金徽酒业集团有限责任公司发展战略研究

发布时间：2018-02-24 05:45

本文关键词： 白酒行业金徽酒业发展战略　出处：《兰州理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：在当前的中国白酒行业,茅台、五粮液、剑南春等大型企业凭借其资本、技术、人才和品牌优势牢牢占据着国内高端市场,部分区域性品牌也通过实施有效的发展战略而在国内中低端白酒市场占据一席之地。但随着国家产业政策对白酒总量的限制、消费税计量征收办法的实施、产品需求结构的改变、消费目标群体的变换、替代品类型的增加和外国资本的加速渗透,使得白酒行业的竞争愈加激烈,许多中小白酒企业的发展日趋艰难,利润空间持续下降,众多小酒厂相继破产倒闭,影响了区域经济发展。面对激烈而残酷的市场竞争,中小白酒企业如何提高核心竞争力而实现可持续发展,制定正确的发展战略是关键环节。本文采用实地调查、比较分析与归纳总结的研究方法,在分析国内及甘肃省白酒行业发展状况的基础上,通过收集行业信息和了解国家产业与税收政策,分析当前企业所处的外部环境,找到机会与威胁因素；再从企业内部的各项资源(包括人力资源、信息资源、财务状况、生产经营能力、市场营销能力、产品研发能力等方面)分析自身的优势和劣势；尔后利用SWOT法分析了发展战略的匹配状况,提出适合金徽酒业发展的“增长型”战略导向,即“通过政府扶持使企业顺利上市,以白酒产业为唯一发展方向,加快开发新型高端白酒产品；集中资金使主导产品(中端产品)尽快实现规模经济,从而降低生产成本,在同类企业中形成比较优势；削减低端产品生产,提高企业整体绩效。在中高端产品牢牢掌握本省市场的同时向全国进军；兼并省内小型白酒企业,提高与经销商企业的关联度,携手省内滨河集团、汉武御酒业等企业组建经济联合组织,提升陇酒产业水平；通过生产要素的控制和文化与制度的创新,提升企业核心竞争力,最终实现企业的可持续发展”；最后制定短期和中长期发展战略目标,并提出相应的战略实施方案,通过调整产业规模、改变战略布局、优化组织结构、加强品牌塑造、健全市场营销网络体系、实施企业文化创新、加强人力资源管理和实施科技创新等措施保障战略的实施。
[Abstract]:In the current Chinese liquor industry, Maotai, Wuliangye, Jiannanchun and other large enterprises, with their capital, technology, talent and brand advantages, firmly occupy the domestic high-end market. Some regional brands also occupy a place in the domestic middle and low end liquor market through the implementation of effective development strategy. However, with the restriction of national industrial policy on the total amount of liquor, the measures of consumption tax metering and levying have been implemented. The change of product demand structure, the change of consumption target group, the increase of substitute type and the accelerated infiltration of foreign capital make the competition of liquor industry more fierce, and the development of many small and medium-sized liquor enterprises becomes more and more difficult. The profit space continues to decline and many small distilleries go bankrupt and close down one after another, which affects the development of regional economy. Facing the fierce and cruel market competition, how to improve the core competitiveness and realize sustainable development of small and medium-sized liquor enterprises, It is a key link to formulate a correct development strategy. This paper adopts the research methods of field investigation, comparative analysis and summary, on the basis of analyzing the development situation of liquor industry in China and Gansu Province. Through collecting industry information and understanding the national industry and tax policy, analyzing the external environment of the current enterprises, identifying opportunities and threat factors, and then from the internal resources (including human resources, information resources, financial situation), Analysis of their own strengths and weaknesses; then using the SWOT method to analyze the matching situation of the development strategy, put forward the "growth" strategic orientation suitable for the development of Jinhui wine industry. That is, "through government support, enterprises can go public smoothly, take liquor industry as the only direction of development, speed up the development of new high-end liquor products, concentrate funds to realize economies of scale for leading products (intermediate products) as soon as possible, thereby reducing production costs," Form comparative advantage in the same kind of enterprises; reduce the production of low-end products, improve the overall performance of enterprises. In the high-end products firmly grasp the province's market at the same time march to the whole country, annex small liquor enterprises in the province, Improve the correlation with dealers, join hands with Binhe Group, Hanwu Liquor Industry and other enterprises to set up economic association organizations, promote the level of Longjiu industry, improve the core competitiveness of enterprises through the control of production factors and the innovation of culture and system, Finally, to achieve the sustainable development of the enterprise "; finally, to formulate the strategic objectives of short-term and long-term development, and put forward the corresponding strategic implementation plan, through adjusting the scale of the industry, changing the strategic layout, optimizing the organizational structure, strengthening the brand shaping, Perfect the marketing network system, implement the enterprise culture innovation, strengthen the human resource management and carry out the scientific and technological innovation and other measures to ensure the implementation of the strategy.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F272

【参考文献】