莲花味精股份有限公司发展战略研究

发布时间：2019-02-13 22:08

【摘要】：改革开放三十多年来，国人的生活水平和消费水平都有了极大的提升。在饮食方面，从过去的吃得饱，向吃得好来过渡，而近年来更是向吃得健康的需求迅速转变。在这样的大背景下，中国调味品行业一直处于宝贵的繁荣兴旺期，全行业的增长幅度连续保持在两位数以上的水平。一些知名的调味品企业，在残酷的市场竞争中，逐步脱颖而出。但是在一片形式大好的同时，中国的调味品类企业也面临着不少的问题和挑战，例如市场的集中度低，超过八成以上的调味品企业规模不大；同类企业的经营产品线比较单一，加之诸多外资巨头纷纷涌入中国，整个调味品市场弥漫着重重硝烟。针对国内调味品企业面临的现状和种种问题，本论文以战略管理理论为研究基础，以一家具体的调味品企业，即莲花味精股份有限公司作为具体的研究对象。最早创立于1983年的莲花味精股份有限公司，目前面临经营机制、市场营销、内部管理等多重问题。文中通过对莲花味精股份有限公司所处的宏观环境、调味品行业环境和企业内部环境进行系统分析，依靠SWOT，PEST分析、五力竞争分析、价值链分析等企业战略管理分析工具，，详细阐述了莲花味精企业所面临的市场的机遇和挑战。通过本论文极具专业性的研究分析，结合该企业的具体实际情况，为莲花味精股份有限公司提供了实施“产业、资本”双轮驱动的发展战略总体思路。在战略目标清晰的大前提下，对莲花味精公司提出了“稳定全局，规范运营，提高效益”的十二字的工作方针，避免在公司发展和转型中出现不必要的波折，保证企业战略升级的成功。在发展阶段上，根据公司战略，同时确定了企业夯实产业、化解债务阶段和打造产业经营高附加值阶段。在具体企业发展的招法举措方面，本论文还为该公司提出了执行性极强的七大重点战略举措。包含了资产重组，产品升级，结构调整，品牌战略等等方面。总之，这是一篇专注调味品行业，以专业具体企业为管理分析标本，具有极强的企业实践操作指导的意义和价值的论文。
[Abstract]:Since the reform and opening up more than 30 years ago, people's living standard and consumption level have been greatly improved. In terms of diet, there has been a transition from having enough to eat well, and in recent years to the need to eat healthily. Against this background, the seasoning industry in China has been in a valuable period of prosperity, the growth rate of the whole industry has been maintained in the double-digit level. Some well-known seasoning enterprises, in the cruel market competition, gradually stand out. But at the same time, Chinese condiment enterprises are faced with many problems and challenges, such as the low concentration of the market, more than 80% of the seasoning enterprises are not large; The product line of similar enterprises is relatively single, coupled with the influx of many foreign giants into China, the whole seasoning market is filled with gunpowder smoke. In view of the current situation and various problems faced by domestic condiment enterprises, this paper takes the strategic management theory as the research basis, and takes a specific seasoning enterprise, Lotus Monosodium glutamate Co., Ltd., as the specific research object. Lotus Monosodium glutamate Co., Ltd, founded in 1983, is faced with many problems, such as management mechanism, marketing, internal management and so on. Based on the systematic analysis of the macro environment, seasoning industry environment and enterprise internal environment of Lotus Monosodium glutamate Co., Ltd., this paper relies on SWOT,PEST analysis, five-force competition analysis, value chain analysis and other strategic management analysis tools. The market opportunities and challenges faced by lotus monosodium glutamate enterprises are described in detail. Through the professional research and analysis in this paper, combined with the actual situation of the enterprise, this paper provides the overall idea of implementing the "industry, capital" dual-wheel drive development strategy for Lotus Monosodium glutamate Co., Ltd. On the premise of clear strategic objectives, the company has proposed a 12-character working policy of "stabilizing the overall situation, standardizing operation and improving efficiency" to avoid unnecessary twists and turns in the development and transformation of the company. Ensure the success of strategic upgrading. In the development stage, according to the company strategy, the firm rammed up the industry, resolved the debt stage and created the high value-added stage of industrial management at the same time. In the aspect of specific enterprise development, this paper also puts forward seven key strategic measures of strong execution for the company. Including asset restructuring, product upgrading, structural adjustment, brand strategy and so on. In a word, this paper focuses on the seasoning industry, and takes the specific enterprise as the management analysis specimen, which has the extremely strong significance and value of the practical operation instruction of the enterprise.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.82

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