【摘要】：國家對于農(nóng)產(chǎn)品食品加工業(yè)一直秉承的積極鼓勵和大力支持的政策方針,確保其在我國國民經(jīng)濟體系中地位的重要性外,也加劇了整體農(nóng)產(chǎn)品食品加工企業(yè)面臨著日趨激烈的競爭,從而使其呈現(xiàn)出機遇和挑戰(zhàn)并存的態(tài)勢。特別是全球化金融危機后,隨著行業(yè)競爭的加劇、市場的逐步細分以及人民幣升值等因素導(dǎo)致我國部分農(nóng)產(chǎn)品食品加工企業(yè)在激烈市場競爭下的大規(guī)模洗牌局面。為此,為了生存和獲得競爭優(yōu)勢,各類農(nóng)產(chǎn)品食品加工企業(yè)必須進行改革創(chuàng)新尋求藍海戰(zhàn)略,從而打造企業(yè)發(fā)展的核心競爭力。作為一家以寬城板栗為特色農(nóng)產(chǎn)品深加工和銷售為主要經(jīng)營業(yè)務(wù)的企業(yè)——河北SL食品有限公司,目前亟待解決的問題就是如何讓自己在此嚴峻的形勢挑戰(zhàn)之下確定公司的競爭優(yōu)勢地位,從而保持高速長久的發(fā)展,以獲得穩(wěn)定的國際貿(mào)易訂單、和進一步開拓前景可觀的國內(nèi)市場。因此,確立SL食品公司未來發(fā)展的競爭戰(zhàn)略,成為了該公司當前的首要任務(wù),也是本文主要研究目的�；诖�,本文采用實證分析與規(guī)范分析的研究方法,對SL食品公司競爭戰(zhàn)略定位展開以下幾方面的深入分析和研究。首先,綜合運用PEST分析法、波特五力分析法兩種主要的企業(yè)戰(zhàn)略定位分析方法,并對國內(nèi)外食品加工產(chǎn)業(yè)和宏觀經(jīng)濟環(huán)境進行調(diào)研與數(shù)據(jù)收集,就SL食品公司所面臨的政策、經(jīng)濟、社會和技術(shù)等宏觀環(huán)境和競爭對手、消費者、供貨商等產(chǎn)業(yè)環(huán)境等外部環(huán)境進行了探討。其次,對SL食品公司的產(chǎn)品結(jié)構(gòu)、財務(wù)、人力、物質(zhì)、技術(shù)和市場資源進行了內(nèi)部情況矩陣分析。在對企業(yè)內(nèi)外部競爭環(huán)境分析的基礎(chǔ)上,通過SWOT法對企業(yè)自身的優(yōu)勢、劣勢以及面臨的機會和威脅進行量化的QSPM矩陣分析和明確后,對企業(yè)戰(zhàn)略目標定位進行了設(shè)計,結(jié)合食品加工行業(yè)特征制訂了SL食品公司的競爭戰(zhàn)略。本文最后就該企業(yè)競爭戰(zhàn)略的實施保障措施給予了相應(yīng)建議。企業(yè)競爭戰(zhàn)略的定位作為現(xiàn)代企業(yè)管理的全局謀略方法,是在市場競爭環(huán)境下,企業(yè)在快速變化之中能夠蓬勃發(fā)展的重要保障。通過SL食品公司發(fā)展過程中所遇到的機遇和挑戰(zhàn),反應(yīng)出的問題以及其競爭戰(zhàn)略的研究,以期為國內(nèi)蓬勃發(fā)展的食品加工行業(yè)進行科學(xué)適用的競爭戰(zhàn)略定位,從而實現(xiàn)行業(yè)整體良好發(fā)展做出應(yīng)有的研究貢獻。
[Abstract]:In addition to the importance of the state's active encouragement and strong support for the agricultural and food processing industry, which ensures its status in the national economic system of our country, It also intensifies the competition of the whole agri-product food processing enterprises, which makes them present both opportunities and challenges. Especially after the globalization financial crisis, with the aggravation of the industry competition, the gradual subdivision of the market and the appreciation of RMB, some agricultural food processing enterprises in our country are reshuffling in a large scale under the fierce market competition. Therefore, in order to survive and obtain the competitive advantage, all kinds of agricultural products food processing enterprises must carry on the reform and innovation to seek the blue sea strategy, so as to create the core competitiveness of the enterprise development. Hebei SL Food Co., Ltd., as an enterprise which mainly deals in the deep processing and sale of agricultural products with the characteristics of Castanea mollissima in Kuancheng, At present, the problem that needs to be solved urgently is how to determine the competitive advantage position of the company under such a severe situation, so as to maintain a high speed and long-term development in order to obtain a stable international trade order. And further develop the promising domestic market. Therefore, establishing the competitive strategy of SL Foods Company in the future has become the first task of the company and the main purpose of this paper. Based on this, this paper uses the empirical analysis and normative analysis of the research method, to SL food company competitive strategy positioning to carry out the following aspects of in-depth analysis and research. First of all, synthetically use PEST analysis method, Porter five forces analysis method two kinds of main enterprise strategic orientation analysis method, and carries on the investigation and the data collection to the domestic and foreign food processing industry and the macroeconomic environment, on the SL food company faces the policy, Economic, social and technological macro environment and external environment such as competitors, consumers, suppliers and other industrial environment are discussed. Secondly, the product structure, finance, manpower, material, technology and market resources of SL Food Company are analyzed. Based on the analysis of the internal and external competitive environment of the enterprise and the quantitative QSPM matrix analysis of the enterprise's own strengths, weaknesses, opportunities and threats through the SWOT method, the positioning of the enterprise's strategic objectives is designed. Combined with the characteristics of food processing industry, the competitive strategy of SL Foods Company is formulated. Finally, this paper gives corresponding suggestions on the implementation of the enterprise's competition strategy. As a global strategy of modern enterprise management, the positioning of enterprise competitive strategy is an important guarantee for the rapid development of enterprises in the market competition environment. Through the opportunities and challenges encountered in the development of SL Food Company, the problems reflected and the study of its competitive strategy, the author hopes to carry out a scientific and applicable competitive strategy positioning for the booming food processing industry in China. In order to achieve the overall good development of the industry to make due research contributions.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F324;F272

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