本文選題：飲料啤酒輸送鏈板 + 雷吉那公司��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：在過去的20年里，國內(nèi)居民生活條件逐步改善，人們的生活水平也在不斷提高，對(duì)于瓶裝飲品和啤酒的需求總量持續(xù)增長，需求種類也越來越多樣化。從而催生了中國的飲料與啤酒包裝設(shè)備行業(yè)在近10年里始終保持在20%以上的增長率，并且還將繼續(xù)保持著強(qiáng)勁的增長勢(shì)頭。 雷吉那公司于1998年在中國上海設(shè)立辦事處，并于2004年在天津建廠正式進(jìn)入中國市場。該行業(yè)的其它兩家國際公司也先后來中國建廠。經(jīng)過這十幾年中國飲品和啤酒行業(yè)的爆發(fā)式增長，本土企業(yè)也紛紛加入了包裝輸送設(shè)備行業(yè)。目前國內(nèi)飲料啤酒企業(yè)基本分為高、中、低三個(gè)檔次，三家國際大公司基本掌握著大型飲料啤酒制造企業(yè)，比如Coca Cola、Pepsi Cola、康師傅、娃哈哈、青島啤酒、Budweiser Beer、華潤啤酒等。國內(nèi)企業(yè)大多選用低價(jià)格手段進(jìn)入市場，并參與競爭。 目前雷吉那公司面臨的發(fā)展問題是，如何在中國市場環(huán)境中保持長期穩(wěn)定的增長，需要解決的問題有，制定清晰的市場戰(zhàn)略與品牌定位、創(chuàng)新產(chǎn)品技術(shù)和加強(qiáng)成本優(yōu)勢(shì)。 本文將使用外部宏觀環(huán)境分析（PEST分析法）和有關(guān)競爭力的模型波特五力分析模型（也稱為波特模型）（Michael Porter's Five Forces Model）對(duì)雷吉那公司外部和內(nèi)部條件和環(huán)境進(jìn)行分析；運(yùn)用戰(zhàn)略分析方法和分析工具，對(duì)雷吉那公司進(jìn)行戰(zhàn)略定位研究，并結(jié)合當(dāng)前外部市場環(huán)境和公司內(nèi)部約束條件制定發(fā)展戰(zhàn)略，，即技術(shù)領(lǐng)先、成本優(yōu)勢(shì)的主動(dòng)競爭戰(zhàn)略。為了配合雷吉那公司的新的發(fā)展戰(zhàn)略，需要完善的企業(yè)文化，儲(chǔ)備優(yōu)秀人員，開發(fā)新的市場，加強(qiáng)產(chǎn)品的創(chuàng)新成果。
[Abstract]:In the past 20 years, the living conditions of domestic residents have gradually improved, and people's living standards have also been improving. The total demand for bottled drinks and beer has continued to grow, and the types of demand have become more and more diversified.As a result, China's beverage and beer packaging equipment industry has maintained a growth rate of more than 20 percent over the past decade, and will continue to maintain a strong growth momentum.Regina set up an office in Shanghai in 1998 and officially entered the Chinese market in Tianjin in 2004.Two other international companies in the industry have also set up factories in China.After more than a decade of explosive growth in China's beverage and beer industries, local companies have joined the packaging and transportation industry.At present, domestic beverage beer enterprises are basically divided into three grades: high, middle and low, and three large international companies basically master large beverage beer manufacturers, such as Coca Cola Pepsi Cola, Master Kang, Wahaha, Tsing Tao Beer Budweiser Beer, China Resources Beer and so on.Most domestic enterprises choose low-price means to enter the market and participate in competition.At present, Regina is faced with the problem of how to maintain long-term and stable growth in the Chinese market environment. The problems that need to be solved include making clear market strategy and brand positioning, innovating product technology and strengthening cost advantage.In this paper, the external and internal conditions and environment of Regina are analyzed by using the external macro environmental analysis (pest analysis) and the Porter five-force analysis model (also known as the Porter Porter's Five Forces model).This paper studies the strategic orientation of Regina Company by using strategic analysis methods and tools, and formulates the development strategy combining with the current external market environment and the internal constraints of the company, that is, the active competitive strategy of leading technology and cost advantage.In order to cooperate with Regina's new development strategy, it is necessary to perfect corporate culture, reserve excellent personnel, develop new market and strengthen product innovation.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.82;F274

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