长春鼎丰真公司发展战略研究

发布时间：2018-01-12 10:25

本文关键词：长春鼎丰真公司发展战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入新时期之后,我国的经济得到了快速发展的,市场经济的高速发展使得各行业得到了快速发展,因此在这种情况下,我国烘焙行业从上个世纪八十年代进入大陆市场之后就得到了飞快的发展。中国烘焙行业在短短的二十年的发展时间之内,从最初单一的点心蛋糕产品发展成现在琳琅满目的多种经营产品类型,并且很多连锁店都开始在大陆市场上盛行。依据相关统计发现,我国烘焙行业每年的增长速度为百分之十二,截止到2016年,我国烘焙行业的年产值达到了一千六百多亿,并且经过相关专家的预测,我国烘焙行业在未来三十年仍然有非常广阔的发展发空间。长春市鼎丰真食品创立于1911年,具有很长的发展时间,以其独特的风味、良好的售后服务在其全省范围内得到了很多的称赞,并且受到了很多消费者的追捧,企业在发展的过程中,凭借诚信的经营理念成为了国内家喻户晓的“中华老字号”。而作为一家以烘焙为主的食品企业,其在发展的过程中,面临着很多的机遇和挑战,因此其应该在当前竞争激烈的市场上制定一个有效的发展策略,进一步促进自己的稳定发展。本文在研究的过程中,通过文献研究的方法,对当前存在的理论进行了深入的探究,采取战略管理知识体系对我国烘焙行业的发展形势以及本文研究对象的发展环境进行了深入的分析和研究,并且从长远的角度出发,对本文研究对象的发展形势进行了相应的探讨,与此同时,笔者以此为基础,就如何在当前市场形势下制定有效的竞争机制以及发展战略,提升自身的市场份额,保持在烘焙行业当中的领先地位进行了深入的探讨。相信在未来,在未来的吉林省,鼎丰真将会在市场上成为人们在选购烘焙产品时候的首选产品,成为民族品牌的骄傲。本文在研究的过程中,以长春鼎丰真为主要的研究对象,对其在发展过程中所处的环境以及各种机遇挑战进行了深入的分析和探究,并且在此基础上,进一步选定了其发展战略,为其长期稳定发展制定相应的有效的保障措施。通过本文的研究和分析,发现长春鼎丰真在选择最优发展策略的时候,主要有以下两点:一方面是以品牌为中心,另一方面是以传统经典糕点为中心。为未来实现公司能够更好的实施所选择的发展策略,公司应该从长远发展的角度出发,从品牌影响力的树立以及产品开发、资本经营等方面对企业资源进行合理的分配,除此之外,企业还应该注重对其企业文化的建设,进一步提升自己的售后服务水平,进一步为自发展策略的有效实施创造有效的条件。通过本文对长春鼎丰真公司的研究和分析,对我国其他食品企业的发展,尤其是一些发展年代久远企业的发展有着很大的参考价值和意义。
[Abstract]:After entering the new era, China's economy has been rapid development, the rapid development of the market economy has made the rapid development of various industries, so in this case. The Chinese baking industry has been developing rapidly since it entered the mainland market in -20s. The Chinese baking industry has been developing in a short period of 20 years. From a single dim sum cake product to a variety of products, and many chain stores are beginning to prevail in the mainland market, according to relevant statistics found. The annual growth rate of the baking industry in China is 12%. By 2016, the annual output value of the baking industry in China has reached more than 160 billion, and has been predicted by relevant experts. In the next 30 years, the baking industry in China still has a very broad development space. Changchun Dingfeng Real Food was founded in 1911, with a long time of development, with its unique flavor. Good after-sales service in the province has been a lot of praise, and by a lot of consumers, enterprises in the process of development. With the integrity of the business philosophy has become a household name in China, and as a bakery based food enterprises, its development process, facing a lot of opportunities and challenges. Therefore, it should formulate an effective development strategy in the current competitive market, and further promote its own stable development. The existing theories are deeply explored, and the development situation of the baking industry and the development environment of the object of this paper are analyzed and studied by the strategic management knowledge system. And from a long-term point of view, the development of the object of this paper to explore the situation, at the same time, the author based on this. This paper discusses how to make effective competition mechanism and development strategy in the current market situation, enhance its own market share and maintain its leading position in the baking industry. I believe it will be in the future. In the future of Jilin Province, Dingfeng will become the first choice in the market when people buy baking products, and become the pride of national brands. Taking Changchun Dingfeng Zhen as the main research object, this paper makes a deep analysis and exploration on the environment and various opportunities and challenges in the process of its development, and on this basis, further selects its development strategy. Through the research and analysis of this paper, it is found that Changchun Dingfeng is choosing the best development strategy. There are two main points as follows: on the one hand, the brand as the center, on the other hand, the traditional classic pastry as the center. For the future implementation of the company can better implement the choice of development strategies. The company should proceed from the long-term development angle, from the brand influence establishment and the product development, the capital management and so on aspect carries on the reasonable distribution to the enterprise resources, in addition. Enterprises should also pay attention to the construction of their corporate culture to further improve their after-sales service level. Further for the effective implementation of self-development strategy to create effective conditions. Through the study and analysis of Changchun Dingfengzhen Company, the development of other food enterprises in China. Especially the development of some old enterprises has great reference value and significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F272

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