KQ公司专业化与多元化发展战略研究

发布时间：2018-06-06 07:21

本文选题：农药 + 多元化　；参考：《华中科技大学》2013年硕士论文

【摘要】：当前，全球粮食问题日益受到重视，农业得到了快速发展，农业的发展拉动了化肥、农药等相关农资产品的需求，这就使得近几年来国内的农药企业得到了巨大的发展机会。 KQ公司成立于2009年，是一家新兴的农药生产企业，成立之初以准确的产品定位和扎实的销售策略迅速打开了市场局面，经过四年多的快速发展后，已经成为一颗行业内瞩目的新星。随着国家越来越严厉的产业调控政策出台和越来越激烈的市场竞争环境，KQ公司面临着今后发展的战略性选择，是坚持专业化在农药行业里做大做强，还是多元化发展分散风险。本文采用定性与定量相结合的方法，首先对KQ公司经营的外部环境、内部环境进行深入地分析，论述了外部环境因素对公司经营等方面的影响，对公司内部环境进行客观评估。其次，在综合内外部环境分析的基础上，，通过行业集中度和SWOT分析方法，了解并总结KQ公司自身相应的竞争优势和竞争劣势，对公司所面对的潜在机会和外部威胁进行了深入分析，并对比出公司发展专业化与多元化战略的优缺点，明确了公司在未来几年内还要坚持专业化的发展战略。公司应该专注于农药行业，打造核心竞争力，提升品牌知名度，成为细分市场的领导者，进而在未来几年内跻身国内大型企业的行列。最后，本文从产业链整合、产品差异化、成本领先、品牌塑造等四个方面策略，为实施公司专业化发展战略提出了具体措施，为经营目标的实现提供了实施路径和保障。同时，也为同行在专业化和多元化战略选择上提供了借鉴思路。
[Abstract]:At present, the global food problem has been paid more and more attention, agriculture has developed rapidly. The development of agriculture has driven the demand of chemical fertilizer and other related agricultural products, which has made the domestic pesticide enterprises get great development opportunities in recent years.
KQ, founded in 2009, is a new enterprise of pesticide production. At the beginning of its establishment, the market situation was quickly opened with accurate product positioning and solid marketing strategy. After more than four years of rapid development, it has become a new star in the industry. With the more and more stringent industrial regulation and control policy of the country, it has become more and more intense. In the market competition environment, KQ company is facing the strategic choice of future development. It is to insist on specialization in the pesticide industry, or to diversify the risk of decentralization. This paper adopts the method of combining qualitative and quantitative. Firstly, the external environment and internal environment of KQ company are deeply analyzed, and the external environmental factors are discussed. The internal environment of the company is evaluated objectively. Secondly, on the basis of the comprehensive internal and external environment analysis, through the industry concentration and SWOT analysis method, the corresponding competitive advantage and competitive disadvantage of KQ company are understood and summarized, and the potential opportunities and external threats facing the company are deeply divided. In the next few years, the company should focus on the pesticide industry, build the core competitiveness, improve the brand awareness, become the leader of the market, and then become one of the large domestic enterprises in the next few years. In the end, this article from the four aspects of industrial chain integration, product differentiation, cost lead, brand molding, put forward specific measures for the implementation of the company's professional development strategy, providing the implementation path and guarantee for the realization of the business objectives. At the same time, it also provides a reference for the peers in the choice of specialization and diversification strategy.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72

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