DQ生物股份有限公司竞争战略研究

发布时间：2018-01-12 14:34

本文关键词：DQ生物股份有限公司竞争战略研究　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的提高、环保意识的加强，人们更加关注食品健康，绿色食品、有机食品受到了人们的青睐。在这种趋势的推动下，环保、低毒性、无残留的生物农药得到的迅速的推广，生物农药的生产企业也得到的高速的发展，但同时也造成了激烈的市场竞争环境。生物农药企业如何在这种激烈的竞争环境中生存、发展，是企业管理者十分关注的问题，同时也是决定生物农药产业如何发展的关键问题。因此，为企业制定一个适合企业现状，能够发挥企业现有优势的竞争战略对企业的未来发展至关重要。本文以此为切入点，以DQ公司为研究对象，通过对公司所面临的外部宏观环境和内部资源的分析，利用PEST分析法、五力分析法、SWOT分析法、外部因素评价（EFE）矩阵、内部因素评价（IFE）矩阵、定量战略计划（QSPM）矩阵等科学的分析工具，得出了公司在现阶段竞争环境下所面临的机遇要大于威胁，公司应最大程度的通过国家扶持政策和全球经济一体化为企业带来的机会，克服原材料涨价、客户议价能力提高等威胁。同时也发现了公司管理中存在缺陷，管理人才缺乏，信息化程度不高等问题。但是公司也具备领先的生产技术，稳定的且较高水平的科研团队，，较广阔的营销网络等优势。通过发挥公司的自身优势能够弥补自身的不足。本文认为，公司应抓住有利时机发挥自身优势，增强公司的竞争能力，并以此制定出适合DQ公司的竞争战略。为了使竞争战略顺利的实施，本文有针对性的在组织结构、人力资源、技术创新、市场营销、企业文化等方面提出保障竞争战略顺利实施的具体措施。不仅对DQ公司有很高的实用价值，同时对其他企业也有借鉴作用。
[Abstract]:With the improvement of people's living standard and the strengthening of environmental protection consciousness, people pay more attention to food health, green food and organic food. No residue of biological pesticides have been rapidly promoted, the production of biological pesticides enterprises have also been rapid development. But at the same time, it has also created a fierce market competition environment. How to survive and develop in this fierce competition environment is a very important issue for enterprise managers. At the same time, it is the key problem to decide how to develop the bio-pesticide industry. Therefore, it is very important for enterprises to make a competitive strategy which is suitable for the present situation of the enterprises and which can give full play to the existing advantages of the enterprises. This paper takes DQ Company as the research object, through the analysis of the external macro environment and internal resources faced by the company, using the PEST analysis method, the five-force analysis method and SWOT analysis method. External factor evaluation (EFE) matrix, internal factor evaluation (IFE) matrix, quantitative strategic planning (QSPM) matrix and other scientific analysis tools. It is concluded that the opportunity faced by the company in the current competitive environment is greater than the threat, and the company should maximize the opportunity to overcome the price increase of raw materials through the national support policy and the global economic integration. At the same time, the company also found the defects in the management, the lack of management personnel, the low level of information. But the company also has the leading production technology. Stable and high level of scientific research team, broad marketing network and other advantages. By giving play to the company's own advantages can make up for their own shortcomings. This paper believes that the company should seize the favorable opportunity to play its own advantages. Enhance the competitiveness of the company, and draw up a competition strategy suitable for DQ Company. In order to make the successful implementation of the competition strategy, this paper focused on organizational structure, human resources, technological innovation, marketing. The specific measures to ensure the smooth implementation of the competitive strategy are put forward in the aspects of corporate culture, which not only have high practical value for DQ company, but also can be used for reference by other enterprises.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72

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