【摘要】：隨著市場經(jīng)濟的不斷完善,白酒行業(yè)的競爭越來越激烈。被譽為"國酒"的AA因其悠久的歷史,已經(jīng)在國人心里留下了無法撼動的地位。近幾年來,各大白酒廠商的競爭進入了白熱化,同時國家一些調(diào)整政策對白酒行業(yè)的發(fā)展帶來了一定程度的阻礙。所以,為了生存和更好的發(fā)展,白酒行業(yè)必須轉(zhuǎn)變目前的經(jīng)營理念,積極開拓集中化策略,縮小與其他企業(yè)間的差距,才能在不斷加劇的競爭中占據(jù)一席之地。本文將重點研究AA白酒公司的發(fā)展戰(zhàn)略,對該公司在白酒市場中的成功之處進行梳理,形成科學的理論。發(fā)展戰(zhàn)略在現(xiàn)代企業(yè)的運作中具有重要戰(zhàn)略意義,本文根據(jù)現(xiàn)代發(fā)展戰(zhàn)略的基本理論,對AA白酒公司所處的環(huán)境、定位、目標和發(fā)展戰(zhàn)略進行細致分析。作為白酒行業(yè)的領(lǐng)導企業(yè)之一,AA白酒公司在白酒市場的發(fā)展很大程度上代表了中國白酒公司企業(yè)發(fā)展戰(zhàn)略能力之強大,同時也指出AA白酒公司存在的問題對中國企業(yè)的借鑒價值,其成功之處和經(jīng)驗教學對于中國白酒企業(yè)或其他企業(yè)都具有很好的參考意義。文章引論部分主要是概述論文研究的背景和前提,介紹研究的相關(guān)概念、理論以及目標、方法和思路。隨后主要是分析問題,先對國內(nèi)白酒行業(yè)以及高端白酒市場的發(fā)展和現(xiàn)狀做一簡要分析,接下來對高端白酒行業(yè)發(fā)展的外部環(huán)境進一步展開分析;結(jié)合AA白酒的基本情況介紹,利用SWOT分析模型對AA白酒本身進行深入分析,重點闡明的是AA白酒公司的發(fā)展戰(zhàn)略以及當前新政對AA白酒造成的市場影響,對AA白酒各品牌的市場定位、運作現(xiàn)狀以及存在的問題進行深入分析,旨在揭示出AA白酒各品牌的發(fā)展前景,并就其存在問題提出發(fā)展戰(zhàn)略建議。
[Abstract]:With the continuous improvement of the market economy, the competition in the liquor industry is becoming more and more intense. The AA, known as the "national wine", has left unshakeable status in the hearts of the Chinese people because of its long history. In recent years, the competition of the major liquor makers has become white hot. At the same time, the adjustment policy of the state has brought a certain course to the development of the liquor industry. Therefore, in order to survive and develop better, the liquor industry must change the current management concept, actively develop the centralization strategy, narrow the gap with other enterprises, and occupy a place in the growing competition. This paper will focus on the development strategy of AA liquor public, and the company's formation in the liquor market. The development strategy has important strategic significance in the operation of modern enterprises. According to the basic theory of modern development strategy, this paper makes a detailed analysis on the environment, positioning, target and development strategy of AA liquor company. As one of the leading enterprises in white wine industry, AA liquor company is in liquor. The development of the market, to a great extent, represents the strong strategic ability of Chinese liquor company, and also points out the reference value of the existing problems of AA liquor company to Chinese enterprises. Its success and experience teaching have good reference significance for Chinese liquor enterprises or other enterprises. This paper introduces the background and premise of the research, introduces the related concepts, theories, objectives, methods and ideas. The following is the analysis of the problems. First, a brief analysis of the development and current situation of the domestic liquor industry and the high-end liquor market is made. Then, the external environment for the development of the high-end liquor industry is further analyzed; and the AA liquor is combined. The basic situation is introduced, and the SWOT analysis model is used to analyze the AA liquor itself. The development strategy of the AA liquor company and the market influence of the new deal on the AA liquor are emphatically clarified. The market positioning, the operation status and the existing problems of the AA liquor brands are deeply analyzed in order to reveal the AA liquor brands. Prospects for development, and put forward development strategies for its problems.
【學位授予單位】：天津工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F272

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