本文選題：華澤集團(tuán) + SWOT�。� 參考：《電子科技大學(xué)》2014年碩士論文

【摘要】：本文研究對象華澤集團(tuán)(金六福企業(yè))的戰(zhàn)略規(guī)劃與實(shí)施,主要是通過SWOT進(jìn)行匹配,分析企業(yè)自身內(nèi)外部的優(yōu)勢、劣勢、機(jī)會與威脅,進(jìn)而對自己企業(yè)發(fā)展進(jìn)行戰(zhàn)略規(guī)劃選擇與實(shí)施。華澤集團(tuán)(金六福企業(yè))目前標(biāo)處于調(diào)整發(fā)展期間,從外部的政策經(jīng)濟(jì)環(huán)境來看,白酒行業(yè)十年的黃金發(fā)展期已經(jīng)過去,“限制三公消費(fèi)”、“禁酒令”、“酒駕入刑”等因素,限制了白酒消費(fèi),尤其是高端白酒受到?jīng)_擊,公酒時代結(jié)束,民酒時代開啟,消費(fèi)市場逐步回歸理性,大眾消費(fèi)市場成為主流。同時也帶來了一定的機(jī)會,比如中低端的需求持續(xù)增長,電子商務(wù)的高速發(fā)展等。從內(nèi)部的企業(yè)優(yōu)劣勢分析來看,華澤集團(tuán)(金六福企業(yè))經(jīng)過十余年高速發(fā)展,在品牌打造、營銷管理、產(chǎn)品結(jié)構(gòu)、人力資源等方面積累了一定的競爭優(yōu)勢。但是同時也存在新產(chǎn)品創(chuàng)新不足、團(tuán)隊(duì)的驅(qū)動力不足、品牌力老化等問題。通過對華澤集團(tuán)(金六福企業(yè))內(nèi)外部環(huán)境的分析,運(yùn)用SWOT手段,對集團(tuán)公司下一步的發(fā)展進(jìn)行了戰(zhàn)略定位與選擇,并提出了部分實(shí)施的辦法。本文對同樣處于轉(zhuǎn)型發(fā)展期的其他公司,具有一定的參考與借鑒意義。
[Abstract]:The research object of this paper is the strategic planning and implementation of Huazawa Group (Jinliufu Enterprise), mainly through the matching of SWOT to analyze the internal and external strengths, weaknesses, opportunities and threats of the enterprises. And then the development of their own strategic planning choice and implementation. Huazawa Group (Jinliufu Enterprise) is currently in the period of adjustment and development. Judging from the external policy and economic environment, the golden development period of the liquor industry has passed for ten years, "restricting three public consumption" and "prohibition of alcohol". The factors such as "driving wine into punishment" restrict liquor consumption, especially high-end liquor is impacted, the public wine era ends, the civil wine age opens, the consumption market gradually returns to rationality, and the mass consumption market becomes the mainstream. At the same time, it also brings some opportunities, such as the low-end demand growth, e-commerce high-speed development and so on. From the internal analysis of the advantages and disadvantages of enterprises, after more than 10 years of rapid development, Huazawa Group has accumulated certain competitive advantages in brand building, marketing management, product structure, human resources and so on. But at the same time, there are some problems, such as insufficient innovation of new products, insufficient driving force of team, aging of brand strength and so on. Based on the analysis of the internal and external environment of Huazawa Group (Jinliufu Enterprise) and the use of SWOT, this paper makes a strategic orientation and selection for the next development of the Group Company, and puts forward some implementation methods. This article is also in the period of transformation and development of other companies, has a certain reference and reference significance.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.82

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