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MBA硕士毕业论文_C酒业投资集团发展战略研究PDF

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战略关乎企业的未来发展方向、发展路径,对企业经营发展的重要性 不言而喻。近年来,我国的白酒行业取得快速发展,尤其是酱香型白酒逐 渐被市场所接受。YC酒业投资集团所经营的贵州金沙酒就是一种典型的酱 香型白酒。当下酱香型白酒发展的利好趋势,YC酒业投资集团要抓住机会, 实现快速发展。为此,本文以YC酒业投资集团为例,对其发展战略、成长 路径等进行了深入分析。 YC酒业投资集团当前采取的是区域性的发展战略,主要在两广地区推 广产品,通过建立完善的市场化运作机制,提升市场化运营能力,获得了 一些成熟的经验。YC酒业投资集团当前实施的战略取得了一些成效,帮助 公司在两广地区立足,并且取得了不错的业绩。但是,当前的发展战略也 有一些弊端,随着公司规模的不断壮大、市场的持续拓展,战略制约了公 司的发展。 基于分析总结YC酒业投资集团的发展战略环境,得出公司发展面临的 机会、威胁、优势和劣势。YC酒业投资集团面临的机会主要表现在政策法 规范白酒行业发展,经济形势向好、社会需求旺盛;面临的威胁主要表现 在面临较大的行业竞争、买方议价能力较强,以及面临替代威胁。YC酒业 投资集团的优势主要表现在雄厚的品牌资源、优质的产品资源、厂商合作 资源以及较强的营销能力,劣势主要表现在缺乏互联网线上新渠道推广以 及促销效率不高。 II 运用SWOT分析工具,梳理出公司可供选择的四种发展战略。本文认 为YC酒业投资集团应当以SO战略为主,以ST战略和WO战略为辅。具 体来说,第一,要聚焦酱香型白酒主业,扎根两广市场,把区域市场做深、 做透,通过持续的市场营销策略改进不断提高公司的市场占有率;第二, 要实施差异化营销策略,积极寻找新的“蓝海”,避开与竞争对手尤其是头部 企业的直接竞争;第三,要全面实施品牌提升战略和互联网营销战略,全 面提高公司的产品开发能力、渠道开拓能力、客户服务水平等,保障更为 有效地为客户创造价值;提升公司的整体品牌知名度和影响力;大力布局 线上市场,推动线上线下协同发展。 总之,对于酒类流通行业企业来讲,要持续获取并保持公司的竞争优 势,需要注重在产业链的上下两端发力,即一方面加强与上游厂商的合作, 通过合伙人机制、权益性网络构建、长期战略协议等的方式,保障有效的 产能供给;另一方面要注意深耕区域市场,做好对终端消费者需求的识别、 挖掘,提高其重复购买率,注重吸引、沉淀、激活有效粉丝数。本文的研 究不仅能够对YC酒业投资集团有指导意义,也能为同行业企业有所借鉴。 关键词:白酒流通企业;环境分析;发展战略 III RESEARCH ON THE DEVELOPMENT STRATEGY OF YC WINE INVESTMENT GROUP ABSTRACT Strategy is related to the future development direction and path of the enterprise, and it is of great importance to the enterprise operation and development. In recent years, China's liquor industry has achieved rapid development, especially mao-tai-flavor liquor more and more accepted by the market. The Jinsha liquor represented by YC is a typical spiced liquor. Faced with the favorable trend of mao-tai-fragrant wine, YC wine industry should seize the opportunity to realize rapid development. To this end, this paper takes YC Wine Company as an example and makes an in-depth analysis of its development strategy and growth path. At present, YC Wine Investment Group adopts a regional development strategy, mainly promoting products in Guangdong, Guangdong and Guangdong regions. By establishing a sound market-oriented operation mechanism, YC improves its marketization operation ability and has formed some mature experience. The current strategy of YC Wine Investment Group has achieved some results, helping the company to establish a foothold in Guangdong and Guangdong regions and achieve good performance. However, the current development strategy also has some drawbacks. With the expansion of the company's scale and market, the strategy restricts the development of the company. Based on the analysis and summary of the development strategic environment of YC Wine Investment Group, the opportunities, threats, advantages and disadvantages facing the company's development are concluded. Opportunities faced by YC Liquor Investment Group are mainly reflected in policies and laws to regulate the development of liquor industry, good economic situation and strong social demand. The threats faced by YC Wine Investment Group are mainly manifested in certain industry competition, strong bargaining power of buyers and threat of substitution. The advantages of YC Wine Investment Group are mainly reflected in its abundant brand resources, high-quality product resources, manufacturer cooperation resources and strong marketing ability. The disadvantages of YC Liquor Investment Group are mainly reflected in the lack of online channel promotion and low promotion efficiency. Using SWOT analysis tool, we can sort out four development strategies for the company. This paper believes that YC Liquor Investment Group should take SO strategy as the main IV strategy and ST strategy and WO strategy as the auxiliary strategy. To be specific, first of all, we should focus on the main business of mao-tai-flavor and liquor, take deep roots in the market of Guangdong and Guangdong, deepen and thoroughly the regional market, and constantly improve the company's market share and market share through continuous improvement of marketing strategies. Second, it is necessary to implement differentiated marketing strategies and actively seek new "blue seas" to avoid direct competition with competitors, especially head enterprises. Third, we should fully implement the brand promotion strategy and Internet marketing strategy, and comprehensively improve the company's service product development ability, service channel development ability, service promotion level, etc., so as to ensure more effective creation of value for customers. We will vigorously distribute the online market and promote the coordinated development of online and offline businesses. In a word, for liquor circulation enterprises, in order to continuously obtain and maintain their competitive advantages, they need to focus on efforts at both ends of the industrial chain. That is to say, on the one hand, they cooperate with upstream manufacturers to ensure effective production capacity supply through partnership mechanism, equity network construction, long-term strategic agreement and other means. On the other hand, we should pay attention to the in-depth development of regional market, do a good job in the identification and mining of end-consumer demand, improve the rate of repeated purchase, pay attention to attract, precipitation, activation of effective number of fans. The research in this paper can not only provide guidance for YC company, but also provide reference for enterprises in the same industry. KEY WORDS: liquor circulation enterprises; Environmental analysis; Development strategy V 目 录 摘要 ..... I ABSTRACT ...................... III 第一章 绪论 ......................... 1 1.1 研究背景 ..................... 1 1.1.1 研究背景 .............. 1 1.1.2 选题确定 .............. 1 1.2 研究内容 ..................... 2 1.2.1 技术路线 .............. 2 1.2.2 研究结构 .............. 2 1.3 研究方法 ..................... 3 1.3.1 研究意义 .............. 3 1.3.2 研究方法 .............. 4 1.4 文献综述 ..................... 4 1.4.1 关于发展战略的研究 ......................... 4 1.4.2 关于公司发展战略的研究 ................. 7 1.4.3 研究现状评述 ...... 7 第二章 YC酒业投资集团内部条件分析 ......... 9 2.1 YC酒业投资集团发展概况 ...................... 9 2.1.1 公司简介 .............. 9 2.1.2 发展现状分析 .... 10 2.2 资源分析 ................... 10 2.2.1 产品资源 ............ 11 2.2.2 品牌资源 ............ 12 2.2.3 厂商资源 ............ 12 2.2.4 人力资源 ............ 12 2.3 能力分析 ................... 13 2.3.1 营销能力 ............ 13 2.3.2 运营能力 ............ 14 2.4 内部条件优势、劣势分析 ...................... 14 2.4.1 优势分析 ............ 14 2.4.2 劣势分析 ............ 15 第三章 YC酒业投资集团外部环境分析 ....... 16 3.1 宏观环境分析 ........... 16 3.1.1 政治环境分析 .... 16 VI 3.1.2 经济环境分析 .... 17 3.1.3 社会环境分析 .... 18 3.1.4 技术环境分析 .... 19 3.2 行业环境分析 ........... 19 3.2.1 现有竞争情况 .... 20 3.2.2 潜在进入者威胁 22 3.2.3 买方议价能力 .... 23 3.3.4 供应商议价能力 23 3.3.5 替代品威胁 ........ 24 3.4 外部环境机会、威胁分析 ...................... 25 3.4.1 机会分析 ............ 25 3.