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论文编号：	2651
作者编号：	2120082421
上传时间：	2010/6/22 14:50:14
中文题目：	红布谷酿酒有限公司战略定位及实现方式研究
英文题目：	The Research On Strategic Positioning And RealizationWays Of The HONG BU GU Winery Co.,Ltd.
指导老师：	王应军
中文关键字：	红布谷公司 竞争优势 价值链 战略定位 核心能力
英文关键字：	the HONG BU GU Company ； Competitive advantage ；Value chain ； Strategic positioning ； Core competency
中文摘要：	战略管理是企业经营管理中的一个重要组成部分，同时也是一门实用性和操作性很强的管理学科。战略管理在企业的管理过程中起着至关重要的作用，直接决定着一个企业能否在激烈的市场竞争中生存下去，这也是我国中小企业普遍面临的问题。随着我国社会主义市场经济的不断发展，企业的竞争环境越来越激烈，企业要想在日益激烈的竞争环境中保持长久的竞争优势，就必须加强企业的战略管理。 本文以红布谷酿酒有限公司为研究对象，采用理论分析与实际调研相结合的方法，在公司内部和市场区域广泛调查并掌握大量相关资料的基础上，运用顾客价值理论、竞争优势理论、环境分析理论、核心能力理论和价值链理论等战略管理的相关理论，通过对公司内外部环境的深入分析，提出了公司的战略定位以及实现该战略定位的方式与思路。 全文共分为四个章节：第一章主要介绍了公司所处的行业背景和公司的发展背景，并对相关理论进行了回顾，从而引出了本文的研究问题、研究方法和研究意义；第二章主要分析了公司的内外部环境，分别从白酒产业竞争环境、公司的市场范围和竞争焦点，公司的价值链以及公司的资源和能力等方面进行了分析，从而揭示出公司所面临的机遇和威胁以及自身的优劣势； 第三章主要是通过构建新的顾客价值曲线和优化价值链对公司进行了战略定位，并进行了战略逻辑的论证；第四章主要是提出了实现公司战略定位的具体方式，主要包括外部联盟、提升能力和一些具体战略行动。 本文将企业战略管理的相关理论与红布谷酿酒有限公司的生产经营活动相结合，提出了公司的战略定位和需要提高和改进的地方，从而使公司获得持久的竞争优势，同时该研究也为其他同等规模的中小白酒企业的发展提供了有益的启发和帮助，促进我国白酒行业的健康发展。
英文摘要：	Strategic management is not only an important part of enterprise management, but also a highly practical and operational a subject of management. The strategic management is playing the very important role in the process of enterprise management, and was deciding directly whether an enterprise does survive in the intense market competition, this is also our country Small and medium-sized enterprise faces the most urgent question generally. Along with the continuous development of socialist market economy, enterprise's environment of competition is getting more and more intense, if the enterprise wants to maintain the long-time competitive advantage day by day in the keen competition environment, we must strengthen enterprise's strategic management. This thesis which takes HONG BU GU winery Co.,Ltd. as the object of study uses the method which is combining the theoretical analysis and the actual investigation on base of the widely investigation in the company interior and the market region to collect the massive correlation data .Through the analysis in the internal and external environment of the company, the research proposes the strategic positioning of the company and the approach and ideas to achieve this strategic positioning on the basis of use of customer value theory, competitive advantage theory, environment analysis theory, core competencies theory and value chain theory. The full text altogether divides into four chapters: The first chapter mainly introduces the profession background and the development background of the company, and carries on the review to the correlation theories, thus draws out the research question, the research technique and the research significance; the second chapter analyzes the internal and external environment of the company, separately from the liquor industry environment of competition, the market scope and the competition focal point of the company, the value chain of the company, as well as the resources and ability of the company, thus promulgates the opportunity and the threat which the company is facing as well as own advantages and disadvantages; the third chapter mainly carries on the strategic positioning of the company, through III Abstract IV building a new customer value curve and optimizing the value chain, and carries on the strategic logic of the argument; the fourth chapter mainly proposes the specific ways to achieve the strategic positioning of the company, which mainly includes external alliances, capacity building and a number of specific strategic actions. The thesis proposes the strategic positioning of the HONG BU GU winery Co.,Ltd. and some place which need enhance and improve , through combining the related theories of the enterprise strategic management and the operating activities of the company, thus causes the company to obtain the lasting competitive advantage, simultaneously this research also provides the beneficial inspiration and help for the development of the other medium and small scale liquor enterprises which have the same level scale, and promotes the healthy development of the liquor profession of our country.
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