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分类号：密级：UDC：编号：专业硕士学位论文（工商管理硕士）常州天目湖啤酒有限公司发展战略研究硕士研究生：指导教师：教授学科、专业：工商管理硕士(MBA)学位论文主审人：教授哈尔滨工程大学2011年4月分类号：密级：UDC：编号：专业硕士学位论文（工商管理硕士）常州天目湖啤酒有限公司发展战略研究硕士研究生：指导教师：教授学位级别：工商管理硕士（MBA）学科、专业：工商管理硕士（MBA）所在单位：常州大学论文提交日期：2011年4月论文答辩日期：2011年6月学位授予单位：哈尔滨工程大学ClassifiedIndexU.D.CADissertationfortheProfessionalDegreeofMaster（MBA）TheResearchonDevelopmentStrategyofChanZhouTianMulakebeerCo.,LTDCandidate:Supervisor:ProfessorofAcademicDegreeAppliedfor:MasterofBusinessAdministrationSpeciality:MasterofBusinessAdministrationDateofSubmission:Apr,2011DateofOralExamination:June,2011University:HarbinEngineeringUniversity哈尔滨工程大学学位论文原创性声明本人郑重声明：本论文的所有工作，是在导师的指导下，由作者本人独立完成的。有关观点、方法、数据和文献的引用已在文中指出，并与参考文献相对应。除文中已注明引用的内容外，本论文不包含任何其他个人或集体已经公开发表的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。作者（签字）：日期：年月日哈尔滨工程大学学位论文授权使用声明本人完全了解学校保护知识产权的有关规定，即研究生在校攻读学位期间论文工作的知识产权属于哈尔滨工程大学。哈尔滨工程大学有权保留并向国家有关部门或机构送交论文的复印件。本人允许哈尔滨工程大学将论文的部分或全部内容编入有关数据库进行检索，可采用影印、缩印或扫描等复制手段保存和汇编本学位论文，可以公布论文的全部内容。同时本人保证毕业后结合学位论文研究课题再撰写的论文一律注明作者第一署名单位为哈尔滨工程大学。涉密学位论文待解密后适用本声明。本论文（□在授予学位后即可□在授予学位12个月后□解密后）由哈尔滨工程大学送交有关部门进行保存、汇编等。作者（签字）：导师（签字）：日期：年月日年月日常州天目湖啤酒有限公司发展战略研究摘要改革开放以来，中国的啤酒行业得到了迅速的发展，目前中国已经成为世界第一大啤酒生产国，同时，中国加入WTO之后，国际知名啤酒品牌纷纷进入中国，在这样一个充满机遇和挑战的大环境下，如何调整自己的战略，在啤酒产业的激烈竞争中脱颖而出，成为摆在我国啤酒企业面前急需解决的问题。本文基于企业战略管理的相关理论，首先分析了公司的内部环境，包括公司的发展现状、财务资源、技术资源和市场资源；其次运用PEST、波特的five-forces模型，对常州天目湖啤酒有限责任公司的外部环境和啤酒行业环境进行分析；在此基础上用SWOT的方法分析天目湖啤酒有限公司的战略模式，得出公司要实行的战略方向及公司的职能；最后提出天目湖啤酒有限公司战略实施的保障措施关键词：啤酒企业；发展战略；竞争优势哈尔滨工程大学工商管理硕士学位论文AbstractSincethereformandopeningup,China'sbeerindustryobtainedarapiddevelopment.AtpresentChinahasbecometheworld'sbiggestbeerproducer.Meanwhile,afterChina'saccessiontotheWTO,internationalfamousbeerbrandenteredChinainsuccession.Insuchafullofopportunitiesandchallengesoftheenvironment,howtoadjusttheirstrategies,howtowininthefiercecompetitioninthebeerindustryinChinahasplacedbeforethebeercompanyproblemsneededtoresolve.Basedontheenterprisestrategicmanagementtheories,thispaperfirstanalysiscompanyinternalenvironment,whichincludingthecompany'scurrentsituationofthedevelopment,financialresources,andtechnicalresourcesandmarketingresource.Secondly,thepaperuseofPEST,potterfivemodeltoanalysistheexternalenvironmentofChanZhouTianMulakebeerandthebeerindustryenvironment;OnthebasisofSWOT,thepaperanalysisthecompany'sstrategic,whichisconcludedthatthecompanywillimplementmodeofstrategicdirectionandthecompany'sStrategycontents;FinallywepresentsimplementationofthemeasuresofTianMulakebeerCo.,LTDstrategy.Keywords:Beerenterprises;Developmentstrategy;Competitiveadvantage常州天目湖啤酒有限公司发展战略研究目录第1章绪论···········································································································11.1论文的写作背景、目的及意义······························································11.1.1论文写作背景···········································································11.1.2论文写作的目的和意义·······························································11.2国内外有关战略管理的研究现状···························································21.2.1国外研究现状···········································································21.2.2国内研究现状···········································································31.3论文的总体思路和方法·······································································31.3.1论文的总体思路及技术线路··························································31.3.2论文的研究方法········································································4第2章常州天目湖啤酒有限公司的内部环境分析·························································52.1天目湖啤酒有限公司的发展现状···························································52.1.1公司简介·················································································52.1.2公司的组织结构········································································72.1.3公司面临的主要问题··································································72.2公司财务资源分析·············································································82.3公司技术资源分析·············································································92.4公司市场资源分析············································································102.5本章小结························································································10第3章常州天目湖啤酒有限公司的外部环境分析·······················································113.1宏观环境分析··················································································113.1.1政策环境················································································113.1.2经济环境················································································113.1.3自然环境················································································123.1.4技术环境················································································133.1.5社会文化环境··········································································133.2我国啤酒行业环境分析······································································143.2.1我国啤酒行业发展回顾······························································14哈尔滨工程大学工商管理硕士学位论文3.2.2我国啤酒行业的发展现状····