内蒙古正隆谷物食品有限公司竞争战略的研究
发布时间：2019-06-08 14:57
【摘要】：“民以食为天,食以安为先”粮食问题关系一个国家的国计民生,不但关系着广大农民的切身利益,消费者的身体健康,也关系着国家的政治和经济的稳定。我国历届政府都把农业、农民和农村的“三农”问题放在重要的地位,各级地方政府也把大力发展粮食产业化和现代化经营提到了相当重要的位置,但粮食经营在我国的发展还处于薄弱阶段,市场上的农产品质量参差不齐、品牌杂乱,消费者在购买时无从下手,无形中增加购买的“选择成本”。因此,国内粮食企业急需转型,以“为消费者提供安全、营养、美味、便捷的健康食品和创新服务”为企业宗旨的内蒙古正隆谷物食品有限公司在这样的市场环境中应运而生。本文对以辣椒和杂粮等粮食农产品作为主要产品的内蒙古正隆谷物食品有限公司进行战略管理分析,希望可以对粮食行业的其他企业有一定的借鉴意义。本文以相关战略管理理论为指导,运用典型的战略管理工具宏观环境PEST分析、波特“五力模型”对企业的外部宏观环境,行业的竞争环境进行分析,得出中国的宏观政治、经济环境和粮食行业发展环境对正隆谷物公司有利,影响正隆谷物公司发展和获利能力的主要因素是购买者的讨价还价能力;通过对正隆谷物公司内部资源和能力的分析,运用SWOT战略组合对企业进行战略分析,得出正隆谷物公司内部和外部的优势、劣势、机遇和威胁。根据以上正隆谷物公司内外环境综合分析得出正隆谷物公司差异化的竞争战略策略,分别是生产产品的差异化、人事差异化、形象品牌的差异化以及市场营销差异化战略。竞争战略需要完善的战略实施保障确保战略有计划的实施,最后提出了优化组织结构、完善人力资源体系和提升市场营销能力、加强品牌形象建设的战略保障措施,为正隆谷物公司未来实施战略目标提供有力保障。通过本文的研究,希望可以为内蒙古正隆谷物食品有限公司确立一套可行的竞争战略提供一些建议,力争能够将公司的定位比较准确地把握,对公司未来的发展方向提出指导性建议,同时希望能为同行业的公司、组织在竞争战略研究方面提供一些有益的借鉴。
[Abstract]:The food issue of "the people take food as the day and food first" is related to the national economy and people's livelihood of a country, not only to the vital interests of the broad masses of farmers, the health of consumers, but also to the political and economic stability of the country. Successive governments of our country have put agriculture, farmers and rural "agriculture, rural areas" in an important position, and local governments at all levels have also put great efforts to develop grain industrialization and modern management. However, the development of grain management in our country is still in a weak stage, the quality of agricultural products in the market is uneven, the brand is disorderly, consumers can not start when buying, and virtually increase the "choice cost" of buying. Therefore, the domestic grain enterprises urgently need to transform, to "provide consumers with safe, nutritious, delicious, convenient healthy food and innovative services" as the purpose of the enterprise, Inner Mongolia Zhenglong Grain Food Co., Ltd. emerges as the times require in such a market environment. This paper analyzes the strategic management of Inner Mongolia Zhenglong Grain Food Co., Ltd., which takes chili, miscellaneous grain and other grain and agricultural products as the main products, hoping to have certain reference significance for other enterprises in the grain industry. Under the guidance of the relevant strategic management theory, this paper uses the typical strategic management tool macro environment PEST analysis, Porter "five forces model" to analyze the external macro environment of the enterprise, the competitive environment of the industry, and obtains the macro politics of China. The economic environment and the development environment of the grain industry are beneficial to Zhenglong Grain Company, and the main factor affecting the development and profitability of Zhenglong Grain Company is the bargaining power of purchasers. Through the analysis of the internal resources and capabilities of Zhenglong Grain Company, the strategic analysis of Zhenglong Grain Company is carried out by using SWOT strategic combination, and the internal and external advantages, disadvantages, opportunities and threats of Zhenglong Grain Company are obtained. According to the comprehensive analysis of the internal and external environment of Zhenglong Grain Company, the competitive strategy of differentiation of Zhenglong Grain Company is obtained, which is the differentiation of production products, personnel, the differentiation of image brand and the strategy of marketing differentiation. The competitive strategy needs perfect strategic implementation guarantee to ensure the planned implementation of the strategy, and finally puts forward the strategic guarantee measures to optimize the organizational structure, perfect the human resources system, enhance the marketing ability and strengthen the brand image construction. To provide a strong guarantee for Zhenglong Grain Company to implement its strategic objectives in the future. Through the research of this paper, I hope to provide some suggestions for Inner Mongolia Zhenglong Grain Food Co., Ltd to establish a set of feasible competitive strategy, and strive to grasp the position of the company more accurately. This paper puts forward some guiding suggestions for the future development direction of the company, and hopes to provide some useful references for the companies and organizations in the same industry to study the competitive strategy.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82
本文编号：2495376
[Abstract]:The food issue of "the people take food as the day and food first" is related to the national economy and people's livelihood of a country, not only to the vital interests of the broad masses of farmers, the health of consumers, but also to the political and economic stability of the country. Successive governments of our country have put agriculture, farmers and rural "agriculture, rural areas" in an important position, and local governments at all levels have also put great efforts to develop grain industrialization and modern management. However, the development of grain management in our country is still in a weak stage, the quality of agricultural products in the market is uneven, the brand is disorderly, consumers can not start when buying, and virtually increase the "choice cost" of buying. Therefore, the domestic grain enterprises urgently need to transform, to "provide consumers with safe, nutritious, delicious, convenient healthy food and innovative services" as the purpose of the enterprise, Inner Mongolia Zhenglong Grain Food Co., Ltd. emerges as the times require in such a market environment. This paper analyzes the strategic management of Inner Mongolia Zhenglong Grain Food Co., Ltd., which takes chili, miscellaneous grain and other grain and agricultural products as the main products, hoping to have certain reference significance for other enterprises in the grain industry. Under the guidance of the relevant strategic management theory, this paper uses the typical strategic management tool macro environment PEST analysis, Porter "five forces model" to analyze the external macro environment of the enterprise, the competitive environment of the industry, and obtains the macro politics of China. The economic environment and the development environment of the grain industry are beneficial to Zhenglong Grain Company, and the main factor affecting the development and profitability of Zhenglong Grain Company is the bargaining power of purchasers. Through the analysis of the internal resources and capabilities of Zhenglong Grain Company, the strategic analysis of Zhenglong Grain Company is carried out by using SWOT strategic combination, and the internal and external advantages, disadvantages, opportunities and threats of Zhenglong Grain Company are obtained. According to the comprehensive analysis of the internal and external environment of Zhenglong Grain Company, the competitive strategy of differentiation of Zhenglong Grain Company is obtained, which is the differentiation of production products, personnel, the differentiation of image brand and the strategy of marketing differentiation. The competitive strategy needs perfect strategic implementation guarantee to ensure the planned implementation of the strategy, and finally puts forward the strategic guarantee measures to optimize the organizational structure, perfect the human resources system, enhance the marketing ability and strengthen the brand image construction. To provide a strong guarantee for Zhenglong Grain Company to implement its strategic objectives in the future. Through the research of this paper, I hope to provide some suggestions for Inner Mongolia Zhenglong Grain Food Co., Ltd to establish a set of feasible competitive strategy, and strive to grasp the position of the company more accurately. This paper puts forward some guiding suggestions for the future development direction of the company, and hopes to provide some useful references for the companies and organizations in the same industry to study the competitive strategy.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82
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