【作者】 王宇；

【导师】 尚永胜；

【作者基本信息】 河北大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 我国经济正快速发展,国民消费需求随之不断的升级,对健康的重视程度更高,而乳制品中含有大量人体所需要的营养成分和微量元素,居民对乳制品的消费支出逐渐增加。而酸奶在乳制品品类中的消费仅次于白奶,排在第二位,具有广阔发展前景。未来酸奶的消费市场将逐渐趋向于高端化和定制化,这也蕴含着巨大的市场机遇。但是目前酸奶市场形成了以蒙牛、伊利为首的稳固的双寡头竞争格局,第二梯队是重点区域的市场,第三梯队主要集中在单一省市经营。对于第二三梯队的中小型乳制品乳业,如何在酸奶的红海竞争中打开局面,获得发展机遇并占据更多的消费市场成为其发展面临的关键问题和困难。本文以Y乳业有限责任公司为研究对象,运用访谈法、文献综述法、调查法对企业内部的情况进行认真详细的了解。又依据竞争战略的相关理论,采用PEST分析法、波特五力模型对宏观环境和竞争环境进行分析。从发展现状、组织结构、内部资源能力等多方面对Y乳业进行详细的分析。邀请公司不同层级的人员和相关领域专家组成专家小组,对内外部因素详细进行评价,得出内外部因素评价矩阵,EFE矩阵、IFE矩阵。在上述分析的基础之上,得出SWOT矩阵,然后通过QSPM矩阵对影响公司发展的关键因素进行评分,科学的确定适合Y乳业的竞争战略,最后提出相应的保障措施。Y乳业是内蒙古本土的一家乳制品公司,有多年的发展历程,酸奶生产已经较为成熟,但是始终难打开局面获得独特竞争优势。Y乳业作为非常具有代表性的二三梯队的乳制品企业,其差异化竞争战略的研究对于二三梯队的乳制品企业的发展具有重要的借鉴意义,通过本课题的研究,希望能让Y乳业突破发展瓶颈,抢占市场机遇,获得较强的竞争优势。更多还原

【Abstract】 With the continuous development of China’s economy,the consumption demand of the people is constantly upgrading,and the attention to health is higher.Dairy products contain a large number of nutrients and trace elements needed by the human body,and the consumption expenditure of residents on dairy products is gradually increasing.The consumption of yoghurt in dairy products is only second to that of milk,which has broad prospects for development.The future yogurt consumption market will gradually tend to high-end and customized,which also contains huge market opportunities.But at present,the yoghurt market has formed a stable duopoly competition pattern led by Mengniu and Yili.The second tier is the key regional market,and the third tier is mainly concentrated in a single province and city.For the small and medium-sized dairy industry in the second and third echelons,how to open up the situation in the Red Ocean Competition of yogurt,gain development opportunities and occupy more consumer markets has become the key problem and difficulty for its development.Y Dairy Co.,Ltd.was taken as the research object,using interview method,literature review method and survey method,so as to have a detailed understanding of the internal situation of the enterprise.According to the relevant theories of competitive strategy,PEST and Porter’s Five Forces Model are used to analyze the macro environment and competitive environment.Y Dairy Co.,Ltd.was analyzed in detail from the development status,organizational structure,internal resource capacity and other aspects.In addition,experts from different levels of the company and relevant fields are invited to form an expert group,with the purpose of evaluating internal and external factors in detail,and obtaining EFE matrix and IFE matrix.Based on this,the SWOT matrix is obtained.Then the key factors affecting the company’s development are scored through the QSPM matrix.Through the above measures,the competitive strategy suitable for Y Dairy Co.,Ltd.was selected,and the corresponding safeguard measures were proposed.Y Dairy Co.,Ltd.is a representative dairy enterprise in the second and third tires.The study of its differentiation strategy has important reference significance for the development of dairy enterprises in the second and third tires.Y Dairy Co.,Ltd.is a local dairy company in Inner Mongolia.With many years of development,yogurt production has been relatively mature,but it is still difficult to open up the situation and gain unique competitive advantages.As a representative dairy enterprise in the second and third tires,Y Dairy’s research on its differentiation competitive strategy has important reference significance for the development of dairy enterprises in the second and third tires.Through the research of this topic,It is hoped that Y Dairy Co.,Ltd.can break through the bottleneck of development and occupy the market opportunities,so as to gain a strong competitive advantage.更多还原