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论文编号：	9428
作者编号：	2220120553
上传时间：	2017/6/22 11:34:24
中文题目：	喀什盛象果业有限公司杏加工项目发展策略研究
英文题目：	Research on Developing Strategies of Apricot Manufacturing Project of Kashi Sand-Shine Co.Ltd
指导老师：	戚安邦
中文关键字：	杏；杏干；干果加工；新疆水果；南疆林果发展；一带一路
英文关键字：	apricot; dried apricot; processing technology of dry fruits; Xinjiang fruits; the development of fruits in Southern Xinjiang; The Belt and Road (B&R).
中文摘要：	喀什盛象果业有限公司是上海援助喀什地区叶城县的涉农林果加工企业，主要经营鲜果贸易、加工水果干制品和蔬菜干制品以及水果罐头等。新疆特别是喀什地区具有强烈的地域和民族特点，作为外省投资企业，在制定发展战略决策时必须对当地的地缘、历史、民族和宗教等先有充分的了解并做考量。所以本论文在绪论第一章第一节先就项目所在地新疆的地理、历史、民族、宗教文化和商贸做了概括性的介绍，阐述了丝绸之路在历史上不仅是一条商贸之路、也是一条围绕着占有和保护商贸之路而进行政治军事角力的军道、更是一条促进多民族融合的迁徙之途——进而阐明了企业不仅仅是企业、也是一个承载了更多社会责任的角色的立场，为后来章目的项目内外部环境分析和竞争要素分析及企业策略制定做了铺垫。其后，结合一带一路和上海援助喀什四县的政策，阐述了目前项目研究的时代背景和意义。第一章绪论部分的第二节对论文研究内容、研究方法和论文结构与技术路线进行了论述。研究内容是喀什盛象果业有限公司杏加工系列产品的发展策略，可为南疆地区同类林果加工企业提供借鉴。研究结构：铺垫研究背景和意义，研究所依据的理论，再根据理论架构，对盛象果业内外部环境的独特性以及竞争要素进行分析，然后按照5P营销理论，制定出发展策略并落实到四个具体产品上做了实施方案的重点陈述。最后部分指出了研究不足和未来研究方向。第二章运用理论部分，对本文所应用的定位分析理论主要是一般环境分析理论和波特五力竞争分析理论进行了归纳，并概述了战略外包的理论。然后对所运用的5P市场营销管理理论和差异化理论进行了概括，为后续研究提供了坚实的理论基础和方法指导。本论文的第三章，第一节从喀什盛象果业有限公司所在地区的地理位置、气候、土壤与水、政治与法律、人口与宗教、科学技术与教育六个方面入手，对喀什盛象果业有限公司的外部环境做了独特性分析；第二节对公司目前的经营范围、资金来源、厂区布局、加工设备、人力能源物流保障、企业文化等内部环境做了概要介绍，以便为其后的发展策略制定提供依据；最后对本章进行了小结。在第四章，应用第二章所回顾的SWOT竞争要素分析理论，对喀什盛象果业有限公司杏加工项目的竞争优劣势进行了分析。具体地结合四个杏加工产品，分析了原料供应、市场需求、竞争和替代、进入和退出等竞争要素。最后对本章进行了小结。第五章，运用5P营销管理理论和差异化理论，提出了项目的发展愿景和中长期目标，确立了项目的产品策略。其后，落实到具体产品（鲜杏、杏干、出口级杏脯、杏罐头），进一步制定了原料采购标准、成品质量标准、加工工艺和作业规范、包装策略、定价策略、渠道策略和促销策略。此部分的研究集中了企业多年的实践经验，能够用来指导相关类似企业开展实践工作，以及丰富相关行业的理论研究。最后，在本文的第六章，笔者对本论文的研究结论进行了总结，指出了本论文未及研究的部分以及研究不足之处，提出未来的研究方向和命题，从而为喀什盛象果业有限公司未来的发展方向指明了道路，也同时为南疆林果业和加工业可待续发展提供建议。附录部分包括国家技术监督局干果质量卫生标准，以及喀什盛象果业有限公司部分包装概览图，后者是对第五章包装策略的补充说明。
英文摘要：	Kashi Sheng Xiang Fruit Co., Ltd. is a subsidiary of Shanghai in Kashi Province, Yecheng County agricultural fruit processing enterprises, mainly engaged in fresh fruit trade, processing fruits, dried products and vegetables, dried fruits and canned fruit and so on. Xinjiang is a special geographical and ethnic characteristics is strong in Kashi, as the provincial capital enterprise, in the formulation of development strategy must be on the local geography, history, nationality and religion to have full understanding and consideration. So in this paper the first chapter first project is located in Xinjiang's geography, history, ethnic, religious and cultural trade are introduced briefly, expounds the Silk Road in history is not only a trade route, but also a possession and protection of trade around the road of political and military struggle in the road, it is a promotion of multi-ethnic migration path, and then illustrates the enterprise is not only the enterprise, but also a carrying more social responsibility role position, for the later chapter to project unique analysis and business strategy for customized bedding. Then, with the aid of Kashi and Shanghai Belt and Road Initiative, expounds the research background and significance of the project. In the first chapter, the second section of the introduction discusses the research content, research methods, structure and technical route of the thesis. The content of this study is the development strategy of apricot processing products in Kashi Sheng Xiang Fruit Industry Co., Ltd., which will provide reference for the similar fruit processing enterprises in southern xinjiang. Study on structure foundation: the research background and significance, research on the theory, according to the theoretical framework of Sheng fruit industry internal and external environment as unique and competitive factors are analyzed, and then according to 5P marketing theory, formulate the development strategy and the implementation of the four specific products that do focus on the statement of implementation plan. The last part points out the inadequacy of the research and the future research directions. The second chapter uses the theoretical part, summarizes the theory of positioning analysis, the general environment analysis theory and Potter five force competition analysis theory, and summarizes the theory of strategic outsourcing. Then the 5P marketing management theory and design marketing theory are summarized, which provides a solid theoretical basis and guidance for future research. In the third chapter, the first section as Sheng fruit industry limited company area from Kashi's geographical location, climate, soil and water, politics and law, population and the six aspects of religion, science and technology and education, Kashi Sheng Fruit Industry Co., as the external environment of the unique analysis; the second section of the company at present, the business scope, capital source, plant layout, processing equipment, energy logistics, corporate culture and internal environment are introduced briefly, so as to provide basis for the subsequent development strategy; the third section is the summary of this chapter. In the fourth chapter, the competitive advantages and disadvantages of apricot processing project in Kashi Sheng Xiang Fruit Co., Ltd. are analyzed by applying the SWOT competitive factor analysis theory, which is reviewed in the second chapter. In combination with four apricot processing products, the competition factors such as raw material supply, market demand, competition and substitution, entry and exit are analyzed. The last section gives a brief summary of this chapter. The fifth chapter, using 5P marketing management theory, puts forward the project development vision and medium and long term goals, and establishes the product strategy and core value of the project. Subsequently, the implementation of specific products (fresh apricot, apricot, apricot, apricot canned export), the purchase of raw materials, product quality standards, standard processing and operation specifications and packaging strategy, pricing strategy, channel strategy and promotion strategy. The research in this section focuses on many years of practical experience, which can be used to guide similar enterprises to carry out practical work, and to enrich the theoretical research of related industries. Finally, in the sixth chapter, the author of this paper summarizes the conclusions of the study and pointed out some shortcomings of this paper does not study, put forward the future research direction and propositions, and Sheng as the future direction of the development of fruit industry limited company the way for Kashi, also for the southern fruit industry and processing industry sustainable development advice. The appendix includes the national standards for the quality of dried fruit QS, and an overview of the packaging section of Kashi Sheng Fa Fruit Co., Ltd., which is a supplement to the fifth chapter packaging strategy.
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