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论文编号：	465
作者编号：	2120062289
上传时间：	2008/12/15 21:44:23
中文题目：	中粮沈阳香雪面粉股份有限公司的
英文题目：	The Study of Cofco ShenYang Xi
指导老师：	赵伟
中文关键字：	中粮香雪企业 面粉加工业 战略管
英文关键字：	COFCO Xiangxue Enterprises the
中文摘要：	摘要 现代企业的战略和方法于20世纪50年代首先在美国产生，后来传到德国、日本，现在已在世界更大范围内传播开来。日本在企业中推行战略管理后，使这个相对落后，资源匮乏的岛国，在较短的时间里令世界震惊的经济奇迹。在我国，从上世纪90年代初期开始，有些企业先后在职能战略层次上（如营销战略）、竞争战略层次上（如品牌战略）开始形成自己的战略，例如海尔集团、联想集团、希望集团、格兰仕集团等。在我国的面粉行业推行战略管理也是很有必要的，在急剧变化的市场环境下，尽管很多面粉加工企业在企业内部管理和市场运作上付出了巨大的努力，但常常还是难以适应环境的变化和回避环境带来的威胁；而另外一些战略选择恰当的企业（如益海集团）却在市场竞争中游刃有余，表现出对迅速变化的环境很强的适应能力。 改革开放以来，我国的大部分企业，尤其是数量庞大但相对分散的面粉加工企业多依靠生产和营销手段谋求发展，但企业战略管理相对滞后，战略选择模糊不清，战略实施保障更是无从说起，严重阻碍了面粉加工企业进一步发展。这些企业大都处于企业生命周期的创业期和成长期，制定成功的企业发展战略是企业顺利成长、成熟的关键。因此，研究面粉企业的战略选择是摆在我们面前的一个现实问题。 本论文选择了世界500强企业中粮集团公司(COFCO)的合资子公司——沈阳香雪面粉股份有限公司作为研究对象，通过和同一行业中的领先企业：黑龙江北大荒丰缘麦业有限公司和北京古船面粉股份有限公司进行多方面比较，运用战略管理理论，按照战略分析、战略选择和战略实施三个环节来研究中粮沈阳香雪面粉股份有限公司的发展战略。目的在于了解中粮沈阳香雪面粉股份有限公司在战略选择中遇到的问题，准确选择香雪公司成长阶段的发展战略，并找出使香雪公司实现战略目标的具体方法。本论文主要包括以下内容： 首先介绍了我国面粉加工行业及香雪公司的概况：近一段时间以来，由于国际小麦价格的持续上涨和三聚氰胺等问题引起国家对粮食安全和食品安全的高度重视，我国的面粉加工企业正面临一次前所未有的行业整合。我国面粉加工行业过于分散，面粉加工企业数量众多，工艺落后，相当一部分企业管理水平尤其是战略管理水平低下。很多规模小、成本高的企业在这次行业整合中面临危机。中粮沈阳香雪面粉股份有限公司地处沈阳，于2006年初在沈阳沈北新区兴建，是中粮集团旗下的合资子公司，现在拥有3条世界最先进的面粉生产线，日处理小麦1300吨，员工600余人。公司以加工通用粉、挂面为主，是东北三省及内蒙东部地区规模较大的面粉及挂面生产企业。但该公司战略管理能力相对较弱，战略选择模糊，低成本战略执行不到位，差异化战略研究又不够透彻，企业发展跟着感觉走。在我国面粉行业的快速整合期这是非常危险的。目前中粮沈阳香雪面粉股份有限公司正处于企业生命周期的成长阶段，如果抓住这次面粉行业整合的契机，扩大规模，坚定低成本发展道路，提高产品市场竞争力，会使企业快速走向成熟；相反，将走向衰亡。因此，研究中粮沈阳香雪面粉股份有限公司的战略选择具有很强的实用性和现实意义。同时，本文指出了香雪公司在战略选择上存在的问题：既选择了低成本战略，又选择了差异化战略，结果犯了“夹在中间”的错误，并且未能正确贯彻落实具体战略措施及提供有效的战略保障；接着采用PEST分析、波特的五种力量模型和SWOT工具对香雪公司的竞争环境进行分析，最终提出香雪公司的战略选择和具体的战略措施与保障，得出以下结论： 中粮沈阳香雪面粉股份有限公司应该抓住面粉行业整合的契机，坚定低成本发展战略，加快原粮采购一体化进程，扩大原粮储运业务，实行精细化生产管理，准确定位市场，渠道深耕细作。通过对香雪公司的SWOT分析，香雪公司在现阶段应该采取的具体战略措施有：协调原粮采购、加大一体化采购力度(W+T战略)、加快制造低成本建设进程(W+O战略)、渠道深耕细作(S+O战略)、打造产品、服务多方位差异化(S+T战略)，从而实现在面粉行业中快速发展的战略目标。 香雪面粉股份有限公司是中粮集团在东北最大的面粉加工企业，是中粮全国面粉战略的重要组成部分，中粮集团目前在全国控股面粉加工企业有12家，年面粉加工能力为120万吨，计划3年内再收购10多家面粉企业，使面粉年加工能力达到300万吨，规模和加工能力达到全国第一，在当前全球粮食紧张，国内通货膨胀居高不下的形势下，中粮及香雪的发展对保证国家物价稳定和食品安全有着重要的意义。 近几十年来，战略管理理论得到了长足的发展，我国的一些知名企业如海尔集团、联想集团等已率先在企业管理中运用了相应的一些战略管理理论，应该说，这些企业从中受益很大。我也尝试着把这些理论运用到关系到国计民生的面粉加工行业当中来，提高面粉加工行业的战略管理水平，推动行业进步，尽快实现行业整合，走向规模化、集团化，为我国的粮食安全、食品安全起到一定作用。由于工作原因，我经常接触一些韩国、日本的客户，由于三聚氰胺问题，他们对中国的食品感到很担忧。这对我国的食品企业加入到国际大流通非常不利，也损害了国家形象，这也是我撰写本篇论文的动力所在。但由于作者自身能力有限、理论积累不够深，加之时间和条件限制，本文只能对此课题进行较为粗浅的探讨，而且对一些问题的研究还不够深入和完善，比如： 1．在原粮储运低成本方面，本文主要探讨了原粮储运收益和财务费用的节省，没有考虑到储运风险，储运原粮具有一定的市场风险，本文没有进行深入的探讨。 2．在销售低成本方面，具有很多可以探讨的话题，本文只选择了市场定位进行探讨，显然是不够的。 作者在今后的工作中还要深入思考这类问题。 关键词：中粮香雪企业 面粉加工业 战略管理 低成本战略
英文摘要：	Abstract Strategy and method of modern enterprise yield at US America in 50 age of 20 century .Now it have a wide range of spread in all of world after had spreader to the Germany and Japan. that it have been a island nation of relative lag and went short of resources get a economic miracle that make the all of the world shocked in a short of time. In china some enterprise to form own strategy early or late in function strategy level(such as marketing strategy),competition strategy level(such as brand strategy).For example Haier Group,Lenovo Group,XiWang Group,Galanz Group and so on. A lot of enterprise can not conform the change of environment and cannot avoid the threaten of environment although they possess perfect inter management system and outstanding manufacturing technique and pay great marketing effort after great amount researching at sudden variation market envioronment.But other enterprise （such as Yihai Group ）put up highly competent in market competition, they put up strong adaptive capacity to rapid variation environment. Since Reform & Opening Up most of the enterprises in our country in particular flour processing enterprises of large number and scattered have profited for the produce and marketing, but enterprise management strategy being lagging behind and strategic choice being blurred. They have hindered the further development and growth of enterprises. It has been the key that most of these enterprises to be in Start-up and Long-term grow up and become mature. So the study of flour business has became a strategic choice to point us a real problem. This thesis has chosen COFCO Shenyang Xiangxue Flour Cold as an object of study,it make a contrast between Heilongjiang Beidahuang Fengyuan Co.,Ltd and Beijing Buchan Co.,Ltd, and then made use of related to the strategic theory of strategic management,using Strategic Analysis,Strategic choice and implementation of the strategy has researed in Shenyang Xiangxue Flour Co.,Ltd's development strategy.The purpose is to understand China's flour processing mode of operation and development,choose development strategy of Shenyang Xiangxue Flour Co.,Ltd.growth phase and find out specific methods that is to enable the company to achieve strategic objective.This thesis includes the following: This thesis has introduced Chinese flour processing industry and Shenyang Xiangxue company：In recent years, international wheat prices continued to rise and melamine and other issues arising from the national food security and food safety have attached great importance to China's flour processing enterprises are facing an unprecedented industry consolidation. China's processing industry are too scattered flour, flour Machining large number of enterprises, backward technology, a considerable portion of the level of corporate governance in particular, the lower the level of strategic management. Many small-scale, high-cost businesses in this industry consolidation in the face of the crisis. COFCO Shenyang is located in Xiangxue Flour Co., Ltd., Shenyang in early 2006 in the construction of ShenBeiXinQu is COFCO's joint venture subsidiary, now has 3 line production of the world's most advanced, production wheat 1,300 tons and employees More than 600 people. General powder processing companies, mainly of fine dried noodles, is located at the northeastern three provinces and Inner Mongolia in the eastern part of the larger manufacturers of flour and vermicelli. However, the company's strategic management capability is relatively weak, the strategic choice is fuzzy, low-cost implementation of the strategy in place, differentiated strategy and lack of thorough research, business development have no target. China's flour industry's rapid consolidation period which is very dangerous. At present, Shenyang Xiangxue Co., Ltd. is in the business life cycle stages of growth, if it seize this opportunity to integrate and expand the scale, low-cost firm path of development, improve the market competitiveness of enterprises will mature quickly ; On the other hand, would be to decline. As a result, study Shenyang Xiangxue Co., Ltd.’ strategic choice has a strong practical and realistic significance. At the same time, this article points out the Xiangxue in the existing strategic choice: the choice of both low-cost strategy, chose the strategy of differentiation, resulting in a guilty "in between" wrong and the right not to implement specific strategies and measures To provide effective security strategy but strategic environmental analysis provided a basis. Then adopt PEST method、five power model of M.E.Porter and SWOT to analyze the big environment of COFCO Shenyang Xiangxue flour Co.,Ltd., extracting strategic choice,strategic measures ted a world in the flour processing field, hold the opportunity in flour industry consolidation, firmed the development of low-cost strategy, expanded size and grain storage & transportation business, speeded up the integration process of grain procurement(W+T),practiced fine production management(W+O),accurate located market and deepen channel(S+O),form deference of service and product(S+T).COFCO Shenyang Xiangxue Flour realize target for development rapidly at flour industry. Xiangxue Flour Co., Ltd. is the largest food group of the flour processing enterprises in the north-east, the national grain flour is an important part of the strategy, COFCO is currently holding in the National Flour Mills has 12 enterprises with annual processing capacity of flour to 1,200,000 Tons, it plans get more than 10 enterprises of flour, wheat flour so that the processing capacity of the year 3,000,000 tons, the size and processing capacity to meet first in the country, in the current global food tense, high domestic inflation situation, Xiangxue development for the country to ensure price stability and food security is of important significance. In recent decades, strategic management theory has grown by leaps and bounds, some of our well-known enterprises such as Haier, Lenovo Group have taken the lead in the enterprise management in the use of the appropriate number of strategic management theory, it should be said that these enterprises had benefited greatly from. I also try to use these theories related to the national economy and people's flour processing industries to improve flour processing industry, the level of strategic management, promoting progress, as soon as possible to integrate the industry into large-scale, the Group, China's food security, Play a role in food safety. As a result of the reasons I have come across some of South Korea, Japan, customers, as the problem of melamine, Chinese food was very worried. This is our country's food businesses to join the international flow of very adverse, but also damaged the image of the country, which is why I wrote this paper where the driving force. However, since the author's own capacity is limited, the accumulation of theoretical deep enough, plus the time and conditions, this article can only be carried out in connection with the issue of the more superficial, but also some of the problems is not enough in-depth study and improve, such as: 1. In the low-cost grain storage and transport, this article discusses the main grain storage and transportation earnings and financial cost savings, does not take into account the risk of storage and transportation, storage and transportation of grain has a market risk, the paper did not carry out in-depth discussions. 2. Sales in the low-cost, a lot can explore the topic, this article only chose to explore market position is clearly not enough. Author think deeply the issues in the future. Key words:COFCO Xiangxue Enterprises the Wheat Flour Industry Strategic Management Low-cost Strategy
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