FSTH啤酒竞争战略研究

发布时间：2018-04-30 19:41

本文选题：TH啤酒公司 + 鲜啤酒　；参考：《东北大学》2014年硕士论文

【摘要】：近年来,我国啤酒行业发展迅速,已经成为一个开放的、市场化程度较高的行业。行业内各类企业众多,竞争激烈。中小型啤酒企业时时刻刻面临着被收购、兼并的可能。与此同时,国外啤酒企业看好中国市场,不断加紧在中国市场的战略布局与产业扩张,已经在中国啤酒市场占有了一席之地。随着行业的日渐成熟,各企业间同质化程度越来越高。FSTH啤酒公司作为行业内的中小型啤酒企业,在夹缝中求生存,要么被大型企业兼并收购,要么在竞争中寻求出路,不断地发展壮大自己,提升自身的综合竞争能力。本文结合FSTH啤酒公司的现状及所处的行业背景,详细分析公司所处的宏观环境和微观环境,并运用SWOT分析方法,阐述公司面临的优势、劣势、机会和威胁,指出公司目前实施的竞争战略具有的优势和存在的问题。在上述分析的基础上,本文确定了 TH公司未来的发展方向,制定了以鲜啤酒为核心的差异化竞争战略。通过产品差异化、渠道差异化、服务差异化和品牌差异化策略得以实施。最后从完善企业文化、打造学习型团队、改善公司组织结构、激励措施、规范化管理五个方面进行了详尽的阐述,以确保制定的差异化竞争战略顺利实施。本文从公司的发展现状和应对竞争的角度为TH啤酒公司选择了差异化竞争战略,不仅对公司的未来战略发展提供了方向,同时也为行业内中小型啤酒企业竞争战略地制定提供了参考。
[Abstract]:In recent years, the beer industry in China has developed rapidly and has become an open and highly marketable industry. There are many enterprises in the industry and fierce competition. The small and medium brewery enterprises are faced with the possibility of acquisition and merger. At the same time, the foreign beer enterprises look at the Chinese market and continue to tighten the strategic cloth in the Chinese market. With the growing maturity of the industry, the degree of homogenization between enterprises is becoming higher and higher..FSTH beer company, as a small and medium brewery enterprise in the industry, seeks survival in the gap, or is merged and acquired by large enterprises, or is seeking a way out in the competition. Based on the current situation of FSTH beer company and the background of the industry, this paper analyzes the macro and micro environment of the company in detail, and uses the SWOT analysis method to explain the advantages, disadvantages, opportunities and threats that the company faces, and points out the advantages and survival of the company's current competitive strategy. On the basis of the above analysis, this paper determines the future development direction of TH company, formulating the differential competition strategy with the core of fresh beer as the core, through product differentiation, channel differentiation, service differentiation and brand differentiation strategy to be implemented. Finally, it will improve the corporate culture, build a learning team and improve the company group. The five aspects of fabric structure, incentive measures and standardized management are elaborated in detail to ensure the smooth implementation of the differentiated competition strategy. This article selects the differential competition strategy for TH beer company from the current situation of the company's development and the angle of competition. It not only provides the direction for the future strategy development of the company, but also the industry. A reference is provided for the formulation of competitive strategies for small and medium-sized beer enterprises.

【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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