【作者】 王宁；

【导师】 甘志霞； 余成行；

【作者基本信息】 北京化工大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 桃李面包股份有限公司(简称桃李公司)是国内一家主要从事烘焙类食品生产加工的民营企业,其产品有30多个品种,以传统代餐面包为主,主要经营短保类型的面包,桃李牌面包是其主打产品。桃李公司依靠“中央工厂+批发”的经营模式,坚持“高性价比”的产品定位,满足了当下国内众多消费者的需求,在经营中取得了较大的成功,其短保面包的市场占有率处于国内领先水平。当前中国面包行业仍未饱和,市场空间广阔,市场集中度低,桃李公司作为短保面包的龙头企业,有非常多的机会可以把握,在将来仍然有很大的发展空间。与此同时,近年来国际上地缘政治风险加剧,经济下行压力加大,国内居民消费能力与意愿呈下降态势,疫情的爆发和持续更是对包括桃李公司在内的各行各业造成了不可估量的影响。而且国内烘焙食品生产企业同质化竞争加剧,也为桃李公司带来重大挑战。总结过去,桃李公司的成功离不开其清晰准确的发展战略,离不开专注实业、聚焦主业的经营理念和经营策略,其以过硬的产品品质赢得了市场的肯定,形成了强大的品牌影响力。面对新局面新形势,桃李公司需要重新审视当前内部和外部环境,对既定发展战略进行调整和细化,以求在逆境中获得竞争优势,实现愿景,达成使命。本文通过对桃李公司的外部环境进行分类研究,包括国内国际的政治、经济、社会以及科技等大环境,居民收入、居民生活习惯等微观环境,以及面包等烘焙类企业的行业环境,进而梳理总结出桃李公司在当前形势下所面临的机遇和威胁,对桃李公司的内部环境进行调查研究,包括对桃李公司面包生产的价值链进行分析,对桃李公司可查阅到的内部组织架构,以及其生产和经营能力进行分析,进而梳理总结出桃李公司自身的优势和劣势,并运用战略管理理论,从不同角度为桃李公司选定4种发展战略,通过SWOT-QSPM矩阵对备选战略进行择优选择,最终为桃李公司选择当前环境下,相对最优的发展战略,最后为战略的实施配套相应的保障措施,以期能够为桃李公司提供借鉴,帮助桃李公司更好地适应和突破当前市场环境,实现市场占有率的显著提升,确保长期处于优势地位,最终发展成为国内最大的面包公司,为消费者持续提供优质的面包产品。更多还原

【Abstract】 Toly Bread Co.,Ltd.(referred to as Toly Company)is a private enterprise mainly engaged in the production and processing of bakery products in China.Its products have more than 30 varieties,mainly traditional meal replacement bread,mainly dealing in short-term bread,Toly bread is its flagship product.Toly’s "high cost-effective" product positioning meets the needs of many domestic consumers.Relying on the "central factory + wholesale" business model,it has achieved great success,and its market share of short-term bread is at the leading domestic level.China’s bread industry is still not saturated,the market space is broad,and the market concentration is low.As a leading enterprise of short-term bread,Toly Company has a lot of opportunities to seize,and there is still a lot of room for development in the future.However,in recent years,geopolitical risks have intensified,the downward pressure on the economy has increased,and the consumption capacity and willingness of residents have declined.At the same time,the homogenization competition among domestic bakery food manufacturers has intensified,which has also brought major challenges to Toly Company.Summarizing the past,it can be seen that the success of Toly Company is inseparable from its clear and clear development strategy,as well as the business philosophy and business strategy of focusing on the industry and the main business.It has won the affirmation of the market with its excellent product quality and formed a strong Brand influence.Facing the new situation and new situation,Toly Company needs to re-examine the current internal and external environment,adjust and refine the established development strategy,in order to gain a competitive advantage in the face of adversity,realize the vision and achieve the mission.In this paper,the external environment of Toly Company is classified and studied,including the domestic and international political,economic,social and technological environments,the micro-environments such as residents’ income and residents’ living habits,and the industry environment of bakery companies such as bread,and then summarizes.The opportunities and threats faced by Toly Company under the current situation;investigation and research on the internal environment of Toly Company,including the analysis of the value chain of Toly Company’s bread production,the internal organization structure that Toly Company can consult,its production and Analyze the operating ability,and then sort out and summarize the advantages and disadvantages of Toly Company.Using the strategic management theory,four development strategies are selected for Toly Company from different angles,and the alternative strategies are selected through the SWOT-QSPM matrix.Finally,the relatively optimal development strategy under the current environment is selected for Toly Company,and finally the strategy In order to provide reference for Toly Company,help Toly Company better adapt to and break through the current market environment,achieve a significant increase in market share,ensure a long-term dominant position,and eventually develop into the largest bread in China The company continues to provide consumers with high-quality bread products.更多还原