文档介绍：本科毕业论文
唐山W饲料有限公司竞争战略研究
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学院(系):经济管理系
专业:工商管理
学生姓名: ***
学号:***
指导教师: ***
答辩日期:
摘要
饲料业是很重要的民生行业,连着工业和农业,是动物性食品安全的源头,从而直接关系到人类的健康。改革开放30多年来,我国饲料业取得的成就举世瞩目。但由于饲料业在产业链中所处的位置注定要受到上下游产业的挤压,因此,饲料原料的价格波动、养殖业的周期性价格起伏、畜禽水产加工业以及终端消费市场的不断变化,使饲料企业在产业链的夹缝中艰难生存。本文以唐山W饲料有限公司为研究对象,从企业战略分析的角度出发,围绕W公司饲料业务的战略分析和管理策略的主题,对特驱集团饲料业务的外部环境和内部环境进行分析,进而结合饲料养殖行业的特点,探讨了饲料业务应该执行的竞争战略以及实施方案。研究发现唐山W饲料有限公司饲料业务应当通过实施品牌战略、提高产品质量和优化产品组合实现产品差异化,通过完善服务体系、构建差异优势实现服务差异化,通过投资布局规模化、原料价格最低化、配方调整实时化和产业链延伸闭合化实现低成本,通过幵拓管控渠道、灵活多样促销实现营销改进。
关键词:饲料业;竞争战略;低成本;差异化
Abstract
Feed industry is an important livelihood industry, attached to industry and agriculture, is the source of animal food safety, Which is directly related to human health. 30 years of reform and opening up, China's feed industry has made remarkable achievements. However, due to the feed industry in the position of the industrial chain upstream and downstream industries destined to be squeezed, therefore, feed raw material price fluctuations, the cyclical price fluctuations aquaculture, livestock and aquatic products processing industry changing end-consumer market so feed enterprises in the industrial chain caught in difficult to survive. In this paper, Tangshan W Feed Co., Ltd. for the study, analyzed from the perspective of corporate strategy around the W's feed business strategic analysis and management strategies theme of the W Group's feed business external environment and internal environment analysis, and bined feed aquaculture industry characteristics, discusses the feed business should petitive strategies and implementation plans. W Feed Co., Ltd. Tangshan findings should feed business through the implementation of brand strategy, improve product quality and optimize the product mix to achieve product differentiation through perfect service system, build differentiation advantages to achieve service differentiation, by investing in large-scale distribution, the lowest price of raw materials , real-time adjustment fo