【摘要】：隨著市場(chǎng)經(jīng)濟(jì)的不斷完善,白酒行業(yè)的競(jìng)爭(zhēng)越來(lái)越激烈。被譽(yù)為"國(guó)酒"的AA因其悠久的歷史,已經(jīng)在國(guó)人心里留下了無(wú)法撼動(dòng)的地位。近幾年來(lái),各大白酒廠商的競(jìng)爭(zhēng)進(jìn)入了白熱化,同時(shí)國(guó)家一些調(diào)整政策對(duì)白酒行業(yè)的發(fā)展帶來(lái)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(yíng)理念,積極開(kāi)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(jìng)爭(zhēng)中占據(jù)一席之地。本文將重點(diǎn)研究AA白酒公司的發(fā)展戰(zhàn)略,對(duì)該公司在白酒市場(chǎng)中的成功之處進(jìn)行梳理,形成科學(xué)的理論。發(fā)展戰(zhàn)略在現(xiàn)代企業(yè)的運(yùn)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(duì)AA白酒公司所處的環(huán)境、定位、目標(biāo)和發(fā)展戰(zhàn)略進(jìn)行細(xì)致分析。作為白酒行業(yè)的領(lǐng)導(dǎo)企業(yè)之一,AA白酒公司在白酒市場(chǎng)的發(fā)展很大程度上代表了中國(guó)白酒公司企業(yè)發(fā)展戰(zhàn)略能力之強(qiáng)大,同時(shí)也指出AA白酒公司存在的問(wèn)題對(duì)中國(guó)企業(yè)的借鑒價(jià)值,其成功之處和經(jīng)驗(yàn)教學(xué)對(duì)于中國(guó)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(biāo)、方法和思路。隨后主要是分析問(wèn)題,先對(duì)國(guó)內(nèi)白酒行業(yè)以及高端白酒市場(chǎng)的發(fā)展和現(xiàn)狀做一簡(jiǎn)要分析,接下來(lái)對(duì)高端白酒行業(yè)發(fā)展的外部環(huán)境進(jìn)一步展開(kāi)分析;結(jié)合AA白酒的基本情況介紹,利用SWOT分析模型對(duì)AA白酒本身進(jìn)行深入分析,重點(diǎn)闡明的是AA白酒公司的發(fā)展戰(zhàn)略以及當(dāng)前新政對(duì)AA白酒造成的市場(chǎng)影響,對(duì)AA白酒各品牌的市場(chǎng)定位、運(yùn)作現(xiàn)狀以及存在的問(wèn)題進(jìn)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(wèn)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(xué)位授予單位】：天津工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.82;F272

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