M公司发展战略管理研究

发布时间：2018-05-08 17:04

本文选题：烘焙食品 + 发展战略　；参考：《浙江工业大学》2014年硕士论文

【摘要】：随着改革开放的不断深入,人们生活水平的提高和饮食结构多元化,烘焙食品成为不可或缺的选择。我国烘焙食品市场开放水平显著,市场竞争愈发激烈,烘焙食品企业面临前所未有的竞争压力。企业要在激烈的竞争中生存并取得利润,企业战略是一个急需解决的问题。而烘焙企业要发展,就必须根据自身实际制定其发展战略。烘焙行业是中西饮食文化交融的新兴行业,我国烘焙食品市场是一个发展潜力很大、前景广阔并充满活力的市场。我国烘焙企业改革和发展取得了令人瞩目的成绩,但仍存在许多不足。因此,应当从实际情况出发,进一步改革和发展我国的烘焙食品行业,制定切实可行的发展战略。本文以战略管理理论为理论依据,结合M公司的实际情况,分析行业特点,在研究的过程中将规范研究与实证研究相结合、定性研究和定量研究相结合,综合采用了文献研究、PEST模型、波特五力模型以及SWOT分析等研究方法,制定了M公司的发展战略。首先,综述分析了企业战略和战略管理的涵义、内容和理论发展历程；其次,对我国烘焙行业的行业发展现状进行了分析,指出了我国烘焙食品行业优势和劣势；然后,分别利用PEST模型分析了M公司所处的宏观环境和波特五力模型讨论了中观环境；再次就是在环境分析的基础上,对M公司进行了SWOT分析,通过以上对战略管理和烘焙行业研究及M公司SWOT分析,提出了M公司今后的总体发展战略；最后,结合上述分析,从企业管理、市场营销、企业文化和多种经营发展等方面对公司发展战略的具体实施进行了对策研究。
[Abstract]:With the deepening of reform and opening up, the improvement of people's living standards and the diversification of dietary structure, baked food has become an indispensable choice. The open level of baking food market in our country is remarkable and the market competition is becoming more and more intense. Baking food enterprises are facing unprecedented competition pressure. Enterprise strategy is an urgent problem to survive and make profits in the fierce competition. But the baking enterprise wants to develop, must according to own actual formulation its development strategy. Baking industry is a new industry with Chinese and Western food culture blending. Baking food market in China is a market with great development potential, broad prospect and full of vitality. The reform and development of baking enterprises in China have made remarkable achievements, but there are still many shortcomings. Therefore, it is necessary to further reform and develop the baking food industry in China and formulate feasible development strategies from the point of view of the actual situation. Based on the theory of strategic management and the actual situation of M Company, this paper analyzes the characteristics of the industry, combining normative research with empirical research, qualitative research and quantitative research in the process of research. Based on the methods of literature research pest model, Porter's five forces model and SWOT analysis, the development strategy of M Company is formulated. Firstly, it summarizes and analyzes the meaning, content and theory development course of enterprise strategy and strategic management. Secondly, it analyzes the present situation of baking industry in China, points out the advantages and disadvantages of baking food industry in China, and then points out the advantages and disadvantages of baking food industry in China. Using PEST model to analyze the macro environment of M Company and Porter's five Force Model to discuss the mesoscopic environment. Thirdly, on the basis of environment analysis, M Company is analyzed by SWOT. Through the above research on strategic management and baking industry and SWOT analysis of M Company, the overall development strategy of M Company in the future is put forward. Finally, combined with the above analysis, from the enterprise management, marketing, In the aspects of corporate culture and diversified development, the implementation of the development strategy of the company is studied.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.82

【参考文献】