【作者】 王永刚；

【导师】 冯长利；

【作者基本信息】 大连理工大学 ， 工商管理， 2007， 硕士

【摘要】 乳品工业是我国改革开放后新兴的食品工业,是促进我国畜牧业发展、拉动农村经济增长、改善人民生活质量、强健国民身体素质的基础食品工业。近年来,随着我国社会经济的发展,居民生活水平的提高,人们对乳制品消费的需求与日俱增。从上个世纪九十年代初期,高速膨胀的市场需求吸引了大量资本、技术和人才的投入,乳品工业在过去的几年取得了巨大的成绩。已经发展成为我国食品工业中的支柱产业。在经历了多年的高速增长后,紧随而至的是市场增长的趋缓。由于过超资本的投入,乳品行业生产能力的增长远远超过消费需求的增长,产能过剩导致的供需矛盾使得国内乳品市场竞争得空前激烈,乳品工业的行业利润率逐年下降,乳品工业面临着行业洗牌的变革局面。作为本溪老字号乳品企业,木兰花乳业有限公司在这种局面下不仅要抵御伊利、蒙牛、光明等国内特大型乳品企业对其现有市场的掠夺和侵占,而且还要面临众多占据地利优势的如沈阳乳业公司等中型乳品企业的压力。同时,能源、原材料价格的不断攀升致使企业经营成本居高不下,多重的压力使得木兰花乳业有限公司的经营业绩呈现停滞甚至下滑的状态,企业发展开始步入瓶颈期。论文从此背景出发,结合乳品工业的行业特点,提出了与木兰花乳业目前资源能力相匹配的、适合其发展的竞争战略,以保证木兰花乳业能够从容应对日益加剧的市场竞争,巩固竞争优势,在激烈的市场竞争中确立自己的市场地位。论文首先回顾了竞争战略研究的基本理论,以迈克波特的竞争战略理论为指导,采用PEST分析、五力竞争模型分析和SWOT分析法详细分析了当前我国乳品工业发展的外部环境以及木兰花乳业公司的内部资源能力,总结了木兰花乳业拥有的竞争优势和劣势,提出了本溪木兰花乳业有限公司的竞争战略——集中化战略,并且提出了实施集中化竞争战略的保障措施。木兰花乳业有限公司在行业日渐成熟、产品日趋同质化的今天,只有将全部的资源和能力集中于自己擅长的方面,在特定的领域树立自己独特的竞争优势,采取集中化的竞争战略,才能保证在激烈的竞争中求得生存和发展。更多还原

【Abstract】 Dairy Industry is a newly developing food industry after the reform and opening-up of China and it is also a basic industry for advancing the development of animal husbandry, fueling the agricultural economic growth, improving the quality of life, and building up people’s health. In recent years, with the development of social economy and advance of living standard, the consumers’ demand for the dairy products has been increased steadily, and the Chinese dairy industry has been enjoying a favorable environment. However, after the fast growing of these years, the increase of the dairy market has become slower. For excessive investment, the increment speed of production capacity is faster than the speed of consuming for dairy products. The contradiction of supply and demand caused by surplus capacity makes the competition fiercely. The dairy industry is in the process of restructuring.Benxi Mulanhua Dairy Co.. Ltd, which ever achieved many honors, not only confronts the aggressive invades from super-large dairy manufacturer, but also faces the emerging and chasing of small and medium sized dairy manufacturers such as Shenyang Dairy. All above pressure makes the business of Mulanhua Dairy reach a plateau and even downturn. Starting from this background, this thesis, on the basis of analyzing the characteristics, business structure and environment of dairy industry, together with the analysis of resources and capability of the company, summarizes competition advantage and disadvantage of Mulanhua Dairy, and summarizes competition advantage and disadvantage of the company, and the put new position for the company, and put forward a matching and suitable competition strategy.The thesis firstly reviews the basic theory of competition strategy, and then guided by Porter’s competition strategy, applying the methods of PEST, five-forces model, and SWOT matrix, analyze the environment and resources and capacity of Mulanhua Dairy Co., Ltd. and also distinguish the weakness and strength of the company. Finally it put forward a competition strategy of focus, as well the measure to carry out the strategy. For more and more mature industry and more and more homogeneity products in today’s market, Mulanhua Dairy Co.. Ltd none but put all its" resource and ability to the side which it specialize in. and build up its particular competition advantage in special field, use the strategy of focus, the company would make survival and development in the fierce competition.更多还原