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论文编号：	5841
作者编号：	2120112851
上传时间：	2013/12/5 12:07:14
中文题目：	大成集团家禽和食品事业竞争战略研究
英文题目：	Research on Competitive Strategy of Poultry and Food Business for Dachan Group
指导老师：	武立东
中文关键字：	大成集团家禽和食品业;竞争战略;可持续发展
英文关键字：	Dachan group poultry and food business; competitive strategy; sustainable development
中文摘要：	大成集团起源于台湾，目前经营业务涉及农畜、水产、面粉、餐饮等多个域，经营区域遍布大陆、台湾以及东南亚地区。大成集团旗下的东亚事业群之控股子公司大成食品（亚洲）有限公司在2007年在香港发行上市，它是致力追求食品安全、杰出品质的企业。 大成集团家禽和食品业务的主要优势是销售网络遍布东北、华北、华南的各大重点城市，产品覆盖全国所有地区。大成品牌已经在中国鸡肉行业占有不可或缺的地位。集团内部全产业链模式已经成熟，饲料、肉鸡养殖、屠宰加工等模块开始从规模化向精益化发展。劣势表现为大部分屠宰厂设备设施比较陈旧，屠宰厂机械化程度较低，因此需要大量的一线生产员工，导致企业运营成本较高，削减了产品在市场上竞争力。面临的机会是消费者的生活和消费习惯正在改变，深加工及熟食鸡肉制品的市场空间广阔，随着国家对食品安全问题监管加强，市场竞争将更加有序。面临的威胁是因肉鸡屠宰行业进入门槛较低，近几年大量外资及民营资本涌入，市场竞争激烈。速生鸡、H7N9等食品安全事件多发，导致市场行情剧烈波动，行业盈利水平直线下滑。 综合以上分析得出结论为在肉鸡屠宰分割环节采取成本领先战略，严格控制变动费用降低生产成本，以“微利”或“零利润”的方式做市场经营，以此抢占市场维系整个产业链发展，同时也为深加工环节取得原料成本优势。在深加工及熟食阶段采用差异化与集中化相结合的战略。首先利用差异化竞争战略，根据产品的功能、口味、渠道、地域等多方面的差异，然后再根据销售渠道、销售区域以及各类产品边际贡献差异做深度分析，实施品牌战略，重点发展明星产品，做深市场营销,实现精耕细作，实施集中化战略达成利润最大化的诉求。本篇论文的研究,可以帮助大成集团家禽和食品业务打造竞争优势，确保行业领地位。同时也为整个行业发展提供借鉴，能够为禽肉行业养殖、屠宰、深加工及销售全产业链经营的提供可持续发展的模式。
英文摘要：	Dachan Group originated in Taiwan, the current business involves many areas of poultry, aquatic products, flour, meal, business areas all over the mainland, Taiwan and Southeast Asia. Dachan Group under the East Asia business group holding company Dachan food (Asia) Limited in 2007 in a Hong Kong listing, it is committed to the pursuit of food safety, outstanding quality of enterprises. It has successfully developed into the largest chicken producer, also in the processing of food and feed markets have also come out in front. The main advantage of Dachan Group poultry and food business are sales network throughout the northeast, North China, Southern China each big key city, covering all regions of the country. Big brand already occupy an indispensable position in the Chinese chicken industry. Model group the whole industry chain has matured, feed, broiler breeding, slaughter and processing module began to lean development from scale. Disadvantages are most of the slaughter plant equipment and facilities are obsolete, slaughter factory mechanization degree is low, so it needs a lot of first-line production employees, causes the enterprise operating costs higher, cut the product competitiveness in the market. Opportunities are the lives of consumers and consumption habits are changing, raw and cooked chicken products with broad market space, with the country of food safety problems, strengthen supervision, market competition will be more orderly. Threats are chicken slaughtering industry low barriers to entry, in recent years a large number of foreign and private capital inflows, market competition is intense. The fast-growing chicken, H7N9 and other food safety incidents occur, leading to sharp fluctuations in market prices, the industry profit levels plummet. The above analysis concluded in broiler slaughtering link to take cost leading strategy. Strict control of changes in the cost of reducing production costs, in order to "low profit" or "zero profit" way of doing business, to seize the market to maintain the whole industry chain development, but also has advantages on raw material and cost for processing. The differentiation and focus strategy combining in deep processing and food stage. Firstly, the difference competition strategy, according to the difference of product function, taste, channel, region and so on, and then according to the depth of analysis of sales channels, sales region and all kinds of product marginal contribution difference, the implementation of brand strategy, focus on the development of star products, deep marketing, realize the intensive and meticulous farming, the implementation of centralized strategy to achieve profit maximum demand. This study can help Dachan group poultry and food business to build competitive advantage, to ensure that the industry leading position. Can also provide reference for the industry development at the same time, breeding, slaughtering, processing and sales for poultry industry for the sustainable development of whole industry chain management provide pattern.
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