本文選題：經(jīng)銷商 + 白酒�。� 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：進(jìn)入21世紀(jì),白酒行業(yè)開始十余年的迅猛發(fā)展,白酒銷售量從2001年的419.5萬千升增長到2011年的1202.6萬千升。受此帶動,白酒經(jīng)銷行業(yè)盈利水平大幅提高,白酒經(jīng)銷商的數(shù)量和規(guī)模迅速升級,白酒經(jīng)銷市場競爭越來越激烈。2012年開始,受八項規(guī)定、軍委禁酒令和塑化劑風(fēng)波等因素影響,白酒銷售量增長開始放緩,2012年至2014年白酒銷售量年均增長只有5.58%,白酒銷售行業(yè)在黃金十年造成的高強(qiáng)度競爭格局之下,利潤開始下降。蘭州佳瑞商貿(mào)有限公司成立于2009年,注冊資本五十萬元,主要代理經(jīng)銷郎酒、天佑德青稞酒等品牌白酒,以大型商超為主要銷售渠道,2014年銷售收入1042萬元。公司現(xiàn)有商超賣場31處、銷售人員32人。2014年,受白酒銷售行業(yè)增長放緩影響,公司銷售利潤出現(xiàn)下滑,經(jīng)驗豐富的銷售人員流失嚴(yán)重,公司迫切需要解決這些問題,并對其發(fā)展戰(zhàn)略進(jìn)行調(diào)整,使公司在白酒銷售市場上更有競爭力,贏得足夠的利潤支持企業(yè)發(fā)展。論文主要對蘭州佳瑞商貿(mào)有限公司的發(fā)展戰(zhàn)略進(jìn)行研究,綜合運(yùn)用PEST分析法、波特五力分析模型、外部環(huán)境評價矩陣(EFE)和內(nèi)部環(huán)境評價矩陣(IEF)等工具分析蘭州佳瑞商貿(mào)有限公司所面臨的外部機(jī)會與威脅、內(nèi)部優(yōu)勢與劣勢。在此基礎(chǔ)上運(yùn)用SWOT矩陣和QSPM矩陣制定選擇蘭州佳瑞商貿(mào)有限公司的發(fā)展戰(zhàn)略,并提出具體的實施措施。蘭州佳瑞商貿(mào)有限公司所遇到的問題,在白酒經(jīng)銷行業(yè)具有一定的代表性,研究蘭州佳瑞商貿(mào)有限公司的發(fā)展戰(zhàn)略問題,既可以為蘭州佳瑞商貿(mào)有限公司的發(fā)展提供思路,也可以為類似的中小型白酒經(jīng)銷企業(yè)發(fā)展提供一些可借鑒的思路與方法,具有重要現(xiàn)實意義。
[Abstract]:In the 21st century, liquor industry began to develop rapidly for more than ten years. Liquor sales increased from 419.5 thousand liters in 2001 to 1202.6 million liters in 2011. As a result of this, the profit level of the liquor distribution industry has increased substantially, the number and scale of liquor dealers have been rapidly upgraded, and the competition in the liquor distribution market has become more and more intense. Since 2012, it has been affected by eight regulations, prohibition orders of the Central military Commission and plasticizers, etc. Liquor sales growth began to slow, rising by an average of 5.58 a year between 2012 and 2014, and the industry's profits began to fall amid the intense competition created by the golden decade. Lanzhou Jiarui Trading Co., Ltd. was established in 2009, with registered capital of 500000 yuan, mainly acting for the distribution of Lang Liquor, Tianyou de Highland Barley Liquor and other brand liquor, with large commercial super as the main sales channel, sales revenue of 10.42 million yuan in 2014. The company now has 31 stores and 32 salespeople. In 2014, due to the slowdown in the liquor sales industry, the company's sales profits declined, and experienced salespeople were seriously lost. The company urgently needs to solve these problems. And adjust its development strategy to make the company more competitive in liquor sales market and win enough profits to support the development of enterprises. This paper mainly studies the development strategy of Lanzhou Jiarui Trading Co., Ltd., synthetically using PEST analysis method and Porter's five-force analysis model. The external Environment Evaluation Matrix (EFE) and the Internal Environmental Assessment Matrix (IEF) are used to analyze the external opportunities and threats, internal strengths and weaknesses faced by Lanzhou Jiarui Trading Co., Ltd. On the basis of this, SWOT matrix and QSPM matrix are used to formulate the development strategy of Lanzhou Jiarui Trading Co., Ltd. The problems encountered by Lanzhou Jiarui Trading Co., Ltd. are representative in liquor distribution industry. To study the development strategy of Lanzhou Jiarui Trading Co., Ltd., can provide ideas for the development of Lanzhou Jiarui Trading Co., Ltd. It can also provide some ideas and methods for the development of similar small and medium-sized liquor distribution enterprises, which has important practical significance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272;F721

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本文編號：1787252