联系我们

论文查询结果	返回搜索

论文编号：	7865
作者编号：	2120132522
上传时间：	2015/12/7 23:53:47
中文题目：	CL麦芽公司竞争战略研究
英文题目：	The Research of CL Malting Company Competitive Strategy
指导老师：	任兵
中文关键字：	中小型麦芽公司;竞争战略;CL麦芽公司;转型
英文关键字：	Small and medium-sized malt company; Competitive strategy; CL malting company; The transformation
中文摘要：	麦芽行业作为啤酒酿造企业的一个关键上游供应商，麦芽生产企业的经营与发展与啤酒市场的发展密切相关。进入“十二五”以来，国内经济增长开始步入新常态。2014年啤酒消费出现了近二十年来的第一次下降,同比下降0.96%。进入到2015年传统啤酒消费更加大幅下滑，同比下降6.17%，山东区域跌幅居各省市区之首，产量329.4万千升，同比下降23.51%。但同时中国麦芽行业近年来盲目扩张，目前产能远远高于中国酿造者的实际需求量。对于麦芽企业而言，一面市场严重萎缩，一面产能过剩进一步扩大。但同时，近年来啤酒市场中发生的一些变化，国内的新生代对啤酒的消费越来越多样化，不再满足国内之前传统的淡色啤酒，消费者对进口啤酒，精酿啤酒的消费需求日益增加，喜欢尝试新产品、高端啤酒产品的客户群体数量在持续增加。中国的精酿啤酒事业开始跟随世界精酿的发展，进入一个爆发期特色啤酒的开发和生产离不开特种麦芽。随着特色啤酒的开发越来越多样化，差异化后，对特种麦芽的要求也会越来越高。对于中小型麦芽企业而言，挑战和机遇共存。如何选择一个适宜企业发展的竞争战略，以促进企业的持续发展，成为当前必须研究的课题。 本文运用PEST分析、波特五力模型重点分析CL麦芽公司所处的外部环境状况。并对CL麦芽公司的内部资源优势和存在的主要劣势等状况展开分析，以明确公司在当前情况下所拥有的优势及存在的主要不足，并利用SWOT分析方法对内外部分析状况进行总结，结合CL麦芽公司的中长期目标，选择集中差异化的竞争战略的道路。并分别阐述了从市场定位、产品差异化、营销与市场差异化、技术服务差异化的实施和保障，以及如何维持差异化的可持续性。
英文摘要：	Malt industries as a key of brewing company upstream suppliers, its operation and development is closely related to the development of the beer market. Since entering "twelfth five-year", the domestic economy is beginning to enter the new normal. 2014 beer consumption appeared for the first time in nearly two decades. According to statistics, 2014 traditional Chinese beer industry total output is 49.2185 million liters; fell 0.96% year on year. Into the decline of the traditional beer consumption more in 2015, according to beer association statistics, 1 - June 2015, fell 6.17% year on year, Shandong area or among the top of the different provinces in China, yield 3.294 million liters, fell 23.51% year on year. But at the same time, blind expansion in recent years, Chinese malt industry current capacity is much higher than the Chinese brewer's actual demand. For malt enterprises, a serious market atrophy, excess capacity further. But at the same time, some of the changes in the beer market in recent years, the domestic new generation for beer consumption is more and more diversified, no longer meet the domestic traditional ale, before consumers on imported beer, craft beer consumption demand is increasing, like to try new products, high-end beer products continue to increase in the number of customers. Beer industry from scattered to centralized, and the individual differentiation scattered distribution of a process. With the characteristics of the development of beer is more and more diverse, differentiation, also will be more and more high to the requirement of special malt. For small and medium-sized malt enterprises, challenges and opportunities coexist. How to choose appropriate competitive strategy, in order to promote the sustainable development of the enterprise and enterprise needs to become one of the research topics. PEST analysis, porter five models, this paper focuses on analyzing the CL Company’s external environment condition of malt. And for CL malt company's internal resources advantage and disadvantage of such conditions as analysis, in order to make clear the company under the current circumstances have the advantage and the main deficiencies, and by using the SWOT analysis method carries on the summary and analysis of internal and external conditions in combination with CL malt the company's long-term goals, choose the path of focused differentiation competitive strategy. This paper expounds from the market positioning, product differentiation, marketing and market differentiation, the implementation of the technical service differentiation and guarantee, and how to maintain the differentiation of sustainability.
查看全文：	预览  下载(下载需要进行登录)