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论文编号：	1581
作者编号：	2220080844
上传时间：	2010/6/10 10:17:41
中文题目：	青岛啤酒精细化品质管理研究
英文题目：	The Investigation into Intensive Management of Tsingtao Brewery
指导老师：	韩经纶
中文关键字：	关键词：青岛啤酒 品牌扩张 精细化管理 质量管理 品质提升
英文关键字：	Key words: Tsingtao Brewery Company The Extension of Brand Intensive Management Quality Management Quality Improvement
中文摘要：	青岛啤酒股份有限公司自98年后确立了大名牌发展战略并制定了由品牌带动下的发展战略，至今通过购并、合资、新建等方式拥有五十多家啤酒工厂。青岛啤酒这一享誉世界的品牌，也由青岛本地扩展到目前在二十多家工厂生产。如何使青岛啤酒在品牌扩张过程中，保证品牌信誉、声誉和美誉度，保持各工厂生产的青岛啤酒品质——口味一致性，即各子公司质量管理水平都达到精细化的高水准，是公司化扩张发展成功与否的关键。 就这些问题和挑战，对青岛啤酒品质管理体系的现状进行了认真的分析和研究，同时借鉴美国AB（百威）啤酒公司公司化质量管理的经验，对青岛啤酒品质精细化管理体系进行了重构。在研究方法上以全面质量管理，建立卓越的质量保证体系，精益生产理论为基础，吸收百威公司的质量管理方法和手段，并结合战略管理、企业文化管理的理念，将先进的质量管理理论和方法贯穿于青岛啤酒品质提升管理的研究与实践中，从而重塑了产品标准体系、产品品评体系、数据分析应用体系和过程控制标准体系，健全了过程审计工具，持续改进体系并对新企业文化的建立、质量体系的作用进行了论述。最后，对实施这些变革后的效果进行了总结，得出了重要的研究结论。 本文提出公司化过程中品质提升的重构方案，对青岛啤酒品质管理体系的改进具有明显的提升作用，同时也对快速消费品类的大型企业制造公司的品质一致性管理具有现实的指导作用，本文的研究实践成果，也有力的验证了全面质量管理等理论的科学性和有效性。
英文摘要：	Since 1998, Tsingtao Brewery Company has established grand brand development strategy and constituted the development strategy which is motivated by brand development. Nowadays, the company owns more than 50 subsidiaries by merging and acquiring, joint-ventures and green-field building. Tsingtao beer, a world famous beer brand, has been brewed not only locally, but also expanded to more than 20 subsidiaries in mainland China and Taiwan. However, to ensure the brand reputation, keep the beers’ quality and flavor consistency in our breweries and make sure each subsidiary has reached a high level of quality management standards, are the key for Tsingtao Brewery Company to be successful in expansion process. With these challenges, this study carefully investigated and analyzed the current situation of quality management control of Tsingtao Brewery Co., Ltd. At the same time, this system of Tsingtao Beer has been reconstructed by sampling the quality management experience of AB. For the research method issue, this research is based on the theory of total quality management, the establishment of excellent quality assurance systems and exactitude production theory, absorbing the methods and ways of Budweiser’s quality management, and combining the theory of strategic management and corporate culture. Moreover, the advanced quality management theory has been penetrated into the practice of Tsingtao Brewery Company’s quality improvement management. As a result, the product standards system, product tasting system, data analysis and application system as well as process control standards have been reshaped, the process of auditing and continuous improvement system has been improved, and the establishment of a new corporate culture and the role of quality system are discussed. Finally, by concluding the effectiveness of transform, an important result has been drawn. This thesis demonstrates that the quality reconstruction programs during the process has an obviously improvement on quality management system of Tsingtao Brewery Company. At the same time, it has a practical guidance on quality consistency management of fast-moving consumer goods enterprises. Furthermore, the results of this thesis also strongly prove the scientific and effectiveness of total quality management theory.
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