荣喜水产集团有限公司竞争战略研究

发布时间：2018-04-28 11:33

本文选题：水产品加工业 + 山东荣喜集团　；参考：《山东大学》2015年硕士论文

【摘要】：山东荣喜集团有限公司位于山东威海荣成市人和镇,是以水产品养殖加工为主营业务的民营集团型企业。山东省水产加工企业主要集中于东部沿海三市,有集聚的趋势,这也造成各个企业之间竞争激烈,技术溢出风险大,产品相似化程度高等问题。在此形势下,如何使荣喜集团在激烈的竞争中脱颖而出,打造独特的竞争优势,是关乎企业未来发展的重要问题。本文首先对荣喜集团所处的外部环境进行了分析,根据PEST和波特的五力模型的分析结果,荣喜集团的机遇大于威胁。荣喜集团所从事的海产品加工业务受益于国家发展战略将会有更大的发展空间,此外山东半岛良好的经济基础以及消费者对海产品的偏好都会成为荣喜集团的机遇；然而荣喜集团也存在威胁,主要体现在外需疲软以及行业竞争剧烈方面。根据上述结果进行EFE矩阵分析结果表明外部环境对荣喜集团的发展在总体上会产生促进作用。而针对荣喜集团的内部条件所进行的分析主要使用了价值链分析作为工具。通过对五种基本活动和四种辅助活动的分析,本文认为荣喜集团拥有一体化的优势,能够保证原材料的自给自足；此外,荣喜集团的研发和后勤保障投入较高,拥有一定的实力。而荣喜集团的劣势主要体现在市场营销方面,营销人才匮乏,营销渠道单一,缺乏品牌知名度。根据内部分析的结果进行的IFE分析结果表明荣喜集团的内部优势更为明显,能够促进企业进一步发展。根据企业内外环境的分析,本文应用SWOT模型进行竞争战略选择,并且使用QSPM矩阵分析作为工具,通过量化比较,最终选择差异化战略作为荣喜集团的竞争战略。根据分析结果,本文从养殖、物流配送、产品研发、市场营销、服务等环节制定了战略实施方案。最后本文从组织结构、企业文化、人力资源等方面制定了战略保障措施。本文的研究有助于荣喜集团的中长期发展,使之在激烈的市场竞争中保持竞争优势。同时,本文研究得出的结论还能够对水产品加工行业内的公司在制定竞争战略时,提供一个可参考的范本,具有一定的指导意义。
[Abstract]:Shandong Rongxi Group Co., Ltd. is located in Renhe Town, Rongcheng City, Weihai City, Shandong Province. Fishery processing enterprises in Shandong Province are mainly concentrated in three cities along the eastern coast, which has the tendency of agglomeration, which also leads to fierce competition among enterprises, high risk of technology spillover, high degree of product similarity and so on. In this situation, how to make Rongxi Group stand out in the fierce competition and create unique competitive advantage is an important issue related to the future development of enterprises. This paper first analyzes the external environment of the group. According to the analysis results of PEST and Porter's five-force model, the opportunity of the group is greater than the threat. The seafood processing business of Rongxi Group will benefit from the national development strategy will have a greater space for development, in addition, Shandong Peninsula's good economic base and consumers' preference for seafood will become an opportunity for Rongxi Group; However, Rongxi Group also has a threat, mainly reflected in weak external demand and fierce competition in the industry. The results of EFE matrix analysis show that the external environment will promote the development of Rongxi Group on the whole. The analysis of the internal conditions of Rongxi Group mainly uses value chain analysis as a tool. Through the analysis of five basic activities and four kinds of auxiliary activities, this paper holds that the Rongxi Group has the advantages of integration and can ensure the self-sufficiency of raw materials. In addition, the R & D and logistics support investment of the Group is relatively high. Have a certain strength. The disadvantages of Rongxi Group are mainly reflected in marketing, lack of marketing talents, single marketing channel and lack of brand awareness. According to the results of internal analysis, the IFE analysis results show that the internal advantages of Rongxi Group are more obvious and can promote the further development of enterprises. According to the analysis of the internal and external environment of the enterprise, this paper uses the SWOT model to choose the competitive strategy, and uses the QSPM matrix analysis as the tool, through the quantitative comparison, finally chooses the differentiated strategy as the competitive strategy of the Rongxi Group. According to the analysis results, this paper formulates the strategic implementation plan from the aspects of aquaculture, logistics distribution, product research and development, marketing, service and so on. In the end, this paper formulates the strategic safeguard measures from organizational structure, corporate culture, human resources and so on. The research in this paper is helpful to the long-term development of Rongxi Group and to maintain its competitive advantage in the fierce market competition. At the same time, the conclusion of this paper can also provide a reference model for aquatic product processing companies in the formulation of competition strategy, which has certain guiding significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F326.4

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