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论文编号：	5369
作者编号：	2120112791
上传时间：	2013/6/6 22:33:39
中文题目：	天津DY酿酒公司的战略联盟与差异化战略研究
英文题目：	The Study on the strategic alliance and differentiation strategy of Tianjin DY brewing company
指导老师：	程新生
中文关键字：	酿酒企业，战略联盟，差异化战略
英文关键字：	Brewery enterprises, strategic alliance, Differentiation strategy
中文摘要：	长期以来，中国是跨国公司的投资热土。随着中国加入世贸组织，更多的国外产品争相进入中国这个世界上最大的市场。广大国人也能享受到更多的美味与时尚。洋酒业是外资快速进入中国最快的行业之一，在近几年世界酒业三大巨头均已投资控股了一些中国白酒企业。中国白酒行业的高额利润是吸引外资目光的主要原因。同时，中国白酒产业面临行业内大整合的局面也为跨国公司大举进入中国市场提供了机遇。非酒类的国内其他行业的企业也纷纷涉足白酒业。能否制定出切实可行的公司战略、在激烈的行业竞争中站稳脚跟并发展壮大，是每一个酿酒合资企业必须解决的难题。本文主要采用了规范讨论和案例研究相结合的研究方法，在回顾了国内外相关文献和梳理了相关理论基础的基础上，以天津DY酿酒公司为例，以环境分析、战略制定以及战略实施这三个战略管理流程的关键点为核心，研究了公司战略的制定。在环境分析部分，分析了该公司的内外部环境。在战略制定部分，明确选择了战略联盟与差异化战略，采用品牌本土化运作以及跨品类的产品线组合攻击战略，建立横向联盟，摒弃了总代理分销的固有模式，与电子商务公司建立纵向联盟等，分析了差异化战略选择的依据以及基于顾客价值的差异化。在战略控制部分，分析了战略实施的管理支持、可能面临的风险及其管控以及组织保障。本文充分论证了天津DY酿酒公司战略在技术和实践上的可行性，收益结果上的可接受性，与组织的期望和能力相一致的适宜性，为合资双方确定战略决策提供了重要的参考，也为日后合资企业的日常运作跟踪和分析提供了坚实的基础。对于酿酒行业的其他企业也有良好的借鉴意义。
英文摘要：	For a long time, China is a hot spot for investment by multinationals. With China's accession to the WTO, more and more foreign products have been introduced in to China, the world's biggest market. The masses of people also can enjoy more delicious and fashionable. Foreign wine industry is one of the fastest industries which foreign capital enters into China. The big three firms, in the world wine industry, have made holding investment in some Chinese liquor enterprises in recent years. China's liquor industry's high profit is the main cause of attracting foreign investment vision. At the same time, China's liquor industry facing a large integration within the industry situation also offers substantial opportunities for multinational companies entering the Chinese market. Non-alcoholic companies in other domestic have also dabbled in liquor-making industry. Whether companies could work out feasible strategy and gain a foothold and grow in the fierce industrial competition is a critical point for each brewery joint venture. This paper mainly applied the combination of research methods of normative discussion and case study. On the basis of reviewing the related domestic and overseas professional literature and the related theoretical basis, making Tianjin DY brewing company as an example, the company strategy is studied by the three key points of the strategic management process which include environmental analysis, strategy formulation and strategy implementation. In the environmental analysis stage, the internal and external environments of the company are analyzed. In the strategy formulation stage, strategic alliance and the differentiation strategy are clearly chosen, adopting attack strategy combination of the brand localization operation and the crossed-category product line. The transverse alliance has formed, abandoned the general agent distribution patterns where as the longitudinal alliance has been founded with a e-commerce company. The chosen basis of the differentiation strategy and customer-value-based differentiation are analyzed. In strategic control part, the management support for the strategic implementation, the possible risk and its management & control and organization guarantee are analyzed. The technological and practical feasibility, acceptability of economical result and the consistence of the organization's expectations and ability are fully demonstrates in the paper for Tianjin DY brewing company. It provides an important reference to determine strategic decision for the two parties of the joint venture and also a solid foundation for the future daily operation tracking and analysis of the joint venture. It also provides a good reference for the other enterprise in such liquor-making industry.
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