【作者】 王雪峰；

【导师】 于渤；

【作者基本信息】 哈尔滨工业大学 ， 高级管理人员工商管理硕士（专业学位）， 2017， 硕士

【摘要】 乳业是关系国计民生的基础性产业,对于培养良好的饮食习惯、优化饮食营养结构、促进国民身体健康具有十分积极的作用。同时,乳业又是“农头工尾”的产业,发展乳业是调整农业产业结构,增加农民收入的有力手段。推动乳业的健康可持续发展,对于深化供给侧结构性改革,促进一二三产业融合发展具有重要的意义。黑龙江省是我国第一头奶牛、第一个乳品企业的诞生地,目前是全国奶牛存栏和鲜奶产量第一个省。完达山乳业是黑龙江省本土乳品企业,在黑龙江乳业中占有重要地位,其生产工艺技术、产品品质品种、市场占有率都在省内处于领先水平。本文从外部环境的角度分析了当前乳业面临的法律、经济、技术等宏观环境,以及当前我国和黑龙江省乳业发展现状、优势和存在问题,剖析了乳品市场竞争格局。从内部环境的角度回顾了完达山乳业的发展历程,对企业发展现状进行了说明,详述了企业的产品研发、生产布局、渠道建设、文化建设和人才管理等方面的情况。由此解析出企业的外部威胁和机会、内部的优势和劣势,最终确定了完达山乳业的战略目标。根据国内外乳制品行业的实际情况,要实现完达山乳业的发展战略目标,企业必须利用外部有利机遇,发挥自身优势,扭转企业发展中的劣势,通过混合所有制改革体制机制,加强与资本市场合作,拓宽融资渠道,降低融资成本,扩大产业布局,推进区域品牌向全国品牌迈进,深度参与市场竞争,迎接国内外乳业行业的威胁与挑战。并从组织、机制、科技、人才、品牌等方面为企业战略实施提供支撑和保障。本文以完达山乳业发展战略为切入点,运用国内外战略管理相关理论,系统分析研究完达山乳业的优势、劣势、机遇和挑战,从中找出发展中存在的困难和问题。结合企业自身实际,提出了促进企业发展的战略对策,为推动完达山乳业更快更好发展提供有益的参考。更多还原

【Abstract】 The dairy industry is a basic industry that is related to the national economy and people’s livelihood.It has a very positive effect on the cultivation of good eating habits,optimizing the diet and nutrition structure,and promoting the health of the national people.At the same time,the dairy industry is the "end of the farmer" industry,and the development of the dairy industry is a powerful means to adjust the agricultural structure and increase the farmers’ income.Promote the healthy and sustainable development of dairy industry,to deepen the structural reform,the supply side to promote the 123 industrial convergence development has the vital significance.Heilongjiang province is the birthplace of the first dairy cow and the first dairy company in China.It is the first province in the whole country.Wandashan dairy industry is a local dairy enterprises in heilongjiang province,occupies an important position in the heilongjiang dairy industry,its production technology,product quality,variety,the market share in a leading level in the province.This paper from the Angle of the external environment analysis of the current dairy industry face the macro environment such as law,economy,technology,and the current our country and heilongjiang dairy industry development status.The development of dairy industry has the advantages of both demand growth and market competition.Wandashan dairy industry are reviewed from the Angle of the internal environment of the development process,to illustrate the current situation of the development of the enterprise,and details the enterprise product development,production distribution,channel construction,cultural construction and talent management,etc.In this paper,Wandashan dairy has carried on the SWOT analysis,resolve the enterprise’s external threats and opportunities,internal strengths and weaknesses,finally determine the Wandashan dairy strategic goals.According to the actual situation of the dairy industry at home and abroad,to achieve their goals Wandashan dairy industry development strategy,the enterprise must use external favorable opportunity,exert their own advantages,to reverse the disadvantages in the development of enterprises,through the mixing mechanismof system of ownership reform,strengthen the cooperation with capital market,broaden the financing channels,reduce the cost of financing,expand the industrial layout,and promote regional brand to the brand,deeply involved in market competition,the dairy industry at home and abroad to meet the threats and challenges.It also provides the support and guarantee for the implementation of enterprise strategy from the aspects of technology,talent and brand.In this paper,Wandashan dairy industry development strategy as the breakthrough point,on the basis of the theory of strategic management at home and abroad related,Wandashan dairy system analysis research of strengths,weaknesses,opportunities and challenges,to find out the difficulties and problems existing in the development of the Wandashan dairy industry.In this paper,the author puts forward the strategic countermeasure to promote the development of enterprises,and provides a useful reference for the faster and better development of the Wandashan dairy industry.更多还原