S公司精釀啤酒發(fā)展戰(zhàn)略研究
[Abstract]:After the rapid growth of beer consumption in the first ten years, the per capita consumption level in China has exceeded the world level, and has now become saturated, showing a downward trend since the last two years. The open competition of beer market and the homogeneity of the traditional industrial beer products lead to the current market competition becoming more intense. The era of improving performance only by reducing the cost is over, which needs to rely on the quality and individuation. While the domestic beer market is declining in total sales, the proportion of high-end beer is increasing. Consumers' demand for beer has shifted to the same problem facing the national beer market, which is a local brewery in Suzhou. While the total amount of beer consumption is declining, the volume of fine brewed beer is growing rapidly. Most of these breweries are new and personalized brands, and a few are overseas brands imported from abroad. But consumers are not as loyal to a particular brand as they used to be, much less focused on a particular category, but are constantly changing tastes to taste fresh, which means the beer industry is entering an era of consumer sovereignty. This paper first introduces the background of the topic, the research issues, the purpose and significance of the study, as well as the contents and ideas of the research. Then the related theories and methods of strategic research are expounded: the related research of strategic development, the related research of competition strategy and the relevant method of strategic research. Then, the paper introduces the present situation of the development of S Company in domestic market, the demand characteristics and changes of domestic beer market, and analyzes the present situation and problems of S Company's production and marketing. This paper points out the problems of the company's market development and the opportunity provided by the market changes, which leads to the choice of the development strategy of S company's fine brewed beer. At present, although the quantity of domestic brewed beer is not large, it is more and more widely publicized. It must have a relatively big impact on the beer industry and beer consumers. This special high-end beer is changing the consumption situation in the future. In the future, the refined beer will certainly occupy a very important share in the high-end beer market. In this paper, SWOT strategic analysis, Porter's competitive advantage of the product differentiation strategy theory, taking S beer company as an example, to analyze the market situation and problems, to formulate the development strategy of refined beer, to meet the quality and personalized needs of consumers. Change the current market dilemma to achieve sustainable and healthy development of the company. Suzhou, as a city of Yangtze River Delta Economic Circle in the eastern coastal areas with more developed economy, has a higher demand for beer quality from different consumer groups. As a local beer producer in Suzhou, it is necessary to actively consider the fine brewed beer market. Plan and implement the development strategy of fine brewed beer. Finally, the strategic future of S Company's fine brewed beer is prospected, and the development experience of international fine brewery beer market is used for reference to create the characteristics of Suzhou market.
【學(xué)位授予單位】:南京大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2017
【分類號(hào)】:F416.82
【相似文獻(xiàn)】
相關(guān)期刊論文 前10條
1 盛國(guó)華;水果啤酒市場(chǎng)得寵[J];食品工業(yè)科技;2000年05期
2 ;加拿大計(jì)劃打入中國(guó)啤酒市場(chǎng)[J];江蘇食品與發(fā)酵;2001年04期
3 巫俏冰 ,王歆;啤酒市場(chǎng) 增長(zhǎng)有望[J];中外食品工業(yè)信息;2001年03期
4 曉荷;;炎炎夏日 熊熊戰(zhàn)火——中國(guó)啤酒市場(chǎng)一瞥[J];中國(guó)酒;2002年03期
5 ;我國(guó)啤酒市場(chǎng)近況淺析[J];食品與發(fā)酵工業(yè);2003年06期
6 文蔚;我國(guó)啤酒市場(chǎng)名企各領(lǐng)風(fēng)騷[J];食品工業(yè)科技;2003年04期
7 李丹 ,小小;啤酒市場(chǎng)出現(xiàn)新特征[J];釀酒科技;2003年04期
8 ;臺(tái)灣啤酒市場(chǎng)分析[J];中外食品工業(yè);2003年06期
9 ;啤酒市場(chǎng)漫談[J];中國(guó)食品工業(yè);2004年05期
10 韓永奇;;廣東啤酒市場(chǎng)觀察與分析[J];啤酒科技;2005年10期
相關(guān)重要報(bào)紙文章 前10條
1 張易;啤酒市場(chǎng)來了奶啤 [N];中國(guó)工業(yè)報(bào);2004年
2 陳皓 張?jiān)虑?如何拓展農(nóng)村啤酒市場(chǎng)[N];經(jīng)理日?qǐng)?bào);2002年
3 山東省蓬萊市經(jīng)濟(jì)貿(mào)易局 韓永奇;廣東啤酒市場(chǎng)觀察與分析[N];消費(fèi)日?qǐng)?bào);2005年
4 國(guó)文;啤酒市場(chǎng)主唱品牌之爭(zhēng)[N];中國(guó)商報(bào);2000年
5 王鋒;生啤催動(dòng)京城啤酒市場(chǎng)變局[N];中國(guó)企業(yè)報(bào);2006年
6 孫英威;中國(guó)高檔啤酒市場(chǎng)增長(zhǎng)空間巨大[N];中國(guó)質(zhì)量報(bào);2007年
7 記者 高山;兩個(gè)月 專項(xiàng)整治啤酒市場(chǎng)[N];南充日?qǐng)?bào);2009年
8 潘登;川渝啤酒市場(chǎng)“拳擊”酣[N];中國(guó)工商報(bào);2001年
9 韓迎春;俄啤酒市場(chǎng)增勢(shì)趨緩[N];國(guó)際商報(bào);2003年
10 聞石;啤酒市場(chǎng)競(jìng)爭(zhēng)的十大逆向策略[N];中國(guó)食品質(zhì)量報(bào);2002年
相關(guān)碩士學(xué)位論文 前5條
1 聶新永;S公司精釀啤酒發(fā)展戰(zhàn)略研究[D];南京大學(xué);2017年
2 詹同續(xù);華億啤酒市場(chǎng)拓展策略研究[D];上海交通大學(xué);2010年
3 何方正;三四級(jí)啤酒市場(chǎng)營(yíng)銷策略研究[D];中國(guó)海洋大學(xué);2012年
4 張澤龍;基于五力模型的中外啤酒市場(chǎng)對(duì)比分析[D];中國(guó)海洋大學(xué);2013年
5 曹平;安海斯—布希公司發(fā)展戰(zhàn)略研究[D];華中科技大學(xué);2005年
,本文編號(hào):2131791
本文鏈接:http://sikaile.net/gongshangguanlilunwen/2131791.html