新 疆张裕巴保男爵酒庄有限公司发展战略分析.pdfVIP

万方数据 Research on Strategic Xinjiang Changyu Company in XinJiang A Dissertation Submitted to Shihezi University In Partial Fulfillment of the Requirements for the Degree of Master of Agricultural Extension By Li Yi Dissertation Supervisor: Prof. Li Wan-Ming Nov, 2014 万方数据 万方数据 摘 要 进入21世纪以来，中国经济得到迅速发展,国内的葡萄酒市场容量也随之增加。怎么样利用好社 会资源配置效率提高带来的红利,需要每个葡萄酒企业深思熟虑,考虑实施今后的国际化战略，为在 日新月异的红酒市场中赢得一席之地而努力。 本文主要分析对象是新疆张裕巴保男爵酒庄有限公司,运用一些常用的战略理念及研究分析工 具,从外部的环境变化和市场的演变着手,分析新疆张裕公司增长型战略在实施过程中的可取和不足 之处。从而得出一些建设性意见为民族品牌的企业更好的参与市场竞争得到更好发展提供帮助。最 后本文的结论是:面对不断变化的国际和国内市场, 企业战略实施必须建立在优化产业结构、布局， 拓展产业领域； 完善集团化管控体制和管理机制；提高资本运作能力；强化人力资源管理；推进企 业信息化建设；政府出台扶持政策，这6个支点之上。 关键词：葡萄酒 品牌 营销 战略 I 万方数据 ABSTRACT Enter since twenty-first Century, China by rapid economic development, the market capacity of domestic Wine also increased. How to make good use of social resources to improve the allocation efficiency of dividends, need each Wine enterprises over in ones mind, consider the implementation of the internationalization strategy, and strive to win a space for one person to change rapidly in the wine market. This paper mainly analyzes the object is Xinjiang Changyu company, using some strategic ideas of commonly used and analysis tools, starting from the evolution of external environment change and market analysis, Xinjiang Changyu co