本文選題：進(jìn)口乳品 + 乳品交易��； 參考：《東華大學(xué)》2016年碩士論文

【摘要】：乳制品行業(yè)作為食品工業(yè)領(lǐng)域中的重要產(chǎn)業(yè),雖然在中國(guó)起步較晚,但發(fā)展迅速,近幾年,中國(guó)乳品市場(chǎng)的繁榮吸引了大量國(guó)外乳制品商,國(guó)內(nèi)乳品行業(yè)的危機(jī)感與日俱增。一方面,在中國(guó)國(guó)內(nèi),因三聚氰胺事件,消費(fèi)者對(duì)國(guó)內(nèi)乳品行業(yè)的信心備受打擊。另一方面,新生代消費(fèi)群體對(duì)進(jìn)口乳制品的需求激增,國(guó)家自貿(mào)區(qū)項(xiàng)目的開展極大促進(jìn)了乳品進(jìn)口貿(mào)易。如何在日益復(fù)雜變化的市場(chǎng)背景下,尋求新的企業(yè)戰(zhàn)略方向,從而為長(zhǎng)期處于傳統(tǒng)商業(yè)模式下的乳制品行業(yè)開辟一條創(chuàng)新性的發(fā)展模式,是本文研究的目的。本文綜合運(yùn)用文獻(xiàn)分析、實(shí)踐與理論結(jié)合、定性與定量分析相結(jié)合的方法,以A公司進(jìn)口乳品交易平臺(tái)項(xiàng)目為背景,對(duì)該項(xiàng)目規(guī)劃中的可行性相關(guān)問(wèn)題進(jìn)行了分析研究。首先,本文通過(guò)對(duì)戰(zhàn)略規(guī)劃、電子商務(wù)、可行性研究相關(guān)文獻(xiàn)的分析,在大量行業(yè)數(shù)據(jù)分析的基礎(chǔ)上,運(yùn)用SWOT法,分析了A公司現(xiàn)階段發(fā)展中的優(yōu)勢(shì)和劣勢(shì),以及企業(yè)發(fā)展中的機(jī)會(huì)和威脅,分析得出a公司需采用增長(zhǎng)型和防御型相結(jié)合的戰(zhàn)略來(lái)實(shí)現(xiàn)長(zhǎng)期戰(zhàn)略發(fā)展目標(biāo)�？紤]公司擴(kuò)大規(guī)模和穩(wěn)定利潤(rùn)因素,在兩個(gè)戰(zhàn)略項(xiàng)目在規(guī)模、獲利、風(fēng)險(xiǎn)方面對(duì)比分析的基礎(chǔ)上,選擇了建立平臺(tái)而非自主代理國(guó)外品牌,并基于對(duì)平臺(tái)項(xiàng)目的pest分析和五力分析論證了a公司開發(fā)進(jìn)口乳品交易平臺(tái)這一戰(zhàn)略選擇的必要性和重要意義。其次,本文在充分研究企業(yè)戰(zhàn)略規(guī)劃及電子商務(wù)模式的前提下,通過(guò)對(duì)目標(biāo)客戶群的調(diào)研分析,理論與實(shí)際相結(jié)合,提出了a公司進(jìn)口乳品交易平臺(tái)項(xiàng)目具體規(guī)劃、營(yíng)銷模式、盈利模式及建設(shè)方案�；赼公司進(jìn)口乳品交易平臺(tái)的項(xiàng)目設(shè)計(jì),本文重點(diǎn)從市場(chǎng)和運(yùn)營(yíng)兩方面對(duì)項(xiàng)目進(jìn)行可行性分析。通過(guò)對(duì)行業(yè)權(quán)威二手?jǐn)?shù)據(jù)及目標(biāo)客戶群調(diào)查數(shù)據(jù)的分析研究,從行業(yè)現(xiàn)狀和市場(chǎng)供需、市場(chǎng)競(jìng)爭(zhēng)對(duì)手分析等幾個(gè)方面,運(yùn)用定量和定性相結(jié)合的方法,對(duì)項(xiàng)目的市場(chǎng)可行性進(jìn)行分析;從經(jīng)濟(jì)效益及風(fēng)險(xiǎn)和運(yùn)營(yíng)管理角度,對(duì)項(xiàng)目的運(yùn)營(yíng)可行性進(jìn)行分析,以期對(duì)后期系統(tǒng)化制定網(wǎng)絡(luò)環(huán)境下乳制品交易平臺(tái)實(shí)施方案提出依據(jù)。近幾年,電子商務(wù)的快速發(fā)展,對(duì)企業(yè)傳統(tǒng)商業(yè)模式產(chǎn)生很大的影響,而本文所研究的進(jìn)口乳品交易平臺(tái)模式在業(yè)內(nèi)尚屬首例,平臺(tái)以中小企業(yè)為目標(biāo)客戶群,為其與國(guó)外上游供應(yīng)商架設(shè)信息橋梁,并通過(guò)提供增值服務(wù)來(lái)獲取利潤(rùn)。不可否認(rèn),其具備肯定的先進(jìn)性和良好的市場(chǎng)供需條件,因此,對(duì)建立完善的進(jìn)口乳品交易實(shí)現(xiàn)路徑,在行業(yè)市場(chǎng)上整合各國(guó)進(jìn)口乳品的貿(mào)易具有一定現(xiàn)實(shí)意義,同時(shí),希望對(duì)其它行業(yè)的交易平臺(tái)建設(shè)提供一定的借鑒。
[Abstract]:Dairy industry, as an important industry in the field of food industry, started late in China, but has developed rapidly. In recent years, the prosperity of Chinese dairy market has attracted a large number of foreign dairy manufacturers, and the crisis of domestic dairy industry is increasing day by day. On the one hand, consumer confidence in the domestic dairy industry has been hit by the melamine incident in China. On the other hand, the demand for imported dairy products by the new generation of consumer groups has increased sharply, and the project of the National Free Trade Zone has greatly promoted the import trade of dairy products. The purpose of this paper is how to seek a new strategic direction of enterprises under the increasingly complex and changing market background so as to open up an innovative development model for the dairy industry which has been in the traditional business model for a long time. Based on the methods of literature analysis, practice and theory, qualitative and quantitative analysis, this paper analyzes and studies the feasibility of the project based on the project of import dairy trading platform of company A. First of all, through the analysis of the related documents of strategic planning, electronic commerce, feasibility study, and on the basis of a large number of industry data analysis, using SWOT method, this paper analyzes the strengths and weaknesses in the development of A company at the present stage. As well as the opportunities and threats in the development of enterprises, it is concluded that a company should adopt the strategy of combining growth and defense to realize the long-term strategic development goals. Considering the factors of expanding the company's scale and stabilizing its profit, on the basis of the comparative analysis of the two strategic projects in terms of scale, profit and risk, it chooses to establish a platform instead of acting as an independent agent for foreign brands. Based on the pest analysis and the five-force analysis of the platform project, the necessity and significance of the strategic choice of a company to develop the import dairy trading platform are demonstrated Secondly, on the premise of fully studying the enterprise strategic planning and electronic commerce mode, through the investigation and analysis of the target customer group, combining theory with practice, this paper puts forward the specific planning and marketing mode of a company's import dairy trading platform project. Profit model and construction plan. Based on the project design of a company's import dairy trading platform, this paper focuses on the feasibility analysis of the project from two aspects: market and operation. Through the analysis and research of the industry authority second-hand data and the target customer group investigation data, from the industry present situation and the market supply and demand, the market competitor analysis and so on several aspects, uses the quantitative and the qualitative union method, This paper analyzes the market feasibility of the project, analyzes the operational feasibility of the project from the point of view of economic benefits, risks and operation management, and puts forward the basis for systematizing the implementation scheme of dairy products trading platform under the network environment in the later stage. In recent years, the rapid development of electronic commerce has a great impact on the traditional business model of enterprises, but the import dairy trading platform model studied in this paper is the first in the industry, and the platform takes small and medium-sized enterprises as the target customer group. Build information bridges with foreign upstream suppliers and make profits by providing value-added services. It is undeniable that it has positive advanced nature and good market supply and demand conditions. Therefore, it is of practical significance to establish a perfect trade path for import dairy products, and to integrate the import dairy trade of all countries in the industry market, at the same time, Hope to other industries trading platform construction to provide certain reference.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.82

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