本文選題：SSH釀造食品公司 + 調(diào)味品��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的發(fā)展和人民生活消費(fèi)水平的提高,調(diào)味品行業(yè)獲得了迅猛的發(fā)展,成為我國(guó)食品行業(yè)新的經(jīng)濟(jì)增長(zhǎng)點(diǎn),其中,醬醋調(diào)味品等收入增速超過(guò)20%,而醬油作為我國(guó)第一大調(diào)味品,有著巨大的發(fā)展前景。面對(duì)醬油市場(chǎng)產(chǎn)品質(zhì)量良莠不齊,衛(wèi)生水平差異巨大的市場(chǎng)環(huán)境,SSH釀造食品公司提出“做中國(guó)調(diào)味品行業(yè)的航母”口號(hào),致力于“做中國(guó)最好的醬油”。雖然SSH釀造食品公司“綠色、有機(jī)、健康”的生產(chǎn)理念和先進(jìn)的生產(chǎn)技術(shù)推動(dòng)企業(yè)不斷發(fā)展,但是,由于強(qiáng)勢(shì)品牌主導(dǎo)和低端市場(chǎng)的無(wú)序競(jìng)爭(zhēng),公司在市場(chǎng)競(jìng)爭(zhēng)中也逐漸暴露出一些問(wèn)題,影響企業(yè)在市場(chǎng)競(jìng)爭(zhēng)中的優(yōu)勢(shì)。論文基于競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論,綜合運(yùn)用文獻(xiàn)研究法、調(diào)查法,分析了SSH釀造食品公司醬油產(chǎn)品現(xiàn)行競(jìng)爭(zhēng)戰(zhàn)略,闡述了重新規(guī)劃競(jìng)爭(zhēng)戰(zhàn)略的必要性。在系統(tǒng)分析了SSH釀造食品公司醬油產(chǎn)品競(jìng)爭(zhēng)戰(zhàn)略的宏觀環(huán)境、行業(yè)環(huán)境以及主要競(jìng)爭(zhēng)對(duì)手、公司內(nèi)部資源、公司內(nèi)部能力的基礎(chǔ)上,對(duì)SSH釀造食品公司醬油產(chǎn)品競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行了選擇。研究的主要結(jié)論:SSH釀造食品公司的內(nèi)部以及外界環(huán)境對(duì)是否使用差異化策略起到關(guān)鍵性的決定作用,在這種戰(zhàn)略的驅(qū)動(dòng)下,逐步推動(dòng)旗下產(chǎn)品、生產(chǎn)技藝以及公司品牌方面的區(qū)別拉大,如果在這些方面都能遠(yuǎn)遠(yuǎn)領(lǐng)先于對(duì)手公司,那么更有利于取得較高市場(chǎng)份額,因此差異化競(jìng)爭(zhēng)戰(zhàn)略是SSH釀造食品公司醬油產(chǎn)品的最佳選擇。在具體實(shí)施過(guò)程中,SSH釀造食品公司醬油產(chǎn)品定位方面可以將醬油產(chǎn)品細(xì)分為紅燒肉醬油、海鮮醬油、燉魚(yú)醬油、做蔬菜醬油、涼拌醬油等等,針對(duì)做不同的菜品推出適合的醬油品種。包裝方面應(yīng)該選擇500ml的玻璃瓶作為產(chǎn)品包裝。價(jià)格方面應(yīng)該定到每箱75元,一箱里面包含12瓶醬油,每瓶醬油的價(jià)格為8.5元,搞大促銷活動(dòng)時(shí)可將每瓶?jī)r(jià)格降低到7.8元。根據(jù)渠道的寬與長(zhǎng),將渠道劃分成高中低檔三個(gè)類型,分別適應(yīng)檔次較高的政府事務(wù)類型、商業(yè)事務(wù)類型,商業(yè)事務(wù)、宴席請(qǐng)客,普通人家。開(kāi)展的促銷活動(dòng)應(yīng)重點(diǎn)圍繞裝點(diǎn)規(guī)劃擺放醬油的貨架,適時(shí)在門店開(kāi)展100ml免費(fèi)品嘗活動(dòng)。為了保障戰(zhàn)略的實(shí)施,SSH釀造食品公司應(yīng)進(jìn)一步強(qiáng)化競(jìng)爭(zhēng)觀念、加強(qiáng)制度建設(shè)、加強(qiáng)人力資源建設(shè)、加強(qiáng)企業(yè)文化建設(shè)。
[Abstract]:With the development of our country's economy and the improvement of people's living and consumption level, the seasoning industry has obtained the swift and violent development, and has become the new economic growth point of our country's food industry, among which, The income growth rate of sauce vinegar condiment is more than 20%, and soy sauce, as the largest condiment in China, has a great development prospect. Faced with the mixed quality of soy sauce products and the huge difference of sanitary level, SSH Brewing Food Company put forward the slogan of "be the carrier of Chinese seasoning industry" and devote itself to "making the best soy sauce in China". Although SSH brewed food company "green, organic, healthy" production concept and advanced production technology to promote the continuous development of enterprises, but due to strong brand dominance and disorderly competition in the low-end market, The company also gradually exposed some problems in the market competition, affecting the advantages of enterprises in the market competition. Based on the theory of competition strategy, this paper analyzes the current competition strategy of soy sauce products of SSH brewing food company, and expounds the necessity of re-planning competition strategy. On the basis of systematic analysis of the macro environment, industry environment and main competitors, internal resources and internal ability of SSH brewing food company soy sauce product competition strategy, The competitive strategy of SSH brewing food company soy sauce products was selected. The main conclusion of the study is that: the internal and external environment of SSH Brewing Foods Company plays a key role in deciding whether to use the differentiation strategy. Driven by this strategy, we gradually promote our products. The differences in production skills and company brands are widening, and if they are far ahead of their competitors in these areas, it will be better to gain a higher market share. So differentiation competition strategy is the best choice of SSH brewing food company soy sauce products. In the specific implementation process, the soy sauce products of SSH brewing food company can be subdivided into stewed meat soy sauce, seafood soy sauce, fish stew soy sauce, vegetable soy sauce, cold sauce and so on. Suitable soy sauce varieties for making different dishes. 500ml glass bottles should be selected for packaging. Price should be set to 75 yuan per case, a box contains 12 bottles of soy sauce, the price of each bottle of soy sauce is 8.5 yuan, the promotion can reduce the price of each bottle to 7.8 yuan. According to the width and length of the channel, the channel is divided into three types of high, middle and low grade, which respectively adapt to the higher grade of government affairs, commercial affairs, banquet hospitality, ordinary people. The promotion activities should focus on placing soy sauce shelves around the decorating plan and timely launching 100ml free tasting activities in stores. In order to ensure the implementation of the strategy, SSH Brewing Food Company should further strengthen the concept of competition, strengthen the construction of system, strengthen the construction of human resources, and strengthen the construction of enterprise culture.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F271

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

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本文編號(hào)：2109695