导　　师： 王爱虎

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着我国人民生活水平的不断提高，人们对饮料的消费也不断提高。从多个饮料市场调研报告中可以看出：饮料产品的消费市场具有很大潜力，目前我国已超过日本成为第二大饮料生产消费国。饮料行业属于快消行业，是中国消费品中的发展热点和新增长点。同时，饮料行业的大发展，也推动了饮料上中下游产业链突飞猛进的发展，包括农副产品加工、设备制造业、包装制造业、零售业等均在饮料发展中共同受益。 30多年来，饮料行业不断地发展和成熟，已经从规模小、产品结构单一、竞争无序，发展到规模和集约化程度不断提高，产品结构日趋合理的局面，而且其需求不断提高，产能不断扩大，将使产业结构进一步提升和优化。 在产销规模继续扩大的同时，饮品细分市场进一步增强。日前，已经发展为由碳酸//果汁//茶//乳品//功能饮料等百花齐放的态势。DWC饮料公司脉动产品，作为功能饮料的代表，从2003年至今，经过不断发展、市场调整、战略调整，已经取得了显著成绩，2012年有望突破30亿；在2016年，脉动产品的目标更是超过150亿。 饮料行业的发展，除了市场占有与细分、品牌建设与创新外，还更应该从广义的供应链角度优化和设计企业供应链。供应链作为现代企业管理的重要战略越来越受到行业的关注，也是企业降低成本、提高客户满意度的重要途径，而且逐渐演变成企业的核心竞争力。当然，对供应链的研究也多种多样，但还是存在一些问题，比如对供应链的界定，行业现状及其发展，供应链的技术使用和开发。功能饮料行业的供应链既有一般供应链的特点，也遇到了其特有的问题。对这些特点的研究不仅有利于功能饮料企业的发展、也对其他行业的研究也有一定的借鉴价值和参考意义。 本文以DWC饮料有限公司为研究对象，在已学习的相关理论基础上，按照企业诊断的要求，对现公司进行诊断，核心专注此公司制造以及分销布局，并进行供应链的优化和设计。 With the development of Chinese quality life, beverage consumption increase too. Fromthe study report of beverage marketing, there is big potential ability of consumption in themarket. Currently, China is the2ndbiggest region of beverage consumption, and clearly itexceeds Japan. Beverage industry belongs to FMCC and potentially has big market share ofconsumer goods, besides, with its soaring development, it has influenced other industry/(upstream/&middle stream/&downstream/) chain development，including farm and sidelineproducts manufacturing, equipment making industry, packaging industry and retailing trade. During past30years, beverage industry becomes more and more mature, pervious statusis smaller scope, individual product structure, complex competition and by far, the status isbigger scope, centralized market, suitable product structure etc, and also, productioncapability and market demand is sharply increasing, the industry structure will be optimizedin the future. Definitely, with the development of production and sales, segmentation of beveragemarketing was driven. Currently, there are several key category of the product like carbonicacid product//fruit product//dairy product//functional beverage. For DWC Company, A productis the main product to provide service to consumer in the market. Since2003,it has beendeveloping step by step with company’s strategy adjustment and in2012, the sales revenueachieve CNY3billion already; under current market circumstance, the goal has become16billion in2016. Concerning company’s strategy, except for market tactics, brand building and innovation,supply chain’s design and optimization become more and more import. As one of corecompetence strategy, it focus on cost saving and increase customer satisfaction. On the otherhand, there are many theories to study its function and performance, but there are manyshortages of that, e.g. supply chain’s definition, industry status and development, technologyetc. For functional beverage, overall it obeys the general rules and has special character too. Ithas more benefit to study that, which is not only useful for functional beverage industry, andalso it is the good reference to other industry. The article focus on DWC Beverage Company, based on related theory, according toenterprise diagnosis needs, focus on its supply chain’s study, like manufacturing anddistribution layout, and look for opportunity to optimize and design.

关 键 词： 功能饮料 供应链战略 优化与设计

分 类 号： [F274 F426.82]

领　　域： [经济管理] [经济管理] [经济管理]