【摘要】：雙胞胎集團(tuán)(以下簡(jiǎn)稱雙胞胎)是我國(guó)豬飼料行業(yè)中一家高速成長(zhǎng)的企業(yè),在整個(gè)豬飼料行業(yè)都陷入同質(zhì)微利化嚴(yán)重的激烈市場(chǎng)競(jìng)爭(zhēng)中,它從一家曾經(jīng)畜禽料都做、經(jīng)營(yíng)業(yè)績(jī)一般的老國(guó)營(yíng)企業(yè),經(jīng)戰(zhàn)略轉(zhuǎn)型決定聚焦做乳豬料開始,通過短短6年時(shí)間,成為中國(guó)豬飼料市場(chǎng)上銷量第一的品牌,2013年,又獲得中國(guó)飼料業(yè)銷量排名第三,亞洲豬飼料銷量第一,全球豬飼料銷量第八的市場(chǎng)地位,其成功的商業(yè)模式引起了業(yè)界的廣泛關(guān)注。雙胞胎“只做好豬料”的目標(biāo)集聚戰(zhàn)略和產(chǎn)品、營(yíng)銷模式差異化戰(zhàn)略為其成功提供了豐富的戰(zhàn)略視角及突出的競(jìng)爭(zhēng)優(yōu)勢(shì),對(duì)競(jìng)爭(zhēng)戰(zhàn)略在企業(yè)中的運(yùn)用具備較強(qiáng)的參考價(jià)值。 本文以雙胞胎為研究對(duì)象,利用邁爾克·波特的產(chǎn)業(yè)競(jìng)爭(zhēng)五力模型、戰(zhàn)略群組、價(jià)值鏈、價(jià)值主張、價(jià)值單元活動(dòng)關(guān)聯(lián)分析等工具,對(duì)雙胞胎企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行分析,詳細(xì)闡述了差異化戰(zhàn)略及目標(biāo)集聚戰(zhàn)略是如何在企業(yè)價(jià)值活動(dòng)中提升競(jìng)爭(zhēng)力,強(qiáng)化競(jìng)爭(zhēng)優(yōu)勢(shì)的。 通過研究分析,雙胞胎的成功主要得益于以下幾點(diǎn)戰(zhàn)略原則的運(yùn)用：第一,目標(biāo)集聚戰(zhàn)略的核心是焦點(diǎn)化,企業(yè)需知己知彼,集中所有資源主攻某個(gè)目標(biāo)市場(chǎng),建立自己獨(dú)特的競(jìng)爭(zhēng)優(yōu)勢(shì)。第二,企業(yè)價(jià)值鏈單個(gè)活動(dòng)創(chuàng)造的競(jìng)爭(zhēng)優(yōu)勢(shì)很重要,但易被模仿超越,優(yōu)秀的企業(yè)會(huì)利用各活動(dòng)單元的相互作用和疊加效果創(chuàng)造出額外的價(jià)值,形成一種整體差異于競(jìng)者的優(yōu)勢(shì)習(xí)慣,打造持久競(jìng)爭(zhēng)優(yōu)勢(shì)。第三,客戶價(jià)值主張需要企業(yè)根據(jù)目標(biāo)客戶的核心價(jià)值需求去制定產(chǎn)品及服務(wù),通過差異化戰(zhàn)略來(lái)顯現(xiàn)別于競(jìng)者的獨(dú)特價(jià)值所在。第四,競(jìng)爭(zhēng)戰(zhàn)略是動(dòng)態(tài)多維度的,企業(yè)需保持動(dòng)態(tài)視角,隨時(shí)調(diào)整戰(zhàn)略方針,創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)集合,以保護(hù)自身在行業(yè)內(nèi)的競(jìng)爭(zhēng)有利地位。
[Abstract]:The Twin Group (hereinafter referred to as Twins) is a rapidly growing enterprise in the pig feed industry in China. In the whole pig feed industry, it has fallen into the fierce market competition of the same quality and low profit. After a strategic transformation, the old state-owned enterprises with average business performance decided to focus on the production of suckling pigs and, in a short period of six years, became the largest selling brand in the Chinese pig feed market. In 2013, they also won the third place in China's feed industry sales volume. Asian pig feed sales number one, the world's eighth largest pig feed sales market position, its successful business model has attracted wide attention in the industry. The twin "only do well pig feed" target agglomeration strategy and product, marketing mode differentiation strategy for its success to provide a rich strategic perspective and outstanding competitive advantage, competitive strategy in the application of a strong reference value in the enterprise. Taking twins as the research object, this paper analyzes the competitive strategy of twin enterprises by using the five-force model of industrial competition of Milk Porter, strategic group, value chain, value proposition, value unit activity association analysis and so on. This paper expounds in detail how the differentiation strategy and the target agglomeration strategy enhance the competitiveness and strengthen the competitive advantage in the enterprise value activities. Through research and analysis, the success of twins is mainly due to the application of the following strategic principles: first, the core of the goal agglomeration strategy is focus, enterprises need to know their own enemies, concentrate all resources to focus on a target market. Build your own unique competitive advantage. Second, the competitive advantage created by individual activities in the enterprise value chain is important, but easily imitated and overtaken, and good enterprises use the interactions and superimposed effects of various activity units to create additional value. Form an overall difference in the competitive advantage habits, build a lasting competitive advantage. Thirdly, customer value proposition requires enterprises to formulate products and services according to the core value needs of the target customers, and to show the unique value of competitors through differentiation strategy. Fourth, the competition strategy is dynamic and multi-dimensional. Enterprises should maintain the dynamic perspective, adjust the strategic policy at any time, and create a set of competitive advantages in order to protect their competitive advantage in the industry.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72

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