秦皇岛金海食品工业有限公司产品竞争战略研究

发布时间：2018-02-11 20:12

本文关键词： 粮油加工业金海食品五力模型分析产品竞争战略　出处：《燕山大学》2013年硕士论文　论文类型：学位论文

【摘要】：产品竞争战略管理是构成企业发展战略的职能战略之一，对企业发展战略起到了重要的支持作用。建于2003年的秦皇岛金海食品工业有限公司自成立至今，受国际大豆行情和国内非转基因大豆市场变化影响，与国内其他粮油加工企业一同经历了经营上的大起大落，伴随着企业发展战略理论的发展以及企业经营环境的变化，如何适时调整产品竞争战略乃至企业发展战略以应对企业所面临的环境变化并实现企业的长足发展，，对企业具有十分重要的现实意义。本文基于金海食品公司发展战略，借助于国内外相关的企业发展战略管理理论基础，展开深入探讨和研究，全文共分5章，第1章为绪论，主要介绍本文的研究背景、方法和内容；第2章为产品竞争战略的基本理论研究基础，包括PEST法、波特五力模型、SWOT分析，和BCG矩阵分析法；第3章为粮油加工业现状分析和金海食品所处内外部环境分析；第4章为基于各种方法对产品竞争战略的分析，主要包括运用波特五力模型对存在一定局限性的BCG分析进行补充分析得出金海食品具体产品竞争战略；第5章则根据前两个章节的分析，提出了相应的战略实施保障措施，即产品研发、质量控制、市场开发和信息化等等，以期对公司产品竞争战略的制定和实施提供保障和支持。
[Abstract]:Product competitive strategy management is one of the functional strategies of enterprise development strategy, which plays an important role in supporting the enterprise development strategy. Founded in 2003, Qinhuangdao Jinhai Food Industry Co., Ltd. has been established since its inception. Influenced by the changes in the international soybean market and the domestic non-genetically modified soybean market, together with other domestic grain and oil processing enterprises, they have experienced a great rise and fall in operation, with the development of the theory of enterprise development strategy and the change of the business environment. How to adjust the product competition strategy and even the enterprise development strategy in time in order to cope with the environmental change and realize the rapid development of the enterprise is of great practical significance to the enterprise. Based on the development strategy of Jinhai Food Company and the theoretical foundation of enterprise development strategy management at home and abroad, this paper is divided into five chapters, the first chapter is the introduction, mainly introduces the research background of this paper. Chapter 2 is the basic theoretical research foundation of product competitive strategy, including PEST method, Porter's five-force model and BCG matrix analysis, the third chapter is the analysis of the current situation of grain, oil and oil processing industry and the internal and external environment of Jinhai food industry. Chapter 4 is the analysis of product competition strategy based on various methods, including the use of Porter's five-force model to supplement the limited BCG analysis to obtain the specific product competition strategy of Jinhai food. According to the analysis of the first two chapters, the fifth chapter puts forward the corresponding measures of strategic implementation, namely product research and development, quality control, market development and informatization, in order to provide guarantee and support for the formulation and implementation of the company's product competition strategy.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82

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