【作者】 张莹；

【导师】 李军；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2020， 硕士

【摘要】 近年来,我国经济的发展水平不断提升,速度不断加快,人民群众的生活质量明显改善,对食品的层次要求不断提高。当人们选购食品时,不仅对食品的新鲜度、味道、口感提出更高的要求,而且往往更加关注食品的安全、健康、营养。因而食品工业也随之不断调整优化、转型升级。种类众多的食品添加剂在提高食品的“色、香、味”及改善食品营养结构、延长食品保质期等方面发挥了非常重要的作用。其中,食品防腐剂作为食品添加剂的一个主要类别,在食品工业中已被广泛应用。A公司作为一家综合性化工企业,其主营业务之一就是目前在食品工业中广泛应用的食品防腐剂山梨酸钾的生产和销售。作为全球范围内山梨酸钾产品的主要生产商和供应商,其不仅仅要面对现有化学防腐剂领域内众多的竞争对手,同时也要应对新兴自然防腐剂领域内不断出现的先行者的挑战。在这种情况下,A公司山梨酸钾业务要想在激烈的竞争中战胜对手、赢得胜利,取得长远的发展,必须选择合适的竞争战略。本文主要采用文献研究法、访谈调查法、问卷调查法等研究方法,根据竞争战略相关理论,运用包括PEST、波特五力模型、价值链、IFE/EFE矩阵等分析工具方法,对A公司山梨酸钾业务的外部环境、内部环境进行了深入的分析和研究,在此基础上,进一步运用SWOT矩阵进行综合分析,然后将A公司山梨酸钾业务所要面临的机会与威胁,存在的优势及劣势中的各项关键因素通过QSPM矩阵进行分析和比较,在定性和定量分析相结合的基础上,最终为A公司山梨酸钾业务选择了成本领先战略,即通过坚持循环经济产业链发展模式,并对原材料成本、采购成本、生产成本、环保成本等进行控制来实现成本领先,并且为该竞争战略的有效实施提出了组织、文化、人力、财务、信息系统等方面的保障措施。通过实施成本领先战略,能够使A公司山梨酸钾业务的竞争优势愈发凸显,竞争力不断提升。本文对A公司山梨酸钾业务的竞争战略进行了较为详尽的分析并做出最终选择,希望能够帮助A公司山梨酸钾业务有效地提升核心竞争能力,增强竞争优势,助推公司业务发展。同时,也能够为与该企业类似的精细化工企业或食品添加剂、食品防腐剂生产企业等提供参考和借鉴。更多还原

【Abstract】 In recent years,due to the rapid development of the national economy and the continuous improvement of the living standards of the people,when choosing food,in addition to expressing higher requirements on the freshness,taste and flavor of food,people also tend to pay more attention to food safety,health,nutrition,the food industry is constantly adjusting and optimizing,transforming and upgrading.Many kinds of food additives play important roles in improving the "color,flavor and taste" of food,and also can improve the nutritional structure of food,prolong the shelf life of food.Among them,food preservative as a category of food additives,has been widely used in the food industry.As a comprehensive chemical enterprise,one of the main businesses of A company is the production and sale of food preservative Potassium Sorbate,which is widely used in the food industry.As the world’s leading producer and supplier of Potassium Sorbate products,it is not just facing a multitude of competitors in the existing field of chemical preservatives,at the same time,it also needs to meet the challenges of the emerging pioneers in the field of natural preservatives.Under such circumstances,It should choose an appropriate competitive strategy for the Potassium Sorbate business in A company,if it wants to defeats the rivals in the fierce competition and achieve long-term development.In this paper,the internal and external environment of the Potassium Sorbate business in A company is analyzed,studied and evaluated deeply based on the related competitive strategies by using the methods of literature review,interview investigation and questionnaire also the analysis tools of PEST analysis model,value chain analysis model,Michael Porter’s five forces model,IFE/EFE Matrix etc.Based on the above analysis,SWOT Matrix is used for further analysis.Then the QSPM Matrix is used to analyze and compare the key factors of not only the opportunities and threats,but also the advantages and disadvantages faced by the Potassium Sorbate business in A company.In the end,based on the qualitative analysis and also the quantitative analysis,the cost leadership strategy is selected as the final competitive strategy.In order to achieve the cost leadership strategy,it needs to work on the recycling economical industry chain for a long time,and also control the cost of raw materials,procurement,manufacturing,environmental cost.In order to implement the cost leadership strategy effective,the measures of organization,culture,human resource,finance,information system is proposed.Through the implementation of the cost leadership strategy,it can make the advantage of the Potassium Sorbate business in A company more and more outstanding,also the competitive ability is constantly improved.In this paper,the competitive strategies of the Potassium Sorbate business in A company is analyzed in details and then the final choice is made,hoping it can help to effectively enhance the core competences and competitive advantages of the Potassium Sorbate business in A company,and boost the business of A company.At the same time,it can also provide references for the similar fine chemical enterprises or enterprises which produce food additives and food preservatives.更多还原