蒙牛乳业集团奶源发展战略研究

发布时间：2018-07-07 11:19

本文选题：蒙牛乳业 + 奶源基地　；参考：《内蒙古财经大学》2014年硕士论文

【摘要】：20世纪80年代以来，我国奶业快速发展，特别是三聚氰胺事件后，，国家及各乳企积极整改，产业素质不断提升，奶牛标准化规模养殖加快推进，单产水平有新上升，生鲜乳质量监管得到强化，质量安全水平显著提高，现代奶业格局已初步形成。蒙牛乳业集团作为国家农业产业化重点企业、乳品行业龙头企业，在百年蒙牛乳业集团、强乳兴农的信念支撑下，一直致力于推动奶业一体化的进程。在中国奶业的发展进程中，蒙牛乳业集团的奶源建设在国家及客户的大力支持下快速成长。但是，随着集团的飞速发展，原料奶资源对于生产的积极作用逐步转变为制约生产发展。因此，本研究根据企业持续发展战略，分析案例公司蒙牛乳业集团的现行奶源发展战略及下一步的优化问题，以期提高公司竞争力、实现持续稳定发展；同时也希望该研究对新形势下乳品企业奶源业务的良性发展有一定的借鉴价值。论文共分为五个部分。第一部分，简要介绍本研究的研究背景、研究目的及研究意义和理论价值，确定研究的方法和思路框架。同时对于企业战略环境分析理论进行系统综述，为后续针对案例的研究奠定理论基础。第二部分，从国内经济的宏观环境状况、乳品行业产业状况、蒙牛乳业集团奶源自身发展历史、业务组成等角度，进行内外部环境分析，并运用SWOT分析模型，识别蒙牛乳业集团奶源的优势与劣势、机遇与威胁，进一步指出公司目前奶源发展战略存在的问题。第三部分，对蒙牛乳业集团的现行奶源发展战略进行分析和评价，结合上一章的SWOT分析结果，提出蒙牛乳业集团应采取相关可持续的奶源发展战略的设想，构建了包括战略目标、战略重点等内容在内的系统战略框架。第四部分，对蒙牛乳业集团奶源发展战略的实施提出具体建议和保障措施。第五部分，总结全文。最后，通过对蒙牛乳业集团奶源基地发展战的研究，利用战略管理的知识和理论，分析奶源基地的建设、运作及结构，并从战略层面提出蒙牛乳业集团奶源基地新的发展战略，希望能为蒙牛乳业集团从根本上突破奶源瓶颈贡献一份力量。
[Abstract]:Since the 1980s, the dairy industry in China has developed rapidly, especially after the melamine incident, the country and the dairy enterprises have been actively rectifying and reforming, the quality of the industry has been continuously improved, the standardized scale of dairy cattle breeding has been accelerated, and the level of unit yield has increased. The quality supervision of raw and fresh milk has been strengthened, the quality and safety level has been improved significantly, and the pattern of modern dairy industry has been preliminarily formed. Mengniu Dairy Group, as the key enterprise of national agricultural industrialization and the leading enterprise of dairy industry, has been committed to the process of promoting the integration of dairy industry under the support of the belief of 100 years Mengniu Dairy Industry Group. In the development process of Chinese dairy industry, the milk source construction of Mengniu Dairy Group has grown rapidly with the support of the state and customers. However, with the rapid development of the group, the positive effect of raw milk resources on production has gradually changed into restricting the development of production. Therefore, according to the enterprise sustainable development strategy, this study analyzes the current milk source development strategy of Mengniu Dairy Group and the optimization of the next step, in order to improve the competitiveness of the company and achieve sustainable and stable development; At the same time, I hope this research has some reference value for the healthy development of dairy enterprise milk source business under the new situation. The thesis is divided into five parts. The first part briefly introduces the research background, research purpose, research significance and theoretical value, and determines the research methods and framework. At the same time, the enterprise strategic environment analysis theory is systematically reviewed, which lays a theoretical foundation for the subsequent case study. The second part analyzes the internal and external environment from the macro environment of domestic economy, the status of dairy industry, the development history of milk source and business composition of Mengniu Dairy Group, and applies SWOT analysis model. Identify the strengths and weaknesses, opportunities and threats of milk source of Mengniu Dairy Group, and further point out the problems existing in the development strategy of Milk Source of Mengniu Dairy Group. In the third part, the author analyzes and evaluates the current milk source development strategy of Mengniu Dairy Group, combining the SWOT analysis results of the previous chapter, puts forward the assumption that Mengniu Dairy Group should adopt the relevant sustainable milk source development strategy. The system strategic framework including strategic goal, strategic focus and so on is constructed. The fourth part, put forward the concrete suggestion and safeguard measure to the implementation of milk source development strategy of Mengniu Dairy Group. The fifth part summarizes the full text. Finally, through the research on the development war of milk source base of Mengniu Dairy Group, using the knowledge and theory of strategic management, this paper analyzes the construction, operation and structure of Milk Source Base, and puts forward the new development strategy of Milk Source Base of Mengniu Dairy Group from the strategic level. Hope to be able to Mengniu Dairy Group from the root breakthrough milk source bottleneck contribution to a strength.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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