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论文编号：	10449
作者编号：	2120162831
上传时间：	2018/12/6 15:25:34
中文题目：	中粮名庄荟公司战略选择研究
英文题目：	Strategic Choice of COFCO Wine&Wine Company
指导老师：	古志辉
中文关键字：	酒类零售； 连锁经营 ；市场战略 ；中粮名庄荟
英文关键字：	Liquor retail chain operation, market strategy, COFCO Wine&Wine
中文摘要：	摘 要随着消费升级带来的消费者对商品的多样化、个性化需求，酒类消费市场回暖。作为传统的酒类消费大国，自2004年以来，产销量一直保持上升态势。随着可支配收入的提高和城镇化程度的提升，人们社交生活内容更加丰富，活动次数更加频繁，作为社交重要组成部分的酒类的消费量也不断攀升。其中葡萄酒的消费增长显著。我国葡萄酒行业规模更是在2016年达到了650亿元以上。随着互联网时代尤其是移动互联时代的到来，国内的电商和物流行业的发展，使进口葡萄酒逐渐出现在寻常百姓的餐桌。批发分销依旧是酒类渠道的主要形式，电商平台近几年逐渐成长为酒类销售增长最快的领域。但是基于加快产品流通、降低流通成本及控制产品品质的市场要求，批发分销过程中的环节不断减少，销售终端的重要性愈加彰显，连锁门店以其专业化、规模化和标准化的核心能力，成为酒类零售模式的新变革方向。本文以相关理论为基础，以中粮名庄荟为代表的酒类零售连锁企业为研究对象，提出了酒类零售连锁企业的战略选择方向以及核心竞争力打造建议，从一体化增长战略、品牌整合传播战略的角度出发，提出酒类零售连锁企业的战略规划重点，以上下游资源的一体化整合为使命，以夯实自身平台运营能力为核心的品牌整合传播战略，打造以“全球选酒师，美酒联合国”为愿景的国际大酒商。本文创新点在于经过消费者行为分析，以消费者需求为驱动的酒类零售企业战略选择研究。如何制定战略才能满足消费分级带来的个性化、多样化市场需求，本文对以上问题的探讨具有参考意义。鉴于本人的学识局限性和时间因素，本文未能针对酒行业更多连锁企业作进一步的讨论分析，而且对案例的分析维度较为单一，适用性和有效性还有待进一步提高，这也是未来努力的方向。
英文摘要：	Abstract With the rapid development of China's economy and the increasing improvement of people's living standards, the trend of consumption upgrading is more obvious. As a traditional liquor consuming country, production and sales have been rising since 2004. With the increase of disposable income and urbanization, people's social life is richer and more frequent, and the consumption of alcohol as an important part of social life is also rising. Wine consumption began to grow rapidly. In 2016, the market capacity of China's wine industry reached over 65 billion yuan. With the advent of the Internet era, especially the mobile Internet era, the development of domestic electronics and logistics industry, making imported wine gradually appear at the table of ordinary people. Wholesale distribution is still the main form of liquor channel, e-commerce platform in recent years has gradually grown into the fastest growing area of liquor sales. However, in order to speed up the circulation of products, reduce the cost of circulation and control the quality of products, the links in the process of wholesale and distribution are decreasing, and the importance of sales terminals is becoming increasingly prominent. Chain stores, with their core competence of specialization, scale and standardization, have become a new change in liquor retail mode. Based on the theory of market strategy and chain operation and taking the liquor retail chain market as the research object, this paper puts forward the strategic planning emphasis and the suggestion of building core competence of liquor retail chain enterprises. Taking COFCO Wine&Wine as an example, this paper puts forward the integrated growth strategy and brand integration communication strategy from the Perspective of integrated growth strategy and brand integration communication strategy. The strategic planning of liquor retail chain enterprises should focus on the integration of the upper and lower reaches of resources as a mission to consolidate their own platform operation capability as the core of brand integration and communication strategy to create a "global winemaker, wine United Nations" as the vision of the international wine merchants. The innovation of this paper through the analysis of consumer behavior, consumer demand-driven liquor retail business model change research. How to formulate strategy to meet the individualized and diversified market demand brought by consumption classification, this paper has reference significance to the above problems. In view of the limitations of my knowledge and time factors, this article can not make further discussion and analysis for more chain enterprises in the wine industry, and the analysis of the case dimensions are relatively single, applicability and effectiveness need to be further improved, which is also the direction of future efforts.
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