本文選題：經營業(yè)績 + 戰(zhàn)略分析�。� 參考：《阜陽師范學院》2017年碩士論文

【摘要】：隨著中國白酒業(yè)的發(fā)展,白酒企業(yè)越來越多,規(guī)模越來越大,安徽白酒行業(yè)市場行情緊隨全國白酒市場走勢,其中包括安徽古井貢酒股份有限公司、安徽迎駕貢酒股份有限公司,安徽口子酒業(yè)股份有限公司等,但同樣知名的安徽一線品牌安徽金種子酒業(yè)股份有限公司卻逆市而行,成為19家上市白酒企業(yè)中唯一一家營業(yè)收入、凈利潤雙降三年的企業(yè),而且下降幅度很大,銷售情況不容樂觀,企業(yè)存在的弱點、宏觀環(huán)境、產業(yè)環(huán)境、競爭環(huán)境的變化等,使企業(yè)面臨發(fā)展障礙,企業(yè)現有發(fā)展戰(zhàn)略難以適應當前的市場變化。文章主要以案例分析,以企業(yè)出現的問題為中心層層剖析,發(fā)掘根本原因。綜合運用宏觀與微觀分析手段,對我國白酒行業(yè)進行研究,進而對企業(yè)進行戰(zhàn)略分析。綜合理論與實踐措施并重的方法,提出改善企業(yè)的經營業(yè)績的戰(zhàn)略方案。文章分為五章,第一章為選題依據,提出研究背景及其意義,第二章為白酒行業(yè)、安徽白酒行業(yè)以及金種子酒業(yè)的發(fā)展歷程,第三章為金種子酒業(yè)集團面臨的外部環(huán)境分析,第四章為金種子酒業(yè)集團的內部環(huán)境分析,第五章中金種子酒業(yè)的綜合分析-SWOT分析,提出相應的戰(zhàn)略方案。通過戰(zhàn)略分析,文章指出,消費者的需求是市場變化的動因,要以消費者的需求為導向;企業(yè)應該做好戰(zhàn)略管理,特別是營銷戰(zhàn)略對企業(yè)盈利能力至關重要;營銷模式、產品需要不斷地創(chuàng)新才能保持可續(xù)發(fā)展,企業(yè)要建立健全戰(zhàn)略規(guī)劃,不斷的進行完善和積極創(chuàng)新營銷模式;人才是企業(yè)的形成核心競爭力的關鍵,形成以人才為核心的文化價值觀,才會實現戰(zhàn)略目標。
[Abstract]:With the development of liquor industry in China, more and more liquor enterprises have become larger and larger. The market of Anhui liquor industry follows the trend of the national liquor market, including Anhui Gujing Gong Liquor Co., Ltd. Anhui Yingjiegong Liquor Co., Ltd., Anhui Kou Zi Liquor Co., Ltd., etc., but Anhui Gold seed Wine Co., Ltd., a well-known Anhui first-line brand, went against the market. It has become the only one of the 19 listed liquor enterprises with operating income and net profit falling for three years. Moreover, the decline is very large, the sales situation is not optimistic, the weakness of the enterprises, the macro environment, the industrial environment, the change of the competitive environment, etc. The existing development strategy of enterprises is difficult to adapt to the current market changes. The article mainly takes the case analysis, taking the enterprise question as the center layer by layer analysis, excavates the fundamental reason. By means of macro and micro analysis, this paper studies liquor industry in China, and then makes strategic analysis on enterprises. This paper puts forward a strategic plan to improve the business performance of an enterprise by combining the theory with the practical measures. The article is divided into five chapters, the first chapter as the basis for the topic, the research background and its significance, the second chapter is the liquor industry, Anhui liquor industry and the development process of gold seed liquor industry, the third chapter is the external environment analysis of the Golden seed Liquor Group. The fourth chapter is the internal environment analysis of Golden seed Wine Group, the fifth chapter is the comprehensive analysis-SWOT analysis of Zhongjin seed Wine Industry, and puts forward the corresponding strategic plan. Through strategic analysis, the article points out that consumer demand is the driving force of market change and should be guided by consumer demand; enterprises should do a good job of strategic management, especially marketing strategy is very important to the profitability of enterprises; marketing model, Products need continuous innovation to maintain sustainable development, enterprises should establish a sound strategic planning, constantly improve and actively innovate marketing model, talent is the key to the formation of core competitiveness of enterprises, Only by forming the cultural values with talent as the core can the strategic goal be realized.
【學位授予單位】：阜陽師范學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F272

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