庐陵香山茶油业务的竞争战略思考

发布时间：2018-01-30 01:11

本文关键词： 食用油产业链市场开发竞争战略　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：自上世纪九十年代以来,山茶油产业开始受到政府、企业、农户的关注,然而二十年过去,该产业虽然保持着年均7%以上的持续增长,但受国家扶持力度不足、企业投资规模较小以及精深加工技术没有显著提升等多方面因素的影响,适合种植区域的种植面积不但没有增加,反而在日益减少,成品的生产加工量虽然增加较大,但占整个食用油产量的份额却仅有1%。时间跨入21世纪,随着国内居民生活水平的大幅度提高、信息传递更为快捷以及消费市场不断出现的食用油安全问题事件,山茶油产业的发展已经从一个产业自身做大做强的业内话题跃升到一个国家的战略。作为中国特有的植物油脂,山茶油以其高营养价值和广阔的市场发展前景而日益受到政府、资本市场、产业界、种植户以及消费者的青睐。2010年,国内从事山茶油加工销售的企业首次超过1000家,销售额突破100亿元人民币,山茶油的销售市场开始走出固有的种植区域,从长江中下游区域进入到长江上游地区以及黄河、淮河流域。笔者自2011年在江西创办江西庐陵香食品有限公司,近两年来不仅对整个山茶油产业的发展进行过长足的战略性思考,更是多次深入考察行业内众多企业,并结合自身企业的实际运作经验,及时总结、不断提炼,运用复旦大学EMBA课程所学经典理论和分析方法,从产业链的剖析和打造入手,最终提出自身对于山茶油业务竞争战略的设想：一是成为高端山茶油产业专家,二是成为中国山茶油市场的领先者。
[Abstract]:Since -10s, the camellia oil industry has been concerned by the government, enterprises and farmers. However, the industry has maintained a sustained growth of more than 7% per year over the past two decades. However, due to the lack of support from the state, the small scale of enterprise investment and the lack of significant improvement of deep processing technology and other factors, the planting area suitable for planting areas has not increased, but is decreasing day by day. Although the production of finished products increased, but the share of total edible oil production is only 1. In 21th century, with the substantial improvement of the living standards of domestic residents, the transmission of information is more rapid and the consumer market continues to appear the issue of edible oil safety issues. The development of camellia oil industry has leapt from the topic of a large and strong industry itself to the strategy of a country. Camellia oil is increasingly favored by the government, capital market, industry, growers and consumers for its high nutritional value and broad market prospects. 2010. Domestic engaged in the processing and sales of camellia oil for the first time more than 1, 000, sales exceeded 10 billion yuan, camellia oil sales market began to go out of the inherent planting area. From the middle and lower reaches of the Yangtze River into the upper reaches of the Yangtze River as well as the Yellow River, the Huaihe River Basin. Since 2011, the author founded Jiangxi Luling Xiang Food Co., Ltd. in Jiangxi Province. In the past two years, the author has not only made considerable strategic thinking on the development of the whole camellia oil industry. It is also a number of in-depth inspection of many enterprises in the industry, and combined with their own practical operation experience, timely summary, constantly refining, using Fudan University EMBA course learned classic theory and analysis methods. Starting with the analysis and creation of the industrial chain, the author finally puts forward his own competitive strategy for camellia oil business: first, to become an expert in the high-end camellia oil industry, and second, to become a leader in the Chinese camellia oil market.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82

【参考文献】