乾元浩公司差异化竞争战略研究

发布时间：2018-04-25 02:27

本文选题：乾元浩公司 + 差异化　；参考：《西北农林科技大学》2015年硕士论文

【摘要】：改革开放以来,我国畜牧业取得了较快的发展,国家“十二五规划”明确提出要坚定不移地推动畜牧标准化、规模化、现代化发展,这就促进了动物疫苗行业的兴起与快速发展。随着动物疫苗行业市场空间的不断扩大,大量动物疫苗企业不断加入,造成动物疫苗行业在产品结构、质量、渠道、服务等方面存在严重的同质化,形成严重的产能过剩。乾元浩公司作为动物疫苗企业,如何在激烈的行业竞争中脱颖而出,寻找到适合自身可持续发展的战略选择,是乾元浩公司亟待解决的重要问题。本文在全面调研和收集乾元浩公司组织架构、经营业绩、产能情况等的基础上,运用竞争战略相关理论,对乾元浩公司面临的内外环境进行了充分的分析,并结合乾元浩公司的经营实际,对比同行业竞争对手现状,查找乾元浩公司与其他竞争对手存在的优势与差距。同时运用SWOT分析模型分析出乾元浩公司的优势、劣势、威胁和机会,并结合内外环境,选择适合于乾元浩发展的差异化战略,并从产品差异化、渠道差异化和服务差异化提出了具体的措施以及确保战略顺利实施的保障措施。本文包括以下六部分:第一部分是绪论,主要介绍了本文研究的背景、目的与意义、研究方法、国内外研究动态以及该论文可能存在的创新之处;第二部分是相关理论基础,解释了战略、竞争战略和差异化战略基本理论;第三部分是乾元浩公司竞争战略现状及问题,阐述了乾元浩公司的基本情况,在此基础上,指出了目前乾元浩公司实施战略中的具体现状、存在的问题及原因分析;第四部分一是外部战略环境分析,运用PEST框架分析了乾元浩公司所处的政治、经济、社会、技术等宏观因素,并用五力模型分析了乾元浩公司所处的竞争环境;二是内部战略环境分析,结合乾元浩目前运营情况,从资产、营销、人力资源等方面,具体分析了其内部资源的状况;第六部分是目标战略选择,在研究乾元浩公司内外战略环境的基础上,采用SWOT分析模型分析了乾元浩公司的优势、劣势、机会和威胁,对成本领先战略、差异化战略进行了比较,并确定了差异化战略为乾元浩公司所选择的最优战略;第六部分是差异化实施与保障措施,从组织、激励、文化等方面提出了实施差异化的保障措施。
[Abstract]:Since the reform and opening up, China's animal husbandry has made relatively rapid development. The 12th Five-Year Plan of the State has clearly stated that it is necessary to unswervingly promote the standardization, scale and modernization of livestock husbandry. This promotes the emergence and rapid development of the animal vaccine industry. With the expansion of the market space of animal vaccine industry, a large number of animal vaccine enterprises continue to join, resulting in the animal vaccine industry in the product structure, quality, channels, services and other aspects of serious homogenization, forming a serious overcapacity. Qianyuanhao Company, as an animal vaccine company, how to stand out in the fierce industry competition and find a strategic choice suitable for its sustainable development is an important problem to be solved urgently. On the basis of comprehensive investigation and collection of Qianyuanhao company's organizational structure, operating performance, production capacity and so on, this paper makes a full analysis of the internal and external environment faced by Qianyuanhao Company by using the relevant theory of competition strategy. Combining with the operating practice of Qianyuanhao Company, this paper compares the current situation of the competitors in the same industry, and finds out the advantages and gaps between Qianyuanhao Company and other competitors. At the same time, using the SWOT analysis model to analyze the strengths, weaknesses, threats and opportunities of Qianyuanhao Company, and combined with the internal and external environment, select the differentiation strategy suitable for Qianyuanhao's development, and from the product differentiation, Channel differentiation and service differentiation put forward specific measures and guarantee measures to ensure the smooth implementation of the strategy. This paper includes the following six parts: the first part is the introduction, which mainly introduces the background, purpose and significance, research methods, domestic and foreign research trends and the possible innovation of this paper. The second part is the relevant theoretical basis. It explains the basic theory of strategy, competition strategy and differentiation strategy. The third part is the current situation and problems of Qianyuanhao Company's competition strategy, and expounds the basic situation of Qianyuanhao Company, on the basis of which, The paper points out the current situation, existing problems and reasons of Qianyuanhao Company's implementation strategy. The fourth part is the analysis of the external strategic environment, which uses the PEST framework to analyze the political, economic and social situation of Qianyuanhao Company. Technology and other macro factors, and using the five-force model to analyze the competitive environment in which Qianyuanhao is located; second, to analyze the internal strategic environment, combining with Qianyuanhao's current operation situation, from the aspects of assets, marketing, human resources, etc. The sixth part is the choice of target strategy. Based on the study of the internal and external strategic environment of Qianyuanhao Company, the paper analyzes the strengths, weaknesses, opportunities and threats of Qianyuanhao Company by using the SWOT analysis model. This paper compares the cost leading strategy and differentiation strategy, and determines that the differentiation strategy is the optimal strategy chosen by Qianyuanhao Company. Culture and other aspects of the implementation of differentiation measures.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72

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