非常之低，而高端啤酒市场基本上被外国品牌占据，一旦我国消费者由于收入提高开始慢慢转向高端啤酒市场，我国本土市场将面临巨大的冲击。啤酒在世界各国的发展都是大体相似的，我国现在需要从友邦出借鉴一些发展思路，通过横向间的互相对比，从中获取灵感和养分，为确定今后的发展方向提供科学依据。在这样的背景之下，有必要对比中外啤酒市场行业现状，分析不同市场特点，试图对我国啤酒行业或企业起到借鉴或警示作用。本文主要研究意义有以下几点：通过研究各个国家啤酒市场的共性，可以得出啤酒行业一些普遍的规律，，从而为我国啤酒行业发展起到一定的借鉴作用。通过研究各个国家啤酒市场的区别并进行五力模型分析，可以得出一些不同国家不同因素与啤酒行业发展的关系。通过对不同五力竞争因素与啤酒行业表现的相关性研究，可对我国啤酒行业现状成因的解释进行一定补充，同时对预测我国啤酒行业发展趋势进行一定程度的预测。本文正式从这个角度入手，通过定性分析、五力模型分析、相关性分析等方式比较不同国家之间啤酒行业现状的异同，发现一些隐藏在其中的规律，了解其他国家面临的问题，找到一些我国啤酒行业发展之路的必然性，从而为我国啤酒企业的决策提供依据。本文创新点归纳如下：国内之前对于啤酒行业的研究多局限在国内市场，研究层面停留在企业运营、渠道管理、人力资源、营销手段等几个方面。而在全球化进程加快的今天国内还未有人从全球角度横向比对各个国家啤酒市场的异同。本文通过全面对比几个典型啤酒消费市场的现状和表现将研究层面拉到了不同经济体的层面上。国内之前的研究很少系统地研究不同经济体宏微观指标与啤酒行业表现之间相关性，而更多的是研究企业相关指标与企业市场表现的微观分析，如股权集中度与竞争力的关系。本文通过系统分析相关行业竞争指标与啤酒行业相关性分析我国啤酒行业发展现状在竞争层面的某些必然性和未来的发展趋势。
[Abstract]:The beer industry of China has experienced the development of hundreds of years, but in the world of beer in the history of the development of our country is very short, although China belongs to the beer production and sales superpower, but far from power.2011 China per capita beer beer consumption only and the global average is 36 liters, far from consumption excessive. Now China's beer industry development opportunities and risk coexist in the moment, the opportunity is the momentum of development of China's beer market is very healthy, has been optimistic about the future prospects for the development of China's beer manufacturers, the danger is stuck in the mire and malignant competition and other means to buy the shop, the price makes our beer profit rate very low, while the high-end beer market is basically occupied by foreign brands, once consumers in China because of the income increase slowly began to shift to high-end beer market, the domestic market in China will face a huge impact.
The development of beer in the world is generally similar. China now needs to learn some development ideas from the friendly countries, and get inspiration and nutrients from each other through horizontal comparison, so as to provide a scientific basis for future development direction.
Under such a background, it is necessary to compare the current situation of Chinese and foreign beer market, analyze different market characteristics, and try to play a role of reference or warning for our beer industry or enterprises.
By studying the commonalities of beer market in various countries, we can draw some general rules of beer industry, so as to play a certain reference role for the development of China's beer industry.
Through the study of different countries' beer market and five force model analysis, we can get some relationship between different factors of different countries and the development of beer industry.
By studying the correlation between five competitive factors and the performance of beer industry, we can add some explanations to the current situation of beer industry in China, and predict the development trend of China's beer industry in a certain extent.
This paper formally start from this point of view, through qualitative analysis, model analysis, the beer industry status of the similarities and differences between the correlation analysis method to compare different countries, found hidden in some of the rules, understand the problems faced by other countries, find the necessity of some of China's beer industry development path, so as to provide the basis for our beer the decision of enterprises.
The innovation points of this article are summarized as follows:
The domestic beer industry before the study is limited in the domestic market, the research level stays in business operations, channel management, human resources, marketing means and other aspects. And the similarities and differences of the beer market in globalization today, there is no domestic people from a global point of horizontal comparison of each country. Through the comprehensive comparison of several typical status and performance beer consumption market will be down to the level of different economy level.
Study on domestic before rarely systematically study the different economies of macro and micro indicators and the correlation between the performance of the beer industry, and more is the micro analysis of enterprise related indicators and enterprise market performance, such as ownership concentration and competitiveness. This paper industry competition index and correlation analysis of the current situation of the beer industry beer industry development in our country in some the necessity and the future development trend of the competition level. Through the analysis of the system

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.82;F426.82

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