本文關(guān)鍵詞：湖南三益有機(jī)農(nóng)業(yè)發(fā)展有限公司競(jìng)爭(zhēng)戰(zhàn)略研究　出處：《湖南農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：目前,有機(jī)農(nóng)業(yè)成為當(dāng)前我國(guó)農(nóng)業(yè)發(fā)展的新方向,特別是在當(dāng)前各種食品安全問(wèn)題頻繁發(fā)生的當(dāng)下,有機(jī)農(nóng)產(chǎn)品得到廣大人民的關(guān)注。在有機(jī)農(nóng)業(yè)發(fā)展的同時(shí),有機(jī)農(nóng)業(yè)企業(yè)成為有機(jī)農(nóng)產(chǎn)品的供應(yīng)主體,各種有機(jī)農(nóng)業(yè)企業(yè)相繼成立。然而,國(guó)內(nèi)有機(jī)企業(yè)數(shù)量的迅速增長(zhǎng)將會(huì)加劇有機(jī)農(nóng)業(yè)企業(yè)的競(jìng)爭(zhēng)。本研究以湖南三益有機(jī)農(nóng)業(yè)發(fā)展有限公司為研究對(duì)象,通過(guò)對(duì)競(jìng)爭(zhēng)戰(zhàn)略的理論闡述,分析了我國(guó)有機(jī)農(nóng)業(yè)所處的行業(yè)環(huán)境、競(jìng)爭(zhēng)形勢(shì)的變化；詳細(xì)分析了湖南三益有機(jī)農(nóng)業(yè)公司的資源狀況、面臨的挑戰(zhàn)和機(jī)遇,確定了湖南三益有機(jī)農(nóng)業(yè)公司在新形勢(shì)下采取的競(jìng)爭(zhēng)戰(zhàn)略——集中差異化戰(zhàn)略。同時(shí)本研究也對(duì)影響三益有機(jī)農(nóng)業(yè)公司競(jìng)爭(zhēng)戰(zhàn)略的因素進(jìn)行了分析,對(duì)實(shí)施中可能遇到的問(wèn)題進(jìn)行了推斷,并提出各項(xiàng)實(shí)施措施,最后對(duì)競(jìng)爭(zhēng)戰(zhàn)略前景和今后的研究方向也做了展望。在理論應(yīng)用上,本研究綜合運(yùn)用了PEST模型、五力競(jìng)爭(zhēng)模型等,從公司的宏觀環(huán)境、有機(jī)行業(yè)競(jìng)爭(zhēng)態(tài)勢(shì)、公司所處行業(yè)的競(jìng)爭(zhēng)環(huán)境著手分析,分析了湖南三益有機(jī)農(nóng)業(yè)公司面臨的外部環(huán)境,為戰(zhàn)略制定提供前提。三益有機(jī)農(nóng)業(yè)不僅面臨產(chǎn)業(yè)發(fā)展的大好機(jī)遇,而且也面臨行業(yè)的激烈競(jìng)爭(zhēng)和滿足客戶需要不斷提高產(chǎn)品競(jìng)爭(zhēng)力的挑戰(zhàn)。然后,運(yùn)用SWOT模型,對(duì)研究對(duì)象的內(nèi)部環(huán)境進(jìn)行分析,分析其內(nèi)部影響因素,進(jìn)而提供競(jìng)爭(zhēng)戰(zhàn)略選擇的依據(jù)。接著本研究為湖南三益有機(jī)農(nóng)業(yè)發(fā)展有限公司確定為集中差異化競(jìng)爭(zhēng)戰(zhàn)略,并運(yùn)用價(jià)值鏈理論對(duì)公司的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行分解,從產(chǎn)品、營(yíng)銷(xiāo)、財(cái)務(wù)、和人力資源等方面分別分析了競(jìng)爭(zhēng)戰(zhàn)略的實(shí)施措施,最后,本研究主要得出的結(jié)論為：企業(yè)發(fā)展必須依靠技術(shù)和人才,三益有機(jī)農(nóng)業(yè)需要突出優(yōu)質(zhì)明星產(chǎn)品打造；制定合理的企業(yè)戰(zhàn)略、結(jié)構(gòu),要不斷適時(shí)調(diào)整戰(zhàn)略,突出核心競(jìng)爭(zhēng)力,這樣將會(huì)直接帶動(dòng)企業(yè)迅速發(fā)展。因此,本研究極具現(xiàn)實(shí)意義。
[Abstract]:At present, organic agriculture has become a new direction of agricultural development in China, especially in the current frequent occurrence of various food safety issues, organic agricultural products have been concerned by the majority of the people, while the development of organic agriculture at the same time. Organic agricultural enterprises have become the main supply of organic agricultural products, a variety of organic agricultural enterprises have been established. The rapid growth of the number of domestic organic enterprises will aggravate the competition of organic agricultural enterprises. This study takes Hunan Sanyi Organic Agriculture Development Co., Ltd. as the research object, through the theory of competition strategy. The industry environment and competition situation of organic agriculture in China are analyzed. This paper analyzes the resource situation, challenges and opportunities of Hunan Sanyi Organic Agriculture Company in detail. This paper determines the competitive strategy of Hunan Sanyi Organic Agriculture Company under the new situation-the strategy of concentration differentiation. At the same time, this study also analyzes the factors that affect the competitive strategy of Sanyi Organic Agriculture Company. The problems that may be encountered in the implementation are inferred and the implementation measures are put forward. Finally, the prospect of competition strategy and the research direction in the future are also prospected. This research comprehensively uses PEST model, five forces competition model and so on, from the company's macroscopic environment, the organic industry competition situation, the company in which the industry competition environment starts to analyze. This paper analyzes the external environment that Hunan Sanyi Organic Agriculture Company is facing, and provides the premise for the strategic formulation. The Sanyi Organic Agriculture not only faces the excellent opportunity of industrial development. And also facing the fierce competition in the industry and meet the needs of customers to constantly improve the competitiveness of products. Then, using the SWOT model to analyze the internal environment of the research object and analyze its internal factors. Then this research determines the competitive strategy of Hunan Sanyi Organic Agriculture Development Co., Ltd., and uses the value chain theory to decompose the competitive strategy of the company. From the product, marketing, finance, human resources and other aspects of the implementation of the competitive strategy, respectively, the last, the main conclusion of this study: enterprise development must rely on technology and talent. Three benefits organic agriculture needs to highlight the high quality star product to build; To formulate a reasonable enterprise strategy and structure, we should constantly adjust the strategy in good time and highlight the core competitiveness, which will directly promote the rapid development of the enterprise. Therefore, this study is of great practical significance.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F271;F324

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