【摘要】：“民以食為天,食以安為先”糧食問題關(guān)系一個國家的國計民生,不但關(guān)系著廣大農(nóng)民的切身利益,消費者的身體健康,也關(guān)系著國家的政治和經(jīng)濟(jì)的穩(wěn)定。我國歷屆政府都把農(nóng)業(yè)、農(nóng)民和農(nóng)村的“三農(nóng)”問題放在重要的地位,各級地方政府也把大力發(fā)展糧食產(chǎn)業(yè)化和現(xiàn)代化經(jīng)營提到了相當(dāng)重要的位置,但糧食經(jīng)營在我國的發(fā)展還處于薄弱階段,市場上的農(nóng)產(chǎn)品質(zhì)量參差不齊、品牌雜亂,消費者在購買時無從下手,無形中增加購買的“選擇成本”。因此,國內(nèi)糧食企業(yè)急需轉(zhuǎn)型,以“為消費者提供安全、營養(yǎng)、美味、便捷的健康食品和創(chuàng)新服務(wù)”為企業(yè)宗旨的內(nèi)蒙古正隆谷物食品有限公司在這樣的市場環(huán)境中應(yīng)運而生。本文對以辣椒和雜糧等糧食農(nóng)產(chǎn)品作為主要產(chǎn)品的內(nèi)蒙古正隆谷物食品有限公司進(jìn)行戰(zhàn)略管理分析,希望可以對糧食行業(yè)的其他企業(yè)有一定的借鑒意義。本文以相關(guān)戰(zhàn)略管理理論為指導(dǎo),運用典型的戰(zhàn)略管理工具宏觀環(huán)境PEST分析、波特“五力模型”對企業(yè)的外部宏觀環(huán)境,行業(yè)的競爭環(huán)境進(jìn)行分析,得出中國的宏觀政治、經(jīng)濟(jì)環(huán)境和糧食行業(yè)發(fā)展環(huán)境對正隆谷物公司有利,影響正隆谷物公司發(fā)展和獲利能力的主要因素是購買者的討價還價能力;通過對正隆谷物公司內(nèi)部資源和能力的分析,運用SWOT戰(zhàn)略組合對企業(yè)進(jìn)行戰(zhàn)略分析,得出正隆谷物公司內(nèi)部和外部的優(yōu)勢、劣勢、機(jī)遇和威脅。根據(jù)以上正隆谷物公司內(nèi)外環(huán)境綜合分析得出正隆谷物公司差異化的競爭戰(zhàn)略策略,分別是生產(chǎn)產(chǎn)品的差異化、人事差異化、形象品牌的差異化以及市場營銷差異化戰(zhàn)略。競爭戰(zhàn)略需要完善的戰(zhàn)略實施保障確保戰(zhàn)略有計劃的實施,最后提出了優(yōu)化組織結(jié)構(gòu)、完善人力資源體系和提升市場營銷能力、加強(qiáng)品牌形象建設(shè)的戰(zhàn)略保障措施,為正隆谷物公司未來實施戰(zhàn)略目標(biāo)提供有力保障。通過本文的研究,希望可以為內(nèi)蒙古正隆谷物食品有限公司確立一套可行的競爭戰(zhàn)略提供一些建議,力爭能夠?qū)⒐镜亩ㄎ槐容^準(zhǔn)確地把握,對公司未來的發(fā)展方向提出指導(dǎo)性建議,同時希望能為同行業(yè)的公司、組織在競爭戰(zhàn)略研究方面提供一些有益的借鑒。
[Abstract]:The food issue of "the people take food as the day and food first" is related to the national economy and people's livelihood of a country, not only to the vital interests of the broad masses of farmers, the health of consumers, but also to the political and economic stability of the country. Successive governments of our country have put agriculture, farmers and rural "agriculture, rural areas" in an important position, and local governments at all levels have also put great efforts to develop grain industrialization and modern management. However, the development of grain management in our country is still in a weak stage, the quality of agricultural products in the market is uneven, the brand is disorderly, consumers can not start when buying, and virtually increase the "choice cost" of buying. Therefore, the domestic grain enterprises urgently need to transform, to "provide consumers with safe, nutritious, delicious, convenient healthy food and innovative services" as the purpose of the enterprise, Inner Mongolia Zhenglong Grain Food Co., Ltd. emerges as the times require in such a market environment. This paper analyzes the strategic management of Inner Mongolia Zhenglong Grain Food Co., Ltd., which takes chili, miscellaneous grain and other grain and agricultural products as the main products, hoping to have certain reference significance for other enterprises in the grain industry. Under the guidance of the relevant strategic management theory, this paper uses the typical strategic management tool macro environment PEST analysis, Porter "five forces model" to analyze the external macro environment of the enterprise, the competitive environment of the industry, and obtains the macro politics of China. The economic environment and the development environment of the grain industry are beneficial to Zhenglong Grain Company, and the main factor affecting the development and profitability of Zhenglong Grain Company is the bargaining power of purchasers. Through the analysis of the internal resources and capabilities of Zhenglong Grain Company, the strategic analysis of Zhenglong Grain Company is carried out by using SWOT strategic combination, and the internal and external advantages, disadvantages, opportunities and threats of Zhenglong Grain Company are obtained. According to the comprehensive analysis of the internal and external environment of Zhenglong Grain Company, the competitive strategy of differentiation of Zhenglong Grain Company is obtained, which is the differentiation of production products, personnel, the differentiation of image brand and the strategy of marketing differentiation. The competitive strategy needs perfect strategic implementation guarantee to ensure the planned implementation of the strategy, and finally puts forward the strategic guarantee measures to optimize the organizational structure, perfect the human resources system, enhance the marketing ability and strengthen the brand image construction. To provide a strong guarantee for Zhenglong Grain Company to implement its strategic objectives in the future. Through the research of this paper, I hope to provide some suggestions for Inner Mongolia Zhenglong Grain Food Co., Ltd to establish a set of feasible competitive strategy, and strive to grasp the position of the company more accurately. This paper puts forward some guiding suggestions for the future development direction of the company, and hopes to provide some useful references for the companies and organizations in the same industry to study the competitive strategy.
【學(xué)位授予單位】：內(nèi)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82

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