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论文编号：	13512
作者编号：	2320200486
上传时间：	2022/12/3 22:57:10
中文题目：	W葡萄酒公司竞争战略研究
英文题目：	Research on the competitive strategy of W companies in the wine industry
指导老师：	薛有志
中文关键字：	葡萄酒；竞争战略；集中差异化战略
英文关键字：	Competitive strategy; Centralized differentiation strategy
中文摘要：	中国作为新兴的经济体，在改革开放、加入世界贸易组织等因素的催化下，在2011年超越日本，成功成为了全球第二大经济体。但随着发展的推进，中国经济的发展质量由高速发展向高质量发展转变，叠加近几年出现的中美贸易摩擦及新型冠状肺炎的影响，我国消费增速明显减缓。作为生活非必需品的葡萄酒行业，深受影响。一方面，传统葡萄酒饮用场景单一，不如白酒、啤酒等更能贴近广大消费者的饮用理念；另一方面，进口葡萄酒以及新兴的低度潮饮酒也对国产葡萄酒市场造成挤压，导致国产葡萄酒市场规模在近些年萎缩的局面。如何能利用市场的调整期，制定出适宜的竞争战略，以保障并增强市场核心竞争力，成为了W公司当前必须解决的问题。 W公司于1980年成立，是中国第二家、天津第一家中外合资企业。自1998年开始至2011年，连续13年被国家统计局的中国行业企业信息中心评为全国葡萄酒产品销量冠军，干型葡萄酒的市场占有率一度达到近50%。但由于2013年的匿名信风波，公司现阶段的发展出现颓势，直到2021年才实现了扭亏为盈。本文基于波特的竞争战略理论，结合W公司的发展历程、现阶段的问题以及行业发展情况，以W公司相关信息为依据，运用PEST、波特五力模型等研究工具，对W公司面临的整体环境进行分析。对W公司的优势、劣势、机遇、威胁进行SWOT矩阵分析，选取适宜发展的竞争战略，而后围绕竞争战略的实施制定了四项实施保障措施，使W公司能够集中战略优势形成核心竞争力，为突破瓶颈、扭转局势、在市场上获得竞争优势提供了可能。 本文对W公司有一定的实践价值，对其他葡萄酒行业的企业或者经销商提供了关于竞争战略研究的思路、方向及方法，有利于国内葡萄酒行业企业的高质量发展。
英文摘要：	As an emerging economy, China, under the catalysis of reform and opening up, accession to the World Trade Organization and other factors, surpassed Japan in 2011 and successfully became the world's second largest economy. However, with the advancement of development, the quality of China's economic development has changed from high-speed development to high-quality development. With the impact of Sino US trade frictions and the new type of coronary pneumonia in recent years, China's consumption growth has slowed down significantly. The wine industry, as a non necessity of life, is deeply affected. On the one hand, the traditional wine drinking scene is unitary,which is not as close to the drinking concept of consumers as liquor and beer; On the other hand, imported wines and the emerging low alcohol consumption have also squeezed the domestic wine market, leading to the shrinkage of the domestic wine market in recent years. How to make use of the market adjustment period to formulate an appropriate competitive strategy to ensure and enhance the core competitiveness of the market has become a problem that W Company must solve at present. Founded in 1980, W Company is the second Sino foreign joint venture in China and the first Sino foreign joint venture in Tianjin. From 1998 to 2011, it was awarded the national wine product sales champion by the China Industry Enterprise Information Center of the National Bureau of Statistics for 13 consecutive years, and the market share of dry wine once reached nearly 50%. However, due to the anonymous letter crisis in 2013, the company's development at this stage has declined, and it has just finish the process of turn losses into profits in the past year, 2021. Based on Porter's competitive strategy theory, combined with W Company's development history, current problems and industry development, and based on W Company's relevant information, this paper uses PEST, Porter's Five Forces Model and other research tools to analyze the overall environment that W Company is facing. SWOT matrix analysis was carried out on the strengths, weaknesses, opportunities and threats of W Company, and a competitive strategy suitable for development was selected. Then four implementation safeguard measures were formulated around the implementation of the competitive strategy, which enabled W Company to focus on its strategic advantages to form its core competitiveness, providing the possibility to break through bottlenecks, turn the situation around, and gain competitive advantages in the market.This paper has a certain practical value for W Company, and provides ideas, directions and methods on competitive strategy research for other wine industry companies or distributors, which is conducive to the high-quality development of domestic wine industry companies.
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