【作者】 杨洋；

【导师】 李维胜； 张志文；

【作者基本信息】 广西大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 经济社会高速发展,消费者健康意识提升,用膳食“治未病”的需求增强,营养健康食品市场规模进一步增长。NF公司是一家拥有三十六年经营底蕴的营养健康食品企业,集生产、研发、渠道等多项优势于一身,在日益激烈的竞争环境里,原本稳固的市场遭遇蚕食,新品推广屡次受挫,经营陷入困境。本文以战略管理理论和现有国内外研究成果为基础,以NF公司为研究对象,运用PEST模型、波特五力模型,结合专家意见,提取影响公司发展的关键外部机会、威胁因素,用EFE矩阵进行评价,结果表明:公司的机会有国家政策支持、消费理念升级、技术进步和应用、新零售快速发展;威胁有经济下行压力大、替代品众多、市场竞争激烈、材料成本不稳定、传统销售渠道萎缩;公司现行战略在利用机会和避开威胁方面略高于平均水平。运用定性分析法,结合专家意见,提取影响公司发展的关键内部优势、劣势因素,用IFE矩阵进行评价,结果表明:公司的优势有行业经验丰富、品牌知名度高、线下仓储能力强、生产能力强、营销渠道丰富;劣势有研发人员综合素质不高、研发投入偏低、成本管控能力不足、食品业务增长乏力、县镇市场占有率低;公司劣势状态明显。运用SWOT分析法,结合各项关键因素匹配可供选择的几种总体战略,围绕公司的使命与愿景,用QSPM矩阵确定公司在总体层采用相关多元化战略,在经营层采用差异化战略。根据公司实际,结合上两层战略匹配出市场营销、研发、采购、人力、财务五方面职能战略分析。本文运用战略管理相关理论,较为客观且深入地剖析了NF公司内外部环境,制定了适合NF公司的战略,为其转型升级提供路径和方向,实现可持续发展的长远目标,同时为其他营养健康食品企业提供一定参考。更多还原

【Abstract】 With the rapid development of economic and social,consumers’ awareness of health has been enhanced,the demand for "preventing diseases" with diet has increased.The scale of the nutritional and healthy food market has further grown.NF Company is a nutrition and health food enterprise with 36 years of operation history,integrating multiple advantages in production,research and development,channels etc.In the increasingly fierce competition environment,the originally stable market suffered encroachment,and the new product promotion was repeatedly frustrated,and the operation fell into difficulties.Based on strategic management theory and existing research results at home and abroad,this paper takes NF Company as object,using PEST model,Porter’s Five Forces model,and combines expert opinions to extract the key external opportunities and threat factors that affect the company’s development,and evaluates them with EFE matrix.The results show that: The opportunities of NF company include national policy support,consumption concept upgrade,technology application and rapid development of new retail;The threats are economic downward pressure,numerous substitutes,fierce market competition,unstable material costs,shrinking traditional sales channels;The company’s current strategy is slightly above average in exploiting opportunities and warding off threats.Using qualitative analysis method,combined with expert opinions,extracted the key internal advantages and disadvantages of the company’s development,and evaluated by IFE matrix.The results show that the company’s advantages include rich industry experience,high brand awareness,strong offline storage capacity,strong production capacity,and rich marketing channels.Disadvantages include low comprehensive quality of staff,low r&d investment,insufficient cost control ability,weak growth of food business,low market share of counties and towns;The disadvantage of the company is obvious.SWOT analysis method is used to extract several general strategies that can be selected based on various key factors.Focusing on the mission,vision and strategic objectives of the company,QSPM matrix is used to determine the overall strategy of the company as related diversification strategy and business strategy as differentiation strategy.According to the actual situation of the company,combined with the two layers of strategy matching marketing,RESEARCH and development,procurement,human resources,finance five functional strategy analysis.In this paper,the theory of strategic management is used to objectively and deeply analyze the internal and external environment of NF Company,and formulate strategies suitable for NF Company,provide paths and directions for its transformation and upgrading,for the continuous development,and provide certain reference for other nutritional and health food enterprises.更多还原