资本整合品牌背景下申酒酒业对策研究

上海交通大学硕士学位论文资本整合品牌背景下申酒酒业对策研究姓名：殷俊申请学位级别：硕士专业：工商管理指导教师：顾锋200503262WTO510EMBA3TheResearchonthewaysofShenjiuWineCompanyintheBackgroundofBrandConsolidationaftertheCapitalInvestedAbstractAfterentertheWTO,alargeamountofcapitalisinvestedinChinaWindIndustry,whichmakeslargewinecompanieshaveenoughcapitaltomergerothercompaniesandmakebrandconsolidation.ThepapermakesresearchonbrandconsolidationafterthecapitalenteredandhasimportantmeaninginpracticeforsmallcompaniesasShenjiuWineCompany.ThispaperdiscussesthepresentsituationofChinaWineIndustry,analyzestheproblemsofShenjiuWineCompanyandstatesthecapitalconsolidationhistoryofShenjiu.Thenaccordingtothebrandconsolidationinwineindustrynow,thepapergivesthesuggestionforShenjiu.ThepaperdiscussesthepresentsituationandproblemsinShenjiu.Shenjiuhassmallcapitalscale,produceswhitespiritandyellowrice,andfewcustomersknowitsbrand.Althoughthecompanymakesmoneynow,itcannotcompetewithotherlargebrands.Also,duetothefewsalescanals,thecompanieshavenocapitalsupport.Then,thepaperanalyzestheex-environmentforShenjiu.TherearefourvarietiesinChinawine:whitespirit,yellowrice,beerandgrape.ThewhitespiritandyellowriceischaracteristicinChina,andthecompetitionisbetweenthecompaniesinternal.Thebeerandgrapeisfoundeverywhere,andthecompetitionincludeslargecompaniesinternalandexternal.Now,moreandmorecapitalisinvestedinwineindustry,whichmakesthemerger.Sothelargecompaniesbegintoconcentratetheirownbrands.Then,InShenjiu’shistory,itproducedfoodmaterial.Tomakemoreprofit,thecompanycooperatedwithShanghaiShenxianwinecompanytoproducewine.Shenjiuconcentratedtheirbrandsandmadegoodsales,soithastheabilitytothebrandconsolidation.Thenthepaperanalyzesthetrendofbrandconsolidationafterthecapitalenteredandstatesthatthelargecompanieswillhavemoreandmorecapitaltomergeothercompaniesandinthecomingfivetotenyears,oligopolywillcome.Inthisbackground,thebrandwillbeconcentratedbythelargecompanies.Thispaperdiscussedthestrategy,contentandwaysofbrandconsolidation,andstatesthebrandsituationofwineindustry.CombinedthesituationofShenjiunow,thispapermakestheresearchonthewaytodealthissituation.Becauseofitsowncapacityandsmallcapital,makinggoodbrandistheeffectivewayforShenjiu.Inthisprocess,thecompanyneedstoknowbrandconsolidationmanagement,salessystemconsolidationmanagementandmarketingresourceconsolidationmanagement.Inpractice,thecompanyneedstodealcapitalwell.Sincetherearemanycompeteinwhitespirit,Shenjiushoulddecreasetheinvestmentonwhitespirit.Sincetheyellowricehasmoreconsumersandthesalesgrowhigh,Shenjiushouldcreasetheinvestmentonyellowrice,andmakeitbecomeagoodbrand.Shenjiushouldalsolookforcapitalsupportbythefollowingtwoways:makeOEMproductionforlargesupermarkets,ormakeitselfbecomethesubcompanyofalargecompany.Keywords:capital,brand,consolidation,mergeEMBA42005228EMBA5EMBAEMBA1WTOWTOEMBA21200251-1Figure1-1OrganizationalStructureofJiushenWineCompanyEMBA3§1.120023560200360%20-5020200022482004314045%17845%EMBA4OEMOEM2005OPC-3K20051500580§1.2200520002000EMBA52008EMBA62§2.1§2.1.1“”·§2.1.2EMBA7“”10.8,“”197830141996801.30“”2001541200150038000202-120011Table2-1EconomicIndexofWineIndustry1,200137500356255001231348()40.66()997.54()558.38()499.41()128.5640.3951-2120EMBA82-220012Table2-2EconomicIndexofWineIndustry2,20012001(%)()528.4894751.80.56()499.41922780.54()40.394657.190.87()997.541341840.74()1,2311687990.73()40.665431.120.75§2.1.3200320022003378.47,2002200111.75%6.08%;2003495.88,20013.78%,2003,200332.43,200113.45%,5.04,,200212049.49%,64.06%,5188%2003606742002056%72.44%,50%20041-943517.64%41.7350295.7767.94%50233.8453.69%EMBA92001500100157320032003769.56%DIONY-SUSDIONYSUS1DIONYSUSEMBA10XO1573LV2003526QFII20031/200220037PhilippeGUETTAT19752001410ChivasRegalMartellHavanaclubSea-gramEMBA11501000§2.1.41420029199420%200317.7%EMBA128000300020021299%2003610073.488%319982000320018002001200213.26.620011132002200326.9517.1200419.11%26.9%210430402003416740033000EMBA131965.04388.7620032003200490%2004++OEMEMBA14OEM++§2.2200128002200500140200213030.99%8.1%10.84%8.5%,32.40%4.78%20030.65%70%20045%15%13%20%116g418BEEMBA15270%34100701020EMBA16§2.380605019%199719994402004AB2004AB20048102004EMBA175010200150417688200520041285.821%52884020121OEM20045EMBA1862ABAB80ABAB30200472010.5050009293451125§2.420033413.414.3%2.7%60613.5%903+1EMBA1920042004200438.142003EMBA203199319992001120018010%5123OEM447200020014000200020023280500200330%20043EMBA213520082010EMBA224§4.12001PVC200151.0799.241.49200132000140008026EMBA2392.5%2510§4.2 2121§4.2.1         EMBA24      §4.2.21301.9095EMBA2520901234§4.2.31“”EMBA262“”“”“”“”“”3()()()1“”“”“”2“NES”Nestle()Nescafe()Nestea()3“”EMBA27“”1985EMBA28§4.2.4OEM4009980020043.260061+12750ml100500ml450/101000/EMBA29LuxuryLux300EMBA30209015731573430EMBA315§5.1§5.1.11Coca ColaPEMBA32G2?N?34§5.1.2EMBA33RD§5.1.31 l22 3lEMBA342§5.211123EMBA35§5.312EMBA36[1]..2004.[2].22.2003.[3]..2001.[4]..:2003.[5]..2003.[6]..2001.[7]..2002.[8]..2003.[9]..2003.[10]..2004.[11]..2004.[12]..2002.[13]P..2003.[14]..2002.[15]..2004.[16]..2004.[17]..2005.[18]..2004.[19]MMCconsultingreport,BrandPortfo