SL食品公司竞争战略研究

发布时间：2019-01-08 13:37

【摘要】：国家对于农产品食品加工业一直秉承的积极鼓励和大力支持的政策方针,确保其在我国国民经济体系中地位的重要性外,也加剧了整体农产品食品加工企业面临着日趋激烈的竞争,从而使其呈现出机遇和挑战并存的态势。特别是全球化金融危机后,随着行业竞争的加剧、市场的逐步细分以及人民币升值等因素导致我国部分农产品食品加工企业在激烈市场竞争下的大规模洗牌局面。为此,为了生存和获得竞争优势,各类农产品食品加工企业必须进行改革创新寻求蓝海战略,从而打造企业发展的核心竞争力。作为一家以宽城板栗为特色农产品深加工和销售为主要经营业务的企业——河北SL食品有限公司,目前亟待解决的问题就是如何让自己在此严峻的形势挑战之下确定公司的竞争优势地位,从而保持高速长久的发展,以获得稳定的国际贸易订单、和进一步开拓前景可观的国内市场。因此,确立SL食品公司未来发展的竞争战略,成为了该公司当前的首要任务,也是本文主要研究目的。基于此,本文采用实证分析与规范分析的研究方法,对SL食品公司竞争战略定位展开以下几方面的深入分析和研究。首先,综合运用PEST分析法、波特五力分析法两种主要的企业战略定位分析方法,并对国内外食品加工产业和宏观经济环境进行调研与数据收集,就SL食品公司所面临的政策、经济、社会和技术等宏观环境和竞争对手、消费者、供货商等产业环境等外部环境进行了探讨。其次,对SL食品公司的产品结构、财务、人力、物质、技术和市场资源进行了内部情况矩阵分析。在对企业内外部竞争环境分析的基础上,通过SWOT法对企业自身的优势、劣势以及面临的机会和威胁进行量化的QSPM矩阵分析和明确后,对企业战略目标定位进行了设计,结合食品加工行业特征制订了SL食品公司的竞争战略。本文最后就该企业竞争战略的实施保障措施给予了相应建议。企业竞争战略的定位作为现代企业管理的全局谋略方法,是在市场竞争环境下,企业在快速变化之中能够蓬勃发展的重要保障。通过SL食品公司发展过程中所遇到的机遇和挑战,反应出的问题以及其竞争战略的研究,以期为国内蓬勃发展的食品加工行业进行科学适用的竞争战略定位,从而实现行业整体良好发展做出应有的研究贡献。
[Abstract]:In addition to the importance of the state's active encouragement and strong support for the agricultural and food processing industry, which ensures its status in the national economic system of our country, It also intensifies the competition of the whole agri-product food processing enterprises, which makes them present both opportunities and challenges. Especially after the globalization financial crisis, with the aggravation of the industry competition, the gradual subdivision of the market and the appreciation of RMB, some agricultural food processing enterprises in our country are reshuffling in a large scale under the fierce market competition. Therefore, in order to survive and obtain the competitive advantage, all kinds of agricultural products food processing enterprises must carry on the reform and innovation to seek the blue sea strategy, so as to create the core competitiveness of the enterprise development. Hebei SL Food Co., Ltd., as an enterprise which mainly deals in the deep processing and sale of agricultural products with the characteristics of Castanea mollissima in Kuancheng, At present, the problem that needs to be solved urgently is how to determine the competitive advantage position of the company under such a severe situation, so as to maintain a high speed and long-term development in order to obtain a stable international trade order. And further develop the promising domestic market. Therefore, establishing the competitive strategy of SL Foods Company in the future has become the first task of the company and the main purpose of this paper. Based on this, this paper uses the empirical analysis and normative analysis of the research method, to SL food company competitive strategy positioning to carry out the following aspects of in-depth analysis and research. First of all, synthetically use PEST analysis method, Porter five forces analysis method two kinds of main enterprise strategic orientation analysis method, and carries on the investigation and the data collection to the domestic and foreign food processing industry and the macroeconomic environment, on the SL food company faces the policy, Economic, social and technological macro environment and external environment such as competitors, consumers, suppliers and other industrial environment are discussed. Secondly, the product structure, finance, manpower, material, technology and market resources of SL Food Company are analyzed. Based on the analysis of the internal and external competitive environment of the enterprise and the quantitative QSPM matrix analysis of the enterprise's own strengths, weaknesses, opportunities and threats through the SWOT method, the positioning of the enterprise's strategic objectives is designed. Combined with the characteristics of food processing industry, the competitive strategy of SL Foods Company is formulated. Finally, this paper gives corresponding suggestions on the implementation of the enterprise's competition strategy. As a global strategy of modern enterprise management, the positioning of enterprise competitive strategy is an important guarantee for the rapid development of enterprises in the market competition environment. Through the opportunities and challenges encountered in the development of SL Food Company, the problems reflected and the study of its competitive strategy, the author hopes to carry out a scientific and applicable competitive strategy positioning for the booming food processing industry in China. In order to achieve the overall good development of the industry to make due research contributions.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F324;F272

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