【作者】 陈建春；

【导师】 刘闲月； 赖金良；

【作者基本信息】 华侨大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 随着我国茶产业的快速发展,茶叶消费不断升级,无论是数量还是质量的需求都在不断提升,整个茶产业的竞争日趋激烈。面对这样的环境,日春股份公司作为一家立足于福建省的区域性茶叶龙头企业,正逐步打破区域限制,实行跨品类经营向全国发展。从2008年至今,实行基于品牌、产品的相关多元化战略和密集型成长战略,实现了公司的快速成长。但是成长过程当中,派生出一系列的衍生问题,影响了现有战略的健康运行。基于现有的战略问题与发展瓶颈,本文参考了战略管理研究的众多理论,以一体化战略理论为主要理论指导,运用PEST、EFE、IFE、SWOT和QSPM等方法对日春股份公司的外部环境和内部环境进行了深入分析与评价,提出了后向一体化战略的建议,并以内部发展战略、并购和战略联盟等三种途径来实施后向一体化战略。最后,为保障其顺利实施,从日春公司的组织架构、管理制度、企业文化、资金、信息化建设等方面构建了较完善的保障体系,力求通过后向一体化战略的实施来解决当前多元化战略存在的问题,提升企业竞争力。通过日春股份公司后向一体化战略的研究,不仅能帮助企业制定合理的战略和战术决策,也从根本上为企业创造转型发展的契机,并且对其它公司的类似问题提供一定的借鉴与参考。更多还原

【Abstract】 With the rapid development of China’s tea industry,the consumption of tea upgrading,both the demand of the quantity and the quality was increasing,the tea industry in the fierce competition.Faced with such an environment,as a regional tea leading enterprise based on Fujian Province,the Richun Company is gradually breaking the regional restrictions and carrying out cross category management to the whole country.Since 2008,to achieve the company’s rapid growth in the implementation of related diversification strategy based on the brand and product and intensive growth strategy.But in the process of growth,derived from a series of problems,and affect the healthy operation of the existing strategy.The strategy is based on the existing problems and the bottleneck of development,reference to the theories of strategic management research,the integration strategy theory as the main theoretical guidance,the use of PEST,EFE,IFE,SWOT and QSPM methods to analyze and evaluate in-depth external environment and internal environment of the Richun Company,put forward suggestions to the back-ward integration strategy after taking the three ways of internal development strategy,mergers and acquisitions and strategic alliances to implement the integration strategy.Finally,in order to ensure the smooth implementation of this strategy,we build a more perfect security system of the Richun Company’s organizational structure,management system,enterprise culture,capital,information construction.To solve the problems of diversification strategy and enhance the competitiveness of enterprises through the implementation of integration strategy,To study the integration strategy based on the Richun Company,can not only help enterprises make reasonable strategic and tactical decisions and also fundamentally transformation for enterprises to create opportunities for development,and provides some reference for similar problems in other companies.更多还原