中文摘要
伴随跨境电商的强力崛起，酒品国际消费正日益成为推动我国经济发展的重要力
量，这也为洋酒消费、洋酒的国内市场与国际市场进一步融合提供契机。紧抓国内洋
酒市场的发展契机，玖樽洋酒公司在海南打造了集线上线下、产品与服务于一身的洋
酒经销新品牌。然而，根据实地调研情况来看，玖樽公司经营发展现状并不理想，竞
争力不足。笔者立足于玖樽洋酒公司，结合“双循环”新发展格局的大发展趋势，研
究国内外发展形势，运用战略管理相关理论对公司内外部环境的分析，明确公司发展
阶段和存在的问题。结合大数据、互联网、国际贸易的有利环境，在坚持进一步深化
改革开放、双循环政策、自贸区港政策的基础上，玖樽洋酒公司的战略选择应该以成
本领先战略为主，差异化战略为辅。通过成本领先战略把成本控制到比竞争者更低的
程度，以实现成本控制。通过差异化战略，把威士忌商品金融化，构建洋酒国际流通
圈，通过期酒交易，提升洋酒交易市场资金的流通率。利用线上平台，加强一体化服
务宣传，提升消费者体验感。最后，从组织保障措施、人力资源保障、财务资源保障
和品牌宣传保障等方面出发为玖樽洋酒公司竞争战略的实施提供保障方面建议，从。
为公司战略实施做好保障为品牌的长久发展保驾护航。通过本研究，笔者力图为玖樽
洋酒公司解决现有发展困境，为其提供合理、可行性高的发展战略，为提升玖樽洋酒
公司的竞争力助力，同时也为洋酒经销行业在中国的发展提供战略参考。
关键词：双循环；洋酒；竞争战略
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ABSTRACT
With the strong rise of cross-border e-commerce, international wine consumption is
increasingly becoming an important force to promote China's economic development,
which also provides opportunities for further integration of foreign wine consumption and
domestic and international markets. Grasping the development opportunity of domestic
foreign wine market, jiuzun Foreign Wine Co., Ltd. is a new foreign wine distribution
brand integrating online and offline products and services in Hainan. However, according
to the field investigation, the current situation of Jiuzun Company's operation and
development is not ideal, and its competitiveness is insufficient. Based on Jiuzun Foreign
Wine Co., LTD., combined with the development trend of "double circulation" new
development pattern, the author studied the development situation at home and abroad,
analyzed the internal and external environment of the company with the theory of strategic
management, and clarified the development stage and existing problems of the company.
In combination with the favorable environment of big data, Internet and international trade,
and on the basis of further deepening reform and opening up, double cycle policy and free
trade zone port policy, The strategic choice of Jiuzun Foreign Wine Company should focus
on cost leadership strategy, and differentiation strategy should be supplemented. To
achieve cost control through cost leadership strategy by keeping costs lower than
competitors. Through the differentiation strategy, the whiskey commodity financialization,
the construction of international liquor circulation circle, through the en term liquor
transaction, improve the circulation rate of foreign liquor market funds. Use online
platforms to strengthen the publicity of integrated services and improve the sense of
consumer experience. Finally, from the aspects of organizational guarantee measures,
human resources guarantee, financial resources guarantee and brand publicity guarantee, to
provide guarantee suggestions for the implementation of jiuzun Foreign Wine Company's
competitive strategy. For the implementation of the company's strategy to do a good job for
the long-term development of the brand escort. Through this study, the author tries to solve
the existing development dilemma for Jiuzun Foreign Wine Company, provide reasonable
and feasible development strategy for it, boost the competitiveness of Jiuzun Foreign Wine
Company, and also provide strategic reference for the development of foreign wine
distribution industry in China.distribution industry in China.
Key words: double cycle, foreign wine, competitive strategy
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目录
第1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...............................................................................................2
1.2研究目的与内容.............................................................................................3
1.2.1研究目的...............................................................................................3
1.2.2研究内容...............................................................................................4
1.3研究方法..........................................................................................................4
1.3.1研究方法..............................................................................................4
1.3.2技术路线图..........................................................................................5
1.4本章小结.........................................................................................................5
第2章文献综述与基本理论......................................................................................7
2.1国内外研究现状.............................................................................................7
2.1.1国外研究现状......................................................................................7
2.1.2国内研究现状......................................................................................7
2.1.3研究现状总结......................................................................................8
2.2战略管理理论基础.........................................................................................8
2.2.1竞争战略理论......................................................................................8
2.2.2PEST模型.............................................................................................9
2.2.3五力模型............................................................................................10
2.2.4SWOT模型...........................................................................................10
2.3本章小结........................................................................................................11
第3章玖樽洋酒公司的外部环境分析....................................................................12
3.1PEST模型分析..............................................................................................12
3.1.1政治法律环境分析............................................................................12
3.1.2经济环境分析....................................................................................13
3.1.3社会文化环境分析............................................................................13
III
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