本文選題：烘焙食品 + 發(fā)展戰(zhàn)略�。� 參考：《浙江工業(yè)大學(xué)》2014年碩士論文

【摘要】：隨著改革開放的不斷深入,人們生活水平的提高和飲食結(jié)構(gòu)多元化,烘焙食品成為不可或缺的選擇。我國烘焙食品市場開放水平顯著,市場競爭愈發(fā)激烈,烘焙食品企業(yè)面臨前所未有的競爭壓力。企業(yè)要在激烈的競爭中生存并取得利潤,企業(yè)戰(zhàn)略是一個急需解決的問題。而烘焙企業(yè)要發(fā)展,就必須根據(jù)自身實(shí)際制定其發(fā)展戰(zhàn)略。烘焙行業(yè)是中西飲食文化交融的新興行業(yè),我國烘焙食品市場是一個發(fā)展?jié)摿艽�、前景廣闊并充滿活力的市場。我國烘焙企業(yè)改革和發(fā)展取得了令人矚目的成績,但仍存在許多不足。因此,應(yīng)當(dāng)從實(shí)際情況出發(fā),進(jìn)一步改革和發(fā)展我國的烘焙食品行業(yè),制定切實(shí)可行的發(fā)展戰(zhàn)略。本文以戰(zhàn)略管理理論為理論依據(jù),結(jié)合M公司的實(shí)際情況,分析行業(yè)特點(diǎn),在研究的過程中將規(guī)范研究與實(shí)證研究相結(jié)合、定性研究和定量研究相結(jié)合,綜合采用了文獻(xiàn)研究、PEST模型、波特五力模型以及SWOT分析等研究方法,制定了M公司的發(fā)展戰(zhàn)略。首先,綜述分析了企業(yè)戰(zhàn)略和戰(zhàn)略管理的涵義、內(nèi)容和理論發(fā)展歷程；其次,對我國烘焙行業(yè)的行業(yè)發(fā)展現(xiàn)狀進(jìn)行了分析,指出了我國烘焙食品行業(yè)優(yōu)勢和劣勢；然后,分別利用PEST模型分析了M公司所處的宏觀環(huán)境和波特五力模型討論了中觀環(huán)境；再次就是在環(huán)境分析的基礎(chǔ)上,對M公司進(jìn)行了SWOT分析,通過以上對戰(zhàn)略管理和烘焙行業(yè)研究及M公司SWOT分析,提出了M公司今后的總體發(fā)展戰(zhàn)略；最后,結(jié)合上述分析,從企業(yè)管理、市場營銷、企業(yè)文化和多種經(jīng)營發(fā)展等方面對公司發(fā)展戰(zhàn)略的具體實(shí)施進(jìn)行了對策研究。
[Abstract]:With the deepening of reform and opening up, the improvement of people's living standards and the diversification of dietary structure, baked food has become an indispensable choice. The open level of baking food market in our country is remarkable and the market competition is becoming more and more intense. Baking food enterprises are facing unprecedented competition pressure. Enterprise strategy is an urgent problem to survive and make profits in the fierce competition. But the baking enterprise wants to develop, must according to own actual formulation its development strategy. Baking industry is a new industry with Chinese and Western food culture blending. Baking food market in China is a market with great development potential, broad prospect and full of vitality. The reform and development of baking enterprises in China have made remarkable achievements, but there are still many shortcomings. Therefore, it is necessary to further reform and develop the baking food industry in China and formulate feasible development strategies from the point of view of the actual situation. Based on the theory of strategic management and the actual situation of M Company, this paper analyzes the characteristics of the industry, combining normative research with empirical research, qualitative research and quantitative research in the process of research. Based on the methods of literature research pest model, Porter's five forces model and SWOT analysis, the development strategy of M Company is formulated. Firstly, it summarizes and analyzes the meaning, content and theory development course of enterprise strategy and strategic management. Secondly, it analyzes the present situation of baking industry in China, points out the advantages and disadvantages of baking food industry in China, and then points out the advantages and disadvantages of baking food industry in China. Using PEST model to analyze the macro environment of M Company and Porter's five Force Model to discuss the mesoscopic environment. Thirdly, on the basis of environment analysis, M Company is analyzed by SWOT. Through the above research on strategic management and baking industry and SWOT analysis of M Company, the overall development strategy of M Company in the future is put forward. Finally, combined with the above analysis, from the enterprise management, marketing, In the aspects of corporate culture and diversified development, the implementation of the development strategy of the company is studied.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.82

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