【作者】 王琳；

【导师】 傅利平；

【作者基本信息】 天津大学 ， 工商管理， 2020， 硕士

【摘要】 中国经济进入新常态,白酒行业进入深度调整期,中国白酒企业就必须要根据当前市场经济发展的需要不断增强企业活力,提高企业效益。本文以舍得酒业为例,研究混合所有制下企业的战略变革。研究的目的是,由于内外环境状态和趋势的影响与挑战,企业现行的战略已经无法满足当前和未来的发展需要,内外部环境和条件的最新变化促成了舍得酒业战略变革的必要性、可能性,文中提出的战略选择与战略措施,能够解决企业现在存在的问题、冲突等,通过对提出的战略变革措施的落实情况和绩效表现情况进行评价,说明本文的战略选择具有可行性。研究的意义是,根据本文的研究,可能能够对舍得酒业未来经营起到理论支持作用和现实指导作用。文中对企业混改后的内外部情况进行了系统的分析和整理,运用经典战略分析工具和战略选择理论,应用平衡计分卡,研究混合所有制下舍得酒业的战略变革。首先,在多种方法调研和个人参与式观察基础上提出研究问题,详述了企业的现行战略和目前存在的问题,后着重从宏观、产业结构、产业内群组、竞争对手等层面分析外部环境,从趋势性影响、竞争规模和程度、群组分布、竞争行为和反应轮廓等视角,分析考查外部环境中出现的机会和威胁。随后分析企业的内部条件,在“总体经营业务结构”、“具体业务结构包含的价值活动及其联系”、“价值活动依赖的资源和能力基础”三层内部分析的基础上,应用SWOT理论给企业做战略分析,明确企业的战略变革方向。在前述环境、能力、战略匹配分析的基础上,应用汤姆森和斯特克兰鉴别战略簇,提出战略变革措施,进一步应用战略钟法,探究了沱牌系列酒的战略变革措施。最后,应用平衡计分卡进行战略变革措施的评价。舍得酒业是典型的混改企业,舍得的问题具有很强的代表性,本文研究结果期望能够对已经完成混合所有制改革后的舍得酒业进一步深化企业战略变革、推进企业和各事业部及职能部门科学战略管理,起到理论支持作用和现实指导作用。同时期望可以推广到行业管理和同类企业管理中,对国家、地方层面应对产业结构调整冲击、新型经济结构的形成,对地区、宏观等管理层面有必要的借鉴意义。更多还原

【Abstract】 As China’s economy has entered the new normal and the liquor industry has entered a period of deep readjustment,Chinese liquor enterprises must constantly enhance their vitality and improve their benefit based on the needs of the current market economy development.This thesis takes Shede Spirits as an example to research the strategic change of mixed-ownership enterprises.The research purpose is that the current strategy of the enterprise can’t satisfy the present and future development due to the impact and challenge of internal and external environmental state and tendency.The latest change of internal and external environment and condition makes it necessary and possible for Shede Spirits to change its strategy.The strategic choice and strategic measures put forward in the thesis can solve current problems and conflicts existing in the enterprise.The strategic choice of this thesis is proved feasible by evaluating the implementation and performance of the strategic change measures put forward in the thesis.The research significance is that the research of this thesis may provide a theoretical support and realistic guidance for the future management of Shede Spirits.The thesis analyzes and collates the internal and external situation systematically after the mixed-ownership reform of the enterprise.The thesis adopts classic strategic analysis tools,the theory of strategic choice and the balanced score card to research the strategic change of Shede Spirits under the mixed ownership.Firstly,the thesis,based on the survey through various methods and the individual participant observation,proposes the research question and illustrates the current strategy and problems existing in the enterprise in detail.Then,the thesis analyzes the external environment from the macro level,industrial structure level,intra-industry group and competitor levels.The thesis also analyzes and examines opportunities and threats emerging in external environment from the perspectives such as the tendency impact,the scale and degree of competition,group distribution,competitive behavior and response profile.Next,the thesis analyzes the internal condition of the enterprise.The thesis,based on three layers of internal analysis such as“overall business structure","value activities and their connections included in the specific business structure" and"resources and capacity base which the value activities depend on",adopts SWOT theory to conduct the strategic analysis for the enterprise in order to clarify the strategic change direction of the enterprise.On the basis of the above-mentioned analysis on the environment,capacity and strategy alignment,the thesis proposes the strategic change measures by means of the identifying strategic clusters created by Thompson and Strickland.The thesis adopts the strategy clock method further to explore the strategic change measures of Tuopai Series.Finally,the thesis evaluates the strategic change measures through the balanced score card.As Shede Spirits is a typical mixed-ownership enterprise,the problems of Shede are representative.The research result of this thesis is expected to provide a theoretical support and realistic guidance for Shede Spirits which has finished the mixed ownership reform to deepen the strategic change of the enterprise further,and promote the scientific strategic management of the enterprise,its business divisions and functional departments.At the same time,the research result of this thesis is expected to be applied to the industrial management and the management of similar enterprises to deal with the industrial restructuring impact and the emergence of new economic structure at the state and local level.The research result of this thesis can also provide a necessary reference at the regional and macro management levels.更多还原