双胞胎集团乳猪饲料业务的竞争优势分析
发布时间：2018-10-15 13:38
【摘要】：双胞胎集团(以下简称双胞胎)是我国猪饲料行业中一家高速成长的企业,在整个猪饲料行业都陷入同质微利化严重的激烈市场竞争中,它从一家曾经畜禽料都做、经营业绩一般的老国营企业,经战略转型决定聚焦做乳猪料开始,通过短短6年时间,成为中国猪饲料市场上销量第一的品牌,2013年,又获得中国饲料业销量排名第三,亚洲猪饲料销量第一,全球猪饲料销量第八的市场地位,其成功的商业模式引起了业界的广泛关注。双胞胎“只做好猪料”的目标集聚战略和产品、营销模式差异化战略为其成功提供了丰富的战略视角及突出的竞争优势,对竞争战略在企业中的运用具备较强的参考价值。 本文以双胞胎为研究对象,利用迈尔克·波特的产业竞争五力模型、战略群组、价值链、价值主张、价值单元活动关联分析等工具,对双胞胎企业的竞争战略进行分析,详细阐述了差异化战略及目标集聚战略是如何在企业价值活动中提升竞争力,强化竞争优势的。 通过研究分析,双胞胎的成功主要得益于以下几点战略原则的运用：第一,目标集聚战略的核心是焦点化,企业需知己知彼,集中所有资源主攻某个目标市场,建立自己独特的竞争优势。第二,企业价值链单个活动创造的竞争优势很重要,但易被模仿超越,优秀的企业会利用各活动单元的相互作用和叠加效果创造出额外的价值,形成一种整体差异于竞者的优势习惯,打造持久竞争优势。第三,客户价值主张需要企业根据目标客户的核心价值需求去制定产品及服务,通过差异化战略来显现别于竞者的独特价值所在。第四,竞争战略是动态多维度的,企业需保持动态视角,随时调整战略方针,创造竞争优势集合,以保护自身在行业内的竞争有利地位。
[Abstract]:The Twin Group (hereinafter referred to as Twins) is a rapidly growing enterprise in the pig feed industry in China. In the whole pig feed industry, it has fallen into the fierce market competition of the same quality and low profit. After a strategic transformation, the old state-owned enterprises with average business performance decided to focus on the production of suckling pigs and, in a short period of six years, became the largest selling brand in the Chinese pig feed market. In 2013, they also won the third place in China's feed industry sales volume. Asian pig feed sales number one, the world's eighth largest pig feed sales market position, its successful business model has attracted wide attention in the industry. The twin "only do well pig feed" target agglomeration strategy and product, marketing mode differentiation strategy for its success to provide a rich strategic perspective and outstanding competitive advantage, competitive strategy in the application of a strong reference value in the enterprise. Taking twins as the research object, this paper analyzes the competitive strategy of twin enterprises by using the five-force model of industrial competition of Milk Porter, strategic group, value chain, value proposition, value unit activity association analysis and so on. This paper expounds in detail how the differentiation strategy and the target agglomeration strategy enhance the competitiveness and strengthen the competitive advantage in the enterprise value activities. Through research and analysis, the success of twins is mainly due to the application of the following strategic principles: first, the core of the goal agglomeration strategy is focus, enterprises need to know their own enemies, concentrate all resources to focus on a target market. Build your own unique competitive advantage. Second, the competitive advantage created by individual activities in the enterprise value chain is important, but easily imitated and overtaken, and good enterprises use the interactions and superimposed effects of various activity units to create additional value. Form an overall difference in the competitive advantage habits, build a lasting competitive advantage. Thirdly, customer value proposition requires enterprises to formulate products and services according to the core value needs of the target customers, and to show the unique value of competitors through differentiation strategy. Fourth, the competition strategy is dynamic and multi-dimensional. Enterprises should maintain the dynamic perspective, adjust the strategic policy at any time, and create a set of competitive advantages in order to protect their competitive advantage in the industry.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72
本文编号：2272717
[Abstract]:The Twin Group (hereinafter referred to as Twins) is a rapidly growing enterprise in the pig feed industry in China. In the whole pig feed industry, it has fallen into the fierce market competition of the same quality and low profit. After a strategic transformation, the old state-owned enterprises with average business performance decided to focus on the production of suckling pigs and, in a short period of six years, became the largest selling brand in the Chinese pig feed market. In 2013, they also won the third place in China's feed industry sales volume. Asian pig feed sales number one, the world's eighth largest pig feed sales market position, its successful business model has attracted wide attention in the industry. The twin "only do well pig feed" target agglomeration strategy and product, marketing mode differentiation strategy for its success to provide a rich strategic perspective and outstanding competitive advantage, competitive strategy in the application of a strong reference value in the enterprise. Taking twins as the research object, this paper analyzes the competitive strategy of twin enterprises by using the five-force model of industrial competition of Milk Porter, strategic group, value chain, value proposition, value unit activity association analysis and so on. This paper expounds in detail how the differentiation strategy and the target agglomeration strategy enhance the competitiveness and strengthen the competitive advantage in the enterprise value activities. Through research and analysis, the success of twins is mainly due to the application of the following strategic principles: first, the core of the goal agglomeration strategy is focus, enterprises need to know their own enemies, concentrate all resources to focus on a target market. Build your own unique competitive advantage. Second, the competitive advantage created by individual activities in the enterprise value chain is important, but easily imitated and overtaken, and good enterprises use the interactions and superimposed effects of various activity units to create additional value. Form an overall difference in the competitive advantage habits, build a lasting competitive advantage. Thirdly, customer value proposition requires enterprises to formulate products and services according to the core value needs of the target customers, and to show the unique value of competitors through differentiation strategy. Fourth, the competition strategy is dynamic and multi-dimensional. Enterprises should maintain the dynamic perspective, adjust the strategic policy at any time, and create a set of competitive advantages in order to protect their competitive advantage in the industry.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72
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