华润雪花啤酒有限公司竞争战略研究

发布时间：2018-04-02 19:05

本文选题：战略管理　切入点：竞争战略　出处：《中国地质大学（北京）》2013年硕士论文

【摘要】：进入二十一世纪以后,国家之间的竞争,越来越表现为两国的企业之间的竞争。而企业之间的竞争,重点在于企业战略层面的竞争。企业战略具有长期性、全局性的特点。企业战略决定了企业的发展速度、发展质量、发展前景,生命长短。华润雪花啤酒(中国)有限公司(以下简称华润雪花)成立于1994年,总部设于中国北京,是一家生产、经营啤酒的全国性的专业啤酒公司。2012年,该公司啤酒销量达1064万千升,连续七年全国销量第一。由于国际啤酒企业全面进军国内啤酒市场,加上国民生活水平的提高,现在国内高端啤酒增长迅猛,中低端啤酒竞争趋于白热化。在此背景下,华润雪花利润率从前几年的近25%滑落至当前的不足10%,其在过去长期坚持运用的低成本战略已不再适用,必须谋求战略升级或转型。本文通过PEST分析法和五力模型分析法对华润雪花所处的国内宏观环境和企业所在行业环境进行了深入系统地分析。分析认为国内宏观环境(包括政治、经济、社会、技术环境)总体上仍然对啤酒行业发展有利,但是行业内的竞争比较惨烈。在对华润雪花外部环境分析的基础上,通过SWOT分析法,总结得出该公司的在产品创新、生产能力、市场占有率、企业资本方面拥有优势,在产品利润、高端品牌、西部市场存在较大不足。综合国内宏观经济环境、啤酒行业竞争情况,以及华润雪花的自身条件,本文分析得出未来华润雪花在高端啤酒消费、华南市场、华中市场均存在较多机会,而在东北市场、华北市场面临来自国内外啤酒巨大的威胁。最后,本文给出了华润雪花未来五年的战略建议,主要是从以前一味依靠低成本战略转变以低成本战略巩固、扩大低端销售份额,同时通过差异化战略培育高端品牌,提高产品利润率。
[Abstract]:After entering the 21 century, the competition between countries is more and more the competition between the enterprises of the two countries.And the competition between enterprises, the focus is on the strategic level of competition.Enterprise strategy has long-term and overall characteristics.Enterprise strategy determines the development speed, development quality, development prospect and life span of the enterprise.For seven consecutive years, sales in the country were the first.Because the international beer enterprise enters the domestic beer market comprehensively, and the national living standard improves, the domestic high-end beer now grows rapidly, the competition of the middle and low end beer tends to heat up.This paper makes a deep and systematic analysis of the domestic macro environment and the industry environment of China Resources snowflake by means of PEST analysis and five-force model analysis.It is concluded that the domestic macro environment (including political, economic, social and technological environment) is still favorable to the development of beer industry, but the competition in the industry is very fierce.On the basis of the analysis of the external environment of China Resources snowflake, through SWOT analysis, the author concludes that the company has advantages in product innovation, production capacity, market share, enterprise capital, product profit, high-end brand, etc.The western market has bigger deficiency.North China is facing a huge threat from beer both at home and abroad.Finally, this paper gives the strategic advice of China Resources snowflake in the next five years, mainly from the past to rely on low-cost strategy to consolidate low-cost strategy, expand low-end sales share, and at the same time cultivate high-end brands through differentiation strategy.Improve the profit margin of products.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.82

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