中小企业发展的理论分析---以澜沧江啤酒企业楚雄有限公司为例摘要：随着中国市场经济的不断深化，企业竞争日趋激烈，中国经济进入不可预测的新常态。随着互联网的发展，手机移动端的广泛运用，物联网、互联网金融的发展及新型网络技术的运用，中国消费的形态产生了巨大的转变。竞争的加剧必然导致落后产能、落后管理的淘汰，商品过剩导致消费者可以有多种选择，如何满足消费者的需求、如何服务顾客、如何降低成本、如何提升产品品质、如何建立品牌成为很多企业，尤其是中小企业必须思考的问题。本文就饮料制造企业产品成本控制的概念、特征和必要性进行了阐述，且以澜沧江啤酒企业楚雄有限公司为例，对澜沧江啤酒企业楚雄有限公司的发展理论进行了分析和探讨，并针对这些弊端提出相应的建议，希望对澜沧江啤酒企业楚雄有限公司的进一步发展有所帮助。关键词：中小企业、发展战略、品牌战略、营销战略、成本管理战略Theoreticalanalysisofthedevelopmentofsmallandmedium-sizedenterprises--Takelancangriverbeerenterprisechuxiongco.,LTDasanexampleAbstract:：withthedeepeningofChina'smarketeconomy,enterprisecompetitionisbecomingincreasinglyfierce,China'seconomyhasenteredtheunpredictablenewnormal.WiththedevelopmentoftheInternet,thewidespreaduseofmobilephoneterminals,theInternetofthings,thedevelopmentofInternetfinanceandtheapplicationofnewnetworktechnologies,China'sconsumptionpatternhasundergoneahugetransformation.Competitionwillinevitablyleadtoeliminatebackwardproductioncapacity,backwardmanagement,commodityexcesscanleadtoconsumershavemanychoices,howtomeettheneedsoftheconsumers,howtoservicecustomers,howtoreducecostandimproveproductquality,howtobuildabrandformanyenterprises,especiallysmallandmedium-sizedenterpriseshavetothinkaboutproblems.Beveragemanufacturersproductcostcontrolarepresentedinthispapertheconcept,characteristicsandnecessityofexpounded,chuxiongandlancangriverbeerenterprisesco.,LTDasanexample,thetheorytothedevelopmentofchuxionglancangriverbeerenterprisesco.,LTD.,areanalyzedanddiscussed,andputsforwardcorrespondingSuggestionsinviewoftheseshortcomings,hopeforthefurtherdevelopmentofchuxionglancangriverbeerenterprisesco.,LTD.Keyword:smallandmedium-sizedenterprises,developmentstrategy,brandstrategy,marketingstrategy,costmanagementstrategy目录一、澜沧江啤酒企业楚雄有限公司发展背景分析.....................................................................................1（一）澜沧江啤酒企业楚雄有限公司的简介.............................................................................................1（二）澜沧江啤酒企业楚雄有限公司发展问题.........................................................................................1二、澜沧江啤酒企业楚雄有限公司品牌战略规划.....................................................................................3（一）树立品牌战略意识.............................................................................................................................3（二）重视产品品牌商标注册.....................................................................................................................3（三）努力提高品牌的含金量.....................................................................................................................3（四）做好品牌宣传工作.............................................................................................................................3（五）塑造诚信的企业品牌........................................................................................................
