【作者】 张磊；

【导师】 郭英彤；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 国以民为本,民以食为天,食以安为先,安以质为本。农业是第一产业,是基础产业,只有农业稳定,才能发展第二产业、第三产业。我国是一个农业大国,农业一直是国民经济的命脉,农业的发展程度直接影响着社会的稳定与发展。改革开放以来,中国农业取得了突飞猛进的发展,已经解决了全球1/3人口的温饱问题。进入21世纪,党和国家更是高度重视农业的发展,2004年至2019年,中共中央国务院连续十六年均发布以农业农村农民为主题的中央一号文件,直接体现了农业发展在我国社会主义现代化建设时期的重中之重地位。现代工业和现代科学技术水平的提高,促进了现代农业的快速发展,带来了高度的劳动生产率和丰富的物质产品。但是,由于大量使用诸如化肥、农药、激素等化工用品,对环境造成了严重的污染的同时,使得食品安全问题更加突出。为了解决这一问题,有机农业自欧美诞生,并得到了快速发展。有机农业的非转基因、无农药化肥等化工合成物资等特点,快速得到了社会的认可。国际权威的有机农业研究机构瑞士有机农业研究所和IFOAM国际有机联盟联合编制的《2018年世界有机农业概况与趋势预测》数据显示,2016年中国有机农地面积230万公顷,位居世界第三位;2016年中国有机产品销售额59亿欧元,位居世界第四位。有机农业在我国已经有40余年的发展历程,在学术上开展了广泛的研究,在市场上也取得了较好的发展。但是,目前在学术上更多的研究关注的是行业的发展,对行业内的企业的发展研究相对较少。本文基于战略管理的研究理论,对吉林省果地有机农业园区进行了发展战略的研究。文章首先介绍了行业和企业的现状,分析了企业当前存在的问题,主要体现在对战略管理理论的理解和应用不足,不认可或不能够应用战略管理理论,制约了企业的快速发展。在战略管理分析中,从企业愿景和使命开始,通过对外部环境和内部环境的分析,建立战略目标,生成并制定战略,最后对战略实施和战略评价的关键点进行了阐述。在外部环境分析中使用了PEST分析和波特的五力模型两个理论工具,在内部环境分析中应用了资源理论,力图环境分析的完整和严谨。在战略的选择中应用了SWOT矩阵,通过输入、匹配、决策三个阶段生成发展战略。本文通过分析研究,对吉林省果地有机农业园区的战略发展上建议采取WO扭转型战略,即对企业当前核心技术、产品和销售模式等劣势进行改进,形成优势并持续快速发展。本文的分析对吉林省果地有机农业园区未来的运营和可持续发展具有实际指导作用,对有机农业行业企业决策者的战略管理意识转变及企业发展具有一定的借鉴价值,对国家有关部门的政策制定和行政管理具有一定的参考意义。更多还原

【Abstract】 The country is based on the people,the people take food as the sky,the food is safe,and the quality is the basis.Agriculture is the primary industry and the basic industry.Only when agriculture is stable can the secondary industry and the tertiary industry be developed.China is a big agricultural country.Agriculture has always been the lifeblood of the national economy.The degree of development of agriculture directly affects the stability and development of society.Since the reform and opening up,China’s agriculture has achieved rapid development and has solved the problem of food and clothing for one third of the world’s population.In the 21 st century,the party and the state attach great importance to the development of agriculture.From 2004 to 2019,the Central Committee of the Communist Party of China and the State Council issued the No.1 Document on the theme of agricultural and rural farmers for 16 consecutive years,which directly reflected the development of agriculture in our society.The most important position in the period of socialist modernization.The improvement of modern industry and modern science and technology has promoted the rapid development of modern agriculture,bringing about high labor productivity and abundant material products.However,due to the extensive use of chemical products such as fertilizers,pesticides,and hormones,the environment has caused serious pollution,and the food safety problem has become more prominent.In order to solve this problem,organic agriculture was born in Europe and America and has developed rapidly.The characteristics of non-GMO,pesticide-free fertilizer and other chemical synthetic materials in organic agriculture have been quickly recognized by the society.According to the "Organization and Trend Forecast of World Organic Agriculture in 2018" jointly compiled by the Swiss Institute of Organic Agriculture,an internationally authoritative organic agricultural research institute,and the IFOAM International Organic Alliance,the area of organic farmland in China was 2.3 million hectares in 2016,ranking third in the world.In 2016,China’s organic products sales of 5.9 billion euros,ranking fourth in the world.Organic agriculture has been developing in China for more than 40 years.It has carried out extensive research in the academic field and achieved good development in the market.However,more academic research is currently focusing on the development of the industry,and relatively little research on the development of enterprises within the industry.Based on the research theory of strategic management,this paper studies the development strategy of the organic agricultural park in Jilin Province.The article first introduces the status quo of the industry and enterprises,analyzes the current problems of the enterprise,mainly reflected in the understanding and application of the strategic management theory,does not recognize or can not apply the strategic management theory,which restricts the rapid development of the enterprise.In the strategic management analysis,starting from the enterprise vision and mission,through the analysis of the external environment and internal environment,establish strategic goals,generate and formulate strategies,and finally elaborate the key points of strategy implementation and strategic evaluation.In the external environment analysis,two theoretical tools of PEST analysis and Porter’s five-force model were used.The resource theory was applied in the internal environment analysis,and the environmental analysis was completed and rigorous.The SWOT matrix is applied in the choice of strategy,and the development strategy is generated through three stages of input,matching and decision making.Through analysis and research,this paper proposes to adopt the WO reverse strategy for the strategic development of the organic agricultural park in Jilin Province,which is to improve the current core technologies,products and sales models,and to form advantages and continue to develop rapidly.The analysis of this paper has practical guiding role for the future operation and sustainable development of the organic agricultural park in Jilin Province.It has certain reference value for the strategic management consciousness change of enterprise decision makers in organic agriculture industry and the development of enterprise.Formulation and administrative management have certain reference significance.更多还原