湖南三益有机农业发展有限公司竞争战略研究

发布时间：2018-01-02 10:43

本文关键词：湖南三益有机农业发展有限公司竞争战略研究　出处：《湖南农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：目前,有机农业成为当前我国农业发展的新方向,特别是在当前各种食品安全问题频繁发生的当下,有机农产品得到广大人民的关注。在有机农业发展的同时,有机农业企业成为有机农产品的供应主体,各种有机农业企业相继成立。然而,国内有机企业数量的迅速增长将会加剧有机农业企业的竞争。本研究以湖南三益有机农业发展有限公司为研究对象,通过对竞争战略的理论阐述,分析了我国有机农业所处的行业环境、竞争形势的变化；详细分析了湖南三益有机农业公司的资源状况、面临的挑战和机遇,确定了湖南三益有机农业公司在新形势下采取的竞争战略——集中差异化战略。同时本研究也对影响三益有机农业公司竞争战略的因素进行了分析,对实施中可能遇到的问题进行了推断,并提出各项实施措施,最后对竞争战略前景和今后的研究方向也做了展望。在理论应用上,本研究综合运用了PEST模型、五力竞争模型等,从公司的宏观环境、有机行业竞争态势、公司所处行业的竞争环境着手分析,分析了湖南三益有机农业公司面临的外部环境,为战略制定提供前提。三益有机农业不仅面临产业发展的大好机遇,而且也面临行业的激烈竞争和满足客户需要不断提高产品竞争力的挑战。然后,运用SWOT模型,对研究对象的内部环境进行分析,分析其内部影响因素,进而提供竞争战略选择的依据。接着本研究为湖南三益有机农业发展有限公司确定为集中差异化竞争战略,并运用价值链理论对公司的竞争战略进行分解,从产品、营销、财务、和人力资源等方面分别分析了竞争战略的实施措施,最后,本研究主要得出的结论为：企业发展必须依靠技术和人才,三益有机农业需要突出优质明星产品打造；制定合理的企业战略、结构,要不断适时调整战略,突出核心竞争力,这样将会直接带动企业迅速发展。因此,本研究极具现实意义。
[Abstract]:At present, organic agriculture has become a new direction of agricultural development in China, especially in the current frequent occurrence of various food safety issues, organic agricultural products have been concerned by the majority of the people, while the development of organic agriculture at the same time. Organic agricultural enterprises have become the main supply of organic agricultural products, a variety of organic agricultural enterprises have been established. The rapid growth of the number of domestic organic enterprises will aggravate the competition of organic agricultural enterprises. This study takes Hunan Sanyi Organic Agriculture Development Co., Ltd. as the research object, through the theory of competition strategy. The industry environment and competition situation of organic agriculture in China are analyzed. This paper analyzes the resource situation, challenges and opportunities of Hunan Sanyi Organic Agriculture Company in detail. This paper determines the competitive strategy of Hunan Sanyi Organic Agriculture Company under the new situation-the strategy of concentration differentiation. At the same time, this study also analyzes the factors that affect the competitive strategy of Sanyi Organic Agriculture Company. The problems that may be encountered in the implementation are inferred and the implementation measures are put forward. Finally, the prospect of competition strategy and the research direction in the future are also prospected. This research comprehensively uses PEST model, five forces competition model and so on, from the company's macroscopic environment, the organic industry competition situation, the company in which the industry competition environment starts to analyze. This paper analyzes the external environment that Hunan Sanyi Organic Agriculture Company is facing, and provides the premise for the strategic formulation. The Sanyi Organic Agriculture not only faces the excellent opportunity of industrial development. And also facing the fierce competition in the industry and meet the needs of customers to constantly improve the competitiveness of products. Then, using the SWOT model to analyze the internal environment of the research object and analyze its internal factors. Then this research determines the competitive strategy of Hunan Sanyi Organic Agriculture Development Co., Ltd., and uses the value chain theory to decompose the competitive strategy of the company. From the product, marketing, finance, human resources and other aspects of the implementation of the competitive strategy, respectively, the last, the main conclusion of this study: enterprise development must rely on technology and talent. Three benefits organic agriculture needs to highlight the high quality star product to build; To formulate a reasonable enterprise strategy and structure, we should constantly adjust the strategy in good time and highlight the core competitiveness, which will directly promote the rapid development of the enterprise. Therefore, this study is of great practical significance.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F324

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