内蒙古农牧业生产资料集团发展战略研究

发布时间：2018-03-02 11:41

本文选题：内蒙古农牧业生产资料集团　切入点：发展战略　出处：《内蒙古大学》2015年硕士论文　论文类型：学位论文

【摘要】：本研究运用理论联系实际的方法,结合作者工作实际,在广泛调研的基础上,全面把握内蒙古农牧业生产资料集团的总体情况,对公司内部环境和外部环境进行了分析,进而给出了进一步发展的战略。首先,本研究运用PEST分析法和五力模型分析法对研究对象的外部发展环境进行了分析。认为：政治、经济、技术和社会等宏观环境在使供销农资企业迎来利好时代的同时,也要求其不断进行改革和创新,以适应农村经济社会的发展和农业现代化、信息化、物流现代化的要求。而在化肥产业产能过剩和农资市场的开放的大背景下,农户议价能力的提升、新型肥料的出现、以及各类潜在竞争者的存在等则使供销农资企业面临着巨大的挑战。其次,本研究还对研究对象的资源和能力进行了分析,进而运用战略群组分析方法分析了其优势与劣势。认为,公司畅通的供货渠道、健全的经营服务网络和仓储服务设施,成为了其进一步发展有力的资源依托,而较强的管理、服务能力,也为公司在行业竞争中获胜提供了重要基础。公司在健全的经营服务网络方面具有其它战略群组所不具备的竞争优势,但在客户管理能力方面则存在相对劣势。再次,本研究对研究对象进行了SWOT矩阵分析,进而在此基础上对公司战略定位进行了探讨,认为：公司应实施“以化肥营销为主要内容的向‘互联网+’迈进战略”,即,面向内蒙古自治区农资市场,以连锁经营为基础,以电子商务为手段,加强企业管理,提升企业营销、服务能力,在发挥现有优势的基础上,营销以化肥为主的农资产品,以此应对各类挑战。在目标市场的定位方面可实施以全市场覆盖为基础、针对农业规模经营者所实施的市场专门化策略。在竞争战略选择方面则应根据不同业务的实际情况实施差异化战略和低成本竞争战略。最后,本研究对研究对象实施“以化肥营销为主要内容的向‘互联网+’迈进战略”的各项措施进行了详尽的探讨。
[Abstract]:This study uses the method of theory and practice, combined with the actual work, on the basis of extensive research, a comprehensive grasp of the overall situation of Inner Mongolia agriculture and animal husbandry production group, the company's internal environment and external environment are analyzed, and the further development of the strategy are given. Firstly, this study uses PEST analysis and five forces model analysis on the study of the external environment for development are analyzed. Think: politics, technology and social economy, such as the macro environment in the agricultural supply and marketing enterprises to usher in good times at the same time, also requires its ongoing reform and innovation, in order to adapt to the economic and social development in rural areas and agricultural modernization, informatization, modernization and the requirements of logistics. In the background of fertilizer industry overcapacity and agricultural market opening up, enhance the bargaining power of farmers, new fertilizers, and all kinds of potential competitors The existence of the agricultural supply and marketing enterprises are facing enormous challenges. Secondly, the research object of study resources and capabilities are analyzed, and the application of strategic group analysis method to analyze its advantages and disadvantages. The company believes that the smooth supply channels, improve the service network and warehousing facilities, to become its further the development of powerful resources, and strong management, service ability, but also provides an important foundation for the company to win the competition in the industry. The company has other strategic groups do not have the competitive advantage in the business services network sound, but in the customer management ability is relatively inferior. Thirdly, the research of SWOT the matrix analysis of the research object, and on the basis of the company's strategic positioning is discussed, that company should implement the "fertilizer marketing as the main content to the Internet" + "forward strategy", namely, the the Inner Mongolia Autonomous Region agricultural market, with the chain management as the foundation, by means of electronic commerce, strengthen enterprise management, improve enterprise marketing, service capabilities, based on existing advantages, agricultural products marketing by chemical fertilizer, in order to cope with various challenges. The positioning in the target market can in order to implement full market coverage as the basis, the implementation of the agricultural scale operators market specialization strategy. In the choice of competitive strategy should be based on the actual situation of different business strategy and low cost strategy. Finally, the study on the implementation of the "chemical fertilizer marketing as the main content to" Internet plus. "Forward strategy" measures were discussed in detail.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F327

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