A公司进口乳品交易平台可行性研究

发布时间：2018-06-18 09:49

本文选题：进口乳品 + 乳品交易　；参考：《东华大学》2016年硕士论文

【摘要】：乳制品行业作为食品工业领域中的重要产业,虽然在中国起步较晚,但发展迅速,近几年,中国乳品市场的繁荣吸引了大量国外乳制品商,国内乳品行业的危机感与日俱增。一方面,在中国国内,因三聚氰胺事件,消费者对国内乳品行业的信心备受打击。另一方面,新生代消费群体对进口乳制品的需求激增,国家自贸区项目的开展极大促进了乳品进口贸易。如何在日益复杂变化的市场背景下,寻求新的企业战略方向,从而为长期处于传统商业模式下的乳制品行业开辟一条创新性的发展模式,是本文研究的目的。本文综合运用文献分析、实践与理论结合、定性与定量分析相结合的方法,以A公司进口乳品交易平台项目为背景,对该项目规划中的可行性相关问题进行了分析研究。首先,本文通过对战略规划、电子商务、可行性研究相关文献的分析,在大量行业数据分析的基础上,运用SWOT法,分析了A公司现阶段发展中的优势和劣势,以及企业发展中的机会和威胁,分析得出a公司需采用增长型和防御型相结合的战略来实现长期战略发展目标。考虑公司扩大规模和稳定利润因素,在两个战略项目在规模、获利、风险方面对比分析的基础上,选择了建立平台而非自主代理国外品牌,并基于对平台项目的pest分析和五力分析论证了a公司开发进口乳品交易平台这一战略选择的必要性和重要意义。其次,本文在充分研究企业战略规划及电子商务模式的前提下,通过对目标客户群的调研分析,理论与实际相结合,提出了a公司进口乳品交易平台项目具体规划、营销模式、盈利模式及建设方案。基于a公司进口乳品交易平台的项目设计,本文重点从市场和运营两方面对项目进行可行性分析。通过对行业权威二手数据及目标客户群调查数据的分析研究,从行业现状和市场供需、市场竞争对手分析等几个方面,运用定量和定性相结合的方法,对项目的市场可行性进行分析;从经济效益及风险和运营管理角度,对项目的运营可行性进行分析,以期对后期系统化制定网络环境下乳制品交易平台实施方案提出依据。近几年,电子商务的快速发展,对企业传统商业模式产生很大的影响,而本文所研究的进口乳品交易平台模式在业内尚属首例,平台以中小企业为目标客户群,为其与国外上游供应商架设信息桥梁,并通过提供增值服务来获取利润。不可否认,其具备肯定的先进性和良好的市场供需条件,因此,对建立完善的进口乳品交易实现路径,在行业市场上整合各国进口乳品的贸易具有一定现实意义,同时,希望对其它行业的交易平台建设提供一定的借鉴。
[Abstract]:Dairy industry, as an important industry in the field of food industry, started late in China, but has developed rapidly. In recent years, the prosperity of Chinese dairy market has attracted a large number of foreign dairy manufacturers, and the crisis of domestic dairy industry is increasing day by day. On the one hand, consumer confidence in the domestic dairy industry has been hit by the melamine incident in China. On the other hand, the demand for imported dairy products by the new generation of consumer groups has increased sharply, and the project of the National Free Trade Zone has greatly promoted the import trade of dairy products. The purpose of this paper is how to seek a new strategic direction of enterprises under the increasingly complex and changing market background so as to open up an innovative development model for the dairy industry which has been in the traditional business model for a long time. Based on the methods of literature analysis, practice and theory, qualitative and quantitative analysis, this paper analyzes and studies the feasibility of the project based on the project of import dairy trading platform of company A. First of all, through the analysis of the related documents of strategic planning, electronic commerce, feasibility study, and on the basis of a large number of industry data analysis, using SWOT method, this paper analyzes the strengths and weaknesses in the development of A company at the present stage. As well as the opportunities and threats in the development of enterprises, it is concluded that a company should adopt the strategy of combining growth and defense to realize the long-term strategic development goals. Considering the factors of expanding the company's scale and stabilizing its profit, on the basis of the comparative analysis of the two strategic projects in terms of scale, profit and risk, it chooses to establish a platform instead of acting as an independent agent for foreign brands. Based on the pest analysis and the five-force analysis of the platform project, the necessity and significance of the strategic choice of a company to develop the import dairy trading platform are demonstrated Secondly, on the premise of fully studying the enterprise strategic planning and electronic commerce mode, through the investigation and analysis of the target customer group, combining theory with practice, this paper puts forward the specific planning and marketing mode of a company's import dairy trading platform project. Profit model and construction plan. Based on the project design of a company's import dairy trading platform, this paper focuses on the feasibility analysis of the project from two aspects: market and operation. Through the analysis and research of the industry authority second-hand data and the target customer group investigation data, from the industry present situation and the market supply and demand, the market competitor analysis and so on several aspects, uses the quantitative and the qualitative union method, This paper analyzes the market feasibility of the project, analyzes the operational feasibility of the project from the point of view of economic benefits, risks and operation management, and puts forward the basis for systematizing the implementation scheme of dairy products trading platform under the network environment in the later stage. In recent years, the rapid development of electronic commerce has a great impact on the traditional business model of enterprises, but the import dairy trading platform model studied in this paper is the first in the industry, and the platform takes small and medium-sized enterprises as the target customer group. Build information bridges with foreign upstream suppliers and make profits by providing value-added services. It is undeniable that it has positive advanced nature and good market supply and demand conditions. Therefore, it is of practical significance to establish a perfect trade path for import dairy products, and to integrate the import dairy trade of all countries in the industry market, at the same time, Hope to other industries trading platform construction to provide certain reference.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82

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