四川省白酒产业区际竞争力研究
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摘要
白酒制造业既是我国具有自主知识产权、独具特色与优势的行业,更是四川省长期以来的一个重要行业。受益于悠久的酿酒历史、得天独厚的地域性酿酒资源以及良好的原料供应和区域消费环境,再加上较为宽松的地方产业政策环境等,四川省白酒业在全国30多个省市自治区中一直占据着重要地位。尤其自上个世纪末本世纪初以来,以五粮液为代表的一批四川白酒企业依托自身雄厚的资源基础,凭借突出的市场灵敏度,及时做出反应和调整,努力塑造高端白酒生产企业的形象,成功推出数个高端白酒品牌,从而牢固确立了四川省白酒在全国高端白酒中的市场地位,并由此推动整个四川省白酒业区际竞争力的大幅提升。
目前,国内有关白酒业的研究不少,但这些已有研究还有进一步探索的空间和综合比较分析的必要。归纳起来,可供参考的研究成果主要可分为以下几类:一是白酒酿造工艺技术方面的研究;二是具体对某个或某类白酒企业的研究;三是就整个中国白酒业的某个方面如营销模式、品牌塑造、行业现状及发展趋势等方面的探讨。就某区域白酒业在全国的区际竞争力而言,能作综合的研究是很有意义的,尤其是运用产业经济学、产业竞争力的相关理论来研究区域白酒业更是具有现实的必要性。
本论文旨在从区域产业竞争力的角度,通过构建关于区域白酒业区际竞争力的评价指标体系,来研究和评价四川省白酒业在全国众多省份中所处的竞争地位。并通过分析川酒业自身具有的优势和劣势以及外部环境变化所带来的机遇和挑战,借鉴战略管理学中的SWOT分析法,在SWOT战略匹配的基础上,提出为进一步提升四川省白酒业的区际竞争力所应采取的重要对策及措施,从而为当地政府及行业协会等提供决策参考。
概括起来,本文的主要研究内容如下:
第一章交待了本文的研究背景、研究目的、意义以及研究现状等。
第二章在前人研究的基础上,对区域竞争力的概念、形成机理、评价体系等以及产业竞争力的概念、分类依据、评价体系、理论基础等进行了归纳界定;对区域竞争力、企业竞争力、产业竞争力这三个相关概念之间的区别和联系作了阐述,并指出本论文的研究范畴为区域产业的区际竞争力,从而为全文的研究奠定了理论基础。
第三章从白酒业的行业定义与范围界定,白酒制造业在我国制造业中所处的行业位置及分类,白酒业的产量、吨酒价格、行业利润等的发展以及香型、酒精度、地区分布等方面,简要介绍了整个中国白酒的发展概况。
第四章在归纳和借鉴前人相关研究的基础上,先介绍了区域产业竞争力的概念内涵与基本特征,并就区域产业竞争力的广义、狭义之分提出个人看法。然后介绍了国内外有关区域产业竞争力的影响因素及评价方面的研究。最后,在上述基础上,就四川省白酒产业区际竞争力的评价,提出了一套理论评价模型。具体包括:一是关于评价指标体系的设计原则;二是关于评价指标体系的构建,提出了一个由3个一级指标、13个二级指标、37个三级指标所构成的综合评价指标体系;三是关于指标权重的确定;四是关于综合评价值的计算。
第五章选取2007年的相关数据,运用产业组织学中的SCP范式,着重从产业组织竞争力的角度,来研究四川省白酒业的区际竞争力及其在全国白酒业中所处的位置。
第六章分析了四川省白酒业发展所具有的内部优势与劣势。从内部优势看包括:一是四川省白酒业发展的基础较好。具体表现在酿酒历史悠久,酿酒人才多且工艺精湛;全国糖酒会的交易平台;餐饮业发达,区域内部白酒消费量大;农业较发达,酿酒原料丰富等。二是行业规模大,在国际国内白酒市场上已占有较大的市场份额。三是知名企业和知名品牌众多,行业整体效益较好。四是政府历来重视并积极扶持。从内部劣势看则包括:一是四川省白酒业的产业集中度仍然较低,区域内竞争过于激烈。二是区内以品牌塑造为核心的社会化、专业化的协同配套水平不高。三是物流状况较差,辐射全国市场的力度仍然不够。四是四川省白酒业人才尤其是营销人才极度缺乏。五是部分白酒企业与原产地在发展中逐渐显现出“瓶颈”效应。
第七章首先讨论了四川省白酒业发展所面临的外部环境变化。主要表现在以下方面:一是全国白酒业发展迅速,但行业集中度仍整体偏低。二是市场竞争进入白热化状态,面临重新洗牌。三是产权多元化,跨行业及跨国资本入驻,粮食及其他原材料涨价。四是行业定义、产品定价与营销模式及行业发展趋势都在发生巨大变化。五是国家相关行业政策正日趋完善。六是“M”型社会结构的日益显现。
然后,基于上述外部环境的变化,着重分析了外部环境变化为川酒业的发展及区际竞争力提升带来的影响。
第八章则基于第六章和第七章中对四川省白酒业的内部因素与外部环境的深入分析,借鉴战略管理学中的SWOT分析法,就四川省白酒业区际竞争力的进一步提升,进行SWOT战略匹配,得到一个SWOT战略匹配矩阵表。并在此基础上进行对策探讨,提出对当地政府及行业协会来说,应着重采取如下对策措施以进一步提升四川省白酒业的区际竞争力。具体包括:
一是要引导四川省白酒企业联起手来,共同做大“四川白酒”(简称“川酒”)市场。只有这样才能减少内耗,提高效率,以及共同应对“外敌”等。并在可能性分析之后,提出了具体措施,如将四川省白酒业视为四川经济的重要组成部分,加以更大力度的打造和宣传,提高川酒的整体形象和知名度;随时配合企业,作好对白酒行业趋势的把握与跟进;从资金、土地、人才等多方面加大对白酒产业的扶持力度;利用政府资源,大力协助白酒企业加强渠道优势的培养等。
二是要进一步提高四川白酒行业集中度,促进白酒产业集群发展。在必要性、可能性分析的基础上,提出的具体措施包括,应依靠政府来强势推动资源整合,充分利用四川省大型优势白酒企业数量较多的条件,在资产存量、增量及资源向优势企业流动中,牢牢抓住机遇,通过兼并、联合、租赁、控股等形式,加强资本运营、优化增量、盘活存量、扩大规模、集约经营,通过优胜劣汰,减少企业数量,提高企业质量,在实现规模经济效应的同时,逐步与国际市场接轨;应在减少川酒企业数量、提高行业集中度的同时,积极推动川酒业向重点优势区域和原产地区域的聚集发展;在促进川酒业向一定地域空间范围聚集发展的过程中,应鼓励各白酒企业尽快引入供应链管理模式,高度重视在全省范围尤其是各重点白酒产地构筑完整的白酒产业链。
三是要鼓励四川白酒企业及白酒原产地实施品牌战略。提出的具体措施包括,要因地制宜地进行分类指导并加以有效整合;要大力提高品牌营销技巧;要切实爱护现有的“老”知名品牌;要努力打造川酒地域品牌;要为品牌战略的实施搞好协同配套服务。
四是要鼓励四川白酒企业实施文化战略,并走向世界。提出的具体措施包括,鼓励川酒企业进行文化价值的定位与塑造;鼓励并大力支持有条件的四川省白酒企业进行高级别的申遗活动;在四川省白酒整体走向世界的过程中应实行“个别企业先行突破、站稳脚跟,其余企业陆续有序跟进”的梯队策略。
五是要合理引导中等价位的四川省白酒产品进行上下分流。指出为顺应M型社会结构逐渐临近,中价位白酒的国内外市场空间将逐渐缩小的趋势,应当对目前四川省白酒中的中价位白酒进行合理的上下分流。并着重讨论了所谓“合理引导”的含义。
第九章为结束语。
本论文的创新之处主要体现在以下几方面:
一是在借鉴前人相关研究的基础上,就四川省白酒产业区际竞争力的评价提出了一套理论评价模型。
二是采用产业组织学中的SCP范式,研究四川省白酒业区际竞争力中的产业组织竞争力,指出其目前在全国白酒业所处的位置及其发展态势。
三是借鉴战略管理学中的SWOT分析法,对四川省白酒业本身具有的优势(S)和劣势(W)以及外部环境变化所带来的机遇(O)和威胁(T)进行战略匹配,并得出进一步提升四川省白酒业区际竞争力的战略匹配矩阵。
四是提出了在M型社会结构逐渐临近以及中价位白酒市场空间逐渐缩小的趋势下,应合理地引导四川省白酒中的部分中档白酒进行上下分流的观点。
本论文的不足之处表现为:
一是在对川酒业的区际竞争力研究中,只侧重了产业组织竞争力的研究。而事实上,产业竞争力不只包括产业组织方面的,还应包括其他方面。
二是在所设计构建的四川省白酒产业区际竞争力的评价指标体系中,由于受指标量化等方面的限制,未能更好地结合白酒业的独特产业特征,如历史文化性、地域资源性等。
三是本论文仅探讨了四川省白酒产业区际竞争力评价的理论模型,而未能通过收集行业数据以及专家打分等方式,来进行实证的研究。
For a long period of time, wine has been the favorite drink for all the Chinese people. White spirit industry, with independent intellectual property rights, is not only characterized as unique and competitive industry, but also has been one of the important industries in Sichuan province. Benefit from centuries-old brewing history, unique advantage of regional brewing resource, upstanding supply of raw material and regional consuming atmosphere and relatively loose local industry policies, white spirit industry of Sichuan province has been occupying an important position among more than thirty provinces and autonomous regions nationwide. Especially, since the end of last century, represented by WuLiang Ye, large amount of wine companies has successfully promoted several top-grade wine brands and established market position in national top wine market through on account of abundant resources and outstanding market sensitivity to carry out timely response and adjustment. Therefore, the regional competitive force was large upgraded among all white spirit industry in Sichuan province.
Presently, domestic research on white spirit industry is quite a lot, however, the current researches are mostly scattered including the following three parts: the first one is on the brewage techniques and skills; the second is on one or one type of wine companies particularly; the third is on one part of whole white spirit industry in China such as marketing modes, brand development, current situation of white spirit industry and developing trend. Whereas, the research on competitiveness between national regions of one regional white spirit industry is not seen a lot. Especially, the literature of research on white spirit industry through applying industrial economics and industrial competitiveness is very rare.
The thesis aims to construct a region's competitiveness evaluation index system on white spirit industry and study the competitive position of white spirit industry in Sichuan province among all the provinces national widely from the perspective of regional industrial competitiveness. Using SWOT Analysis of Strategic Management, the author analyzed the internal strengths and weaknesses of white spirit industry in Sichuan province, as well as opportunities and threats due to external environment changes. Based on the SWOT strategy adaption, the author brought forward practical strategies and measurements to further develop the competitiveness of Sichuan province's white spirit industry among all the national provinces, which provides decision-making foundation for local government and industry association.
In summary, the thesis includes the following seven chapters:
The first chapter briefly introduces the background, objective, significance and current situation of this research.
The second chapter summarizes and defines the connotation and classifying basis of regional competitiveness and industrial competitiveness. Meanwhile, the differences and connections of three interrelated concepts---regional competitiveness, company competitiveness and industrial competitiveness—are introduced. Besides, the author sums up the origins of industrial competitiveness, and thereby establishes the theoretical foundation for the whole study.
The third chapter illustrates the development condition of Chinese white spirit industry from the perspectives of definition, position, and output, price, profit of white spirit industry, as well as odor types, degree of alcohol and regional distribution.
On the basis of induction and learning from other predecessors’relevant research, the fourth chapter first introducs the concept and content of competitiveness of regional industries and the basic characteristics.And on regional industrial competitiveness of the broad, narrow,personal points of view is brought forward. And then introducs the research on influencing factors and evaluation of regional industrial competitiveness at home and abroad.Finally, based on the above-mentioned a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made. Specifically, including: first, on the design principles of the evaluation index system; the second is on the construction of evaluation index system, a three-level indicators, 13 secondary indicators, 37 indicators consisting of the three-tier comprehensive evaluation index system is proposed;third,on the determination of weights on the indicators.
The fifth chapter selects the relevant 2007 data to study the competitiveness and position of Sichuan province’s white spirit industry in nationwide white spirit industry by applying SCP paradigm in Industrial Organization Theory.
The sixth chapter analyzes the internal strengths and weaknesses of white spirit industry in Sichuan province. The internal strengths consist the following four points: the first is preferable developing foundation of white spirit industry in Sichuan province which is represented as long history of wine brewage, skillful workers and techniques, well-developed catering industry, abundant raw materials; the second is large scale of white spirit industry which has occupied a bigger share in international and domestic market; the third is large amount of famous companies and brands with excellent economic benefit; the forth is the support from government. The internal weaknesses include the following five points: the first is that the degree of industrial centralization is still lower and the competition within the region is intense; the second is low level of cooperation and coordination focused on brand establishment; the third is poor condition of logistics which cannot reaches nationwide market; The forth is the shortage of professional workers especially marketing experts for white spirit industry; the fifth is that the“bottleneck”effect emerges within some wine companies and original producing areas during development process.
The seventh chapter firstly discusses the external environment changes faced by white spirit industry in Sichuan province which includes the following aspects: the first is that national white spirit industry develops fast, however the centralization of whole industry is lower; the second is the market competition has become seriously fierce and the companies faces restructure; the third is the diversity of property rights; the forth is industrial definition, product pricing and marketing mode are all facing significant changes; the fifth is that national policies on relevant industries become increasingly perfect; the sixth is that the society appears‘M’-type structure. Afterward, based on the above environment changes, the thesis emphasizes the opportunities and threats brought by them.
Based on the deep analysis of internal factors and external environment of white spirit industry in Sichuan province, the eighth chapter carries out the SWOT strategic combination and achieves the matrix table of SWOT strategic matching which focuses on the further improvement of competitiveness among all the national regions. Moreover, the author puts forward the following strategies and measures to develop the white spirit industry in Sichuan province:
The first step is guiding the wine companies in Sichuan province to unite together and make the market bigger. Only when they do so, can they reduce inner cost, improve efficiency and confront“outside competitors”together. After the author does possibility analysis, she brings forward practical measurements such as enhancing promotion, improving the whole image and popularity, following up the industrial trend, increasing supports in terms of finance, land and professionals, establishing channel advantage by using government resources.
The second step is increasing the centralization ofwhite spirit industry in Sichuan province and quickening the development of wine industrial cluster. Based on the analysis of necessity and possibility, the author proposes the following practical measurements including promoting resources integration in order to catch opportunities to enhance capital operation, optimize increment, use storage efficiently, expand scale and operate intensively through merging, combining, leasing and taking a controlling stake; actively promotingwhite spirit industry to cluster development in key point areas and original producing areas; as well as encouragingwhite spirit industry to introduce supply-chain management mode and attaching high importance to build integrated industry chain.
The third step is encouraging wine companies to implement brand strategy. The practical measures are introduced as follows: firstly, guiding and integrating effectively according to external circumstance; secondly, greatly improving brand marketing skill; moreover, strictly protecting existed old famous brand; at last, making sure that supporting services are supplied perfectly.
The forth step is encouraging wine companies to implement culture strategy and become international. The following ways are put forward by the author: firstly, encouraging wine companies to position and establish cultural values; and then, encouraging big wine companies to apply the world and national Intangible Cultural Heritage; lastly, ladder strategy should be adopted that“individual companies make breakthrough firstly and get a firm foothold, and then remaining ones follow up orderly”during the internationalizing process.
The last step is logically guiding the wine products of middle level price to either price higher or lower. Because of the approach of M structure society, the domestic and oversea market potential becomes smaller and smaller. The two-end pricing strategy is necessary to be put into practice.
The ninth chapter is concluding remarks.
The innovations of this thesis are represented as following:
Firstly, on the basis of learning from other predecessors’relevant research, a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made.
Secondly, the research adopts SCP paradigm in Industrial Organization Technology to study the industry organizational competitiveness, and points out the position and developing state of white spirit industry in Sichuan province among nationalwhite spirit industry.
Thirdly, the author carries out strategic combination through analysis of the internal strengths and weaknesses and external opportunities and threats, and finally comes out a strategic combination matrix of how to improve the competitiveness among all the national regions.
Furthermore, the author proposes to price either higher or lower for middle level wine products so as to confront the situation that the market share of middle level wine products are increasingly small due to the approach of M structure society.
The deficiencies of this thesis are consisted of the following aspects:
Firstly, the research only focuses on industrial organization competitiveness, whereas industrial competitiveness includes not only industrial organizations but also other aspects.
Secondly, in the evaluation index system of the inter-district competitiveness of the white spirit industry in Sichuan Province,some unique industrial characteristics, such as history and culture, and geographical resources ,are not be included in.
Thirdly, this paper only discusses the theoretical model on the inter-district competitiveness evaluation of the white spirit industry in Sichuan Province,but fails to carry out empirical research by collecting data and expert scoring.
目前,国内有关白酒业的研究不少,但这些已有研究还有进一步探索的空间和综合比较分析的必要。归纳起来,可供参考的研究成果主要可分为以下几类:一是白酒酿造工艺技术方面的研究;二是具体对某个或某类白酒企业的研究;三是就整个中国白酒业的某个方面如营销模式、品牌塑造、行业现状及发展趋势等方面的探讨。就某区域白酒业在全国的区际竞争力而言,能作综合的研究是很有意义的,尤其是运用产业经济学、产业竞争力的相关理论来研究区域白酒业更是具有现实的必要性。
本论文旨在从区域产业竞争力的角度,通过构建关于区域白酒业区际竞争力的评价指标体系,来研究和评价四川省白酒业在全国众多省份中所处的竞争地位。并通过分析川酒业自身具有的优势和劣势以及外部环境变化所带来的机遇和挑战,借鉴战略管理学中的SWOT分析法,在SWOT战略匹配的基础上,提出为进一步提升四川省白酒业的区际竞争力所应采取的重要对策及措施,从而为当地政府及行业协会等提供决策参考。
概括起来,本文的主要研究内容如下:
第一章交待了本文的研究背景、研究目的、意义以及研究现状等。
第二章在前人研究的基础上,对区域竞争力的概念、形成机理、评价体系等以及产业竞争力的概念、分类依据、评价体系、理论基础等进行了归纳界定;对区域竞争力、企业竞争力、产业竞争力这三个相关概念之间的区别和联系作了阐述,并指出本论文的研究范畴为区域产业的区际竞争力,从而为全文的研究奠定了理论基础。
第三章从白酒业的行业定义与范围界定,白酒制造业在我国制造业中所处的行业位置及分类,白酒业的产量、吨酒价格、行业利润等的发展以及香型、酒精度、地区分布等方面,简要介绍了整个中国白酒的发展概况。
第四章在归纳和借鉴前人相关研究的基础上,先介绍了区域产业竞争力的概念内涵与基本特征,并就区域产业竞争力的广义、狭义之分提出个人看法。然后介绍了国内外有关区域产业竞争力的影响因素及评价方面的研究。最后,在上述基础上,就四川省白酒产业区际竞争力的评价,提出了一套理论评价模型。具体包括:一是关于评价指标体系的设计原则;二是关于评价指标体系的构建,提出了一个由3个一级指标、13个二级指标、37个三级指标所构成的综合评价指标体系;三是关于指标权重的确定;四是关于综合评价值的计算。
第五章选取2007年的相关数据,运用产业组织学中的SCP范式,着重从产业组织竞争力的角度,来研究四川省白酒业的区际竞争力及其在全国白酒业中所处的位置。
第六章分析了四川省白酒业发展所具有的内部优势与劣势。从内部优势看包括:一是四川省白酒业发展的基础较好。具体表现在酿酒历史悠久,酿酒人才多且工艺精湛;全国糖酒会的交易平台;餐饮业发达,区域内部白酒消费量大;农业较发达,酿酒原料丰富等。二是行业规模大,在国际国内白酒市场上已占有较大的市场份额。三是知名企业和知名品牌众多,行业整体效益较好。四是政府历来重视并积极扶持。从内部劣势看则包括:一是四川省白酒业的产业集中度仍然较低,区域内竞争过于激烈。二是区内以品牌塑造为核心的社会化、专业化的协同配套水平不高。三是物流状况较差,辐射全国市场的力度仍然不够。四是四川省白酒业人才尤其是营销人才极度缺乏。五是部分白酒企业与原产地在发展中逐渐显现出“瓶颈”效应。
第七章首先讨论了四川省白酒业发展所面临的外部环境变化。主要表现在以下方面:一是全国白酒业发展迅速,但行业集中度仍整体偏低。二是市场竞争进入白热化状态,面临重新洗牌。三是产权多元化,跨行业及跨国资本入驻,粮食及其他原材料涨价。四是行业定义、产品定价与营销模式及行业发展趋势都在发生巨大变化。五是国家相关行业政策正日趋完善。六是“M”型社会结构的日益显现。
然后,基于上述外部环境的变化,着重分析了外部环境变化为川酒业的发展及区际竞争力提升带来的影响。
第八章则基于第六章和第七章中对四川省白酒业的内部因素与外部环境的深入分析,借鉴战略管理学中的SWOT分析法,就四川省白酒业区际竞争力的进一步提升,进行SWOT战略匹配,得到一个SWOT战略匹配矩阵表。并在此基础上进行对策探讨,提出对当地政府及行业协会来说,应着重采取如下对策措施以进一步提升四川省白酒业的区际竞争力。具体包括:
一是要引导四川省白酒企业联起手来,共同做大“四川白酒”(简称“川酒”)市场。只有这样才能减少内耗,提高效率,以及共同应对“外敌”等。并在可能性分析之后,提出了具体措施,如将四川省白酒业视为四川经济的重要组成部分,加以更大力度的打造和宣传,提高川酒的整体形象和知名度;随时配合企业,作好对白酒行业趋势的把握与跟进;从资金、土地、人才等多方面加大对白酒产业的扶持力度;利用政府资源,大力协助白酒企业加强渠道优势的培养等。
二是要进一步提高四川白酒行业集中度,促进白酒产业集群发展。在必要性、可能性分析的基础上,提出的具体措施包括,应依靠政府来强势推动资源整合,充分利用四川省大型优势白酒企业数量较多的条件,在资产存量、增量及资源向优势企业流动中,牢牢抓住机遇,通过兼并、联合、租赁、控股等形式,加强资本运营、优化增量、盘活存量、扩大规模、集约经营,通过优胜劣汰,减少企业数量,提高企业质量,在实现规模经济效应的同时,逐步与国际市场接轨;应在减少川酒企业数量、提高行业集中度的同时,积极推动川酒业向重点优势区域和原产地区域的聚集发展;在促进川酒业向一定地域空间范围聚集发展的过程中,应鼓励各白酒企业尽快引入供应链管理模式,高度重视在全省范围尤其是各重点白酒产地构筑完整的白酒产业链。
三是要鼓励四川白酒企业及白酒原产地实施品牌战略。提出的具体措施包括,要因地制宜地进行分类指导并加以有效整合;要大力提高品牌营销技巧;要切实爱护现有的“老”知名品牌;要努力打造川酒地域品牌;要为品牌战略的实施搞好协同配套服务。
四是要鼓励四川白酒企业实施文化战略,并走向世界。提出的具体措施包括,鼓励川酒企业进行文化价值的定位与塑造;鼓励并大力支持有条件的四川省白酒企业进行高级别的申遗活动;在四川省白酒整体走向世界的过程中应实行“个别企业先行突破、站稳脚跟,其余企业陆续有序跟进”的梯队策略。
五是要合理引导中等价位的四川省白酒产品进行上下分流。指出为顺应M型社会结构逐渐临近,中价位白酒的国内外市场空间将逐渐缩小的趋势,应当对目前四川省白酒中的中价位白酒进行合理的上下分流。并着重讨论了所谓“合理引导”的含义。
第九章为结束语。
本论文的创新之处主要体现在以下几方面:
一是在借鉴前人相关研究的基础上,就四川省白酒产业区际竞争力的评价提出了一套理论评价模型。
二是采用产业组织学中的SCP范式,研究四川省白酒业区际竞争力中的产业组织竞争力,指出其目前在全国白酒业所处的位置及其发展态势。
三是借鉴战略管理学中的SWOT分析法,对四川省白酒业本身具有的优势(S)和劣势(W)以及外部环境变化所带来的机遇(O)和威胁(T)进行战略匹配,并得出进一步提升四川省白酒业区际竞争力的战略匹配矩阵。
四是提出了在M型社会结构逐渐临近以及中价位白酒市场空间逐渐缩小的趋势下,应合理地引导四川省白酒中的部分中档白酒进行上下分流的观点。
本论文的不足之处表现为:
一是在对川酒业的区际竞争力研究中,只侧重了产业组织竞争力的研究。而事实上,产业竞争力不只包括产业组织方面的,还应包括其他方面。
二是在所设计构建的四川省白酒产业区际竞争力的评价指标体系中,由于受指标量化等方面的限制,未能更好地结合白酒业的独特产业特征,如历史文化性、地域资源性等。
三是本论文仅探讨了四川省白酒产业区际竞争力评价的理论模型,而未能通过收集行业数据以及专家打分等方式,来进行实证的研究。
For a long period of time, wine has been the favorite drink for all the Chinese people. White spirit industry, with independent intellectual property rights, is not only characterized as unique and competitive industry, but also has been one of the important industries in Sichuan province. Benefit from centuries-old brewing history, unique advantage of regional brewing resource, upstanding supply of raw material and regional consuming atmosphere and relatively loose local industry policies, white spirit industry of Sichuan province has been occupying an important position among more than thirty provinces and autonomous regions nationwide. Especially, since the end of last century, represented by WuLiang Ye, large amount of wine companies has successfully promoted several top-grade wine brands and established market position in national top wine market through on account of abundant resources and outstanding market sensitivity to carry out timely response and adjustment. Therefore, the regional competitive force was large upgraded among all white spirit industry in Sichuan province.
Presently, domestic research on white spirit industry is quite a lot, however, the current researches are mostly scattered including the following three parts: the first one is on the brewage techniques and skills; the second is on one or one type of wine companies particularly; the third is on one part of whole white spirit industry in China such as marketing modes, brand development, current situation of white spirit industry and developing trend. Whereas, the research on competitiveness between national regions of one regional white spirit industry is not seen a lot. Especially, the literature of research on white spirit industry through applying industrial economics and industrial competitiveness is very rare.
The thesis aims to construct a region's competitiveness evaluation index system on white spirit industry and study the competitive position of white spirit industry in Sichuan province among all the provinces national widely from the perspective of regional industrial competitiveness. Using SWOT Analysis of Strategic Management, the author analyzed the internal strengths and weaknesses of white spirit industry in Sichuan province, as well as opportunities and threats due to external environment changes. Based on the SWOT strategy adaption, the author brought forward practical strategies and measurements to further develop the competitiveness of Sichuan province's white spirit industry among all the national provinces, which provides decision-making foundation for local government and industry association.
In summary, the thesis includes the following seven chapters:
The first chapter briefly introduces the background, objective, significance and current situation of this research.
The second chapter summarizes and defines the connotation and classifying basis of regional competitiveness and industrial competitiveness. Meanwhile, the differences and connections of three interrelated concepts---regional competitiveness, company competitiveness and industrial competitiveness—are introduced. Besides, the author sums up the origins of industrial competitiveness, and thereby establishes the theoretical foundation for the whole study.
The third chapter illustrates the development condition of Chinese white spirit industry from the perspectives of definition, position, and output, price, profit of white spirit industry, as well as odor types, degree of alcohol and regional distribution.
On the basis of induction and learning from other predecessors’relevant research, the fourth chapter first introducs the concept and content of competitiveness of regional industries and the basic characteristics.And on regional industrial competitiveness of the broad, narrow,personal points of view is brought forward. And then introducs the research on influencing factors and evaluation of regional industrial competitiveness at home and abroad.Finally, based on the above-mentioned a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made. Specifically, including: first, on the design principles of the evaluation index system; the second is on the construction of evaluation index system, a three-level indicators, 13 secondary indicators, 37 indicators consisting of the three-tier comprehensive evaluation index system is proposed;third,on the determination of weights on the indicators.
The fifth chapter selects the relevant 2007 data to study the competitiveness and position of Sichuan province’s white spirit industry in nationwide white spirit industry by applying SCP paradigm in Industrial Organization Theory.
The sixth chapter analyzes the internal strengths and weaknesses of white spirit industry in Sichuan province. The internal strengths consist the following four points: the first is preferable developing foundation of white spirit industry in Sichuan province which is represented as long history of wine brewage, skillful workers and techniques, well-developed catering industry, abundant raw materials; the second is large scale of white spirit industry which has occupied a bigger share in international and domestic market; the third is large amount of famous companies and brands with excellent economic benefit; the forth is the support from government. The internal weaknesses include the following five points: the first is that the degree of industrial centralization is still lower and the competition within the region is intense; the second is low level of cooperation and coordination focused on brand establishment; the third is poor condition of logistics which cannot reaches nationwide market; The forth is the shortage of professional workers especially marketing experts for white spirit industry; the fifth is that the“bottleneck”effect emerges within some wine companies and original producing areas during development process.
The seventh chapter firstly discusses the external environment changes faced by white spirit industry in Sichuan province which includes the following aspects: the first is that national white spirit industry develops fast, however the centralization of whole industry is lower; the second is the market competition has become seriously fierce and the companies faces restructure; the third is the diversity of property rights; the forth is industrial definition, product pricing and marketing mode are all facing significant changes; the fifth is that national policies on relevant industries become increasingly perfect; the sixth is that the society appears‘M’-type structure. Afterward, based on the above environment changes, the thesis emphasizes the opportunities and threats brought by them.
Based on the deep analysis of internal factors and external environment of white spirit industry in Sichuan province, the eighth chapter carries out the SWOT strategic combination and achieves the matrix table of SWOT strategic matching which focuses on the further improvement of competitiveness among all the national regions. Moreover, the author puts forward the following strategies and measures to develop the white spirit industry in Sichuan province:
The first step is guiding the wine companies in Sichuan province to unite together and make the market bigger. Only when they do so, can they reduce inner cost, improve efficiency and confront“outside competitors”together. After the author does possibility analysis, she brings forward practical measurements such as enhancing promotion, improving the whole image and popularity, following up the industrial trend, increasing supports in terms of finance, land and professionals, establishing channel advantage by using government resources.
The second step is increasing the centralization ofwhite spirit industry in Sichuan province and quickening the development of wine industrial cluster. Based on the analysis of necessity and possibility, the author proposes the following practical measurements including promoting resources integration in order to catch opportunities to enhance capital operation, optimize increment, use storage efficiently, expand scale and operate intensively through merging, combining, leasing and taking a controlling stake; actively promotingwhite spirit industry to cluster development in key point areas and original producing areas; as well as encouragingwhite spirit industry to introduce supply-chain management mode and attaching high importance to build integrated industry chain.
The third step is encouraging wine companies to implement brand strategy. The practical measures are introduced as follows: firstly, guiding and integrating effectively according to external circumstance; secondly, greatly improving brand marketing skill; moreover, strictly protecting existed old famous brand; at last, making sure that supporting services are supplied perfectly.
The forth step is encouraging wine companies to implement culture strategy and become international. The following ways are put forward by the author: firstly, encouraging wine companies to position and establish cultural values; and then, encouraging big wine companies to apply the world and national Intangible Cultural Heritage; lastly, ladder strategy should be adopted that“individual companies make breakthrough firstly and get a firm foothold, and then remaining ones follow up orderly”during the internationalizing process.
The last step is logically guiding the wine products of middle level price to either price higher or lower. Because of the approach of M structure society, the domestic and oversea market potential becomes smaller and smaller. The two-end pricing strategy is necessary to be put into practice.
The ninth chapter is concluding remarks.
The innovations of this thesis are represented as following:
Firstly, on the basis of learning from other predecessors’relevant research, a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made.
Secondly, the research adopts SCP paradigm in Industrial Organization Technology to study the industry organizational competitiveness, and points out the position and developing state of white spirit industry in Sichuan province among nationalwhite spirit industry.
Thirdly, the author carries out strategic combination through analysis of the internal strengths and weaknesses and external opportunities and threats, and finally comes out a strategic combination matrix of how to improve the competitiveness among all the national regions.
Furthermore, the author proposes to price either higher or lower for middle level wine products so as to confront the situation that the market share of middle level wine products are increasingly small due to the approach of M structure society.
The deficiencies of this thesis are consisted of the following aspects:
Firstly, the research only focuses on industrial organization competitiveness, whereas industrial competitiveness includes not only industrial organizations but also other aspects.
Secondly, in the evaluation index system of the inter-district competitiveness of the white spirit industry in Sichuan Province,some unique industrial characteristics, such as history and culture, and geographical resources ,are not be included in.
Thirdly, this paper only discusses the theoretical model on the inter-district competitiveness evaluation of the white spirit industry in Sichuan Province,but fails to carry out empirical research by collecting data and expert scoring.
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