本文關(guān)鍵詞： 白酒行業(yè)困境 五糧液集團 競爭戰(zhàn)略　出處：《對外經(jīng)濟貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：企業(yè)競爭戰(zhàn)略常被認(rèn)為是企業(yè)戰(zhàn)略的一個重要部分,是在企業(yè)總體戰(zhàn)略的制約下,指導(dǎo)和管理具體戰(zhàn)略經(jīng)營單位的計劃和行動。企業(yè)的競爭戰(zhàn)略關(guān)注的本質(zhì)問題在于,如何分析、研究不同顧客具體需求、競爭者產(chǎn)品和本企業(yè)產(chǎn)品間的關(guān)系,利用企業(yè)優(yōu)勢力量,在行業(yè)競爭中占據(jù)有利地位。近年來,白酒行業(yè)內(nèi)部出現(xiàn)了明顯的調(diào)整,白酒市場的市場結(jié)構(gòu)、消費模式、銷售渠道都發(fā)生了重要的改變,為白酒企業(yè)提出了發(fā)展的新挑戰(zhàn)。其中,五糧液集團作為白酒行業(yè)中的重要企業(yè),在此次白酒行業(yè)調(diào)整中出現(xiàn)了利潤總額和盈利能力等多個經(jīng)營指標(biāo)下滑,且與同為白酒行業(yè)龍頭企業(yè)的茅臺集團差距進一步拉大,引起了社會各界的廣泛關(guān)注。本文主要分為以下七個部分:第一部分是本文的緒論部分,闡述了文章的背景和意義,以及文章的總體思路和所使用的方法,闡明了文章的創(chuàng)新點,并提出了尚待改進的不足。第二部分分析了五糧液集團的外部環(huán)境,包括白酒行業(yè)宏觀環(huán)境分析、白酒行業(yè)競爭環(huán)境分析。第三部分運用波特五力分析模型對五糧液集團的產(chǎn)業(yè)競爭環(huán)境進行了分析。第四部分運用SWOT分析法分析了五糧液集團的競爭優(yōu)勢,包括集團的競爭優(yōu)勢、劣勢、機遇與威脅,最后進行了SWOT綜合分析,得出企業(yè)應(yīng)采取ST戰(zhàn)略。第五部分基于五糧液集團的內(nèi)、外部分析結(jié)果,提出五糧液集團的競爭戰(zhàn)略選擇,分為公司層戰(zhàn)略選擇和事業(yè)層戰(zhàn)略選擇。第六部分論述了五糧液集團競爭戰(zhàn)略的實施方式,包括拓展銷售渠道、加強產(chǎn)品研發(fā)、轉(zhuǎn)變用人理念、強化財務(wù)運作、建設(shè)品牌文化。第七部分為結(jié)論,闡述了論文的意義、創(chuàng)新、研究方法和文章結(jié)論。本文對行業(yè)困境下五糧液集團競爭戰(zhàn)略,包括競爭優(yōu)勢、戰(zhàn)略制定、戰(zhàn)略實施等方面進行了分析,最終得出以下結(jié)論:雖然白酒行業(yè)經(jīng)歷了近幾年的行業(yè)冷冬,白酒企業(yè)都存在一定的發(fā)展困境,但是五糧液集團歷史悠久、文化底蘊深厚,又擁有優(yōu)良的釀造技術(shù)和很高的品牌價值,因此五糧液集團應(yīng)該采取的競爭戰(zhàn)略是發(fā)揮自身優(yōu)勢,停止企業(yè)大規(guī)模擴張,謹(jǐn)慎面對行業(yè)冷冬。具體表現(xiàn)在:對高、中、低端白酒實行差異化戰(zhàn)略進行市場細(xì)分。通過拓展銷售渠道、加強產(chǎn)品研發(fā)、轉(zhuǎn)變用人理念、強化財務(wù)運作、建設(shè)品牌文化等方式保障競爭戰(zhàn)略的實施。
[Abstract]:Enterprise competitive strategy is often considered as an important part of enterprise strategy, which is restricted by the overall strategy of the enterprise. Guiding and managing the plans and actions of specific strategic management units. The essence of the competitive strategy of an enterprise lies in how to analyze and study the specific needs of different customers and the relationship between competitors' products and their own products. In recent years, there have been obvious adjustments within the liquor industry, and the market structure, consumption patterns and sales channels of liquor market have all undergone important changes. Wuliangye Group, as an important enterprise in liquor industry, has seen the decline of profit total and profit ability in the adjustment of liquor industry. And the gap with Maotai Group, which is also the leading enterprise in liquor industry, has been further widened, which has aroused widespread concern from all walks of life. This paper is divided into the following seven parts: the first part is the introduction part of this paper. This paper expounds the background and significance of the article, as well as the general ideas and methods used in the article, expounds the innovative points of the article, and points out the shortcomings to be improved. The second part analyzes the external environment of Wuliangye Group. Including the macro environment analysis of liquor industry. The third part analyzes the industrial competitive environment of Wuliangye group by using Porter's five-force analysis model. Part 4th analyzes the competitive advantage of Wuliangye group by SWOT analysis method. . Including the group's competitive advantages, weaknesses, opportunities and threats, finally SWOT comprehensive analysis, the enterprise should adopt St strategy. 5th part based on Wuliangye Group's internal and external analysis results. Put forward the Wuliangye Group competitive strategy choice, divided into corporate strategic choice and institutional strategic choice. 6th part discusses the implementation of Wuliangye Group competitive strategy, including the expansion of sales channels. Strengthen product research and development, change the concept of employment, strengthen the financial operation, build brand culture. Part 7th as the conclusion, elaborated the significance of the paper, innovation. This paper analyzes the competitive strategy of Wuliangye Group, including its competitive advantage, strategy formulation, strategy implementation and so on. Finally draw the following conclusions: although the liquor industry has experienced a cold winter in recent years, liquor enterprises have a certain development difficulties, but Wuliangye Group has a long history and profound cultural heritage. Also has the fine brewing technology and the very high brand value, therefore Wuliangye Group should adopt the competition strategy is to display its own superiority, stops the enterprise large-scale expansion. Carefully face the industry cold winter. The specific performance is: the implementation of differentiation strategy for high, medium and low end liquor market segmentation. Through the expansion of sales channels, strengthen product research and development, change the concept of employment, strengthen financial operations. Build brand culture and other ways to ensure the implementation of competitive strategy.
【學(xué)位授予單位】：對外經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F272

【相似文獻】

相關(guān)期刊論文 前10條

1 左孝本;“五糧液”這樣邁進新千年![J];中國經(jīng)貿(mào)導(dǎo)刊;2000年03期

2 左孝本;;五糧液離世界500強有多遠(yuǎn)?[J];公關(guān)世界;2000年03期

3 童順鳴;;“五糧液”品牌價值達86億[J];公關(guān)世界;2000年02期

4 闕君蓉;劉柯柯;;五糧液基本面最新動態(tài)與分析[J];中國酒;2001年06期

5 王法艦;“五糧液”出絕招當(dāng)霸主 “茅臺”厲兵秣馬不屈尊[J];發(fā)展;2002年07期

6 江源;五糧液首次突破100億元大關(guān)[J];釀酒科技;2003年02期

7 曾朝暉;五糧液變“芯”[J];知識經(jīng)濟;2003年08期

8 婁麗麗;葛曉紅;;五糧液揮刀斬馬謖[J];成功營銷;2003年05期

9 小小;五糧液今年創(chuàng)匯7500萬美元[J];釀酒科技;2004年01期

10 ;五糧液的質(zhì)量辯證法[J];w攣胖蕓，

本文編號：1467407