MKH生态农业集团发展战略研究

发布时间：2018-04-03 23:52

本文选题：MKH生态农业集团　切入点：发展战略　出处：《浙江工业大学》2015年硕士论文

【摘要】：随着生活水平的日益提高,国人在追求财富的同时,越来越关注食品安全与健康养生,加上国家政策的大力扶持,为生态农业的发展提供了广阔的前景,吸引了国内众多知名企业纷纷进入,市场竞争将变得越来越激烈。因此,面对机遇与挑战,生态农业企业应该如何应对并实现跨越式发展,是一个非常重要的具有理论和现实意义的研究课题。本文以企业发展战略理论为基础,综合运用文献研究、案例分析、归纳演绎等方法,系统研究了MKH生态农业集团的发展战略:首先,对企业战略相关理论以及生态农业企业战略理论进行了回顾,搭建了本文的理论架构;其次,利用SWOT法分析了MKH集团的战略环境和核心优势,在此基础上制定了MKH集团的总体战略,畜禽养殖、种植业务和水产养殖等三个业务战略;最后,与总体战略和业务战略相对应,提出了资源保障型、生产运营型以及战略支持型等职能战略。通过研究,本文得出以下结论:要奠定MKH集团在行业中的领导地位,必须制定基于品牌的总体战略、协同发展的业务组合和确保战略能够有效执行的职能战略组合。本文的研究成果不仅能较好地指导MKH集团的实践,而且对其他生态农业企业也具有一定的参考价值。
[Abstract]:With the increasing improvement of living standards, people in the pursuit of wealth, more and more attention to food safety and health, coupled with the strong support of national policies, for the development of ecological agriculture provides a broad prospect.Attract a lot of domestic famous enterprises to enter, the market competition will become more and more fierce.Therefore, in the face of opportunities and challenges, how should eco-agricultural enterprises cope with and achieve leapfrog development is a very important research topic with theoretical and practical significance.Based on the theory of enterprise development strategy, this paper systematically studies the development strategy of MKH ecological agriculture group by using the methods of literature research, case analysis, induction and deduction: first of all,The related theories of enterprise strategy and ecological agricultural enterprise strategy are reviewed, and the theoretical framework of this paper is set up. Secondly, the strategic environment and core advantages of MKH group are analyzed by using SWOT method.On this basis, the overall strategy of MKH Group, livestock and poultry farming, planting business and aquaculture three business strategies are formulated. Finally, corresponding to the overall strategy and business strategy, the paper puts forward the resource security type.Production and operation type and strategic support type and other functional strategies.Through research, this paper draws the following conclusions: in order to establish the leading position of MKH Group in the industry, it is necessary to formulate the overall strategy based on brand, the business combination of collaborative development and the functional strategic combination to ensure the effective implementation of the strategy.The research results of this paper not only can guide the practice of MKH Group, but also have certain reference value to other ecological agricultural enterprises.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F324

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