本文選題：蒙牛乳業(yè) + 奶源基地　； 參考：《內(nèi)蒙古財經(jīng)大學》2014年碩士論文

【摘要】：20世紀80年代以來，我國奶業(yè)快速發(fā)展，特別是三聚氰胺事件后，，國家及各乳企積極整改，產(chǎn)業(yè)素質(zhì)不斷提升，奶牛標準化規(guī)模養(yǎng)殖加快推進，單產(chǎn)水平有新上升，生鮮乳質(zhì)量監(jiān)管得到強化，質(zhì)量安全水平顯著提高，現(xiàn)代奶業(yè)格局已初步形成。 蒙牛乳業(yè)集團作為國家農(nóng)業(yè)產(chǎn)業(yè)化重點企業(yè)、乳品行業(yè)龍頭企業(yè)，在 百年蒙牛乳業(yè)集團、強乳興農(nóng)的信念支撐下，一直致力于推動奶業(yè)一體化的進程。在中國奶業(yè)的發(fā)展進程中，蒙牛乳業(yè)集團的奶源建設在國家及客戶的大力支持下快速成長。但是，隨著集團的飛速發(fā)展，原料奶資源對于生產(chǎn)的積極作用逐步轉(zhuǎn)變?yōu)橹萍s生產(chǎn)發(fā)展。因此，本研究根據(jù)企業(yè)持續(xù)發(fā)展戰(zhàn)略，分析案例公司蒙牛乳業(yè)集團的現(xiàn)行奶源發(fā)展戰(zhàn)略及下一步的優(yōu)化問題，以期提高公司競爭力、實現(xiàn)持續(xù)穩(wěn)定發(fā)展；同時也希望該研究對新形勢下乳品企業(yè)奶源業(yè)務的良性發(fā)展有一定的借鑒價值。 論文共分為五個部分。第一部分，簡要介紹本研究的研究背景、研究目的及研究意義和理論價值，確定研究的方法和思路框架。同時對于企業(yè)戰(zhàn)略環(huán)境分析理論進行系統(tǒng)綜述，為后續(xù)針對案例的研究奠定理論基礎。第二部分，從國內(nèi)經(jīng)濟的宏觀環(huán)境狀況、乳品行業(yè)產(chǎn)業(yè)狀況、蒙牛乳業(yè)集團奶源自身發(fā)展歷史、業(yè)務組成等角度，進行內(nèi)外部環(huán)境分析，并運用SWOT分析模型，識別蒙牛乳業(yè)集團奶源的優(yōu)勢與劣勢、機遇與威脅，進一步指出公司目前奶源發(fā)展戰(zhàn)略存在的問題。第三部分，對蒙牛乳業(yè)集團的現(xiàn)行奶源發(fā)展戰(zhàn)略進行分析和評價，結(jié)合上一章的SWOT分析結(jié)果，提出蒙牛乳業(yè)集團應采取相關(guān)可持續(xù)的奶源發(fā)展戰(zhàn)略的設想，構(gòu)建了包括戰(zhàn)略目標、戰(zhàn)略重點等內(nèi)容在內(nèi)的系統(tǒng)戰(zhàn)略框架。第四部分，對蒙牛乳業(yè)集團奶源發(fā)展戰(zhàn)略的實施提出具體建議和保障措施。第五部分，總結(jié)全文。 最后，通過對蒙牛乳業(yè)集團奶源基地發(fā)展戰(zhàn)的研究，利用戰(zhàn)略管理的知識和理論，分析奶源基地的建設、運作及結(jié)構(gòu)，并從戰(zhàn)略層面提出蒙牛乳業(yè)集團奶源基地新的發(fā)展戰(zhàn)略，希望能為蒙牛乳業(yè)集團從根本上突破奶源瓶頸貢獻一份力量。
[Abstract]:Since the 1980s, the dairy industry in China has developed rapidly, especially after the melamine incident, the country and the dairy enterprises have been actively rectifying and reforming, the quality of the industry has been continuously improved, the standardized scale of dairy cattle breeding has been accelerated, and the level of unit yield has increased. The quality supervision of raw and fresh milk has been strengthened, the quality and safety level has been improved significantly, and the pattern of modern dairy industry has been preliminarily formed. Mengniu Dairy Group, as the key enterprise of national agricultural industrialization and the leading enterprise of dairy industry, has been committed to the process of promoting the integration of dairy industry under the support of the belief of 100 years Mengniu Dairy Industry Group. In the development process of Chinese dairy industry, the milk source construction of Mengniu Dairy Group has grown rapidly with the support of the state and customers. However, with the rapid development of the group, the positive effect of raw milk resources on production has gradually changed into restricting the development of production. Therefore, according to the enterprise sustainable development strategy, this study analyzes the current milk source development strategy of Mengniu Dairy Group and the optimization of the next step, in order to improve the competitiveness of the company and achieve sustainable and stable development; At the same time, I hope this research has some reference value for the healthy development of dairy enterprise milk source business under the new situation. The thesis is divided into five parts. The first part briefly introduces the research background, research purpose, research significance and theoretical value, and determines the research methods and framework. At the same time, the enterprise strategic environment analysis theory is systematically reviewed, which lays a theoretical foundation for the subsequent case study. The second part analyzes the internal and external environment from the macro environment of domestic economy, the status of dairy industry, the development history of milk source and business composition of Mengniu Dairy Group, and applies SWOT analysis model. Identify the strengths and weaknesses, opportunities and threats of milk source of Mengniu Dairy Group, and further point out the problems existing in the development strategy of Milk Source of Mengniu Dairy Group. In the third part, the author analyzes and evaluates the current milk source development strategy of Mengniu Dairy Group, combining the SWOT analysis results of the previous chapter, puts forward the assumption that Mengniu Dairy Group should adopt the relevant sustainable milk source development strategy. The system strategic framework including strategic goal, strategic focus and so on is constructed. The fourth part, put forward the concrete suggestion and safeguard measure to the implementation of milk source development strategy of Mengniu Dairy Group. The fifth part summarizes the full text. Finally, through the research on the development war of milk source base of Mengniu Dairy Group, using the knowledge and theory of strategic management, this paper analyzes the construction, operation and structure of Milk Source Base, and puts forward the new development strategy of Milk Source Base of Mengniu Dairy Group from the strategic level. Hope to be able to Mengniu Dairy Group from the root breakthrough milk source bottleneck contribution to a strength.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82

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