WL公司國際化戰(zhàn)略研究
發(fā)布時(shí)間：2018-11-20 17:26
【摘要】：葡萄酒有著6000多年的悠久歷史,由于其含有多種人體必需的氨基酸、維生素、礦物質(zhì)等多種營養(yǎng)成分,被認(rèn)為是最健康、最衛(wèi)生的酒精飲料,是世界衛(wèi)生組織推薦的六種健康飲料中唯一的酒精飲料。葡萄酒也是一種國際性的酒種,一直是酒類國際貿(mào)易中貿(mào)易額最大的。但從20世紀(jì)90年代中期以來,由于世界經(jīng)濟(jì)發(fā)展速度減緩和未來的不確定性,國際葡萄酒市場呈現(xiàn)不太景氣現(xiàn)狀。近幾年,由于國際金融危機(jī)的爆發(fā)更加劇了這種狀態(tài)的發(fā)展,不論舊世界還是新世界葡萄酒生產(chǎn)國,均呈現(xiàn)出消費(fèi)疲軟狀態(tài),產(chǎn)大于求的現(xiàn)象突出。與此相反,中國由于經(jīng)濟(jì)的持續(xù)快速發(fā)展,人民生活水平的提高,保健意識的增強(qiáng),葡萄酒的消費(fèi)卻突飛猛進(jìn),葡萄酒產(chǎn)量從2000年的20.19萬千升,增長到2011年115.69萬千升,消費(fèi)量達(dá)到了140.57萬千升,已成為世界第五大葡萄酒市場,巨大的市場潛力使中國市場已成為洋品牌的必爭之地,大量的洋葡萄酒進(jìn)入中國,2011年進(jìn)口葡萄酒的總量已經(jīng)達(dá)到36.16萬千升,占中國葡萄酒市場總量的三分之一,中國的葡萄酒市場已呈現(xiàn)出高度的國際化。要想適應(yīng)國際化的競爭,中國的葡萄酒企業(yè)實(shí)施國際化是必然之路。國內(nèi)葡萄酒行業(yè)的三巨頭,張?jiān)！㈤L城、王朝都已開始了其國際化戰(zhàn)略的實(shí)施。 WL公司是國內(nèi)一家專業(yè)葡萄酒生產(chǎn)企業(yè),公司成立于1980年,三十多年一直致力于葡萄酒的生產(chǎn)銷售,在國內(nèi)葡萄酒市場已經(jīng)取得了一定的地位,是目前國內(nèi)最大的有機(jī)葡萄酒生產(chǎn)廠家。國內(nèi)市場國際化競爭的加劇,已經(jīng)對WL公司造成了很大的市場沖擊,使WL公司感到了前所未有的壓力,只有通過實(shí)施國際化戰(zhàn)略,積極投身國際競爭中去,才是WL公司未來發(fā)展的唯一出路。本文以WL公司為研究對象,通過對其外部環(huán)境、內(nèi)部環(huán)境以及公司的優(yōu)勢、劣勢、機(jī)會(huì)、威脅的全面分析,提出WL公司實(shí)施國際化的戰(zhàn)略目標(biāo)和戰(zhàn)略實(shí)施的方案。全文由6章組成。第1章是緒論,對研究背景和意義、國內(nèi)的研究現(xiàn)狀、研究的內(nèi)容和結(jié)構(gòu)框架、研究方法進(jìn)行了簡明扼要的介紹。第2章主要闡述了國際化戰(zhàn)略的相關(guān)概念和理論。第3章在對WL公司現(xiàn)狀進(jìn)行簡單介紹后,對WL公司從宏觀環(huán)境、行業(yè)環(huán)境和內(nèi)部環(huán)境進(jìn)行了比較全面的分析。第四章是在對WL公司外部環(huán)境和內(nèi)部環(huán)境分析的基礎(chǔ)上,利用SWOT分析法,分析了WL公司的優(yōu)勢、劣勢、機(jī)會(huì)和威脅,確定了WL公司的國際化戰(zhàn)略選擇,同時(shí)提出了公司的國際化戰(zhàn)略定位和目標(biāo),并針對WL公司的國際化戰(zhàn)略內(nèi)容進(jìn)行了論述。第5章提出了WL公司在國際化戰(zhàn)略實(shí)施過程中應(yīng)采取的保障措施,第6章對本課題的研究結(jié)果進(jìn)行了總結(jié),并介紹了筆者在研究過程中獲得的幾點(diǎn)啟示以及今后研究的展望。
[Abstract]:Wine has a long history of more than 6000 years, because it contains a variety of essential amino acids, vitamins, minerals and other nutrients, it is considered to be the healthiest and most hygienic alcoholic beverage. It is the only alcoholic drink of the six health drinks recommended by the World Health Organization. Wine is also an international wine, has been the largest volume of international trade in wine. However, since the mid-1990s, due to the slow down of the world economic development and the uncertainty of the future, the international wine market is not very prosperous. In recent years, the outbreak of the international financial crisis has exacerbated the development of this state, both the old world and the new world wine producers have shown a weak state of consumption, the phenomenon of more production than demand is prominent. On the contrary, due to the sustained and rapid development of the economy, the improvement of people's living standards, the enhancement of health awareness, the consumption of wine has increased by leaps and bounds, and the output of wine has increased from 2019 thousand litres in 2000 to 115.69 thousand litres in 2011. The consumption has reached 140.57 thousand liters, which has become the fifth largest wine market in the world. With its huge market potential, the Chinese market has become a necessary place for foreign brands, and a large number of foreign wines have entered China. Imports of wine reached 361.6 million litres in 2011, accounting for 1/3 of China's wine market, which has become highly international. In order to adapt to the international competition, the implementation of internationalization of Chinese wine enterprises is the inevitable road. The three giants of the domestic wine industry, Changyu, the Great Wall, and dynastic have all begun to implement their international strategy. WL is a professional wine production company in China, founded in 1980, has been committed to the production and sales of wine for more than 30 years, has achieved a certain position in the domestic wine market. Is the largest domestic organic wine manufacturers. The intensification of international competition in the domestic market has already caused a great market impact on WL Company, which has made WL Company feel unprecedented pressure. Only through the implementation of international strategy, it can actively participate in international competition. Is the only way out for the future development of WL. This paper takes WL Company as the research object, through the comprehensive analysis of its external environment, internal environment and the company's strengths, weaknesses, opportunities and threats, puts forward the strategic goal and strategy implementation plan of WL Company to implement internationalization. The full text consists of 6 chapters. The first chapter is the introduction, the research background and significance, the domestic research situation, the research content and the structure frame, the research method has carried on the concise introduction. The second chapter mainly elaborated the internationalization strategy related concept and the theory. Chapter 3 gives a brief introduction to the current situation of WL Company, and analyzes the macro environment, industry environment and internal environment of WL Company. In chapter 4, based on the analysis of WL's external and internal environment, the author analyzes the strengths, weaknesses, opportunities and threats of WL Company by using the SWOT analysis method, and determines the international strategic choice of WL Company. At the same time, it puts forward the orientation and goal of the internationalization strategy of the company, and discusses the content of the internationalization strategy of WL company. Chapter 5 puts forward the safeguard measures that WL should take in the process of implementing internationalization strategy. Chapter 6 summarizes the research results of this subject, and introduces some enlightenments obtained by the author in the course of the research and the prospect of future research.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.82
本文編號：2345524
[Abstract]:Wine has a long history of more than 6000 years, because it contains a variety of essential amino acids, vitamins, minerals and other nutrients, it is considered to be the healthiest and most hygienic alcoholic beverage. It is the only alcoholic drink of the six health drinks recommended by the World Health Organization. Wine is also an international wine, has been the largest volume of international trade in wine. However, since the mid-1990s, due to the slow down of the world economic development and the uncertainty of the future, the international wine market is not very prosperous. In recent years, the outbreak of the international financial crisis has exacerbated the development of this state, both the old world and the new world wine producers have shown a weak state of consumption, the phenomenon of more production than demand is prominent. On the contrary, due to the sustained and rapid development of the economy, the improvement of people's living standards, the enhancement of health awareness, the consumption of wine has increased by leaps and bounds, and the output of wine has increased from 2019 thousand litres in 2000 to 115.69 thousand litres in 2011. The consumption has reached 140.57 thousand liters, which has become the fifth largest wine market in the world. With its huge market potential, the Chinese market has become a necessary place for foreign brands, and a large number of foreign wines have entered China. Imports of wine reached 361.6 million litres in 2011, accounting for 1/3 of China's wine market, which has become highly international. In order to adapt to the international competition, the implementation of internationalization of Chinese wine enterprises is the inevitable road. The three giants of the domestic wine industry, Changyu, the Great Wall, and dynastic have all begun to implement their international strategy. WL is a professional wine production company in China, founded in 1980, has been committed to the production and sales of wine for more than 30 years, has achieved a certain position in the domestic wine market. Is the largest domestic organic wine manufacturers. The intensification of international competition in the domestic market has already caused a great market impact on WL Company, which has made WL Company feel unprecedented pressure. Only through the implementation of international strategy, it can actively participate in international competition. Is the only way out for the future development of WL. This paper takes WL Company as the research object, through the comprehensive analysis of its external environment, internal environment and the company's strengths, weaknesses, opportunities and threats, puts forward the strategic goal and strategy implementation plan of WL Company to implement internationalization. The full text consists of 6 chapters. The first chapter is the introduction, the research background and significance, the domestic research situation, the research content and the structure frame, the research method has carried on the concise introduction. The second chapter mainly elaborated the internationalization strategy related concept and the theory. Chapter 3 gives a brief introduction to the current situation of WL Company, and analyzes the macro environment, industry environment and internal environment of WL Company. In chapter 4, based on the analysis of WL's external and internal environment, the author analyzes the strengths, weaknesses, opportunities and threats of WL Company by using the SWOT analysis method, and determines the international strategic choice of WL Company. At the same time, it puts forward the orientation and goal of the internationalization strategy of the company, and discusses the content of the internationalization strategy of WL company. Chapter 5 puts forward the safeguard measures that WL should take in the process of implementing internationalization strategy. Chapter 6 summarizes the research results of this subject, and introduces some enlightenments obtained by the author in the course of the research and the prospect of future research.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.82
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