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论文编号：	4190
作者编号：	2120102425
上传时间：	2012/6/5 11:57:12
中文题目：	先锋种业中国公司的价值创新战略研究
英文题目：	Research on the value innovation of the Pioneer Seeds Corporate in China
指导老师：	李亚
中文关键字：	价值创新;企业战略;玉米种业;价值曲线
英文关键字：	Value Innovation;Enterprise Strategy;Corn Seed Industry;Value Curve
中文摘要：	玉米是我国种植面积排名前三的粮食作物，而且由于玉米用途广泛，近年来种植面积持续扩大。对于支撑我国玉米种植的玉米种子产业也在这种趋势的影响下得到了快速的发展。由于进入门槛不高，新的种业公司纷纷成立，市场竞争异常激烈。而且这种竞争多是停留在价格和销量的层面上，为了提高一点市场份额很多公司都采取降价策略，并且加大广告促销力度，将公司有限的利润都用在了和竞争对手比宣传方面，逐渐使得整个行业陷入到了一种恶性竞争的环境之中。在这种环境下，先锋种业中国公司却通过一系列创新活动成功地实现了销量和利润率的持续双增长。对与先锋种业中国公司的成功，很多行业内专家从不同的角度都做了细致的分析，但是这种研究分析大部分都是基于先锋种业中国公司的某一方面来进行研究的，缺乏整体性。本文利用价值创新的理论对先锋种业在中国所进行的各项活动进行了全新的分析与解读，详细的分析了从内外部环境，战略制定，战略实施直到实施效果评价的全部过程。并利用价值曲线这个工具分两个阶段形象的描述了先锋种业中国公司所进行的价值创新。第一个阶段是先锋种业最初实施价值创新战略后，一部分领先的国内公司所进行的学习和模仿以及后来整个行业都开始朝着先锋公司的方向去发展。第二阶段是分析了当整个行业都开始学习模仿先锋种业中国公司，并对先锋种业造成威胁时，先锋种业所采取的应对措施。通过这两个阶段的分析，本文对先锋种业在中国的崛起过程有了一个整体上的解读。接下来本文又进一步对先锋种业中国公司的价值创新战略的实施过程中的各职能层措施做了一定的研究，并对先锋种业中国公司价值创新战略实施后的效果进行了综合性的评价。
英文摘要：	Cultivate area of Corn is listed the third in grain crops of China and because of its versatility, the cultivate area of corn is enlarged every year, accompanied by the rising of its price. In this circumstance, the corn-seed industry developed rapidly. The low-enter-barrier of this industry leads to the setting up of seed companies one after another. And the market competitions, which lie in the layer of price and sales volume, among them are fierce. In order to occupy a high market share, many of them, in one hand, take the tactics of low-price. In the other hand, they spend most of their profit, which is so limited, on advertising. And that lead this industry to a vicious competition. Under this circumstance, there is an exception. This company successfully solved the predicament of corn-seed industry, and achieved growth both in sales volume and profit. This company is named Pioneer Seed---a branch of Pioneer Hi-Bred International Inc., in China. Many experts analyze the success of Pioneer Seed from different angles, but most of those analyses only focus on one aspect which is lack of the wholeness. This paper, based on the theory of value innovation, gives out a brand new analysis on all the events of Pioneer Seed in China. Moreover, this analysis, taking the time quantum from 2004 up to the present moment, sets the strategy of value innovation, which could be vivid and clearly explained by value curve, into two stages. The first stage happened at the commencement of taking the strategy of value innovation. At that time, a few advanced Chinese companies imitated Pioneer Seed, and gradually the whole industry took this model. The second stage focus on Pioneer Seed’s counter measures when most of the other companies imitated and then posed a threat to it. Through the analysis on those two stages, this paper could give out a overall analysis on the whole progress of the rising of Pioneer Seed in Chinese market. Then this paper goes a further research on the implement progress of value innovation in Pioneer Seed, as well as the strategies took by the departments of managing. Last but not least, this paper gives out a comprehensive evaluation on the effort of value innovation.
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