提高HR公司啤酒产品市场占有率之我见(论文).doc

东北财经大学本科毕业论文 提高HR公司啤酒产品市场占有率之我见 作 者： 徐 伟 院 系： 淮南电大 专 业： 工商管理 年 级： 2006年春 学 号： 2006001050512 指导教师： 徐 谷 波 答辩日期： 成 绩： 内容提要 市场占有率是指企业的销售占整个行业销售的比重，市场占有率能够直接反映企业在行业中的地位和实力,能够体现企业的竞争力。同时，企业市场占有率的扩大往往与竞争企业市场占有率的缩小相伴。这种增减能直接反映出竞争的动态特征，提高企业产品市场占有率对企业具有重大意义。 本文以市场占有率基本理论为基础，首先对HR公司产品啤酒市场政治经济环境、行业竞争状况、市场需求，我国啤酒企业生产能力及其分布、啤酒行业发展状况、啤酒产品扩能情况以及啤酒产品国内消费市场和HR公司啤酒产品市场的优劣势等进行了分析，然后从调整产品结构，发挥自身优势；强化服务理念，提升客户忠诚度；整合资源扩大产能，发挥规模效应；加强内部控制，降低生产成本；市场细分，重组渠道等五个主要方面提出了提高HR公司啤酒产品市场占有率的措施。 关键词：HR公司； 啤酒； 市场占有率；市场细分 Abstract Market possessive rate means the portion that the sales amounts of a corporation possess in the whole field . Market possessive rate can directly reflects the status and strength that the corporation occupies in the whole field , and also reflects the competitive power of the corporation . Meanwhile , the expansion of market possessive rate always appears with the reduction of it .The expansion and reduction can directly reflects the dynamic characteristics of competition and improve market possessive rate , which have great significance to the corporation. The report , basing on the basic theory of market possessive rate , firstly makes an analysis to the political and economical environment of beer market , industry competitive condition, market requirements , the producing capability and distribution of our corporation , developing condition of beer industry , the expansion condition of beer , its domestic market as well as its excellent and inferior aspects in HRcorporation ,etc . Then , the report puts forward the measures from adjusting framework of products , exerting one’s advantages ; intensifying service consciousness, improving guest’s honest degree ; conforming resources to expand producing capability , exerting size efficiency; intensifying inside control , reduce the costs ; taking apart the main and the subsidiary , produ