I 摘要 现阶段的中国白酒行业发展的两极化趋势明显，酒业的中高端品牌发展势头强 劲，而中低端经营者面临市场挤出的发展困境。在现有市场结构中，很难再看到十几 种甚至几十种不同的白酒品牌同时上架的现象。价格战、促销战、资源战将不再是限 制地产酒发展的首要因素，畸形的市场竞争格局得到明显改善，地产酒拥有了更多的 匹配资源，寻找自身市场定位并重新发力，以谋求新的变革契机。GJJT公司的白酒 产品作为中国白酒行业上的一个代表性区域品牌，具有悠久的白酒发展历史，是区域 性白酒企业的创新典范。2012年以来，GJJT公司不断创新白酒运营理念，采用了兼 具规模化工业运营和独立酒庄相关标准的白酒酒庄运营模式，为其发展战略的实现奠 定了坚实的基础。但随着市场中诸多白酒企业积极投资广告媒介和工业园区的扩建， 白酒行业间的竞争性不断提升，GJJT公司白酒酒庄运营模式中的资源配置不够合理、 运营效率不高、差异化服务不足等问题逐步显现，优化GJJT公司白酒酒庄运营管理 模式紧迫而重要。 本文以GJJT公司的白酒酒庄运营模式为对象，以运营管理理论、业务流程重组 理论为基础，通过模糊综合评价和实地调查，优化了GJJT公司白酒酒庄运营模式。 首先，梳理了GJJT公司不同的白酒运营模式，分析了GJJT公司白酒酒庄运营模式 的现状；其次，利用模糊综合评价法进行研究。通过设立资源配置、客户个性化服务、 业务流程、品牌文化建设4个一级指标以及相应的14个二级综合评价指标体系，依 据相关专家和管理层员工的问卷调查结果得出权重系数，进而利用模糊综合评价，发 现了GJJT公司现行的白酒酒庄运营模式中的潜在问题；最后，根据模糊综合评价发 现的潜在问题，本文选择采用以“客户为中心”的大规模定制化运营模式，从组织结 构优化、规模化生产和个性化定制、业务流程优化以及品牌文化建设四个层面实施优 化，并进一步提出相应的实施方案优化保障措施。本文的研究对于GJJT公司建设白 酒消费文化品牌，构建新型白酒企业运营模式具有重要的指导意义。 关键词：运营管理；酒庄运营模式；模式优化 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT At present, the development trend of Chinese liquor industry is obviously polarized. On the one hand, middle and high-end brands have strong development momentum relying on mature regional market and strong brand effect; on the other hand, a large number of middle and low-end operators are facing the development difficulties of market entry failure and capital chain fracture. In the terminal stores of the existing market, it is difficult to see more than ten or even dozens of different liquor brands on the shelves at the same time. Price war, promotion war and resource war will no longer be the primary factors restricting the development of real estate wine. The abnormal market competition pattern has been significantly improved. The real estate wine has more matching resources. It is necessary to find its own market positioning and make new efforts to seek new opportunities for change. As a representative regional brand in the Chinese liquor industry, GJJT Liquor Company, has a long history and provides an innovative model for regional liquor enterprises. Since 2012, GJJT has continuously innovated the liquor operation concept and adopted both large-scale industrial operation and independent standardized chateau mode, laying a solid foundation for the realization of its development strategy. However, as many liquor enterprises in the market actively invest in advertising media and expand the industrial scale, the competition in the liquor industry is constantly improving. The problems of GJJT’s in the operation mode, such as unreasonable allocation of resources, low efficiency of operation, and lack of differentiated services are gradually emerging. For this reason, it is urgent and important to optimize its operation and management mode. The paper studyed on the improvement of operation mode based on the operation management theory and value creation theory. Investigation and comparative analysis were adopted to analyse.The following research results have been obtained: In the first, the characteristics of the different liquor operation modes were combed and analyzed. Secondly, the fuzzy comprehensive evaluation method is used to study. Through the establishment of 4 first level indicators and 14 second level comprehensive evaluation indicator systems, according to the questionnaire survey results of relevant experts and management staff, the weight coefficient is obtained, and then using the fuzzy comprehensive evaluation, the potential problems of the existing operation mode of gjjt company in the aspects of resource allocation, customer personalized service, business process, brand culture construction are found; finally, according to the model For the potential problems found in the comprehensive evaluation, this paper chooses the 山东理工大学硕士学位论文 ABSTRACT III large-scale customized operation mode based on "customer-centered" to optimize the organizational structure, large-scale production and personalized customization, business process optimization and brand culture construction, and further proposes the corresponding implementation scheme optimization guarantee measures. The research of this paper has important guiding significance for GJJT Company to build a liquor consumption culture brand and create liquor enterprise operation mode. Key words: Operations Management; Chateau Operation Mode; Mode Optimization 山东理工大学硕士学位论文 目录 IV 目 录 摘要 .... I ABSTRACT ............................. II 目 录 . IV 第一章 绪 论 .................. 1 1.1研究背景与意义 ......... 1 1.1.1研究背景 ........... 1 1.1.2研究意义 ........... 1 1.2文献综述 ..................... 2 1.2.1运营模式定义的研究 ...................... 2 1.2.2运营模式选择的研究 ...................... 2 1.2.3运营模式评价的研究 ...................... 3 1.2.4运营模式优化的研究 ...................... 4 1.2.5研究评述 ........... 5 1.3研究内容 ..................... 5 1.4研究方法 ..................... 6 1.5技术路线 ..................... 6 第二章 概念界定及相关理论 ............................. 8 2.1概念界定 ..................... 8 2.1.1运营模式的概念及分类 .................. 8 2.1.2白酒酒庄运营模式的概念 .............. 8 2.2相关理论 ..................... 9 2.2.1运营管理理论 ... 9 2.2.2价值创造理论 . 10 2.2.3业务流程重组理论 ........................ 10 第三章 GJJT公司白酒酒庄运营模式的现状 . 12 3.1GJJT公司基本情况 .. 12 3.2GJJT公司所处白酒行业发展分析 ......... 13 3.3国内白酒企业酒庄运营模式的兴起与发展 ......................... 14 3.3.1国内白酒企业酒庄运营模式的产生 ........................... 14 3.3.2国内白酒企业酒庄运营模式的发展 ........................... 14 3.4GJJT公司白酒运营模式的变迁及酒庄运营模式 ................ 15 第四章 GJJT公司白酒酒庄运营模式的综合评价与问题分析 .... 18 4.1GJJT公司白酒酒庄运营模式的综合评价 ............................ 18 4.1.1评价指标体系建立 ........................ 18 4.1.2评价指标权重确定 ........................ 18 4.1.3构造判断矩阵 . 19 4.1.4一致性检验 ..... 20 4.1.5确定指标权重 . 21 4.1.6模糊综合评价结果 ........................ 22 山东理工大学硕士学位论文 目录 V 4.2GJJT公司白酒酒庄运营模式存在的问题及分析 ................ 23 4.2.1白酒酒庄运营模式资源配置方面的问题 ................... 23 4.2.2白酒酒庄运营模式个性化定制方面的问题 ............... 25 4.2.3白酒酒庄运营模式业务流程方面的问题 ................... 26 4.2.4白酒酒庄运营模式中品牌文化建设方面的问题 ....... 27 第五章 GJJT公司白酒酒庄运营模式优化方案 ............................ 28 5.1GJJT公司白酒酒庄运营模式的优化目标 ............................ 29 5.2GJJT公司的白酒酒庄运营模式的优化原则 ........................ 29 5.2.1目标导向原则 . 29 5.2.2功能整合原则 . 29 5.2.3文化价值增值原则 ........................ 29 5.3GJJT公司的白酒酒庄运营模式优化内容 ............................ 30 5.3.1人力资源配置的优化 .................... 30 5.3.2规模化生产与个性化定制的优化 31 5.3.3业务流程的优化 ............................ 32 5.3.4品牌文化建设的优化 .................... 33 第六章 GJJT公司白酒酒庄运营模式优化方案实施保障体系 .... 35 6.1人力资源配置的实施保障 ...................... 35 6.2大规模生产与个性化定制优化的实施保障 ......................... 36 6.2.1大规模生产的政策保障 ................ 36 6.2.2个性化定制的技术保障 ................ 36 6.3运营流程优化的实施保障 ...................... 37 6.3.1资金保