华泽集团战略规划与实施

发布时间：2018-06-06 14:20

本文选题：华泽集团 + SWOT　；参考：《电子科技大学》2014年硕士论文

【摘要】：本文研究对象华泽集团(金六福企业)的战略规划与实施,主要是通过SWOT进行匹配,分析企业自身内外部的优势、劣势、机会与威胁,进而对自己企业发展进行战略规划选择与实施。华泽集团(金六福企业)目前标处于调整发展期间,从外部的政策经济环境来看,白酒行业十年的黄金发展期已经过去,“限制三公消费”、“禁酒令”、“酒驾入刑”等因素,限制了白酒消费,尤其是高端白酒受到冲击,公酒时代结束,民酒时代开启,消费市场逐步回归理性,大众消费市场成为主流。同时也带来了一定的机会,比如中低端的需求持续增长,电子商务的高速发展等。从内部的企业优劣势分析来看,华泽集团(金六福企业)经过十余年高速发展,在品牌打造、营销管理、产品结构、人力资源等方面积累了一定的竞争优势。但是同时也存在新产品创新不足、团队的驱动力不足、品牌力老化等问题。通过对华泽集团(金六福企业)内外部环境的分析,运用SWOT手段,对集团公司下一步的发展进行了战略定位与选择,并提出了部分实施的办法。本文对同样处于转型发展期的其他公司,具有一定的参考与借鉴意义。
[Abstract]:The research object of this paper is the strategic planning and implementation of Huazawa Group (Jinliufu Enterprise), mainly through the matching of SWOT to analyze the internal and external strengths, weaknesses, opportunities and threats of the enterprises. And then the development of their own strategic planning choice and implementation. Huazawa Group (Jinliufu Enterprise) is currently in the period of adjustment and development. Judging from the external policy and economic environment, the golden development period of the liquor industry has passed for ten years, "restricting three public consumption" and "prohibition of alcohol". The factors such as "driving wine into punishment" restrict liquor consumption, especially high-end liquor is impacted, the public wine era ends, the civil wine age opens, the consumption market gradually returns to rationality, and the mass consumption market becomes the mainstream. At the same time, it also brings some opportunities, such as the low-end demand growth, e-commerce high-speed development and so on. From the internal analysis of the advantages and disadvantages of enterprises, after more than 10 years of rapid development, Huazawa Group has accumulated certain competitive advantages in brand building, marketing management, product structure, human resources and so on. But at the same time, there are some problems, such as insufficient innovation of new products, insufficient driving force of team, aging of brand strength and so on. Based on the analysis of the internal and external environment of Huazawa Group (Jinliufu Enterprise) and the use of SWOT, this paper makes a strategic orientation and selection for the next development of the Group Company, and puts forward some implementation methods. This article is also in the period of transformation and development of other companies, has a certain reference and reference significance.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.82

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