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论文编号：	13396
作者编号：	2320180348
上传时间：	2022/6/14 12:10:49
中文题目：	A公司坚果事业部竞争战略研究
英文题目：	Research on the Competitive Strategy of Nuts Business Unit of A Company
指导老师：	任兵
中文关键字：	坚果事业部,竞争战略,差异化,价值链
英文关键字：	Nut business unit,Competitive strategy,Differentiation,Value Chain
中文摘要：	我国坚果炒货行业具有悠久的发展历史，但这个行业的工业化发展落后于食品行业的整体水平，多以作坊式的生产规模延续多年。坚果因为其醇香的风味和口感，一直以来被人们广为接受并喜爱，它们是来自大自然的馈赠，具有丰富的营养价值。随着近年来食品工业发展的逐渐深化和渗透，以及营养健康概念在消费者心中的升级。坚果产品的丰富多样化发展，满足了消费者对食品创新、升级的多种需求定位。新型坚果休闲食品被消费者的青睐，直接带动了整个坚果产业的升级，我国的坚果炒货行业呈现出快速发展的态势，越来越多的跨界新玩家进入这个新兴高速发展领域。A集团公司自1993年创立至今，一直在食品行业从事原辅料业务的生产与销售，目前业务涉及进出口以及国内贸易代理、果蔬制品加工生产与销售、食用香精及调味料的生产与销售、咖啡产业链相关产品的生产与销售等。应集团公司进一步发展扩张业务需要，A公司于2020年5月正式成立坚果新事业部。作为一个高速发展行业的新进入者，挑战与机遇共存。如何选择一个适宜新事业部发展的竞争战略，是事业部成立之初必须研究的课题，必为重中之重。 本文对A公司坚果事业部竞争战略的研究，是基于使用PEST分析、波特五力模型等经典分析工具，对其外部环境进行详尽的分析之后，再重点洞察了该公司的资源基础以及核心能力，运用SWOT分析法，明确了A公司坚果事业部在当前情况下所拥有的优势及存在的主要不足，最后再结合A公司坚果事业部的愿景、使命以及中长期目标，经过论证，选择了集中差异化的竞争战略。确定了竞争战略之后，分别从细分市场的画像分析、产品定位设计、营销与市场活动、技术服务方案规划、生产作业、支持性活动等各方面的企业活动，进行了价值链分析，充分论证了集中差异化竞争战略的实施路径与风险管控。
英文摘要：	China's nut stir frying industry has a long history of development, but the industrial development of this industry lags behind the overall level of the food industry, and most of them continue for many years with the production scale of workshops. With the gradual deepening and penetration of the development of food industry in recent years, as well as the upgrading of the concept of nutrition and health in the minds of consumers. As a precious natural food given by nature, healthy nuts have rich nutritional value. The rich and diversified development of nut products meets the needs of consumers for food innovation and upgrading. New type of nut snack food is favored by consumers, which directly promotes the upgrading of the whole nut industry. China's nut stir fry industry presents a rapid development trend, and more and more cross-border new players enter this new high-speed development field. Since its establishment in 1993, A group has been engaged in the production and sale of raw materials business in the food industry. Currently, its business involves import and export as well as domestic trade agents, processing and production of fruit and vegetable products, production and marketing of food flavors and condiments, production and sales of related products in the coffee industry chain. In response to the needs of further development and expansion of the group company, A company officially established a new business unit in May 2020. As a new entrant of a fast-growing industry, challenges and opportunities coexist. How to choose a competitive strategy suitable for the development of the new business unit is a topic that must be studied at the beginning of the establishment of the business unit, and it must be the top priority. In this paper, the research on the competitive strategy of the nut division of company a is based on the detailed analysis of its external environment by using classical analysis tools such as PEST analysis and Porter's five forces model, and then focuses on the insight into the resource base and core competence of the company. Using SWOT analysis method, this paper defines the advantages and main shortcomings of the nut division of company a under the current situation, Finally, combined with the vision, mission and medium and long-term objectives of the nut Business Department of A company, after demonstration, we chose the centralized and differentiated competitive strategy. After determining the competitive strategy, this paper analyzes the value chain from the image analysis of market segments, product positioning design, marketing and market activities, technical service scheme planning, production operations, supporting activities and other aspects of enterprise activities, and demonstrates the implementation path and the risk management of centralized and differentiated competitive strategy.
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