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论文编号：	8373
作者编号：	2120142492
上传时间：	2016/6/8 14:20:31
中文题目：	蒙牛集团资源外取战略风险及控制研究
英文题目：	Research on the risk and control of the strategy of resource outsourcing of Mengniu Group
指导老师：	王迎军 教授
中文关键字：	竞争战略；资源外取战略；风险识别分析；风险控制
英文关键字：	Competitive strategy; resource outsourcing strategy; risk identification and analysis; risk control
中文摘要：	在大工业化生产的初期，许多企业采用了纵向一体化策略,如IBM、Standard Oil和AT&T等通过纵向一体化将所有的增值活动都转移到企业内部来完成，纵向一体化一度被行内人士视作一种强有力的竞争优势。而与此同时，随着市场竞争的不断加剧，与纵向一体化相对的资源外取战略逐渐兴起。企业的资源外取正从外部边缘性经营活动逐渐向关键性经营活动过渡，由最初的饮食、安保、清扫等领域发展到人事、营销、设计、研发等领域。 欧美国家、日本等国的制造业于上世纪80年代开始借助于资源外取的途径减少人力资源成本投入，例如索尼公司，通过与翰威特签汀资源外取合同，转变人力资源职能。90年代以来，资源外取逐步扩展到几乎每一个行业，在全球企业间形成了一股强大的热潮。资源外取战略强调各具优势的企业联合起来，相互支持，相互补充，该战略不仅可以使企业获得经营活动所必需的资源和扩展生存空间，而且能够在经营活动中强化独特的生存能力。本文在深入理解资源外取战略的理论上，对蒙牛集团采取的资源外取策略进行深度剖析，并且重点分析了其在资源外取过程中存在的来自资源供应商的风险、合作关联风险和外部风险，并对各类风险给出了具体的应对措施。蒙牛集团的案例并不是个例，而是资源外取的典型代表。通过对蒙牛的案例进行分析，希望能为其他企业在资源外取中可能遇到的风险以及可以采取的措施，提供一定的参考价值，为我国企业战略发展方向提供借鉴意义。
英文摘要：	At the beginning of large scale industrial production, many enterprises adopted vertical integration strategy, such as IBM, Standard Oil and AT&T etc. All value-added activities are shifted to the enterprise for completion through vertical integration, and vertical integration has been viewed as a kind of strong competitive edge by the industry. Meanwhile, as market competition is intensified unceasingly, resource outsource strategy relative to vertical integration rises gradually. Resource outsource of enterprise is transited from external marginal operation activities to critical operation activities step by step, and developed from diet, security and cleaning originally to human resource, marketing, design, research and development etc. Manufacturing industry in Europe, America, Japan and other countries began to reduce human resource costs with help of resource outsource in the 1980s. For example, Sony Corporation changed human resource function by signing resource outsource contract with Hewitt. Since 1990s, resource outsource has been gradually extended to almost every industry, and formed a powerful heat wave between global companies. Resource outsource strategy highlighted that enterprises with various advantages shall unite, support and supplement each other. This strategy can not only make the enterprise obtain resources necessary for operation activity and expand living space, but also strengthen the unique ability to survive in the operation activities. This paper conducted in-depth analysis on resource outsource strategy taken by Mengniu Group on the basis of deep understanding in theory of resource outsource strategy, at the same time, it shall emphatically analyzed risks from resource suppliers, risks associated with cooperation and external risks in the process of resource outsource, and provided with specific measures to each risk. Case of Mengniu Group is a typical representative of resource outsource instead of a single example. Through analysis on Mengniu Group, it’s expected that certain reference and corresponding measures can be provided for other enterprises who may come across risks in resource outsource, so as to provide reference significance for strategic development direction of enterprises in China.
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