【摘要】：“世界最多人口的國(guó)家吃著世界最毒的食品”等夸張的言論折射出我國(guó)食品安全的嚴(yán)重性,“一杯牛奶強(qiáng)壯一個(gè)民族”反映出乳品對(duì)于民生的重要地位。以“三聚氰胺”事件為代表的系列乳品丑聞,引起政府、民眾、社會(huì)對(duì)乳品質(zhì)量的高度關(guān)注；同時(shí),洋奶粉的大舉入侵使國(guó)人擔(dān)憂民族乳品企業(yè)的前途與命運(yùn),民族乳品企業(yè)健康發(fā)展與民生息息相關(guān)。解決民生工程成為本屆政府的重要使命,政府相關(guān)部門出臺(tái)了諸多政策和條例規(guī)范乳品生產(chǎn)、保證乳品質(zhì)量安全,乳品企業(yè)面臨空前的食品安全壓力。不少企業(yè)為提高乳品質(zhì)量而大量增加投入,導(dǎo)致乳品生產(chǎn)成本上升,使本來利潤(rùn)空間就很小的常規(guī)乳品生產(chǎn)企業(yè)面臨可持續(xù)發(fā)展困境。既要保證乳品的質(zhì)量與安全,又要有利于民族乳業(yè)的長(zhǎng)遠(yuǎn)發(fā)展,同時(shí),還要兼顧消費(fèi)者的購買能力。如何實(shí)現(xiàn)這些要求的綜合平衡,是本文研究的目的所在。本文首先闡述民生工程對(duì)乳品企業(yè)的壓力,揭示其盈利模式必然面臨重大轉(zhuǎn)變；產(chǎn)品質(zhì)量提高導(dǎo)致企業(yè)資金投入增加而使企業(yè)上升的成本,有兩種辦法予以補(bǔ)償：一是企業(yè)進(jìn)一步挖掘成本潛力,自身消化；二是實(shí)行優(yōu)質(zhì)優(yōu)價(jià),提高優(yōu)質(zhì)品售價(jià)。本文論述了成本自身消化的空間已經(jīng)非常小,主要的路徑應(yīng)該是優(yōu)質(zhì)優(yōu)價(jià),這是市場(chǎng)規(guī)律的客觀要求。我國(guó)是發(fā)展中國(guó)家,人民的消費(fèi)水平總體不高；而在較低的平均消費(fèi)水平下,又有大量購買力較強(qiáng)的群體存在。這為本文所設(shè)想的產(chǎn)品分層增值的乳品企業(yè)盈利模式奠定了現(xiàn)實(shí)可行性基礎(chǔ)。本研究的基本思路是：首先闡述民生工程的宏觀背景對(duì)企業(yè)的影響,引出乳品企業(yè)面臨盈利模式的根本轉(zhuǎn)變；接著梳理相關(guān)理論與研究,為本研究找到著力點(diǎn)；第三部分闡述民生工程下產(chǎn)品分層增值是乳品企業(yè)發(fā)展的必由之路；第四部分從消費(fèi)者可接受角度論證產(chǎn)品分層增值的市場(chǎng)可行性;第五部分介紹乳品企業(yè)實(shí)現(xiàn)產(chǎn)品分層增值的思路與路徑；第六部分用現(xiàn)實(shí)案例分析佐證乳品企業(yè)實(shí)施產(chǎn)品分層增值是可行的；最后,簡(jiǎn)要回顧本研究主要結(jié)論及產(chǎn)品分層增值的運(yùn)用價(jià)值與啟示。本文的主要研究結(jié)論為：(1)產(chǎn)品分層增值是民生工程背景下乳品企業(yè)實(shí)現(xiàn)可持續(xù)發(fā)展的必由之路；(2)產(chǎn)品分層增值在我國(guó)具備實(shí)施的市場(chǎng)可行性；(3)成功案例表明產(chǎn)品分層增值能實(shí)現(xiàn)產(chǎn)品質(zhì)量提高和企業(yè)健康發(fā)展的雙贏局面。根據(jù)研究結(jié)論,本文認(rèn)為產(chǎn)品分層增值盈利模式在產(chǎn)品種類多樣化、產(chǎn)品市場(chǎng)多元化的行業(yè)都具有推廣運(yùn)用價(jià)值。
[Abstract]:Exaggerated remarks such as "the world's most populous country eating the world's most poisonous food" reflect the seriousness of China's food safety. "one glass of milk, one nation" reflects the importance of dairy products to people's livelihood. A series of dairy scandals represented by the "melamine" incident have aroused great concern from the government, the public and the society about the quality of dairy products. At the same time, the invasion of foreign milk powder makes people worry about the future and fate of national dairy enterprises, and the healthy development of national dairy enterprises is closely related to people's livelihood. Solving the livelihood project has become an important mission of this government. The relevant government departments have issued many policies and regulations to regulate dairy production to ensure the quality and safety of dairy products. Dairy enterprises are facing unprecedented food safety pressure. In order to improve the quality of dairy products, many enterprises increase their investment, which leads to the increase of dairy production cost, and makes the conventional dairy production enterprises, which have little profit space, face the dilemma of sustainable development. We should not only ensure the quality and safety of dairy products, but also benefit the long-term development of national dairy industry, at the same time, we should also take into account the purchasing power of consumers. How to achieve the comprehensive balance of these requirements is the purpose of this paper. First of all, this paper expounds the pressure of livelihood project on dairy enterprises, and reveals that its profit model is bound to face great changes. There are two ways to compensate for the cost of increasing the capital investment of the enterprise as a result of the improvement of product quality: first, the enterprise further excavates the cost potential and digests itself; the other is to implement the high quality and high price to increase the price of the high quality product. This paper discusses that the space of cost digestion is very small, and the main path should be high quality and high price, which is the objective requirement of market law. China is a developing country, the consumption level of the people is generally not high, and at a lower average consumption level, there are a large number of groups with strong purchasing power. This lays a realistic and feasible foundation for the profit model of dairy enterprises with hierarchical value-added products. The basic ideas of this study are as follows: firstly, it expounds the influence of the macro background of people's livelihood project on enterprises, and leads to the fundamental change of profit model faced by dairy enterprises, then combs the relevant theories and research, and finds the focus for this study. The third part expounds that the layered value-added of products under the people's livelihood Project is the only way for the development of dairy enterprises. The fourth part demonstrates the market feasibility of product hierarchical value-added from the perspective of consumer acceptability, the fifth part introduces the ideas and paths of dairy enterprises to realize product hierarchical value-added. The sixth part proves that it is feasible for dairy enterprises to implement product hierarchical value-added with practical case analysis. Finally, the main conclusions of this study and the application value and enlightenment of product layered value-added are briefly reviewed. The main conclusions of this paper are as follows: (1) the hierarchical value-added of products is the only way for dairy enterprises to realize sustainable development under the background of livelihood engineering, (2) the layered value-added of products has the market feasibility of implementing in our country, (2) the layered value-added of products has the market feasibility of implementing in our country, (3) successful cases show that product hierarchical value-added can achieve a win-win situation of product quality improvement and healthy development of enterprises. According to the conclusion of the study, this paper holds that the product hierarchical value-added profit model has the value of popularization and application in the industries with diversified product types and diversified product markets.
【學(xué)位授予單位】：四川農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82

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本文編號(hào)：2492394