焉耆红庄聚焦差异化战略研究

发布时间：2018-06-23 02:31

本文选题：焉耆红庄 + 竞争　；参考：《新疆大学》2017年硕士论文

【摘要】：巴州焉耆红庄葡萄酒有限公司(文中简称“焉耆红庄”)作为新疆葡萄酒小酒庄的一个新进企业,面对千变万化的外部环境、愈发激烈的市场竞争的威胁,加之自身资源的严重不足和综合实力的偏低等原因,致使一直以来市场竞争力较弱,销售额上不去,酒庄生存困难。在这种内忧外患的严峻形势下,亟需制定科学、实用的竞争战略来确保酒庄持续生存、发展。本文以焉耆红庄为研究对象,研究了酒庄的聚焦差异化战略。本文首先运用PEST分析模型对焉耆红庄所处的宏观环境进行简要分析,着重运用五力模型分析酒庄在行业内面临的挑战和威胁,重点分析酒庄内部环境及核心能力,全面掌握酒庄内部环境存在的优势和劣势并进行相关分析。其次运用IE分析模型结合迈克尔·波特五种一般竞争战略适用性比较,根据QSPM分析战略匹配,得出聚焦差异化战略是目前焉耆红庄首选竞争战略的结论。在战略实施阶段,具体阐述了酒庄聚焦差异化战略实施、措施保障和风险规避,并制定了战略地图,以平衡计分卡为短期目标,在成本差异化、产品服务差异化等方面开展具体战略实施。最后,本文从酒庄经营效率、顾客满意度、公司内部运营效率方面展开调查对战略实施进行评价,从结果看,聚焦差异化战略有效提升了焉耆红庄的盈利能力和竞争力。通过将聚焦差异化战略研究应用到焉耆红庄,其探讨对本酒庄快速发展具有理论和实践意义,对新疆同类葡萄酒小酒庄企业如何凸显出自身独特的品质与文化、实现持续发展具有一定的参考价值。
[Abstract]:Bazhou Yanqi Hongzhuang Wine Co., Ltd ("Yanqi Hongzhuang" for short) as a new enterprise of Xinjiang wine winery, facing the ever-changing external environment, the threat of increasingly fierce market competition, In addition, the serious shortage of its own resources and the low comprehensive strength cause the market competitiveness is weak, the sales volume does not go, and the winery is difficult to survive. In this serious situation of internal and external problems, it is urgent to formulate scientific and practical competitive strategy to ensure the sustainable survival and development of the winery. Taking Yanqi Hongzhuang as the research object, this paper studies the focusing differentiation strategy of the winery. In this paper, the author uses pest analysis model to analyze the macro environment of Yanqi Hongzhuang briefly, focusing on the five forces model to analyze the challenges and threats in the industry, and the internal environment and core competence of the winery. Fully grasp the strengths and weaknesses of the winery's internal environment and conduct related analysis. Secondly, by using IE analysis model and comparing the applicability of Michael Porter's five general competitive strategies, according to QSPM analysis strategy matching, the conclusion that focus differentiation strategy is the first choice competition strategy in Yanqi Hongzhuang is concluded. In the stage of strategic implementation, the paper expounds the implementation of focused differentiation strategy, measures to protect and avoid risks, and makes a strategic map, taking balanced scorecard as the short-term goal, in the cost differentiation, Product and service differentiation and other aspects of the implementation of specific strategies. Finally, this paper investigates the implementation of the strategy from the aspects of the winery management efficiency, customer satisfaction, and internal operational efficiency of the company. From the results, focusing on differentiation strategy effectively improves the profitability and competitiveness of Yanqi Hongzhuang. By applying the study of focusing differentiation strategy to Yanqi Hongzhuang, its discussion has theoretical and practical significance for the rapid development of this winery, and how to highlight the unique quality and culture of the same kind of wine winery enterprises in Xinjiang. The realization of sustainable development has certain reference value.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F324;F592.7

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