WL公司国际化战略研究
发布时间：2018-11-20 17:26
【摘要】：葡萄酒有着6000多年的悠久历史,由于其含有多种人体必需的氨基酸、维生素、矿物质等多种营养成分,被认为是最健康、最卫生的酒精饮料,是世界卫生组织推荐的六种健康饮料中唯一的酒精饮料。葡萄酒也是一种国际性的酒种,一直是酒类国际贸易中贸易额最大的。但从20世纪90年代中期以来,由于世界经济发展速度减缓和未来的不确定性,国际葡萄酒市场呈现不太景气现状。近几年,由于国际金融危机的爆发更加剧了这种状态的发展,不论旧世界还是新世界葡萄酒生产国,均呈现出消费疲软状态,产大于求的现象突出。与此相反,中国由于经济的持续快速发展,人民生活水平的提高,保健意识的增强,葡萄酒的消费却突飞猛进,葡萄酒产量从2000年的20.19万千升,增长到2011年115.69万千升,消费量达到了140.57万千升,已成为世界第五大葡萄酒市场,巨大的市场潜力使中国市场已成为洋品牌的必争之地,大量的洋葡萄酒进入中国,2011年进口葡萄酒的总量已经达到36.16万千升,占中国葡萄酒市场总量的三分之一,中国的葡萄酒市场已呈现出高度的国际化。要想适应国际化的竞争,中国的葡萄酒企业实施国际化是必然之路。国内葡萄酒行业的三巨头,张裕、长城、王朝都已开始了其国际化战略的实施。 WL公司是国内一家专业葡萄酒生产企业,公司成立于1980年,三十多年一直致力于葡萄酒的生产销售,在国内葡萄酒市场已经取得了一定的地位,是目前国内最大的有机葡萄酒生产厂家。国内市场国际化竞争的加剧,已经对WL公司造成了很大的市场冲击,使WL公司感到了前所未有的压力,只有通过实施国际化战略,积极投身国际竞争中去,才是WL公司未来发展的唯一出路。本文以WL公司为研究对象,通过对其外部环境、内部环境以及公司的优势、劣势、机会、威胁的全面分析,提出WL公司实施国际化的战略目标和战略实施的方案。全文由6章组成。第1章是绪论,对研究背景和意义、国内的研究现状、研究的内容和结构框架、研究方法进行了简明扼要的介绍。第2章主要阐述了国际化战略的相关概念和理论。第3章在对WL公司现状进行简单介绍后,对WL公司从宏观环境、行业环境和内部环境进行了比较全面的分析。第四章是在对WL公司外部环境和内部环境分析的基础上,利用SWOT分析法,分析了WL公司的优势、劣势、机会和威胁,确定了WL公司的国际化战略选择,同时提出了公司的国际化战略定位和目标,并针对WL公司的国际化战略内容进行了论述。第5章提出了WL公司在国际化战略实施过程中应采取的保障措施,第6章对本课题的研究结果进行了总结,并介绍了笔者在研究过程中获得的几点启示以及今后研究的展望。
[Abstract]:Wine has a long history of more than 6000 years, because it contains a variety of essential amino acids, vitamins, minerals and other nutrients, it is considered to be the healthiest and most hygienic alcoholic beverage. It is the only alcoholic drink of the six health drinks recommended by the World Health Organization. Wine is also an international wine, has been the largest volume of international trade in wine. However, since the mid-1990s, due to the slow down of the world economic development and the uncertainty of the future, the international wine market is not very prosperous. In recent years, the outbreak of the international financial crisis has exacerbated the development of this state, both the old world and the new world wine producers have shown a weak state of consumption, the phenomenon of more production than demand is prominent. On the contrary, due to the sustained and rapid development of the economy, the improvement of people's living standards, the enhancement of health awareness, the consumption of wine has increased by leaps and bounds, and the output of wine has increased from 2019 thousand litres in 2000 to 115.69 thousand litres in 2011. The consumption has reached 140.57 thousand liters, which has become the fifth largest wine market in the world. With its huge market potential, the Chinese market has become a necessary place for foreign brands, and a large number of foreign wines have entered China. Imports of wine reached 361.6 million litres in 2011, accounting for 1/3 of China's wine market, which has become highly international. In order to adapt to the international competition, the implementation of internationalization of Chinese wine enterprises is the inevitable road. The three giants of the domestic wine industry, Changyu, the Great Wall, and dynastic have all begun to implement their international strategy. WL is a professional wine production company in China, founded in 1980, has been committed to the production and sales of wine for more than 30 years, has achieved a certain position in the domestic wine market. Is the largest domestic organic wine manufacturers. The intensification of international competition in the domestic market has already caused a great market impact on WL Company, which has made WL Company feel unprecedented pressure. Only through the implementation of international strategy, it can actively participate in international competition. Is the only way out for the future development of WL. This paper takes WL Company as the research object, through the comprehensive analysis of its external environment, internal environment and the company's strengths, weaknesses, opportunities and threats, puts forward the strategic goal and strategy implementation plan of WL Company to implement internationalization. The full text consists of 6 chapters. The first chapter is the introduction, the research background and significance, the domestic research situation, the research content and the structure frame, the research method has carried on the concise introduction. The second chapter mainly elaborated the internationalization strategy related concept and the theory. Chapter 3 gives a brief introduction to the current situation of WL Company, and analyzes the macro environment, industry environment and internal environment of WL Company. In chapter 4, based on the analysis of WL's external and internal environment, the author analyzes the strengths, weaknesses, opportunities and threats of WL Company by using the SWOT analysis method, and determines the international strategic choice of WL Company. At the same time, it puts forward the orientation and goal of the internationalization strategy of the company, and discusses the content of the internationalization strategy of WL company. Chapter 5 puts forward the safeguard measures that WL should take in the process of implementing internationalization strategy. Chapter 6 summarizes the research results of this subject, and introduces some enlightenments obtained by the author in the course of the research and the prospect of future research.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.82
本文编号：2345524
[Abstract]:Wine has a long history of more than 6000 years, because it contains a variety of essential amino acids, vitamins, minerals and other nutrients, it is considered to be the healthiest and most hygienic alcoholic beverage. It is the only alcoholic drink of the six health drinks recommended by the World Health Organization. Wine is also an international wine, has been the largest volume of international trade in wine. However, since the mid-1990s, due to the slow down of the world economic development and the uncertainty of the future, the international wine market is not very prosperous. In recent years, the outbreak of the international financial crisis has exacerbated the development of this state, both the old world and the new world wine producers have shown a weak state of consumption, the phenomenon of more production than demand is prominent. On the contrary, due to the sustained and rapid development of the economy, the improvement of people's living standards, the enhancement of health awareness, the consumption of wine has increased by leaps and bounds, and the output of wine has increased from 2019 thousand litres in 2000 to 115.69 thousand litres in 2011. The consumption has reached 140.57 thousand liters, which has become the fifth largest wine market in the world. With its huge market potential, the Chinese market has become a necessary place for foreign brands, and a large number of foreign wines have entered China. Imports of wine reached 361.6 million litres in 2011, accounting for 1/3 of China's wine market, which has become highly international. In order to adapt to the international competition, the implementation of internationalization of Chinese wine enterprises is the inevitable road. The three giants of the domestic wine industry, Changyu, the Great Wall, and dynastic have all begun to implement their international strategy. WL is a professional wine production company in China, founded in 1980, has been committed to the production and sales of wine for more than 30 years, has achieved a certain position in the domestic wine market. Is the largest domestic organic wine manufacturers. The intensification of international competition in the domestic market has already caused a great market impact on WL Company, which has made WL Company feel unprecedented pressure. Only through the implementation of international strategy, it can actively participate in international competition. Is the only way out for the future development of WL. This paper takes WL Company as the research object, through the comprehensive analysis of its external environment, internal environment and the company's strengths, weaknesses, opportunities and threats, puts forward the strategic goal and strategy implementation plan of WL Company to implement internationalization. The full text consists of 6 chapters. The first chapter is the introduction, the research background and significance, the domestic research situation, the research content and the structure frame, the research method has carried on the concise introduction. The second chapter mainly elaborated the internationalization strategy related concept and the theory. Chapter 3 gives a brief introduction to the current situation of WL Company, and analyzes the macro environment, industry environment and internal environment of WL Company. In chapter 4, based on the analysis of WL's external and internal environment, the author analyzes the strengths, weaknesses, opportunities and threats of WL Company by using the SWOT analysis method, and determines the international strategic choice of WL Company. At the same time, it puts forward the orientation and goal of the internationalization strategy of the company, and discusses the content of the internationalization strategy of WL company. Chapter 5 puts forward the safeguard measures that WL should take in the process of implementing internationalization strategy. Chapter 6 summarizes the research results of this subject, and introduces some enlightenments obtained by the author in the course of the research and the prospect of future research.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.82
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