本文選題：白酒產(chǎn)業(yè) + 戰(zhàn)略分析��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：白酒產(chǎn)業(yè)是我國(guó)歷史傳統(tǒng)產(chǎn)業(yè)，隨著改革開(kāi)放與經(jīng)濟(jì)的發(fā)展，西方戰(zhàn)略管理理論及營(yíng)銷(xiāo)學(xué)理論被引入白酒行業(yè)。過(guò)去幾年，國(guó)內(nèi)經(jīng)濟(jì)放緩，其他行業(yè)受經(jīng)濟(jì)影響發(fā)展緩慢，白酒作為國(guó)內(nèi)行業(yè)的新秀發(fā)展迅速并且連續(xù)10年保持兩位數(shù)以上速度增長(zhǎng)，，新品牌、新產(chǎn)品紛紛推出市場(chǎng)極大豐富了白酒市場(chǎng)。2012年白酒銷(xiāo)售收入達(dá)到4000多億元。然而在市場(chǎng)高度發(fā)展的同時(shí)也出現(xiàn)產(chǎn)品同質(zhì)化、產(chǎn)品質(zhì)量問(wèn)題突出、競(jìng)爭(zhēng)模式趨同等問(wèn)題，尤其是2012年下半年開(kāi)始，隨著政府限制“三公消費(fèi)”等政府政策的轉(zhuǎn)變以及白酒企業(yè)頻發(fā)的產(chǎn)品質(zhì)量問(wèn)題致使白酒行業(yè)遇到新的拐點(diǎn)。衡水老白干經(jīng)歷過(guò)去10年發(fā)展黃金期銷(xiāo)售額從10年前的1.9億元增長(zhǎng)到現(xiàn)在的37億元。衡水老白干如何調(diào)整競(jìng)爭(zhēng)戰(zhàn)略適應(yīng)新的激烈的競(jìng)爭(zhēng)環(huán)境并從中脫穎而出成為本文研究的主要方向。 本論文通過(guò)大量的文獻(xiàn)資料研究，闡述白酒行業(yè)發(fā)展歷程、發(fā)展現(xiàn)狀、發(fā)展規(guī)律以及白酒行業(yè)的消費(fèi)特征。同時(shí)結(jié)合企業(yè)自身發(fā)展歷程、市場(chǎng)特點(diǎn)、品牌現(xiàn)狀做深入分析，并針對(duì)主要競(jìng)爭(zhēng)者做了SWOT戰(zhàn)略分析。本論文運(yùn)用現(xiàn)代換的戰(zhàn)略理論工具對(duì)衡水老白干公司進(jìn)行SWOT分析、PEST分析、五力模型分析等戰(zhàn)略研究。由此選定衡水老白干發(fā)展戰(zhàn)略：1、全國(guó)化市場(chǎng)戰(zhàn)略；2、渠道模式創(chuàng)新戰(zhàn)略；3、基于顧客忠誠(chéng)度的衡水老白干品牌戰(zhàn)略；4、智慧型組織建設(shè)。形成以河北市場(chǎng)為戰(zhàn)略根據(jù)地市場(chǎng)，全國(guó)化布局，同時(shí)組織建設(shè)與品牌規(guī)劃協(xié)同服務(wù)于市場(chǎng)發(fā)展的戰(zhàn)略方向。
[Abstract]:Liquor industry is a historical and traditional industry in China. With the development of reform and opening up and economy, western strategic management theory and marketing theory have been introduced into liquor industry. In the past few years, the domestic economy has slowed down, and other industries have been affected by the economy. Liquor has developed rapidly as a rookie in the domestic industry and maintained a double-digit growth rate for 10 consecutive years. The new products have greatly enriched the liquor market. In 2012, liquor sales revenue reached more than 400 billion yuan. However, while the market is developing highly, there are also problems such as homogenization of products, outstanding problems in product quality, convergence of competition patterns, etc., especially since the second half of 2012. With the change of government policies such as restricting the "three public consumption" and the frequent product quality problems in liquor enterprises, the liquor industry has encountered a new inflection point. Hengshui Laobaigan experienced the past 10 years development of golden sales from 190 million yuan 10 years ago to 3.7 billion yuan now. How to adjust the competitive strategy to the new competitive environment and stand out from it has become the main research direction of this paper. In this paper, through a lot of literature research, the development course, current situation, development law and consumption characteristics of liquor industry are expounded. At the same time, combined with the enterprise's own development process, market characteristics, brand status to do in-depth analysis, and the main competitors to do SWOT strategic analysis. In this paper, SWOT analysis, five force model analysis and other strategic research on Hengshui Laobaigan Company are carried out by using modern exchange strategy theory tools. Therefore, Hengshui Laobaigan development strategy: 1, national marketing strategy 2, channel model innovation strategy 3, Hengshui Laobaigan brand strategy based on customer loyalty, wisdom organization construction. Taking Hebei market as the strategic base market, the national distribution is formed, at the same time, the organization construction and brand planning serve the strategic direction of market development in coordination.
【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(lèi)號(hào)】：F426.82;F274

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