兰州佳瑞商贸有限公司发展战略研究

发布时间：2018-04-22 12:39

本文选题：经销商 + 白酒　；参考：《兰州大学》2015年硕士论文

【摘要】：进入21世纪,白酒行业开始十余年的迅猛发展,白酒销售量从2001年的419.5万千升增长到2011年的1202.6万千升。受此带动,白酒经销行业盈利水平大幅提高,白酒经销商的数量和规模迅速升级,白酒经销市场竞争越来越激烈。2012年开始,受八项规定、军委禁酒令和塑化剂风波等因素影响,白酒销售量增长开始放缓,2012年至2014年白酒销售量年均增长只有5.58%,白酒销售行业在黄金十年造成的高强度竞争格局之下,利润开始下降。兰州佳瑞商贸有限公司成立于2009年,注册资本五十万元,主要代理经销郎酒、天佑德青稞酒等品牌白酒,以大型商超为主要销售渠道,2014年销售收入1042万元。公司现有商超卖场31处、销售人员32人。2014年,受白酒销售行业增长放缓影响,公司销售利润出现下滑,经验丰富的销售人员流失严重,公司迫切需要解决这些问题,并对其发展战略进行调整,使公司在白酒销售市场上更有竞争力,赢得足够的利润支持企业发展。论文主要对兰州佳瑞商贸有限公司的发展战略进行研究,综合运用PEST分析法、波特五力分析模型、外部环境评价矩阵(EFE)和内部环境评价矩阵(IEF)等工具分析兰州佳瑞商贸有限公司所面临的外部机会与威胁、内部优势与劣势。在此基础上运用SWOT矩阵和QSPM矩阵制定选择兰州佳瑞商贸有限公司的发展战略,并提出具体的实施措施。兰州佳瑞商贸有限公司所遇到的问题,在白酒经销行业具有一定的代表性,研究兰州佳瑞商贸有限公司的发展战略问题,既可以为兰州佳瑞商贸有限公司的发展提供思路,也可以为类似的中小型白酒经销企业发展提供一些可借鉴的思路与方法,具有重要现实意义。
[Abstract]:In the 21st century, liquor industry began to develop rapidly for more than ten years. Liquor sales increased from 419.5 thousand liters in 2001 to 1202.6 million liters in 2011. As a result of this, the profit level of the liquor distribution industry has increased substantially, the number and scale of liquor dealers have been rapidly upgraded, and the competition in the liquor distribution market has become more and more intense. Since 2012, it has been affected by eight regulations, prohibition orders of the Central military Commission and plasticizers, etc. Liquor sales growth began to slow, rising by an average of 5.58 a year between 2012 and 2014, and the industry's profits began to fall amid the intense competition created by the golden decade. Lanzhou Jiarui Trading Co., Ltd. was established in 2009, with registered capital of 500000 yuan, mainly acting for the distribution of Lang Liquor, Tianyou de Highland Barley Liquor and other brand liquor, with large commercial super as the main sales channel, sales revenue of 10.42 million yuan in 2014. The company now has 31 stores and 32 salespeople. In 2014, due to the slowdown in the liquor sales industry, the company's sales profits declined, and experienced salespeople were seriously lost. The company urgently needs to solve these problems. And adjust its development strategy to make the company more competitive in liquor sales market and win enough profits to support the development of enterprises. This paper mainly studies the development strategy of Lanzhou Jiarui Trading Co., Ltd., synthetically using PEST analysis method and Porter's five-force analysis model. The external Environment Evaluation Matrix (EFE) and the Internal Environmental Assessment Matrix (IEF) are used to analyze the external opportunities and threats, internal strengths and weaknesses faced by Lanzhou Jiarui Trading Co., Ltd. On the basis of this, SWOT matrix and QSPM matrix are used to formulate the development strategy of Lanzhou Jiarui Trading Co., Ltd. The problems encountered by Lanzhou Jiarui Trading Co., Ltd. are representative in liquor distribution industry. To study the development strategy of Lanzhou Jiarui Trading Co., Ltd., can provide ideas for the development of Lanzhou Jiarui Trading Co., Ltd. It can also provide some ideas and methods for the development of similar small and medium-sized liquor distribution enterprises, which has important practical significance.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F721

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