贵州J酒业公司发展战略研究

【作者】 张颖；

【导师】 周乐欣；

【作者基本信息】 贵州大学 ， 工商管理， 2022， 硕士

【摘要】 白酒拥有着悠久的历史和深厚的文化背景,是非常典型的中国传统特色产业。经济和政治的环境变化,给白酒带来过快速发展的“黄金期”,也带来过长时间的调整重构期。如今白酒又进入了新的发展阶段,逐渐变好的发展态势使得白酒市场竞争激烈,选择合适的发展战略是企业向更高更远更好发展的不二选择。J酒业作为一家当地颇有规模的白酒企业,得到了当地政府的大力支持,因此本文选择研究J企业要在新形势下以怎样的发展战略走得更远。本文以J酒业公司作为研究对象,通过梳理现有的文献资料,整理了白酒行业的大背景,并简单阐述关于战略管理和白酒行业的国内外研究现状,以此作为本文的研究依据。对J酒业这家当地颇具规模的白酒企业进行了调研访谈和实地调查研究,掌握了企业的基本情况,然后根据企业发展战略的有关理论知识,综合运用PEST、波特五力模型、SWOT、IFE—EFE矩阵等战略分析工具,对J酒业公司内外部环境进行分析,发现挑战和机遇,分析对J酒业公司有利的发展战略方向,进行发展战略确定。经过具体研究,结合理论知识对J酒业发展战略的结论是,J酒业要选择一体化的总体战略以及差异化的业务战略,并制定了一系列实施措施和保障措施。本文在一定程度上为J酒业公司的实际运营决策提供参考,同时也对其他相似企业的发展战略制定具有一定的借鉴意义。更多还原

【Abstract】 Chinese Baijiu is a traditional industry with the long history and cultural background in China.The economic situation and policy made Chinese Baijiu experienced a golden decade of rapid development,and also brought a long-term adjustment and reconstruction period to Chinese Baijiu.Nowadays,Chinese Baijiu has a new stage of development.which brought the fierce competition to the Liquor industry.Choosing the right development strategy is the only choice for enterprises to develop better.As a local Baijiu enterprise,J wine company has received strong support from the local government.Therefore,this thesis chooses to study the further development of J wine company in the new situation.This thesis takes J wine company as the research object.Following aside by the principle of development strategy and wine industry,this thesis analyze the industry background in the new environment,and introduce the exist research achievements in domestic and abroad.Grasping the basic situation of the company by researching of the studies and the investigation of J wine company.Applying with PEST Analysis,Michael Porter’s Five Forces Model,SWOT Analysis,IFE—EFE Matrix,which is to make an in-depth analyzation from the external environment and the internal environment of J wine company.According to the analysis,this thesis give suggestions about the development strategy and some implementation measures for the development strategy.The conclusion bases on the knowledge of Strategy Management includes: J wine company should choose vertical integration strategy and differentiation strategy.The analysis of J wine company development strategy will give the similar enterprises an example to choose the development strategy.更多还原