本文選題：生態(tài)農(nóng)業(yè) + 發(fā)展戰(zhàn)略�。� 參考：《昆明理工大學(xué)》2015年碩士論文

【摘要】：近三十余年來,我國農(nóng)業(yè)依賴高投入、工業(yè)化的方式使產(chǎn)量不斷增加。這一發(fā)展方式也帶來農(nóng)業(yè)生態(tài)環(huán)境不斷退化、食品安全問題凸顯的后果。當(dāng)前,市場(chǎng)對(duì)生態(tài)產(chǎn)品的需求不斷增加,發(fā)展生態(tài)農(nóng)業(yè)已成為農(nóng)業(yè)可持續(xù)發(fā)展的趨勢(shì)。然而,生態(tài)農(nóng)業(yè)發(fā)展也面臨著基礎(chǔ)資源匱乏、市場(chǎng)良性競(jìng)爭(zhēng)秩序還有待完善等挑戰(zhàn)。作為一家成立于2011年的致力于發(fā)展有機(jī)生態(tài)農(nóng)業(yè)的企業(yè),TC公司在取得較穩(wěn)定銷售業(yè)績(jī)的同時(shí),也面臨營(yíng)業(yè)額再提升瓶頸,以及生態(tài)農(nóng)產(chǎn)品市場(chǎng)魚龍混雜等諸多挑戰(zhàn)。公司在此背景下如何準(zhǔn)確制定發(fā)展戰(zhàn)略以獲得更好更快發(fā)展?是公司迫切需要解決的問題。本文將運(yùn)用相關(guān)戰(zhàn)略分析工具,研究分析TC公司的發(fā)展戰(zhàn)略。本文客觀分析了生態(tài)農(nóng)產(chǎn)業(yè)和TC公司的宏觀環(huán)境和行業(yè)競(jìng)爭(zhēng)環(huán)境,并運(yùn)用資源基礎(chǔ)論觀點(diǎn)分析案例企業(yè)應(yīng)對(duì)外部環(huán)境影響的內(nèi)生能力,明確企業(yè)的優(yōu)勢(shì)和劣勢(shì)。在此基礎(chǔ)上,通過SWOT分析TC公司基于外部環(huán)境和內(nèi)部資源狀況的戰(zhàn)略選擇方向,引導(dǎo)企業(yè)更高效利用和培育內(nèi)部?jī)?yōu)勢(shì),以把握外部機(jī)遇并積極應(yīng)對(duì)外部挑戰(zhàn)。通過對(duì)案例公司在斜江河上游流域發(fā)展生態(tài)農(nóng)業(yè)的戰(zhàn)略研究表明,發(fā)展生態(tài)農(nóng)產(chǎn)業(yè)符合產(chǎn)業(yè)發(fā)展趨勢(shì),應(yīng)采取積極的戰(zhàn)略。同時(shí),分析表明：TC公司擁有優(yōu)良的生態(tài)環(huán)境資源是發(fā)展生態(tài)農(nóng)業(yè)的最核心的要素；需要鎖定目標(biāo)人群并利用現(xiàn)代網(wǎng)絡(luò)資源有效經(jīng)營(yíng)關(guān)系、培育生態(tài)意識(shí)是生態(tài)農(nóng)企應(yīng)對(duì)現(xiàn)有競(jìng)爭(zhēng)秩序的有力手段；多種經(jīng)營(yíng)以提高資源利用效率是TC公司提升利潤(rùn)創(chuàng)造能力的有效途徑。本文根據(jù)分析結(jié)果提出了加快生產(chǎn)基地?cái)U(kuò)張,擴(kuò)大生產(chǎn)規(guī)模；生產(chǎn)嚴(yán)格意義的有機(jī)生態(tài)農(nóng)產(chǎn)品；準(zhǔn)確定位客戶群,加強(qiáng)客戶培訓(xùn)；利用信息網(wǎng)絡(luò)資源,創(chuàng)新商業(yè)模式,建立虛擬網(wǎng)絡(luò)社區(qū)；引入顧客產(chǎn)權(quán)模式；開發(fā)衍生項(xiàng)目,綜合開發(fā)利用生產(chǎn)基地優(yōu)良的生態(tài)環(huán)境資源；加強(qiáng)專業(yè)人員的培訓(xùn)和引進(jìn)；積極爭(zhēng)取政策支持等建議。文章分析思路和結(jié)論對(duì)生態(tài)農(nóng)企有積極借鑒意義,對(duì)擁有良好生態(tài)農(nóng)業(yè)基礎(chǔ)資源的農(nóng)產(chǎn)區(qū)也有借鑒意義。
[Abstract]:In recent thirty years, our country agriculture depends on high input, the industrialization way causes the output to increase unceasingly. This mode of development has also brought about the degradation of agricultural ecological environment and the obvious consequences of food safety problems. At present, the market demand for ecological products is increasing, the development of ecological agriculture has become the trend of agricultural sustainable development. However, the development of ecological agriculture is also faced with the lack of basic resources, market healthy competition order needs to be improved and other challenges. As an enterprise established in 2011 to develop organic ecological agriculture, the company has achieved steady sales results, but also faced many challenges, such as the bottleneck of increasing turnover and the mixed market of ecological agricultural products and so on. In this context, how to accurately formulate the development strategy to achieve better and faster development? It is an urgent problem for the company to solve. This article will use the related strategic analysis tool, studies and analyzes the TC company's development strategy. This paper objectively analyzes the macro environment and industry competition environment of ecological agriculture industry and TC company, and analyzes the endogenous ability of case enterprises to deal with the external environmental impact by using the viewpoint of resource-based theory, and clarifies the advantages and disadvantages of the enterprises. On this basis, through the SWOT analysis of TC company based on the external environment and internal resource situation of strategic choice direction, guide enterprises to use and cultivate the internal advantages more efficiently, in order to grasp the external opportunities and actively respond to external challenges. Through the case study on the development of ecological agriculture in the upper reaches of the river slope, it is shown that the development of ecological agriculture conforms to the trend of industrial development and should be actively adopted. At the same time, the analysis shows that it is the core element of developing ecological agriculture that the company has excellent ecological environment resources, and it needs to lock in the target population and use the modern network resources to manage the relationship effectively. Cultivating ecological consciousness is a powerful means for ecological agricultural enterprises to cope with the existing competitive order, and diversification to improve the efficiency of resource utilization is an effective way for TC to enhance its ability to create profits. Based on the results of the analysis, this paper proposes to accelerate the expansion of the production base, expand the production scale, produce organic ecological agricultural products in strict sense, accurately locate the customer base, strengthen customer training, utilize information network resources, and innovate the business model. To establish virtual network community; to introduce customer property right model; to develop derivative projects, to comprehensively develop and utilize the excellent ecological environment resources in production bases; to strengthen the training and introduction of professionals; to actively seek policy support and so on. The analysis of the ideas and conclusions of the paper has positive reference significance for ecological agricultural enterprises and also for agricultural production areas with good basic resources of ecological agriculture.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F324

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