BH公司发展战略研究

发布时间：2018-04-20 22:12

本文选题：BH公司 + 发展战略　；参考：《兰州交通大学》2015年硕士论文

【摘要】：随着社会经济的不断发展,人均收入亦在提高,有些可选消费品就会向必选消费品转变,比如保健品、高档化妆品,因此一些传统的食品企业也在寻求转型,而转型期的企业发展战略不仅对企业自身发展至关重要,也对相关行业、企业有参考价值。本文选取蜂产品行业中的BH公司为研究对象,研究其公司发展战略。首先,本文第一部分阐述了蜂产品行业的发展状况,并指出在新的市场环境下蜂业企业转型可能遇到的机遇与挑战。第二部分通过文献分析法、比较分析法等方法,建立起了企业发展战略的内涵、理论基础和分析工具。第三部分分析了BH公司的发展现状及面临的主要问题。通过研究发现BH公司已成为全国蜂产品行业的龙头企业,在不断发展变革中,形成了行业话语权、品牌影响力、采购能力、企业体制等方面的相对竞争优势。但其仍然面临诸多问题和挑战,包括业务发展问题、品牌问题、组织职能问题等。为了解决上述问题,本文第四部分采用SWOT分析方法,深入研究BH公司的内外部环境,同时以个别标杆性企业作为参考案例,总结了它们成功的经验和企业自身的特点以及不足,对企业提出了发展战略改进的建议,即BH资金实力不足以支撑激进式发展模式,需以已有多元产品为基础,采用同心多元化发展策略,明确业务重点,达成更为均衡、合理的多元产品结构体系。本文第五章为研究结论,从两方面给出了建议,跨行业和品牌发展战略改进与跨区域发展战略改进;其中前者是指以BH甘宁产品作为重点,有计划的完成产品完善、市场导入、推广以及渠道开拓,逐步打造成企业的明星级产品;以蜂妆日化类产品作为跨行业发展的重要备选产品之一;对于跨区域发展战略,则包含对外埠区域进行层次划分,确定重点的发展区域或者城市并进行强化和扩张等;根据以上发展战略,在维持现有业务情况下,预计BH公司在2018年将达到3.7到5亿元的销售规模,其中甘宁产品达到5000万元规模量级。而为保证上述战略的顺利实施,本文第六章建议BH公司要从市场职能优化(组织结构调整、优化营销体系等)、人力资源支撑体系优化(完善考核体系、建立培训制度)两个方面加以辅助。
[Abstract]:With the continuous development of social economy, the per capita income is also increasing, and some optional consumer goods will be transformed into consumer goods, such as health care products and high-end cosmetics. Therefore, some traditional food enterprises are also looking for transformation. The enterprise development strategy in the transition period is not only very important to the development of the enterprise itself, but also has reference value to the related industries and enterprises. In this paper, BH Company in bee products industry is selected as the research object and its development strategy is studied. First of all, the first part of this paper describes the development of the bee products industry, and points out the opportunities and challenges that may be encountered in the transformation of the bee industry enterprises under the new market environment. In the second part, through the methods of literature analysis and comparative analysis, the connotation, theoretical basis and analytical tools of enterprise development strategy are established. The third part analyzes the current situation and main problems of BH Company. It is found that BH company has become the leading enterprise of bee products industry in China. In the process of continuous development and transformation, BH company has formed the relative competitive advantage in the field of discourse power, brand influence, purchasing ability, enterprise system and so on. However, it still faces many problems and challenges, including business development, brand issues, organizational functions and so on. In order to solve the above problems, the fourth part of this paper adopts the SWOT analysis method to study the internal and external environment of BH Company in depth. At the same time, taking individual benchmarking enterprises as reference cases, the paper summarizes their successful experiences and the characteristics and shortcomings of the enterprises themselves. The paper puts forward some suggestions for the improvement of the development strategy of the enterprise, that is, BH fund strength is not enough to support the radical development model, it should be based on the existing multi-element products, adopt the concentric diversified development strategy, clarify the business focus, and achieve a more balanced development. Reasonable multiple product structure system. The fifth chapter of this paper is the conclusion of the research, from two aspects of the recommendations, cross-industry and brand development strategy improvement and cross-regional development strategy improvement, the former refers to BH Ganning products as the focus, the planned completion of product improvement, market introduction, Promotion and channel development, gradually build into a star class products of enterprises; take bee makeup daily products as one of the important alternative products for cross-industry development; for cross-regional development strategy, it includes the division of the levels of foreign port areas. Based on the above development strategy, BH is expected to reach a sales scale of 3.75 billion yuan in 2018, while maintaining its existing business. One of the Ganning products reached 50 million yuan scale order of magnitude. In order to ensure the smooth implementation of the above strategy, the sixth chapter of this paper suggests that BH Company should optimize its market function (organizational structure adjustment, marketing system optimization, etc.), human resources support system optimization (perfect evaluation system, etc.) Establish a training system) to assist in two aspects.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.82

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