衡水老白干营销有限公司发展战略研究

发布时间：2018-05-15 10:25

本文选题：白酒产业 + 战略分析　；参考：《天津大学》2014年硕士论文

【摘要】：白酒产业是我国历史传统产业，随着改革开放与经济的发展，西方战略管理理论及营销学理论被引入白酒行业。过去几年，国内经济放缓，其他行业受经济影响发展缓慢，白酒作为国内行业的新秀发展迅速并且连续10年保持两位数以上速度增长，，新品牌、新产品纷纷推出市场极大丰富了白酒市场。2012年白酒销售收入达到4000多亿元。然而在市场高度发展的同时也出现产品同质化、产品质量问题突出、竞争模式趋同等问题，尤其是2012年下半年开始，随着政府限制“三公消费”等政府政策的转变以及白酒企业频发的产品质量问题致使白酒行业遇到新的拐点。衡水老白干经历过去10年发展黄金期销售额从10年前的1.9亿元增长到现在的37亿元。衡水老白干如何调整竞争战略适应新的激烈的竞争环境并从中脱颖而出成为本文研究的主要方向。本论文通过大量的文献资料研究，阐述白酒行业发展历程、发展现状、发展规律以及白酒行业的消费特征。同时结合企业自身发展历程、市场特点、品牌现状做深入分析，并针对主要竞争者做了SWOT战略分析。本论文运用现代换的战略理论工具对衡水老白干公司进行SWOT分析、PEST分析、五力模型分析等战略研究。由此选定衡水老白干发展战略：1、全国化市场战略；2、渠道模式创新战略；3、基于顾客忠诚度的衡水老白干品牌战略；4、智慧型组织建设。形成以河北市场为战略根据地市场，全国化布局，同时组织建设与品牌规划协同服务于市场发展的战略方向。
[Abstract]:Liquor industry is a historical and traditional industry in China. With the development of reform and opening up and economy, western strategic management theory and marketing theory have been introduced into liquor industry. In the past few years, the domestic economy has slowed down, and other industries have been affected by the economy. Liquor has developed rapidly as a rookie in the domestic industry and maintained a double-digit growth rate for 10 consecutive years. The new products have greatly enriched the liquor market. In 2012, liquor sales revenue reached more than 400 billion yuan. However, while the market is developing highly, there are also problems such as homogenization of products, outstanding problems in product quality, convergence of competition patterns, etc., especially since the second half of 2012. With the change of government policies such as restricting the "three public consumption" and the frequent product quality problems in liquor enterprises, the liquor industry has encountered a new inflection point. Hengshui Laobaigan experienced the past 10 years development of golden sales from 190 million yuan 10 years ago to 3.7 billion yuan now. How to adjust the competitive strategy to the new competitive environment and stand out from it has become the main research direction of this paper. In this paper, through a lot of literature research, the development course, current situation, development law and consumption characteristics of liquor industry are expounded. At the same time, combined with the enterprise's own development process, market characteristics, brand status to do in-depth analysis, and the main competitors to do SWOT strategic analysis. In this paper, SWOT analysis, five force model analysis and other strategic research on Hengshui Laobaigan Company are carried out by using modern exchange strategy theory tools. Therefore, Hengshui Laobaigan development strategy: 1, national marketing strategy 2, channel model innovation strategy 3, Hengshui Laobaigan brand strategy based on customer loyalty, wisdom organization construction. Taking Hebei market as the strategic base market, the national distribution is formed, at the same time, the organization construction and brand planning serve the strategic direction of market development in coordination.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

【参考文献】