安徽金种子酒业股份有限公司战略分析

发布时间：2018-05-15 00:31

本文选题：经营业绩 + 战略分析　；参考：《阜阳师范学院》2017年硕士论文

【摘要】：随着中国白酒业的发展,白酒企业越来越多,规模越来越大,安徽白酒行业市场行情紧随全国白酒市场走势,其中包括安徽古井贡酒股份有限公司、安徽迎驾贡酒股份有限公司,安徽口子酒业股份有限公司等,但同样知名的安徽一线品牌安徽金种子酒业股份有限公司却逆市而行,成为19家上市白酒企业中唯一一家营业收入、净利润双降三年的企业,而且下降幅度很大,销售情况不容乐观,企业存在的弱点、宏观环境、产业环境、竞争环境的变化等,使企业面临发展障碍,企业现有发展战略难以适应当前的市场变化。文章主要以案例分析,以企业出现的问题为中心层层剖析,发掘根本原因。综合运用宏观与微观分析手段,对我国白酒行业进行研究,进而对企业进行战略分析。综合理论与实践措施并重的方法,提出改善企业的经营业绩的战略方案。文章分为五章,第一章为选题依据,提出研究背景及其意义,第二章为白酒行业、安徽白酒行业以及金种子酒业的发展历程,第三章为金种子酒业集团面临的外部环境分析,第四章为金种子酒业集团的内部环境分析,第五章中金种子酒业的综合分析-SWOT分析,提出相应的战略方案。通过战略分析,文章指出,消费者的需求是市场变化的动因,要以消费者的需求为导向;企业应该做好战略管理,特别是营销战略对企业盈利能力至关重要;营销模式、产品需要不断地创新才能保持可续发展,企业要建立健全战略规划,不断的进行完善和积极创新营销模式;人才是企业的形成核心竞争力的关键,形成以人才为核心的文化价值观,才会实现战略目标。
[Abstract]:With the development of liquor industry in China, more and more liquor enterprises have become larger and larger. The market of Anhui liquor industry follows the trend of the national liquor market, including Anhui Gujing Gong Liquor Co., Ltd. Anhui Yingjiegong Liquor Co., Ltd., Anhui Kou Zi Liquor Co., Ltd., etc., but Anhui Gold seed Wine Co., Ltd., a well-known Anhui first-line brand, went against the market. It has become the only one of the 19 listed liquor enterprises with operating income and net profit falling for three years. Moreover, the decline is very large, the sales situation is not optimistic, the weakness of the enterprises, the macro environment, the industrial environment, the change of the competitive environment, etc. The existing development strategy of enterprises is difficult to adapt to the current market changes. The article mainly takes the case analysis, taking the enterprise question as the center layer by layer analysis, excavates the fundamental reason. By means of macro and micro analysis, this paper studies liquor industry in China, and then makes strategic analysis on enterprises. This paper puts forward a strategic plan to improve the business performance of an enterprise by combining the theory with the practical measures. The article is divided into five chapters, the first chapter as the basis for the topic, the research background and its significance, the second chapter is the liquor industry, Anhui liquor industry and the development process of gold seed liquor industry, the third chapter is the external environment analysis of the Golden seed Liquor Group. The fourth chapter is the internal environment analysis of Golden seed Wine Group, the fifth chapter is the comprehensive analysis-SWOT analysis of Zhongjin seed Wine Industry, and puts forward the corresponding strategic plan. Through strategic analysis, the article points out that consumer demand is the driving force of market change and should be guided by consumer demand; enterprises should do a good job of strategic management, especially marketing strategy is very important to the profitability of enterprises; marketing model, Products need continuous innovation to maintain sustainable development, enterprises should establish a sound strategic planning, constantly improve and actively innovate marketing model, talent is the key to the formation of core competitiveness of enterprises, Only by forming the cultural values with talent as the core can the strategic goal be realized.
【学位授予单位】：阜阳师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F272

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