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论文编号：	1663
作者编号：	2120082381
上传时间：	2010/5/20 11:46:49
中文题目：	NOGI公司多元化经营战略研究
英文题目：	The research on diversification strategy of NOGI corporation
指导老师：	任兵
中文关键字：	多元化经营 NOGI公司 烘焙行业 经营战略
英文关键字：	Diversification Strategy NOGI Baking industry Business strategy
中文摘要：	摘要 NOGI公司是中国最大的粮油进出口企业——中粮集团的下属企业，经过十余年的发展，逐渐在粮油行业取得了一定的地位。但伴随着市场的变化、竞争的加剧，其发展面临着严峻的考验和挑战，因此NOGI公司决定多元化发展，进入烘焙行业，期望能寻到另一个增长点。烘焙行业的显著特点是高利润、高增长、低进入壁垒。低壁垒必然导致剧烈的竞争,近年来外国企业纷纷投资中国市场，加速了烘焙行业的发展与成熟。 NOGI公司进入烘焙行业是否适时和正确；其多元化决策如何选择；在多元化过程之中经营战略遭遇了哪些挑战；以及如何解决这些难题？ 本文围绕这些研究问题，以NOGI公司多元化进入烘焙行业的前后历程为例，按照时间先后顺序对多元化动因、多元化进入方式、进入战略选择和评价进行了深入的研究，并采用波特的竞争理论、SWOT矩阵对经营层战略进行分析和评价，全面的对NOGI公司多元化战略进行了研究。 企业多元化发展不仅面临战略规划风险，在实施过程中还要面临经营风险。本文针对NOGI公司多元化经营过程中产生的治理、管理问题进行了探讨，通过对母子公司间管理制度、企业文化、组织架构等方面的分析与比较，就这些问题的解决给出对策建议。 本文不仅为公司多元化战略规划提供了理论分析框架，还通过案例为企业提供了实用参考价值，使企业更多的了解多元化所面临的战略和经营问题，有助于他们在以后的公司经营中少走弯路。 关键词：多元化经营 NOGI公司 烘焙行业 经营战略
英文摘要：	Abstract NOGI is a subsidiary of COFCO, which is the largest grain and oil import and export enterprise in China. After more than ten years of development, NOGI obtained a certain status, but accompanied by changes in the market and increasing competition, its development is faced with grave challenge. NOGI adopted diversification strategy. Through entering into the baking industry, the company hoped to find a new way for growth expansion. Baking industry is known as a gold industry, because of its high growth potential. However, along with the gold industry's attractive feature, the Baking industry has a lower entry barrier . Low entry barriers will inevitably lead to fierce competition. In recent years, due to many foreign companies entering into the Chinese market, the development and competition of baking industry is further accelerated. Is NOGI making the right decision to entering into the baking industry? In the process of entering into the new market, what problems may NOGI encounter? And how to solve those problems emerged? In this paper, I analysed the general background, the motive and operating problems of NOGI’s entering into the baking industry. Porter's competitive advantage theory, SWOT Matrix, as well as marketing and management theories are used to analyze the case. The paper pointed out the underlying problems and suggest possible solutions including re-adjusting competitive,reshape the corporate culture and organizational structure and so on, which may give others suggestions, and enable them to resolve the similar problems they encountered or will encount. This paper not only helps companies to better strategize, but also provides important practical values for them to manage diversifications,Which can help them avoid much troubles. Key words: Diversification Strategy NOGI Baking industry Business strategy
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