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MBA硕士毕业论文_饮料公司战略转型研究PDF

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iii 摘要 随着我国经济的快速发展,食品饮料行业因其作为快速消费品投资回报率高、 且资金周转快的特点备受市场关注。吸引了众多国内外知名品牌进入中国饮料行 业。然而在经过十几年的快速增长过后,从2015年起我国软饮料行业在中国经济 稳中有变,危中有机的背景下,开始增速放缓,中国饮料行业步入“新常态”发 展阶段。此外,随着中国消费市场的消费结构持续升级、居民健康意识提升等, 消费者对饮料的产品需求也在不断变化;“互联网+”下渠道也呈现了碎片化趋势。 对于行业内的大企业来说,通过战略转型,寻求新的利润增长路径无疑为必然之 眩 本文通过定性与定量结合的方式研究案例企业R饮料公司。对当前R饮料公 司由于面对经济下滑带来的整体行业下行,尤其是主营产品受品牌代理权到期的 影响,不得不由单一业务转型拓展新的业务而实施多品类多品牌战略。通过分析R 饮料公司的各个方面,来总结企业内部环境的优势劣势。并通过PEST模型、波特 五力模型来分析R饮料公司所处外部环境对其发展带来的机会和挑战。再通过 SWOT分析方法结合其内外部环境得出企业战略转型的方向,指出R饮料公司应 从没有提升运营能力的多品类多品牌战略转变为创新驱动优化提升、以功能饮料 优势为主导的国际化、新渠道的多品类多品牌战略。在为其制定战略转型方向的 同时,从发展战略研究的公司层面、业务层面、职能层面给予具体转型选择,并 从创新驱动、效率提升、海内外和全渠道的搭建上给出了具体战略执行的建议。 最后对战略转型可能遇到的风险进行了分析并提供防范措施。 通过对R饮料公司目前的战略研究,为R饮料公司接下来的创新和国际转型 提供了有效的科学依据。希望提供一些有益的借鉴给国内同类企业。 关键词:食品饮料企业;战略转型;创新驱动 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT The food and beverage industry, as a category of fast moving consumer goods, has the characteristics of high return on investment and fast capital turnover. Therefore, with the rapid development of China's economy, it has attracted much attention from the market. Many famous domestic and foreign brands have entered China's beverage industry. However, after rapid growth, China's soft drink sales began to slow down from 2015, indicating that China's beverage industry is about to enter a new development stage to adapt to the new normal of China’s economy. In addition, with the upgrading of China's consumer market and the improvement of residents' health awareness, consumers' consumption demand for beverages also keeps changing. In the context of rapid Internet development, the channels of this industry also present a trend of fragmentation. For large enterprises in the industry, it is an inevitable choice to seek new profit growth path through strategy transition. This paper studies the case enterprise R beverage company through the combination of qualitative and quantitative methods. Due to the overall industry downturn brought by the economic downturn, especially the expiration of its main product’s trademark right, R Beverage Company had to transform from its current single business strategy to a multi-category & multi-brand strategy. By analyzing the financial statements, customers, internal processes, and learning growth of R Beverage Company, the advantages and disadvantages of the internal environment of the company are summarized. Through the PEST model and Porter's five-force model, the opportunities and challenges brought by R's external environment are analyzed. Through the SWOT analysis method combined with its internal and external environment, the direction of corporate strategic transformation is obtained. It is pointed out that the current multi-category & multi-brand strategy applied by R does not improve its operational capability. It should turn to a new multi-category & multi-brand strategy that focuses on innovation-driven optimization, internationalization and development of new channels led by its main product - energy drinks. Apart from developing a strategic transformation direction for R Beverage Company, this paper will also provide specific transformation choices from the three levels of development strategy research - company level, business level and function level. Additionally, from the aspects of innovation drive, efficiency improvement, development of domestic and overseas market, and omni-channel 北京交通大学硕士专业学位论文 ABSTRACT v establishment, the recommendations of specific strategy implementation are given. Finally, the risks that may be encountered in the strategic transformation are analyzed and preventive measures are provided. The strategic research of R Beverage Company provides an effective scientific basis for R Beverage Company's next steps of innovation and international transformation. And hope this paper provides some useful suggestions for similar domestic enterprises. KEYWORDS:Food and beverage industry; Strategy Transition; Innovation-Driven 北京交通大学硕士专业学位论文 目录 vi 目录 摘要 ........................................................................................................................ III 1 引言 .................................................................................................................... 1 1.1 研究背景及研究意义 .................................................................................. 1 1.2 研究内容和研究目的 .................................................................................. 2 1.2.1 研究内容 .............................................................................................. 2 1.2.2 研究目的 .............................................................................................. 2 1.3 研究方法 ...................................................................................................... 2 1.4 研究思路和研究框架 .................................................................................. 3 1.4.1 研究思路 .............................................................................................. 3 1.4.2 研究框架 .............................................................................................. 3 2 理论基础及文献综述 ........................................................................................ 5 2.1 战略转型相关理论综述 .............................................................................. 5 2.1.1 战略转型的内涵 .................................................................................. 5 2.1.2 战略转型的动因 .................................................................................. 5 2.1.3 战略转型的分析工具 .......................................................................... 7 2.2 文献评述 ...................................................................................................... 8 3 R饮料公司发展现状及内部环境分析 ............................................................. 9 3.1 R饮料公司简介 ........................................................................................... 9 3.2 R饮料公司发展现状 ................................................................................... 9 3.2.1 业务结构 .............................................................................................. 9 3.2.2 客户管理能力分析 ............................................................................ 11 3.2.3 内部运营流程分析 ............................................................................ 14 3.2.4 学习与成长能力分析 ........................................................................ 16 3.2.5 财务能力分析 .................................................................................... 17 3.2.6 目前公司发展战略结果 .................................................................... 30 3.3 R饮料公司优势分析 ................................................................................. 31 3.4 R饮料公司劣势分析 ................................................................................. 31 3.5 本章小结 .................................................................................................... 33 4 R饮料公司外部环境分析 ............................................................................... 35 北京交通大学硕士专业学位论文 目录 vii 4.1 R饮料公司的宏观环境分析 ..................................................................... 35 4.1.1 政治和法律环境 ................................................................................ 35 4.1.2 经济环境 ............................................................................................ 35 4.1.3 技术环境 ............................................................................................ 35 4.1.4 社会文化环境 .................................................................................... 36 4.2 R饮料公司的行业竞争环境 ..................................................................... 36 4.2.1 行业现状分析 .................................................................................... 36 4.2.2 现有竞争对手分析 ............................................................................ 37 4.2.3 新进入者的威胁 ................................................................................ 38 4.2.4 替代品威胁 ........................................................................................ 38 4.2.5 供方的议价能力 ................................................................................ 39 4.2.6 买方的议价能力 ................................................................................ 39 4.3 R饮料公司面临的机会分析 ..................................................................... 39 4.4 R饮料公司面临的威胁分析 ..................................................................... 40 4.5 本章小结 .................................................................................................... 40 5 R饮料公司战略转型与选择 ........................................................................... 41 5.1 R饮料公司SWOT分析与战略选择 ....................................................... 41 5.1.1 SWOT分析 ........................................................................................ 41 5.1.2 战略选择 ............................................................................................ 42 5.2 R饮料公司战略转型方向 ......................................................................... 44 5.2.1 总体战略定位 .................................................................................... 44 5.2.2 业务战略选择 .................................................................................... 46 5.2.3 职能战略设计 .................................................................................... 47 5.3 本章小结 .................................................................................................... 49 6 R饮料公司战略实施重点与风险 ................................................................... 50 6.1 战略实施的重点与难点 ............................................................................ 50 6.1.1 创新驱动精确管理 ............................................................................ 50 6.1.2 效率提升精益运营 ............................................................................ 51 6.1.3 海内兼备精准营销 ............................................................................ 52 6.2 战略实施的预计风险及防范措施 ............................................................ 54 6.2.1 政策变动风险及防范 ........................................................................ 54 6.2.2 行业终端需求风险及防范 ................................................................ 55 北京交通大学硕士专业学位论文 目录 viii 6.2.3 产品质量风险及防范 ........................................................................ 56 6.2.4 战略偏移风险及防范 ........................................................................ 56 6.3 本章小结 .................................................................................................... 57 7 结论 .................................................................................................................. 58 7.1 全文结论 .................................................................................................... 58 7.2 不足与展望 ................................................................................................ 58