【摘要】：改革開放三十多年來，國人的生活水平和消費(fèi)水平都有了極大的提升。在飲食方面，從過去的吃得飽，向吃得好來過渡，而近年來更是向吃得健康的需求迅速轉(zhuǎn)變。在這樣的大背景下，中國調(diào)味品行業(yè)一直處于寶貴的繁榮興旺期，全行業(yè)的增長幅度連續(xù)保持在兩位數(shù)以上的水平。一些知名的調(diào)味品企業(yè)，在殘酷的市場競爭中，逐步脫穎而出。 但是在一片形式大好的同時(shí)，中國的調(diào)味品類企業(yè)也面臨著不少的問題和挑戰(zhàn)，例如市場的集中度低，超過八成以上的調(diào)味品企業(yè)規(guī)模不大；同類企業(yè)的經(jīng)營產(chǎn)品線比較單一，加之諸多外資巨頭紛紛涌入中國，整個(gè)調(diào)味品市場彌漫著重重硝煙。 針對國內(nèi)調(diào)味品企業(yè)面臨的現(xiàn)狀和種種問題，本論文以戰(zhàn)略管理理論為研究基礎(chǔ)，以一家具體的調(diào)味品企業(yè)，即蓮花味精股份有限公司作為具體的研究對象。最早創(chuàng)立于1983年的蓮花味精股份有限公司，目前面臨經(jīng)營機(jī)制、市場營銷、內(nèi)部管理等多重問題。文中通過對蓮花味精股份有限公司所處的宏觀環(huán)境、調(diào)味品行業(yè)環(huán)境和企業(yè)內(nèi)部環(huán)境進(jìn)行系統(tǒng)分析，依靠SWOT，PEST分析、五力競爭分析、價(jià)值鏈分析等企業(yè)戰(zhàn)略管理分析工具，，詳細(xì)闡述了蓮花味精企業(yè)所面臨的市場的機(jī)遇和挑戰(zhàn)。 通過本論文極具專業(yè)性的研究分析，結(jié)合該企業(yè)的具體實(shí)際情況，為蓮花味精股份有限公司提供了實(shí)施“產(chǎn)業(yè)、資本”雙輪驅(qū)動的發(fā)展戰(zhàn)略總體思路。在戰(zhàn)略目標(biāo)清晰的大前提下，對蓮花味精公司提出了“穩(wěn)定全局，規(guī)范運(yùn)營，提高效益”的十二字的工作方針，避免在公司發(fā)展和轉(zhuǎn)型中出現(xiàn)不必要的波折，保證企業(yè)戰(zhàn)略升級的成功。在發(fā)展階段上，根據(jù)公司戰(zhàn)略，同時(shí)確定了企業(yè)夯實(shí)產(chǎn)業(yè)、化解債務(wù)階段和打造產(chǎn)業(yè)經(jīng)營高附加值階段。 在具體企業(yè)發(fā)展的招法舉措方面，本論文還為該公司提出了執(zhí)行性極強(qiáng)的七大重點(diǎn)戰(zhàn)略舉措。包含了資產(chǎn)重組，產(chǎn)品升級，結(jié)構(gòu)調(diào)整，品牌戰(zhàn)略等等方面�？傊�，這是一篇專注調(diào)味品行業(yè)，以專業(yè)具體企業(yè)為管理分析標(biāo)本，具有極強(qiáng)的企業(yè)實(shí)踐操作指導(dǎo)的意義和價(jià)值的論文。
[Abstract]:Since the reform and opening up more than 30 years ago, people's living standard and consumption level have been greatly improved. In terms of diet, there has been a transition from having enough to eat well, and in recent years to the need to eat healthily. Against this background, the seasoning industry in China has been in a valuable period of prosperity, the growth rate of the whole industry has been maintained in the double-digit level. Some well-known seasoning enterprises, in the cruel market competition, gradually stand out. But at the same time, Chinese condiment enterprises are faced with many problems and challenges, such as the low concentration of the market, more than 80% of the seasoning enterprises are not large; The product line of similar enterprises is relatively single, coupled with the influx of many foreign giants into China, the whole seasoning market is filled with gunpowder smoke. In view of the current situation and various problems faced by domestic condiment enterprises, this paper takes the strategic management theory as the research basis, and takes a specific seasoning enterprise, Lotus Monosodium glutamate Co., Ltd., as the specific research object. Lotus Monosodium glutamate Co., Ltd, founded in 1983, is faced with many problems, such as management mechanism, marketing, internal management and so on. Based on the systematic analysis of the macro environment, seasoning industry environment and enterprise internal environment of Lotus Monosodium glutamate Co., Ltd., this paper relies on SWOT,PEST analysis, five-force competition analysis, value chain analysis and other strategic management analysis tools. The market opportunities and challenges faced by lotus monosodium glutamate enterprises are described in detail. Through the professional research and analysis in this paper, combined with the actual situation of the enterprise, this paper provides the overall idea of implementing the "industry, capital" dual-wheel drive development strategy for Lotus Monosodium glutamate Co., Ltd. On the premise of clear strategic objectives, the company has proposed a 12-character working policy of "stabilizing the overall situation, standardizing operation and improving efficiency" to avoid unnecessary twists and turns in the development and transformation of the company. Ensure the success of strategic upgrading. In the development stage, according to the company strategy, the firm rammed up the industry, resolved the debt stage and created the high value-added stage of industrial management at the same time. In the aspect of specific enterprise development, this paper also puts forward seven key strategic measures of strong execution for the company. Including asset restructuring, product upgrading, structural adjustment, brand strategy and so on. In a word, this paper focuses on the seasoning industry, and takes the specific enterprise as the management analysis specimen, which has the extremely strong significance and value of the practical operation instruction of the enterprise.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.82

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