本文關(guān)鍵詞： 食用油 產(chǎn)業(yè)鏈 市場(chǎng)開發(fā) 競(jìng)爭(zhēng)戰(zhàn)略　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：自上世紀(jì)九十年代以來(lái),山茶油產(chǎn)業(yè)開始受到政府、企業(yè)、農(nóng)戶的關(guān)注,然而二十年過(guò)去,該產(chǎn)業(yè)雖然保持著年均7%以上的持續(xù)增長(zhǎng),但受國(guó)家扶持力度不足、企業(yè)投資規(guī)模較小以及精深加工技術(shù)沒有顯著提升等多方面因素的影響,適合種植區(qū)域的種植面積不但沒有增加,反而在日益減少,成品的生產(chǎn)加工量雖然增加較大,但占整個(gè)食用油產(chǎn)量的份額卻僅有1%。 時(shí)間跨入21世紀(jì),隨著國(guó)內(nèi)居民生活水平的大幅度提高、信息傳遞更為快捷以及消費(fèi)市場(chǎng)不斷出現(xiàn)的食用油安全問題事件,山茶油產(chǎn)業(yè)的發(fā)展已經(jīng)從一個(gè)產(chǎn)業(yè)自身做大做強(qiáng)的業(yè)內(nèi)話題躍升到一個(gè)國(guó)家的戰(zhàn)略。作為中國(guó)特有的植物油脂,山茶油以其高營(yíng)養(yǎng)價(jià)值和廣闊的市場(chǎng)發(fā)展前景而日益受到政府、資本市場(chǎng)、產(chǎn)業(yè)界、種植戶以及消費(fèi)者的青睞。2010年,國(guó)內(nèi)從事山茶油加工銷售的企業(yè)首次超過(guò)1000家,銷售額突破100億元人民幣,山茶油的銷售市場(chǎng)開始走出固有的種植區(qū)域,從長(zhǎng)江中下游區(qū)域進(jìn)入到長(zhǎng)江上游地區(qū)以及黃河、淮河流域。 筆者自2011年在江西創(chuàng)辦江西廬陵香食品有限公司,近兩年來(lái)不僅對(duì)整個(gè)山茶油產(chǎn)業(yè)的發(fā)展進(jìn)行過(guò)長(zhǎng)足的戰(zhàn)略性思考,更是多次深入考察行業(yè)內(nèi)眾多企業(yè),并結(jié)合自身企業(yè)的實(shí)際運(yùn)作經(jīng)驗(yàn),及時(shí)總結(jié)、不斷提煉,運(yùn)用復(fù)旦大學(xué)EMBA課程所學(xué)經(jīng)典理論和分析方法,從產(chǎn)業(yè)鏈的剖析和打造入手,最終提出自身對(duì)于山茶油業(yè)務(wù)競(jìng)爭(zhēng)戰(zhàn)略的設(shè)想：一是成為高端山茶油產(chǎn)業(yè)專家,二是成為中國(guó)山茶油市場(chǎng)的領(lǐng)先者。
[Abstract]:Since -10s, the camellia oil industry has been concerned by the government, enterprises and farmers. However, the industry has maintained a sustained growth of more than 7% per year over the past two decades. However, due to the lack of support from the state, the small scale of enterprise investment and the lack of significant improvement of deep processing technology and other factors, the planting area suitable for planting areas has not increased, but is decreasing day by day. Although the production of finished products increased, but the share of total edible oil production is only 1. In 21th century, with the substantial improvement of the living standards of domestic residents, the transmission of information is more rapid and the consumer market continues to appear the issue of edible oil safety issues. The development of camellia oil industry has leapt from the topic of a large and strong industry itself to the strategy of a country. Camellia oil is increasingly favored by the government, capital market, industry, growers and consumers for its high nutritional value and broad market prospects. 2010. Domestic engaged in the processing and sales of camellia oil for the first time more than 1, 000, sales exceeded 10 billion yuan, camellia oil sales market began to go out of the inherent planting area. From the middle and lower reaches of the Yangtze River into the upper reaches of the Yangtze River as well as the Yellow River, the Huaihe River Basin. Since 2011, the author founded Jiangxi Luling Xiang Food Co., Ltd. in Jiangxi Province. In the past two years, the author has not only made considerable strategic thinking on the development of the whole camellia oil industry. It is also a number of in-depth inspection of many enterprises in the industry, and combined with their own practical operation experience, timely summary, constantly refining, using Fudan University EMBA course learned classic theory and analysis methods. Starting with the analysis and creation of the industrial chain, the author finally puts forward his own competitive strategy for camellia oil business: first, to become an expert in the high-end camellia oil industry, and second, to become a leader in the Chinese camellia oil market.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.82

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本文編號(hào)：1474876