摘要
随着市场经济的快速发展以及国家政策的变化，我国白酒市场也发生了很大的
改变。羊羔酒业股份有限公司成立于2007年，前身是孝义市酒厂，作为一家成长
中的中小型白酒企业，面对内外部环境出现的新变化，制定什么样的发展战略是羊
羔酒业需要解决的重要问题。本文旨在通过对羊羔酒业内外部环境的分析，明确公
司面对的外部机会与威胁，寻找公司自身的优势，弥补自身的劣势，确定羊羔酒业
公司在目前市场环境下的发展战略目标，并制定合适的发展战略推动公司发展。
本文首先对企业战略管理的相关理论和白酒行业发展情况进行了回顾。接着，
本文对羊羔酒业公司的外部环境进行了分析，包括运用PEST分析工具对影响公司
发展的外部宏观环境的具体四个方面进行分析、运用“波特五力模型”对白酒行业
的竞争情况进行研究。随后，本文阐述了羊羔酒业公司的发展概况，并对羊羔酒业
公司的市场营销状况、人力资源情况、生产技术状况等进行了研究。接着本文运用
SOWT分析工具，对公司的内外部环境进行了综合分析，并根据分析的结果，结合公
司的使命和愿景，明确了公司的发展战略目标，随后综合以上的分析结果，制定了
羊羔酒业公司的发展战略。
公司应该采取如下发展战略：第一，进一步提升公司的品牌形象，同时传播公
司的“孝”文化；第二，通过公司在孝义本地市场的影响力，积极利用当地政府的
支持政策，努力提升在孝义及周边地区的市场占有率；第三，借助“互联网+”电
子商务平台，将“羊羔酒”品牌向更多省份市场进行推广。第四，利用公司的工艺
优势继续提升产品的质量，开发婚庆等定制化产品。
最后，本文针对公司的发展战略从市场营销、人力资源、生产研发以及财务管
理等方面提出了具体的实施措施。
关键词：白酒；羊羔酒业股份有限公司；发展战略

ABSTRACT
With the rapid development of market economy and the change of
national policy, the liquor market in China has changed a lot. Lamb Wine
Industry Co., Ltd. was founded in 2007, formerly xiaoyi city distillery, as a
growing medium and small liquor enterprises, in the face of new changes in
the internal and external environment, what kind of development strategy is
the lamb wine industry needs to solve an important problem. Through the
analysis of the internal and external environment of lamb wine industry, this
paper aims to clarify the external opportunities and threats faced by the
company, find its own advantages, make up its own disadvantages,
determine the development strategic goals of lamb wine company in the
current market environment, and formulate appropriate development
strategies to promote the development of the company.
Firstly, this paper reviews the relevant theories of enterprise strategic
management and the development of liquor industry. Then, this paper
analyzes the external environment of Lamb Wine Company, including the
use of PEST analysis tool to analyze the four aspects of the external macro
environment that affects the development of the company,

and the use of porter's Five Forces model to study the competition in
the liquor industry. Then, this paper describes the development of lamb wine
company, and lamb wine company's marketing, human resources,
production technology and other conditions were studied. Then this paper
uses THE SOWT analysis tool to comprehensively analyze the internal and
external environment of the company, and according to the results of the
analysis, combined with the mission and vision of the company, the
company's development strategy was defined, and then based on the above
analysis results, the development strategy of lamb Wine Company is
formulated.
The company should adopt the following development strategies: first,
further enhance the company's brand image, and spread the company's "filial
piety" culture; Second, through the company's influence in the local market
of Xiaoyi, actively use the support policies of the local government, and
strive to improve the market share in Xiaoyi city and surrounding areas;
Third, with the help of the "Internet +" e-commerce platform, the brand of
"Lamb Wine" will be promoted to more provincial markets. Fourth, continue
to improve product quality by using the company's technological advantages
and develop customized products such as wedding celebrations.
。。。以下略