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论文编号：	15696
作者编号：	2320234104
上传时间：	2025/12/9 13:10:47
中文题目：	GH集团酱香型白酒业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Sauce-aroma Baijiu Business in GH Group
指导老师：	薛红志副教授
中文关键字：	竞争战略；竞争优势；差异化；低成本；价值链
英文关键字：	Competitive Strategy; Competitive Advantage；Differentiation; Low Cost; Value Chain
中文摘要：	在中国经济迈向高质量发展的背景下，白酒行业正处于结构调整与深度变革的关键阶段。消费群体代际更替、市场竞争格局重塑、政策与监管制度持续优化以及数智化技术广泛渗透等多重变量交织，使得酱香型白酒企业所面临的战略环境愈发复杂。企业如何构建系统性能力，培育可持续竞争优势，成为推动高质量发展的核心议题。GH集团作为近年来酱香型白酒赛道中增长势头迅猛、颇具市场关注度的民营企业代表之一，正经历由“顺周期增长”向“逆周期应对”转变的关键阶段。企业凭借“茅台镇核心产区+传统酿造技艺传承+数智化支撑体系”形成了独特的资源与能力优势，但也面临产品定位不够精准、品牌影响力不足、渠道布局不均衡以及组织模式与市场变化匹配度不高等现实挑战，亟需以清晰的战略路径与能力体系实现突破。 本文以GH集团为研究对象，综合运用波特竞争战略理论、竞争优势理论与价值链分析框架，结合PEST与五力模型分析工具，对其所处的宏观环境、产业竞争态势及内部资源能力进行多维度分析。论文提出差异化战略是GH集团在当前发展阶段实现突围与转型的最优选择。在此基础上，本文进一步深入探讨了企业在产品创新、品牌建设、渠道拓展、与客户服务等核心环节的差异化布局策略，并结合组织、人才、技术、质量等支撑要素，构建起差异化战略的全流程实施保障体系，以提升在复杂市场环境下的持续竞争力。 通过理论分析与案例研究的结合，本研究不仅回应了GH集团在当前发展阶段下的战略重塑需求，也为其在行业调整周期中构建长期竞争优势、实现稳健经营与持续增长提供理论指导与实操建议。本研究亦为“次高端品牌如何实现有效突围”这一行业性命题提供了可行的解决方案，对推动酱酒行业由“规模扩张”向“质量驱动”转型具有一定的启示意义。
英文摘要：	Against the backdrop of China’s transition toward high-quality economic development, the Baijiu industry is undergoing a critical phase of structural adjustment and deep transformation. Multiple interwoven factors—including generational shifts in consumer demographics, the reshaping of market competition, the ongoing optimization of policies and regulatory frameworks, and the widespread penetration of digital-intelligent technologies—have made the strategic environment for sauce-aroma baijiu enterprises increasingly complex. How to build systemic capabilities and cultivate sustainable competitive advantages has thus become a core issue in driving high-quality development. As one of the fastest-growing and most closely watched private enterprises in the sauce-aroma Baijiu segment in recent years, GH Group is at a pivotal stage of transitioning from “pro-cyclical growth” to “counter-cyclical response.” Leveraging its distinctive advantages in Maotai Town’s core production region, traditional brewing craftsmanship, and an integrated digital-intelligent support system, the company has developed unique resources and capabilities. However, it still faces pressing challenges, including imprecise product positioning, limited brand influence, uneven channel distribution, and an organizational model insufficiently aligned with market dynamics. Addressing these challenges calls for a well-defined strategic path and a capability system that can deliver breakthroughs. Taking GH Group as the research subject, this thesis integrates Porter’s competitive strategy framework, theories of competitive advantage, and value chain analysis, in combination with PEST and Porter’s Five Forces model, to conduct a multidimensional assessment of its macro environment, industry competition, and internal resources and capabilities. The research concludes that a differentiation strategy is the optimal choice for GH Group to break through current constraints and achieve transformation at this stage of development. Building on this, the thesis explores differentiated strategic layouts in key areas such as product innovation, brand building, channel expansion, and customer service, while incorporating supporting elements in organization, talent, technology, and quality control. This forms a comprehensive implementation safeguard system for the differentiation strategy, aimed at strengthening sustained competitiveness in a complex market environment. By combining theoretical analysis with case study methodology, the thesis not only addresses GH Group’s need for strategic restructuring at its current stage, but also offers theoretical guidance and practical recommendations for achieving long-term competitiveness, steady operations, and sustainable growth during an industry adjustment cycle. It also offers a viable solution to the industry-wide challenge of “how sub-premium brands can achieve effective breakthroughs,” with implications for advancing the shift of the sauce-aroma Baijiu industry from scale expansion to quality-driven growth.
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