【摘要】：隨著市場經(jīng)濟(jì)的不斷完善,白酒行業(yè)的競爭越來越激烈。被譽(yù)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(dòng)的地位。近幾年來,各大白酒廠商的競爭進(jìn)入了白熱化,同時(shí)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(diǎn)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(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(qiáng)大,同時(shí)也指出AA白酒公司存在的問題對中國企業(yè)的借鑒價(jià)值,其成功之處和經(jīng)驗(yàn)教學(xué)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(biāo)、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(jìn)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(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AA白酒造成的市場影響,對AA白酒各品牌的市場定位、運(yùn)作現(xiàn)狀以及存在的問題進(jìn)行深入分析,旨在揭示出AA白酒各品牌的發(fā)展前景,并就其存在問題提出發(fā)展戰(zhàn)略建議。
[Abstract]:With the continuous improvement of market economy, the competition of liquor industry is more and more fierce. AA, known as "national wine", because of its long history, has left an unshakable position in the hearts of the people. In recent years, the competition of the major liquor manufacturers has been intensified, and some national adjustment policies have brought some obstacles to the development of the liquor industry. Therefore, in order to survive and better development, liquor industry must change the current management concept, actively develop centralized strategy, narrow the gap between other enterprises, in order to occupy a place in the increasingly fierce competition. This paper focuses on the development strategy of AA Liquor Company, combs the success of AA Liquor Company in the liquor market and forms a scientific theory. The development strategy is of great strategic significance in the operation of modern enterprises. According to the basic theory of modern development strategy, this paper makes a detailed analysis of the environment, orientation, goal and development strategy of AA Liquor Company. As one of the leading enterprises in the liquor industry, the development of AA Liquor Company in the liquor market represents to a great extent the strong strategic ability of the Chinese liquor companies. At the same time, it is pointed out that the problems existing in AA Liquor Company can be used for reference by Chinese enterprises, and its success and experience teaching have good reference significance for Chinese liquor enterprises or other enterprises. The introduction of this paper mainly introduces the background and premise of the research, and introduces the related concepts, theories, objectives, methods and ideas of the research. Then it is mainly to analyze the problems, first to make a brief analysis on the development and current situation of domestic liquor industry and high-end liquor market, then to further analyze the external environment of the development of high-end liquor industry; to introduce the basic situation of AA liquor. The SWOT analysis model was used to analyze AA liquor itself. The emphasis was on the development strategy of AA liquor company, the market impact of the new policy on AA liquor, and the market orientation of each brand of AA liquor. In order to reveal the development prospect of each brand of AA liquor and put forward some suggestions for its development strategy, the present situation and existing problems of AA liquor were analyzed in depth in order to reveal the development prospect of each brand of AA liquor.
【學(xué)位授予單位】：天津工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F272

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