本文關(guān)鍵詞：基于五力模型的中外啤酒市場(chǎng)對(duì)比分析　出處：《中國(guó)海洋大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：我國(guó)啤酒行業(yè)已經(jīng)經(jīng)歷了上百年的發(fā)展歷程，但在世界啤酒歷史中我國(guó)的發(fā)展歷程還很短，雖然中國(guó)屬于啤酒產(chǎn)銷第一大國(guó)，但遠(yuǎn)非啤酒強(qiáng)國(guó)。2011年中國(guó)人均啤酒消費(fèi)量?jī)H與全球平均水平相當(dāng)，為36升左右，遠(yuǎn)未達(dá)到消費(fèi)過(guò)度。而如今我國(guó)啤酒行業(yè)發(fā)展到了機(jī)遇與危險(xiǎn)并存的時(shí)刻，機(jī)遇在于我國(guó)啤酒市場(chǎng)發(fā)展勢(shì)頭非常健康，未來(lái)的發(fā)展前景一直看好，危險(xiǎn)在于我國(guó)啤酒廠家陷入了惡性競(jìng)爭(zhēng)的泥潭，買店、降價(jià)等各種手段使得我國(guó)的啤酒利潤(rùn)率非常之低，而高端啤酒市場(chǎng)基本上被外國(guó)品牌占據(jù)，一旦我國(guó)消費(fèi)者由于收入提高開(kāi)始慢慢轉(zhuǎn)向高端啤酒市場(chǎng)，我國(guó)本土市場(chǎng)將面臨巨大的沖擊。 啤酒在世界各國(guó)的發(fā)展都是大體相似的，我國(guó)現(xiàn)在需要從友邦出借鑒一些發(fā)展思路，通過(guò)橫向間的互相對(duì)比，從中獲取靈感和養(yǎng)分，為確定今后的發(fā)展方向提供科學(xué)依據(jù)。 在這樣的背景之下，有必要對(duì)比中外啤酒市場(chǎng)行業(yè)現(xiàn)狀，分析不同市場(chǎng)特點(diǎn)，試圖對(duì)我國(guó)啤酒行業(yè)或企業(yè)起到借鑒或警示作用。本文主要研究意義有以下幾點(diǎn)： 通過(guò)研究各個(gè)國(guó)家啤酒市場(chǎng)的共性，可以得出啤酒行業(yè)一些普遍的規(guī)律，，從而為我國(guó)啤酒行業(yè)發(fā)展起到一定的借鑒作用。 通過(guò)研究各個(gè)國(guó)家啤酒市場(chǎng)的區(qū)別并進(jìn)行五力模型分析，可以得出一些不同國(guó)家不同因素與啤酒行業(yè)發(fā)展的關(guān)系。 通過(guò)對(duì)不同五力競(jìng)爭(zhēng)因素與啤酒行業(yè)表現(xiàn)的相關(guān)性研究，可對(duì)我國(guó)啤酒行業(yè)現(xiàn)狀成因的解釋進(jìn)行一定補(bǔ)充，同時(shí)對(duì)預(yù)測(cè)我國(guó)啤酒行業(yè)發(fā)展趨勢(shì)進(jìn)行一定程度的預(yù)測(cè)。 本文正式從這個(gè)角度入手，通過(guò)定性分析、五力模型分析、相關(guān)性分析等方式比較不同國(guó)家之間啤酒行業(yè)現(xiàn)狀的異同，發(fā)現(xiàn)一些隱藏在其中的規(guī)律，了解其他國(guó)家面臨的問(wèn)題，找到一些我國(guó)啤酒行業(yè)發(fā)展之路的必然性，從而為我國(guó)啤酒企業(yè)的決策提供依據(jù)。 本文創(chuàng)新點(diǎn)歸納如下： 國(guó)內(nèi)之前對(duì)于啤酒行業(yè)的研究多局限在國(guó)內(nèi)市場(chǎng)，研究層面停留在企業(yè)運(yùn)營(yíng)、渠道管理、人力資源、營(yíng)銷手段等幾個(gè)方面。而在全球化進(jìn)程加快的今天國(guó)內(nèi)還未有人從全球角度橫向比對(duì)各個(gè)國(guó)家啤酒市場(chǎng)的異同。本文通過(guò)全面對(duì)比幾個(gè)典型啤酒消費(fèi)市場(chǎng)的現(xiàn)狀和表現(xiàn)將研究層面拉到了不同經(jīng)濟(jì)體的層面上。 國(guó)內(nèi)之前的研究很少系統(tǒng)地研究不同經(jīng)濟(jì)體宏微觀指標(biāo)與啤酒行業(yè)表現(xiàn)之間相關(guān)性，而更多的是研究企業(yè)相關(guān)指標(biāo)與企業(yè)市場(chǎng)表現(xiàn)的微觀分析，如股權(quán)集中度與競(jìng)爭(zhēng)力的關(guān)系。本文通過(guò)系統(tǒng)分析相關(guān)行業(yè)競(jìng)爭(zhēng)指標(biāo)與啤酒行業(yè)相關(guān)性分析我國(guó)啤酒行業(yè)發(fā)展現(xiàn)狀在競(jìng)爭(zhēng)層面的某些必然性和未來(lái)的發(fā)展趨勢(shì)。
[Abstract]:The beer industry of China has experienced the development of hundreds of years, but in the world of beer in the history of the development of our country is very short, although China belongs to the beer production and sales superpower, but far from power.2011 China per capita beer beer consumption only and the global average is 36 liters, far from consumption excessive. Now China's beer industry development opportunities and risk coexist in the moment, the opportunity is the momentum of development of China's beer market is very healthy, has been optimistic about the future prospects for the development of China's beer manufacturers, the danger is stuck in the mire and malignant competition and other means to buy the shop, the price makes our beer profit rate very low, while the high-end beer market is basically occupied by foreign brands, once consumers in China because of the income increase slowly began to shift to high-end beer market, the domestic market in China will face a huge impact.
The development of beer in the world is generally similar. China now needs to learn some development ideas from the friendly countries, and get inspiration and nutrients from each other through horizontal comparison, so as to provide a scientific basis for future development direction.
Under such a background, it is necessary to compare the current situation of Chinese and foreign beer market, analyze different market characteristics, and try to play a role of reference or warning for our beer industry or enterprises.
By studying the commonalities of beer market in various countries, we can draw some general rules of beer industry, so as to play a certain reference role for the development of China's beer industry.
Through the study of different countries' beer market and five force model analysis, we can get some relationship between different factors of different countries and the development of beer industry.
By studying the correlation between five competitive factors and the performance of beer industry, we can add some explanations to the current situation of beer industry in China, and predict the development trend of China's beer industry in a certain extent.
This paper formally start from this point of view, through qualitative analysis, model analysis, the beer industry status of the similarities and differences between the correlation analysis method to compare different countries, found hidden in some of the rules, understand the problems faced by other countries, find the necessity of some of China's beer industry development path, so as to provide the basis for our beer the decision of enterprises.
The innovation points of this article are summarized as follows:
The domestic beer industry before the study is limited in the domestic market, the research level stays in business operations, channel management, human resources, marketing means and other aspects. And the similarities and differences of the beer market in globalization today, there is no domestic people from a global point of horizontal comparison of each country. Through the comprehensive comparison of several typical status and performance beer consumption market will be down to the level of different economy level.
Study on domestic before rarely systematically study the different economies of macro and micro indicators and the correlation between the performance of the beer industry, and more is the micro analysis of enterprise related indicators and enterprise market performance, such as ownership concentration and competitiveness. This paper industry competition index and correlation analysis of the current situation of the beer industry beer industry development in our country in some the necessity and the future development trend of the competition level. Through the analysis of the system

【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F416.82;F426.82

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