S公司精釀啤酒發(fā)展戰(zhàn)略研究
發(fā)布時間：2018-07-18 11:39
【摘要】：中國啤酒消費(fèi)量經(jīng)過前十多年的持續(xù)快速增長后,現(xiàn)今的人均消費(fèi)水平已經(jīng)超過世界水平,目前已趨于飽和,從近兩年開始呈現(xiàn)出下降的趨勢。啤酒市場的開放式競爭且傳統(tǒng)工業(yè)啤酒產(chǎn)品本身的同質(zhì)化,導(dǎo)致目前的市場競爭更加白熱化,僅僅靠降成本提升業(yè)績的時代已經(jīng)過去,需要靠品質(zhì)、個性化、差異化來滿足消費(fèi)者需求增加銷量而提升效益,國內(nèi)啤酒市場在總銷量下滑的同時,高端的啤酒占比在提高,消費(fèi)者對于啤酒的需求已經(jīng)轉(zhuǎn)向,S公司是蘇州本地的一家啤酒生產(chǎn)企業(yè),面臨著全國啤酒市場同樣的問題。啤酒消費(fèi)總量在下降的同時,精釀啤酒的銷量卻在迅速增長,這些精釀啤酒大多是新創(chuàng)個性化的品牌,還有少部分是從國外引入的海外品牌,可是消費(fèi)者也并非像以往那樣忠誠于某一個品牌,更不像以往那樣專注于某個品類,而是在不斷更換口味嘗新鮮,這意味著啤酒業(yè)已經(jīng)開始進(jìn)入消費(fèi)者主權(quán)時代。本文首先介紹了選題背景、研究的問題、研究的目的和意義及研究的內(nèi)容和思路。接著闡述了戰(zhàn)略研究的相關(guān)理論與方法:戰(zhàn)略發(fā)展相關(guān)研究、競爭戰(zhàn)略的相關(guān)研究以及戰(zhàn)略研究的相關(guān)方法。然后對S公司精釀啤酒發(fā)展戰(zhàn)略研究做了介紹,S公司在國內(nèi)市場的發(fā)展現(xiàn)狀及國內(nèi)啤酒市場的需求特點與變化,并分析了 S公司生產(chǎn)營銷的現(xiàn)狀與問題。指出公司目前市場發(fā)展的問題及市場出現(xiàn)變化給企業(yè)提供的機(jī)會,引出了S公司精釀啤酒發(fā)展戰(zhàn)略的選擇。目前國內(nèi)精釀啤酒雖然量不大,但是越來越被廣泛的宣傳,必定要對啤酒行業(yè)以及啤酒消費(fèi)者產(chǎn)生比較大的影響,精釀啤酒這種特殊高端的啤酒正在改變未來消費(fèi)態(tài)勢,將來精釀啤酒必定會在高端啤酒市場中占據(jù)著非常重要的份額。本文運(yùn)用SWOT戰(zhàn)略分析、波特競爭優(yōu)勢的產(chǎn)品差異化戰(zhàn)略相關(guān)理論,以S啤酒公司市場為例,分析市場現(xiàn)狀及問題,制訂精啤酒發(fā)展戰(zhàn)略,滿足消費(fèi)者的對質(zhì)量和個性化需求,改變目前市場的困境以實現(xiàn)公司的可持續(xù)健康發(fā)展。蘇州作為東部沿海經(jīng)濟(jì)較發(fā)達(dá)地區(qū)的長三角經(jīng)濟(jì)圈城市,不同的消費(fèi)群體對啤酒質(zhì)量的要求更高,S公司作為蘇州本地的啤酒生產(chǎn)企業(yè),必須積極考慮精釀啤酒市場,規(guī)劃實施精釀啤酒發(fā)展戰(zhàn)略。文章最后對S公司的精釀啤酒的戰(zhàn)略未來進(jìn)行了展望,借鑒國際精釀啤酒市場發(fā)展經(jīng)驗,打造蘇州市場特色。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.82
本文編號：2131791
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.82
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