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论文编号：	11235
作者编号：	2320170507
上传时间：	2019/12/9 20:57:51
中文题目：	AHFF公司竞争战略研究
英文题目：	Research on The Competitive Strategy of AHFF Company
指导老师：	牛芳
中文关键字：	合成香料，竞争战略，低成本战略
英文关键字：	Aroma Chemicals, Competitive Strategy, Cost Leadership
中文摘要：	AHFF公司是一家中国老牌合成香料生产企业，专业从事合成香料产品的研发、生产和销售20余年，在国内外拥有良好的客户口碑，是全球众多大型跨国香精公司的主力供应商。公司在经过过去几年的高速发展之后，已经进入发展平稳期。尤其在印度合成香料行业崛起及中美贸易摩擦不断升级的大背景下，AHFF公司急需找到继续发展的方向和方法，以期在激烈的市场竞争环境中继续生存下去。本文通过大量的资料査询，企业走访，交流沟通，现场取证等方法，结合战略管理和核心竞争力等理论，运用了PEST宏观环境分析法、波特五力模型行业分析法、SWOT分析法等工具，系统分析了AHFF公司所处的外部宏观环境、行业竞争环境以及企业内部环境。最终推导出AHFF公司应该实施的竞争战略为低成本战略。而后本文在以成本领先为最终目标的前提下围绕企业价值链制定了相关战略实施举措，希望能够实现对市场份额的全面占领、进一步巩固公司的成本领先地位以增强企业的生命力。合成香料行业是一个体量较小且集中度相对较高的行业，行业内中国合成香料企业所处于的发展阶段及所面临的竞争环境基本相同，所以本文在为AHFF公司理清思路做好竞争战略规划的同时，应该也能对同样面临发展困境的其他中国合成香料企业产生一些借鉴意义。
英文摘要：	AHFF is a private company dedicated in R&D, manufacture and sales of Aroma Chemical products for over 20 years. Due to the professional operating, AHFF has won outstanding reputation from all of its customers in the market. And now AHFF has come to be the main supplier of related Aroma Chemicals for many grand multinational Flavor and Fragrance companies all around world. However, after several years high-speed development, AHFF has entered into a bottleneck stage for its future growth. Moreover, due to the fast catching up of competition from India and the update of China-US trade war, AHFF has to find the new direction and methods for future development as soon as possible, so to ensure its survival in the severe competition environment. The author has adopted lots of research methods like information search, enterprises interview, business related parties communication, site visits, etc. to collect enough evidence to support the view in the article. And some tools of Strategy Management such as, PEST, 5-Forces, SWOT, Value Chain, were also used in the article to analyze the internal and external environment of AHFF. Finally the Competitive Strategy was made out: Cost Leadership Strategy. And the Strategy Implementation was also planned according to the value chain of AHFF with the direction of Cost Leadership. Such actions would help AHFF to grab more market share and keep its development energy in the future. Aroma Chemical Industry is a relatively small industry on scale side, and the industry is highly centralized. The Chinese companies in this industry are actually facing more or less the same competition environment. So the Strategy made in this article may also come to be a reference for other Chinese Aroma Chemical Companies for their future development in this industry.
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