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论文编号：	13380
作者编号：	2320190367
上传时间：	2022/6/13 21:09:35
中文题目：	S乳制品企业发展战略优化研究
英文题目：	Study on Development Strategy Optimization of S Dairy Enterprise
指导老师：	杨坤
中文关键字：	区域型乳企;发展战略;发展战略优化;战略定位
英文关键字：	Regional dairy enterprises;Development strategy;Development strategy optimization;Strategic positioning
中文摘要：	中国乳制品消费市场规模巨大。随着工业生产技术进步和居民消费升级，预计乳制品行业仍将在中长期保持稳定发展。但是，乳制品行业由消费者增量竞争转向消费者存量竞争，行业企业面临着诸多挑战。受到来自全国性乳企、地方龙头乳企及互联网跨界竞争者等多方压力，区域型乳企面临转型升级的困难加重。S乳业作为区域型乳企的典型代表，伴随行业的快速增长实现了业绩的稳步跃升，但在发展过程中也积累了较多问题亟待解决。面对复杂多变的新发展形势，实现中长期的可持续增长并成为当前乳制品市场的行业领先企业，是一个的重要课题。 基于此，本文首先对发展战略、发展战略优化、区域型乳企发展战略优化等相关理论进行了系统梳理。在对S乳业发展现状和现存问题进行总结的同时，对其现有发展战略的短板和不足进行了深入剖析。其次运用PEST分析方法，对S乳业当前所处的外部发展环境进行了研判，并且对S乳业的内部发展环境、产业优势和资源禀赋进行总结分析，运用SWOT分析明确未来发展面临的优劣势、机会威胁。再次结合一系列分析探究在当前发展环境之下S乳业作为区域型乳企的发展战略优化方向，提出了发展战略优化的三个原则和三个阶段性目标。在发展战略定位优化方面，提出了明确“新鲜”的差异化战略定位。在业务体系优化方面，基于波士顿矩阵分析提出了不同业务优化发展方向。在发展战略举措优化方面，提出了优化产业关键环节、优化现有产品结构、优化终端渠道布局、优化渠道运营能力、优化客户管理体系。最后基于S乳业发展战略优化方向，从组织管控、人才资源、科技创新等方面提出保障支撑举措，从而有力推动发展战略优化工作落地见效。
英文摘要：	China has a huge dairy consumption market. With the progress of industrial production technology and consumption upgrade, the dairy industry is expected to maintain stable in the medium to long term. However, the dairy industry begins to shift from customer attraction to customer stock, and the industry enterprises are facing many challenges. Under pressure from national dairy enterprises, local leading dairy enterprises and Internet cross-border competitors, regional dairy enterprises are facing increasing difficulties to upgrade. As the typical representative of regional dairy enterprises, S dairy enterprise has achieved steady-state growth with the rapid development of the dairy industry, but it has also accumulated lots of problems to be dealed with in the development process. Facing the new development situation which is complicated and changeable, it is an important issue to achieve medium and long-term sustainable growth and become an industry leading enterprise in the dairy market at present. Based on this, firstly, this thesis sorts out the relevant theories systematically, such as development strategy, development strategy optimization, development strategy optimization of regional dairy enterprises. While summarizing the development status and existing problems of S dairy enterprise, this thesis deeply analyses the shortcomings and deficiencies of the company's existing development strategy. Secondly, the PEST analysis method is used to study and judge the current external development environment of S dairy enterprise. And then this thesis summarizes and analyses the internal development environment, industrial advantages and resource endowment of S dairy enterprise. Based on SWOT analysis, this thesis assesses the strengths and weaknesses, opportunities and threats. Thirdly, combined with a series of analysis, this thesis explores the development strategy optimization direction of S dairy enterprise as a regional dairy enterprise under the current development environment, and then puts forward three principles and three phased objectives of development strategy optimization. For position of development strategy, this thesis puts forward a clear "fresh" differentiation strategic positioning. For business system, this thesis puts forward the development optimization direction of different business based on Boston matrix analysis. For development strategic initiatives, these optimization suggestions include, optimizing the key links of the industry, optimizing the existing product structure, optimizing terminal channel layout, optimizing channel operation capability, optimizing customer management system. Finally, based on the development strategy optimization direction of S dairy enterprise, this thesis provides guarantee and support measures in many respects, such as organizational management, resources of talents, technological innovation and so on, so as to effectively promote the implementation of development strategy optimization.
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