企业的成长研究
——以王老吉为例
作者
指导教师
内容摘要：改革开放30年来,民营经济克服了基础薄弱和先天不足等劣势,已成为国民经济的重要组成部分,已成为国民经济中最为活跃的经济增长点。客观地说,民营企业的发展正从发展初期向发展中期转变,向着更合理、更科学的方向发展。民营企业的发展与我国取得的经济成就密不可分,已成为国民经济的重要组成部分。2003年红罐王老吉的销售额比去年同期增长了近4倍，由2002年的1亿多元猛增至6亿元，并以迅雷不及掩耳之势冲出广东，2004年，尽管企业不断扩大产能，但仍供不应求，订单如雪片般纷至踏来，全年销量突破10亿元，以后几年持续高速增长，2009年销量突破170亿元大关。本文正在此意义上对王老吉的发展历史、公司现状、存在问题进行了探讨，并就王老吉的发展瓶颈给出了几点粗略的建议。
关键词:企业成长 公司发展 营销策略
Abstract：30 years of reform and opening up, the private economy to overcome the instability and be congenitally deficient disadvantage, has become an important part of the national economy, the national economy has become the most active economic point of growth. Say objectively, the development of private enterprises are medium-term development from infancy to shift, toward a more rational, more scientific direction. With the development of private enterprises in China’s economic success is inseparable, has become an important part of the national economy. 2003 red pot Wang Laoji sales than the same period last year increased nearly 4 times, from 2002 100000000 multivariate soared to 600000000 yuan, and the suddenness of a thunderbolt out of Guangdong, 2004, although the company continued to expand production capacity, but still short, orders like the snowflake come continually, annual sales exceeded 1000000000 yuan, after a few years continuously high speed growth 2009, sales volume breaks through 17000000000 yuan to close greatly.This article is the significance of Wong Lo Kat development history, current status, the problems were discussed, and it is the bottleneck in the development of some general suggestions are given.
Keywords: Enterprise growth Development of the company Marketing strategy
