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论文编号：	10345
作者编号：	2220160706
上传时间：	2018/12/6 8:42:33
中文题目：	牡丹江市慈牡营养配餐科技公司集中化
英文题目：	Research on Focus Strategy of Mudanjiang CiMu Nutrition Catering Technology Company
指导老师：	周建
中文关键字：	慈牡营养配餐公司；中小学生配餐业务；集中化战略；集中差异化战略
英文关键字：	Cimu Nutrition & Catering Company；Catering Service for Primary and Middle School Students；Centralized Strategy；Centralized Differentiation Strategy
中文摘要：	自21世纪以来，人们的生活水平伴随着工资的上升而逐步提高，社会日益进步，人们对于健康的理念也不断更新。作为祖国和民族的希望，中小学生的成长发育问题已经成为整个社会关注的焦点。营养配餐作为当代社会一种科学健康的饮食方式，它的出现改变了传统中小学惯有的就餐习惯。在此情境下，牡丹江市慈牡营养配餐科技公司，这家在2015年成立于牡丹江的企业如何在产品和市场上进行自我定位，并且能与该市原有营养配餐市场的占有者展开竞争并获得竞争优势，实现企业长远的发展目标，成为公司管理层迫切需要思考与解决的主要问题。 本文旨在研究慈牡公司作为牡丹江营养配餐行业的后进入者，应该选择何种竞争战略来与行业中的先进入者进行竞争并获取竞争优势。本文首先对慈牡公司的产品服务进行分析，发现慈牡公司的产品和市场都具有相对集中的特点，进而明确了公司要想获得竞争优势就得采取集中化战略。本文分别利用PEST分析方法以及波特教授的五力模型，对慈牡营养配餐科技公司的宏观外部环境以及产业环境进行了分析。然后，深入分析了慈牡公司所拥有的资源及能力。之后，利用SWOT分析方法，从而高度总结出慈牡公司所拥有的优势和劣势、及其面临的机会与威胁，并以此为基础来探究了公司选择集中化战略的必要性以及可行性，再从目标广泛竞争者和模仿者两方面分析了慈牡集中化战略的持久性。最后，本文从公司集中差异化战略的具体实施措施来探析慈牡营养配餐科技公司集中化战略的实施效果。 本文研究发现，作为牡丹江该行业的后进入者，慈牡公司在业务发展的现阶段，应该尽量集中公司的有限资源和能力从而有选择的进行竞争，并将其配餐业务的客户市场定位于牡丹江中小学营养配餐的供应上，并在符合公司发展理念的基础上从产品、质量、渠道、人员管理等多个监督实现差异化。本文的研究对慈牡营养配餐科技公司坚持其集中化战略的实施具有实际指导意义，同时也希望本文的研究对市场的后进入者在发展过程中提供一些参考。
英文摘要：	Since the 21st century, people's living standards have gradually increased along with the rise in wages, and society has been making progress. The concept of people's health has also been constantly updated. As the hope of the motherland and the nation, the problem of the growth and development of primary and secondary school students has become the focus of attention of the entire society. As a kind of scientific and healthy diet in contemporary society, nutrition catering has changed the traditional dining habits of traditional primary and secondary schools. In this context, Mudanjiang Cimu Nutrition & Catering Technology Co., Ltd., a company established in 2015 in Mudanjiang, positioned itself in products and markets, and competed with the occupants of the city’s original nutrition and catering market and obtained The competitive advantage and the realization of the company's long-term development goals have become the main issues that the company's management needs urgently to think about and solve. The purpose of this paper is to study how Cimu, as a latecomer to the Mudanjiang nutritional catering industry, should choose which competitive strategy to compete with the industry's first entrants and gain competitive advantage. This article first analyzes the product and service of the company, and finds that the company's products and markets have relatively concentrated characteristics, and then clarified that the company must adopt a centralized strategy if it wants to gain a competitive advantage. This article analyzes the macro external environment and the industrial environment of Ciyang Nutritional Catering Technology Company by using the PEST analysis method and Porter’s five force model respectively. Then, an in-depth analysis of the resources and capabilities possessed by the Cimu company. Afterwards, using the SWOT analysis method, we highly summarized the strengths and weaknesses of the company, the opportunities and threats they face, and used this as a basis to explore the necessity and feasibility of the company’s choice of a centralized strategy. Analyze the persistence of Ci-Mut Centralization Strategy from both the target wide competitors and the imitators. Finally, this paper analyzes the implementation effect of the centralized strategy of Cimu Nutrition & Catering Technology Company from the concrete implementation measures of the company's centralized differentiation strategy. This study finds that, as the later entrant to the industry in Mudanjiang, at the current stage of its business development, Cimu should concentrate its limited resources and capabilities as far as possible so as to compete selectively, and position its catering customer market in Mudanjiang. The provision of nutrition catering for primary and secondary schools, and in line with the company's development philosophy on the basis of multiple supervision over products, quality, channels, personnel management and other differences. The research in this paper is of practical significance for Ciyang Nutritional Catering Technology Co., Ltd., insisting on the implementation of its centralized strategy. It also hopes that the research in this paper will provide some reference for the latter entrants in the development process.
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