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论文编号：	9918
作者编号：	2220140658
上传时间：	2018/5/29 21:39:12
中文题目：	NH公司饲料业务竞争战略研究
英文题目：	Research on the competition strategy of feed business NH company
指导老师：	薛红志
中文关键字：	NH公司；竞争战略；价值链优化；战略保障措施
英文关键字：	NH company；Competitive strategy；Value chain optimization；Strategic safeguard measures
中文摘要：	NH公司创立于1982年，是国家级农牧业龙头企业。其主营业务之一的饲料业务，经过长期发展，已经在国内饲料行业多年保持市场份额第一的地位，其中肉禽料、蛋禽料全国第一，猪料、水产料及反刍料也位列全国前三。NH公司是我国饲料行业的龙头企业、对行业来说是一个“风向标”。NH公司虽然一直保持稳健发展，但是随着宏观经济环境的变化，产业竞争格局的变化，近年出现了增长放缓，甚至个别年份下滑的问题，遇到了发展的瓶颈。 本文以竞争战略选择为主线，首先运用PEST分析法、波特五力分析法以及SWOT分析法对NH公司面临的竞争环境进行了归纳分析，包括宏观环境、产业环境，同时也深刻剖析了公司的内外部优势和劣势以及机遇和挑战。通过大量的数据、图表，指出了NH公司在价值链战略环节上存在的主要问题，为后面有针对性地进行价值链优化调整奠定了基础。随后根据公司新的发展规划及战略目标，通过对总成本领先战略、差异化战略、集中差异化战略三种竞争战略的比较，得出选择总成本领先战略做为NH公司竞争战略的结论。在此结论下，本文运用价值链分析法，针对主要问题，对NH公司价值链上基本活动和辅助活动各环节进行了因素分析，并提出了优化策略。具体而言，产品研发方面，加大研发投入，抢占科技高地，打造公司产品的科技形象，降低配方成本。采购供应方面，提高直采比例、增加集采品类，进行全球供应链布局和优化，降低采购成本。生产经营方面，集中发展战略优势区域，加速海外布局，扩大产能规模。逐步淘汰落后产能，持续进行设备设施的更新和改造，提高生产效率，降低生产成本。市场营销方面，加大高附加值产品的营销力度，增加猪料占比。加大对规模养殖场的直销力度，降低经销商占比，降低销售费用。客户服务方面，完善服务体系，市场化手段，提高效率和效益。 文章最后提出了NH公司需要通过目标分解、责任锁定、行动计划、实施跟踪、结果考核五大步骤来推动战略实施。同时，也提出了NH公司需要安排的六大保障措施，组织保障、流程保障、技术保障、人才保障、财务保障、监督保障，从而确保战略落地。本文的研究对行业其他企业具有很好的参考作用，为新常态下中国农牧企业保持持续的全球竞争力提供了借鉴。
英文摘要：	NH was founded in 1982, is a national agricultural leading enterprises。One of the main business of the feed business, after long-term development, has been in the domestic feed industry for many years to keep market share in the first place, in which meat and poultry, egg material, first in the country to pig feed, aquaculture and ruminant feed also ranked the top three.NH company is the leading enterprise in China's feed industry and a "weathervane" for the industry.NH company although has maintained steady development, but along with the changes in the macroeconomic environment, industry competition pattern changes, in recent years, the growth is slowing, and even individual years in question, has met the bottleneck of development. Based on the competition strategic choice for the main line, the first use of PEST analysis, porter five analysis and SWOT analysis of NH company the competitive environment faced by inductive analysis, including macro environment, industry environment, and deeply analyze the internal and external advantages and disadvantages of the company, as well as the opportunities and challenges.Through a large amount of data and charts, points out the NH company link on the main problems existing in the value chain strategy and management weaknesses, for behind a targeted value chain optimization adjustment laid a foundation.Then according to the company's new development planning and strategic objectives, through to the total cost leadership strategy, differentiation strategy and focused differentiation strategy, according to the comparison of three kinds of competitive strategy, it is concluded that the total cost leading strategy choice as the conclusion of NH company competitive strategy.Under this conclusion, this paper USES the value chain analysis method, in view of the main problems and weaknesses, the value chain of NH company on basic activities and auxiliary activities each link to carry on the factor analysis, and put forward the optimization strategy.In particular, we will increase r&d investment, seize the scientific and technological heights, and build the technological image of the company's products and reduce the cost of the formula.In terms of purchasing supply, increase the proportion of direct mining, increase the collection category, carry out the distribution and optimization of global supply chain, and reduce the procurement cost.In terms of capacity optimization, we will focus on developing strategic advantages, accelerate overseas distribution and expand capacity.We will gradually eliminate backward production capacity, continuously upgrade and upgrade equipment and facilities, improve production efficiency and reduce production cost.In the aspect of marketing, increase the marketing efforts of high value-added products and increase the proportion of pigs.We will increase direct sales to large-scale farms, reduce the proportion of dealers and reduce the cost of sales.Customer service, perfect service system, market means, improve efficiency and efficiency. At the end of the article, it is proposed that NH company should promote the implementation of strategy through the five steps of target decomposition, responsibility locking, action plan, implementation tracking and result assessment.At the same time, it puts forward the NH company need six safeguard measures, organization, process, technology, talent and financial security, supervision, security, to ensure that the strategy to the ground.The research of this paper has a good reference for other enterprises in the industry and provides a reference for the sustainable global competitiveness of Chinese agri-pastoral enterprises under the new normal.
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