山西杏花村汾酒集团企业战略分析

山西杏花村汾酒集团企业战略分析

目录

一 山西杏花村汾酒集团简介„„„„„„„„„„2 二 外部环境分析„„„„„„„„„„„„„„„2 1企业宏观环境分析„„„„„„„„„„„„„„„„„2 2行业分析„„„„„„„„„„„„„„„„„„„„„„„4 3竞争者分析„„„„„„„„„„„„„„„„„„„„5 4产业竞争性分析—波特的五种力量模型„„„„„„„„5 三 内部环境分析„„„„„„„„„„„„„„„6 1汾酒集团资源分析„„„„„„„„„„„„„„„„„„„6 2汾酒的文化——汾酒核心竞争力的主要来源„„„„„„„„7 3财务分析„„„„„„„„„„„„„„„„„„„„„„„7 四 竞争力SWOT矩阵:„„„„„„„„„„„„„„.10 五 企业使命与战略目标„„„„„„„„„„„„„11 六 战略评价„„„„„„„„„„„„„„„„„„11

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the

design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

一 山西杏花村汾酒集团简介

山西汾酒文化源远流长，是晋商文化的重要一支，与黄河文化一脉相承。汾酒是我国清香型白酒的典型代表，工艺精湛，源远流长，素以入口绵、落口甜、饮后余香、回味悠长特色而著称，在国内外消费者中享有较高的知名度、美誉度和忠诚度。汾酒历史上有过四次成名。早在1500年前的南北朝时期，汾酒就作为宫廷御酒受到北齐武成帝的推崇而一举成名，并被载入廿四史;晚唐大诗人杜牧的千古绝唱“借问酒家何处有,牧童遥指杏花

村”使汾酒再度成名;1915年，汾酒在巴拿马万国博览会上一举荣获甲等金质大奖章，成为酒品至尊;2007年，汾酒继续蝉联国家名酒，竹叶青酒成为中国名牌产品。集团本着“用心酿造，诚信天下”的理念,集团业绩不断增长。其下属上市公司股票(600809)不断为股东创造较为满意的收益。

山西杏花村汾酒集团有限责任公司为国有独资公司，以生产经营中国名酒——汾酒、竹叶青酒为主营业务，年产名优白酒5万吨，是全国最大的名优白酒生产基地之一。 集团公司下设22个子、分公司，员工8000人，占地面积230万平方米，建筑面积76万平方米。核心企业汾酒厂股份有限公司为公司最大全资子公司，1993年在上海证券交易所挂牌上市，为中国白酒第一股，山西第一股。

二 外部环境分析

1企业宏观环境分析

(1)政治法律环境分析

目前，我国社会主义市场经济制度己基本确立，法律制度和经济制度在不断发展完善之中，国家对企业市场主体资格的确认、财产保护、市场经营行为等方面都通过有关法律作了明确规定。现在正处经济高速发展时期，政治环境稳定，是白酒企业发展的黄金时期。中国加入WTO为白酒走出国门提供了很好的机会，但同时洋酒对白酒的冲击也会更大，总之，中国加入WTO对白酒企业来说就是一把双刃剑。

国家工商总局颁布于1996年1月1日起施行的《酒类广告管理办法》中第七条和第

九条限制了规范了酒类广告的内容和酒类广告的数量，使得白酒的营销成本上升;《酒类商品零售经营管理规范》和《酒类商品批发经营管理规范》两个行业标准的颁布以及《酒类流通管理办法》将会进一步规范酒类流通秩序，保护企业利益;《食品质量认证实施规则-酒类》《饮料酒标签标准》以及白酒产品质量标准的修订等，对白酒行业的设定更高的技术门槛，有利于真正有实力的白酒企业进一步发展;2006年4月1日起，白酒行业进行消费税政策调整，取消粮食白酒和薯类白酒的差别税率，改为20,的统一税率，保留每斤白酒0.5ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be

preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

元的定额税率从量征收政策。2008年1月，两税合并，企业所得税从33%降为25%。税收重大利好，增加利润10%以上。新税制的实施将减少国内白酒行业的负担，尤其是大型白酒企业的负担，使高档酒尤其是名酒涨价所带来的压力得到缓解，盈利空间增加，从而提升企业的市场竞争力。

(2)经济人口因素分析

对于白酒企业来说，庞大的消费人群无疑是一次巨大的机遇。

近20年来中国经济一直保持高速发展，随着国民收入水平的提高，必将带来巨大的社会消费的增长，特别是中高档消费品的增长，对于白酒企业来说这也是一个难得的市场机遇。

尽管受金融危机的影响，中国经济在09年第一季度依然保持了6.1%的增长。我们

对未来中国经济前景看好，中国的经济的基本面处于良好状态，出口受到巨大影响，但是白酒消费主要是国内市场。因此白酒行业发展受到金融危机的影响较小，同时为白酒企业实施走出的战略提供了良好的机遇。

(3)社会文化环境分析

中国的白酒历史悠久，拥有上千年的历史，中国的酒文化源远流长，几乎在所有的场合都离不开酒。

受近年来出现的一系列的食品安全，诸如假酒事件和三鹿奶粉事件等的启发，人们越来越关注食品安全，越来越注重消费的安全和健康。

消费中追求自我、追求时尚、追求个性的消费特征在即将成为中国的消费主体的80后一代身上显现出来。传统的白酒产业如何培养新一代忠实的消费者成为了白酒企业所面临的巨大挑战。

(4)资源和技术环境分析

我国气候及地理环境非常适合农作物生长。这为白酒的酿造提供了丰富的酿造的原料和良好的酿造环境。

近年来我国城市化进程加快，大量农田被城市建设和基础实施建设所征用，导致粮食大幅减产，粮食进口增长较快，粮食价格的上涨。导致白酒企业的成本的上涨。但同时随着近年来我国天然林保护工程、长江中上游生态屏障的建设工程的实施，我国生态环境明

显好转，加之近年来我国一系列的三农政策的出台，这将为我国粮食生产打下良好的基础。

白酒固态发酵技术是我国传统的酿酒技术。随着技术的进步，出现了以提高出酒率为特征的液态工艺和固液结合的液态法白酒酿造技术，使白酒工业的整体技术水平有了明显提高。在单位耗粮水平大幅度降低的同时，生产工艺、制酒技术、微机应用、微波烤熟等新技术和现代化检测手段的应用方面都取得了重大进展。白酒生产工艺现在已经基本定型，剑南春发明的白酒纳米技术更是让世人瞩【5】目。近年来各种先进设备的引入使得人们对白酒有了更加深刻的认识，如泸州老窖对浓香型白酒进行了气象色谱分析。分析出白酒的主要成分。这为白酒朝ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about

overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

着更加科学的方向发展奠定了基础。近年来出现的白酒勾兑技术使得企业能够生产出更加适合人们需求口味的白酒产品。现代化的机械设备引入酿酒行业，这大大减轻酿酒的劳动强度，更加有利于白酒产业的进一步发展。

2行业分析

(l)市场集中度提高

当前，我国的白酒行业正处在发展的关键时期，可以说既面临行业间无序和过度的竞争，又面临洋酒、红酒、啤酒等替代品的冲击。可以说是内忧与外患并起。

从白酒行业近几年的发展趋势来看.中国白酒的悄售总呈迫向平稳.但是行 业的市场集中度，呈现逐步提高的趋势。从2000年开始，白酒产业市场集中度连年上升，到2007年前六名企业〔五粮液、茅台、剑南春、沪州老窖、汾酒和洋河〕的合计销售收入占全行业的约30%。全行业20%的大型企业占据了80%的市场份额。随着市场竞争的加剧，一线品牌正加大市场扩张与渗透的力度，挤占二、三线品牌的市场空间。市场呈现出强者越强、弱者越弱的态势，随着竞争的深入，市场集中度将进一步堤高。

从细分市场的角度来看，不同细分市场的集中度又不相同。高端市场被茅台、 五粮液、剑南春占领，集中度较高。市场结构类似于寡头垄断市场，通过限产提 价以获取更高的垄断利润。而中低端市场则由数量众多的二三线品牌和地方品 牌占领，市场集中座较低。集中度相对较低，决定了中低瑞市场的竞争比高端市 场更为激烈。

(2)盈利模式的转变:高端市场由总量增长转向价值增长

(3)产品结构的转变:高端、低端高度化与中端低度化

高端白酒和低档白酒在向高度化方向发展和延伸，甚至延伸出一些新的成品酒的度数。因为高端白酒的需求量虽然在增长，但总量仍然较小。市场集中在以政商务人士为主的高收入人群。而低端白酒消费解以朋友、同学，同事及老乡间的聚饮为主，追求的是畅饮的感觉与氛围，所以对于高度酒的需求亦较大。而且这一产品群体在市场上最为杂乱，全国性品牌的低档酒如尖庄酒、二锅头、沱牌与地方品牌的低档高度酒分成两大阵营，在各地形成了相对稳定的市场格局，市场份额此消彼长。

60-150元之间的大量中高档产品是目前各地市场竞争最惨烈的价格段。几乎所有二线品牌和地方品牌都在这个政商务消费群集中、生要以渠道力推动销售增长、而且企业还能够盈利的区间血拼。但同时我们也应当看到，由于这一价格区间主要是政商务消费，近年来此类消费需求悄然发生着变化，即低度化的需求。

(4)多品牌经营与多主体经营

在我国的白酒行业，多品牌策略是目前多数一线品牌的共识。茅台、五粮液、 剑南春莫不如此。这种多品牌战略实际上是同一品牌下的子品牌策略。这种策略ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is

less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

的核心在于将各子品脾用买断经营的方式与经销商共同开发经营。这种将品牌策略与渠道策略结合的全新模式的出现不仅推动了五粮液的发展，而且成为白酒行业内共同的选择，取得了众人晒目的成就。

(5)高端市场的崛起与中端市场的萎缩

3竞争者分析

有上千年历史的山西汾酒，是中华民族的国宝，作为清香型白酒的典型代表，曾雄霸中国酒业。1988年至1993年，汾酒集团更是连续六年各项经济指标位居全国同行业之首，业界一度称之为“汾老大”。

然而近年来，随着国内白酒市场竞争日趋激烈，在汾酒自身发展的同时，市场环境也发生了巨大变化，“汾老大”已风光不再。2009年，茅台集团产量2.3万吨，销售收入122亿元，泸州老窖集团产量15万吨，销售收入120亿元，五粮液集团产量9万吨，销售收入350亿元，而在“中国八大名酒”中占有两席(汾酒、竹叶青)的汾酒集团，2009年产量5万吨，销售收入仅37亿元，今年才刚刚突破50亿元，就销售收入来讲，早已跌入“二线品牌”，成了“汾老五”甚至“汾老六”。如今的汾酒集团已面临“前有强敌，侧有群雄，后有追兵”的处境。

4产业竞争性分析—波特的五种力量模型

(1)供应商的讨价还价能力。据有关数据显示，在所有香型酒中汾酒毛利率仅次于贵州茅台，目前综合产能2万吨，但实际产能只有1万吨。竹叶青配制酒是保健酒中精品。在国际上具有很高的声誉，目前年产仅2000吨。近几年来，汾酒改变营销观念，大力调整产品结构，在销售量年增长2000吨左右的同时，毛利率不断提高。公司息税前利润连绪两年翻倍增长。防着省外市场的进一步开拓，汾酒市场需求将进一步提高:并将竹叶青作为单独品脾运做，未来5年汾酒销售收入还将保持年均20%以上增长幅度。公司还存在3年以上应收帐款过大的潜在风险，但根据相关数据显示，这部分应收帐歌暂时构不成坏帐。由此可以看出，汾酒集团在议价能力方面不弱。

(2)购买者的讨价还价能力。汾酒集团白酒类产品大部分为国家名酒，其产品市场具有一定的垄断性，使得购买者的议价能力很低。

(3)潜在竞争者进入的能力。由于汾酒集团酿酒工艺有数千年的发展历史，具有品牌

优势和价值优势，但是由于受1998年文水假酒案的影响以及公司发展对文化的忽视、营销手段的落后，造成其它几大酒厂抓住其弱点、奋起直追，逐步占据了汾酒的大半江山，使得汾酒逐步沦为白酒行业的二线品牌。可见，潜在竞争者进入的能力较强。

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual

blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

(4)替代品的替代能力。汾酒集团酿酒工艺经过数千年的发展，造就了汾酒、

竹叶青等多个国家品牌，其产品具有唯一性，使得替代品的替代能力很弱。

(5)行业内竞争者现在的竟争能力。目前，中国白酒行业拥有贵州茅台，山西汾酒、沪州老窖、五粮液、洋河大曲、剑南春、古井贡、董酒等八大名酒，极其所属的系列酒，另外还有一些中小企业出场的酒产品。行业竞争力激烈，行业内竞争者现在的竟争能力较强，汾酒在短期内不可能超越少数几个品脾。

三 内部环境分析

1汾酒集团资源分析

集团公司下设22个子、分公司，员工8000人，占地面积230万平方米，建筑面积76万平方米。核心企业汾酒厂股份有限公司为公司最大全资子公司，1993年在上海证券交易所挂牌上市，为中国白酒第一股，山西第一股。公司拥有“杏花村”、“竹叶青”两个中国驰名商标，据2006年《中国500最具价值品牌排行榜》公布，“杏花村”品牌价

值已达47.76亿元。公司主导产品有汾酒、竹叶青酒、玫瑰汾酒、白玉汾酒、以及葡萄酒、啤酒等六大系列。汾酒是我国清香型白酒的典型代表，素以入口绵、落口甜、饮后余香、回味悠长而著称，在国内外享有较高的知名度、美誉度和忠诚度。主要品种有国藏汾酒、青花瓷汾酒、中华汾酒、老白汾酒等。竹叶青酒是国家卫生部认定的唯一中国保健名酒。汾酒文化源远流长，是晋商文化的重要一支，与黄河文化一脉相承。汾酒历史上有过四次成名。

汾酒人秉承“用心酿造、诚信天下”的企业核心理念，将传统工艺不断创新，并使之发扬光大。集团公司通过了ISO9001质量管理体系认证，汾酒、竹叶青酒顺利通过了国家酒类等级(优级)标志认证。汾酒酿造工艺正在申报非物质文化世界遗产，已列入国家非物质文化遗产第一批名录。2005年，公司还荣获全国企业文化优秀奖。

“十五”期间公司快速发展，经济效益连创新高，倾力打造名白酒基地、保健酒基地和酒文化旅游基地，被授予“全国工业旅游示范点”。杏花村汾酒酿造作坊遗址2006年被评为全国重点文物保护单位。企业还被评为全国厂务公开先进单位，全国绿色环保先进企业，相继荣获“中国最具影响力企业”、“中国最具成长性企业”等多项荣誉称号。2006年1月获得了省政府质量奖。2005年完成销售收入19.08亿元，实现利税7.1亿元，实现利润2.27亿元，资产总额24.21亿元，销售收入排名行业第五，利税第四，综合效益为行业第四。

下图是根据波士顿矩阵模型对汾酒集团的产品进行划分: ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on

the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

2汾酒的文化——汾酒核心竞争力的主要来源

纵观中外所有成功企业的发展史，凡具有顽强生命力和非凡成长力的企业，无一不是在文化方面遥遥领先的。美国戴尔公司的创始人迈克尔?戴尔曾经说:“当我们以史无前例的速度增长时，怎样来维持继续挑战的精神,目前来看，在管理上遇到的神秘层面并不是机制运作，而是文化。”在中华5000年悠久灿烂的历史长河中，有这么一种文化，她融于华夏文明，而又能兼容并包，汇集了各个时期最先进的思想文化成果;她贯穿于一种文化的始终，影响并见证了中华文明的发展方向与历程;她通达古今，在物质与精神高度发达的今天，依然可以熠熠生辉，并不断发展创新，在传播先进的民族文化、推广与建设优秀企业文化方面筚路蓝缕、殚精竭虑。这就是汾酒的文化。

天下大事，“喝”酒必“汾”，“汾”酒必“喝”。汾酒源于殷商而盛于北齐，历史悠久，文化底蕴深厚。不论是北齐武成帝举杯推荐汾酒，还是杜牧一首《清明》诗使“杏花村”从此妇孺皆知;不论是1915年汾酒勇夺巴拿马赛会甲等金质大奖章，还是建国后连续五届获得国家名酒称号，在这林林总总的辉煌与荣誉之间，汾酒始终儒雅而真诚地固守着自己的精神家园，“融、汇、贯、通”这四种含义便是“家园”的四个重要支点，它们

相辅相成，互相影响，彼此促进。

3财务分析

(1)考虑股本变动数据

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be

preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

(2)偿债能力分析

(3)盈利能力分析

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the

design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

(4)经营能力分析

(5)成长能力分析

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots,

trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

四 竞争力SWOT矩阵:

优势(S) 劣势(W)

1.4000年品牌，白酒始祖，清香代表，1.体制落后，效率低下 历史上多次成名

2.产品线过长，主品牌不突出 2.拥有汾酒和竹叶青两大品牌

3.营销渠道控制力较弱 3.典型的长寿型企业，不会倒闭

4.关联交易侵蚀股东利益 4.很高的毛利率，从未亏损

5.包装陈旧，防伪措施不力 5.高ROE，低负债率，现金奶牛

6品牌价值与产品价格严重背离，被戏6.产品质优价廉，竞争力很强 称为“一流的

品牌，二流的包装，三流

的价格”。产品的附加值、市场适销性

以及外在质量的提升被忽视

机遇(O) 挑战(T)

1.营销体制改革初见成效 1.改革成效持续性有待观察 2.2008年销售滑坡导致股价大跌 2.与一线品牌差距日益扩大 3.外埠市场绝大部分一片空白 3.众多二线品牌迅猛发展 ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high,

filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

4.产品价格存在很大上涨空间 4.产权体制改革阻力重重 5.大品牌小市值，成长空间巨大 5.新一届管理层能否胜任, 6.产品种类已从200多减为72个 6.尚需克服产品线收缩负面影响 7依托品牌优势，大力实施酒文化战略

五 企业使命与战略目标

公司战略定位: 国酒之源，清香之祖，文化之根。

汾酒经营理念:清香汾酒 文化汾酒 绿色汾酒

公司三步走战略: 追赶，超越，领先

质量保证，结构优化，管理创新，科技推进，人才支撑，文化公司发展思路:

提升。

公司发展目标:(12月8日，在太原召开的汾酒集团 《2011―2020年发展战略和规划》专家研讨会上，山西杏花村汾酒集团有限公司董事长、总经理李秋喜，高调坦陈了汾酒集团未来5到10年的发展规划)

1、用五年左右时间成为最具文化影响力的名酒，确立汾酒在世界酒文化中的至高地位。

2、到2015年，汾酒荣获巴拿马金奖一百周年时，实现百亿汾酒发展目标，到2020年再翻 一翻，实现二百亿发展目标。

六 战略评价

实际上，在2010年，汾酒集团已悄然开始为未来的“百亿目标”谋划布局。除了高调展示自己的发展雄心，筹划酒业集中发展区、举办“汾酒唯一荣获巴拿马大奖章95周年大会”、公开拍卖募集3076万元公益基金等一系列提升企业形象的活动，都先后为汾酒集团赢得了巨大的社会关注和市场效益。李秋喜表示，“明年要以‘汾老大’王者归来的气概，吹响大进攻的冲锋号。” ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement

level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

2015年实现销售100亿元，2020年200亿元

截至2010年11月底，汾酒集团今年已实现销售收入突破50亿元，较去年净增长14亿元。而要准确地表述汾酒目前的发展现状，仅看这组数据显然远远不够。如何重整汾酒雄风，在未来市场的竞争中 “突出重围”、“收复失地”,今年年初，新上任的汾酒集团董事长李秋喜提出了“追赶、超越、领先”的中长期发展战略规划:按照 “清香汾酒、文化汾酒、绿色汾酒”三大基本理念，依据“质量保证、结构优化、管理创新、科技推进、人才支撑、文化提升”的发展思路，到2015年，也就是汾酒获得巴拿马金奖100周年的时候，实现100亿的销售收入。远期发展目标是要到2020年再翻一番，实现200个亿。

关于汾酒的发展理念，李秋喜曾这样简单阐释过:绿色汾酒就是从原材料到整个过程，要低碳，环保、绿色地管控汾酒制造的整个过程;文化汾酒是在市场开发中，把汾酒多年来积淀的文化挖掘出来，传播给消费者，从经营产品到经营文化;清香汾酒，则是从汾酒作为清香型白酒鼻祖的特点来说的。

“追赶，超越，领先”三步走战略，第一个阶段是要与兄弟企业、与跑在他们前面的好的兄弟企业缩短差距，这要用3年左右的时间。这3年左右的时间，他们要进入行业前三，把汾酒打造成最具文化力的名酒，再次占据领先地位。如何支撑这100亿,汾酒提出了7大体系的支撑:体制和机制支撑、人才支撑、文化支撑、市场营销支撑、科技和质量支撑、财务和资金支撑和兴建项目等的系统支撑。

按照汾酒集团未来的发展规划，“杏花村酒业集中发展区”将是其实现百亿目标的重

要支撑。纵观当前国内白酒业的发展情况，2008年，四川省提出了打造千亿川酒的奋斗目标，2009年已经实现768亿元，2011年即可提前实现千亿川酒目标。四川、贵州两省全力打造中国白酒“金三角”发展区，快速占领全国市场。安徽、江苏等省区白酒产业迅速发展的经验，给汾酒带来竞争的同时，也为汾酒未来的发展提供了绝好的借鉴。只有建设酒业集中发展区，进一步扩大产能，集群发展，形成拳头，打开市场，形成多品牌系列，才能在当前激烈的白酒市场竞争中立于不败之地。目前，我省共有150多家白酒生产企业，产量约16万吨，其中六成以上集中在吕梁。这就为汾酒集团建设 “杏花村酒业集中发展区”提供了绝佳的基础和条件。

今年上半年，吕梁市、汾阳市与汾酒集团领导以及部分企业家，实地考察了贵州茅台、四川五粮液、泸州老窖集团，借鉴其发展经验，并就建设杏花村酒业集中发展区形成共识，达成了战略合作协议，已成功编制了《杏花村酒业集中发展区战略规划》。按照该规划，全部发展区规划面积约17.534平方公里，将形成一个集种植、酿造、储藏、灌装、包装、物流、会展、质检以及旅游休闲为一ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and

soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

体的酒业集中发展区。《规划》中还确定了“统一规划设计、统一土地征用、统一品牌管理、统一原料保障、统一质量检测”的管理机制和“多个企业生产白酒，汾酒集团一家经营”的运营模式。项目提出力求一年建设，两年达产，三年明显见效。用3年时间，投资50亿元新建杏花村酒业集中发展区，新增酒产量10万吨，增加销售收入100亿元以上。据了解，该项目已得到了山西省委、省人大、省政府的高度重视和大力支持。省人大更是把建设杏花村酒业集中发展区列为2010年重点督办的十八件重大建议之一。

山西省著名经济专家李镇西认为，现在全国已进入了所谓的“后打假时代”，这正是汾酒集团建立行业监督体系、打造诚信品牌的大好时机。有了诚信品牌，就为夺回霸主地位奠定了基础。他建议进一步做好远期、中期、近期三个阶段的规划。从长远规划来说，10年、20年，必须确立“收复失地，夺回白酒霸主地位”的目标，完成领先的任务。中期规划即在5到10年之内，成为行业内“最受赞赏的公司”。近期或者中近期规划，要集中力量打造全产业链和夯实相应的基础工作。“十二五”的战略重点立足于做强而不是急于整合、扩张和转型。

山西省食文化研究会秘书长王建中提出四点建议。一是注重文化内涵，汾酒决胜市场的独有优势就是清香文化，要强化管理与营销中的文化价值，特别是明确“中国酒魂”的概念，对汾酒有着至关重要的战略意义，也是赢得市场和营销先机的关键。二是铸就清香个性，彰显品牌价值，大力拓展市场蓝海，在中国酒界产生颠覆式影响。三是集中市场力量，巧妙公关出击，清晰产品诉求，追求管理与营销的企业最高境界。四是致力转型发展，注重发展细节，确保汾酒未来发展的持续与快速。

关于汾酒未来的市场营销，“大鱼吃小鱼”，由汾酒山西区域主市场向清香型外地市场拓展，在全国15%的清香型市场中抢夺半壁江山;逐步培育其他区域消费喜好的渐进战略，利用中国名酒的品牌地位，全国市场渗透式导入;着重推动竹叶青成为保健养生第一品牌;整合外阜酒厂，完成钉子战略;加快产业集群建设，先藏后卖持续发力。

中国酿酒工业协会秘书长王琦认为汾酒应注重重点市场特别是北京市场的培育和建设。国内著名酒业传媒专家杨志琴则认为汾酒要注意根据全国白酒业发展的阶段性特点，动态性地完善自己的发展规划。

正所谓“不谋全局者，不足谋一域”。作为汾酒集团的董事长、总经理李秋喜认为，“‘十二五’将是汾酒未来发展的一个契机。”现在中国的白酒行业都在规划“十二五”，有的甚至已经开始提前实施。未来五年中国的白酒行业将是ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-

compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain

一个整合、兼并、集聚的五年，作为清香型白酒的典型代表和清香酒业的旗手，

汾酒也将在“十二五”放手搏击、勇猛精进。

ith. 3, fill embankment before base and completed the inspection and acceptance of works. 4, before the requirement level elevation sign layout according to the drawing, every nail on the level of a certain distance, elevation of forklift parts according to the design requirements set. 5, according to the site conditions determine the routes of earth-moving machinery, vehicles, and prior checks, reinforce and widen if necessary and other preparatory work. (B) construction processes and methods; 1, process: before filling, and statistics to the existing buildings and trees, the soil on the cave or on the surface of roots, trash and other debris to be cleared. 2, have the soil inspection work. Species of fill, size, check there is no debris, and soil moisture content control within the design range. Tier 3, fill casting: each layer thickness according to soil, density to determine requirements and equipment performance. 4, as needed when rolling, wheel (RAM) track lapping each other, prevent leaks RAM leakage. Aspect is high, filling segments. Each layer into slope-shaped seams, ground track about

overlapping 0.5-1.0M, is less than the distance from the upper and lower joints 1M. 5, fill out the base surface, we will do the edge compaction quality assurance work. After the earth-moving, does not require trimming of the slope would be preferable to filling edge fill 0.5 m wide called slope rides on and shoot, wide filling 0.2m. 6, in machinery construction not rolling the filling position, manual blade filled with frog-type ramming machine or diesel hierarchical dynamic compaction-compacting. 9, rain during construction: (1) in the rain during embankment construction, we will be completed as soon as possible a continuous; face do not seek too large, hierarchical segment-by-film basis, important or special backfill, as completed by the rain. (2) in the rain at the time of construction, check all the rain