天津清真食品老字号企业桂顺斋发展战略研究

发布时间：2018-05-12 17:19

本文选题：清真食品 + 老字号企业　；参考：《西南交通大学》2013年硕士论文

【摘要】：天津的“清真老字号”,是商业名牌的重要组成部分。令人担忧的是,在计划经济向市场经济转轨的过程中,许多“清真老字号”传统工艺或淹没尘封,或褪色失传；许多“清真老字号”产品渐渐失去光环,渐渐被人们遗忘,这无疑是民族商业传统优势巨大的损失。天津市桂顺斋糕点有限公司是一家具有80多年经营历史的清真老字号企业,隶属华旭集团公司。2012年,桂顺斋实现产值6000万,销量8000万的良好业绩。然而,桂顺斋在实际经营中,面临着种种问题。这些问题若不进行改善解决,可能威胁到桂顺斋未来的发展。本文运用战略管理理论及相关分析工具,采用了PEST分析法、波特五力模型分析法等,分析了桂顺斋的内外部战略环境,提炼出桂顺斋外部的机遇、挑战以及内部的优势、劣势,采用SWOT分析模型,拟定了桂顺斋的备选战略,并对各个备选战略采用定量战略计划矩阵进行比较,制定了桂顺斋新的发展战略——以“市场渗透、市场开发”为特征的密集型增长战略。在此基础上,本文还提出了新的战略实施的具体措施与路径,为桂顺斋的未来发展提供了对策建议。本文的研究,对其它清真食品老字号企业的未来发展,也有一定的借鉴与参考意义。
[Abstract]:Tianjin's "halal old brand", is an important part of the commercial brand. What is worrying is that during the transition from a planned economy to a market economy, many of the traditional techniques of the "old halal brands" either flooded the dust or faded away; many of the "halal old brands" products gradually lost their aura and were gradually forgotten by people. This is undoubtedly the national commercial tradition advantage huge loss. Tianjin Guishunzhai pastry Co., Ltd. is an old brand enterprise with a history of more than 80 years, which belongs to Huaxu Group. In 2012, Gui Shunzhai achieved a good achievement of 60 million output value and 80 million sales volume. However, Gui Shunzhai in the actual operation, facing a variety of problems. If these problems are not solved, the future development of Gui Shunzhai may be threatened. Using the theory of strategic management and related analysis tools, using PEST analysis method and Porter's five-force model analysis method, this paper analyzes the internal and external strategic environment of Gui Shunzhai, abstracts the opportunities, challenges, internal strengths and weaknesses of Gui Shunzhai, and analyzes the internal and external strategic environment of Gui Shunzhai. By using the SWOT analysis model, this paper draws up the alternative strategy of Gui Shunzhai, compares each alternative strategy with the quantitative strategic planning matrix, and formulates the new development strategy of Gui Shunzhai in order to "market penetration," Intensive growth strategy characterized by market development. On this basis, this paper also puts forward the concrete measures and paths for the implementation of the new strategy, which provides countermeasures and suggestions for the future development of Gui Shunzhai. The research in this paper has some reference significance for the future development of other old-established halal food enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.82

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