摘要
摘要
近年来我国推行了土地流转与确权、农业供给侧改革、培育农村发展的新动能等
一系列惠农措施，发展多种形式适度规模经营政策并全面提升农产品质量和食品安全
水平，为农业企业的发展提供了良好的契机与基础。然而我国的农业企业面临着产品
种类单一、品质低、企业规模小、技术与人才储备不足和生命周期短等问题，究其原
因是我国农业企业缺乏明确的企业发展战略，需要从全局出发认识和规划农业企业的
发展战略。

GP 公司是一家具有 30 多年高端西瓜种植历史的国内知名民营企业，随着经营规
模的不断扩大，缺乏明确的战略目标已经成为制约企业持续、快速发展的要因。本文
结合 GP 公司战略环境分析及企业内部环境分析，使用 PEST、层次分析法及 SWOT
等分析工具，利用波特五力竞争模型，明确了 GP 公司制定发展战略问题与挑战；建
立了 GP 公司发展战略选择的原则、可选择的发展战略，对 GP 公司的战略进行了全
面分析；依据 GP 公司的发展战略愿景及目标，使用层次分析法选择了 GP 公司战略
发展方向，制定了 GP 公司的战略及实施方案，提出了明确的战略保障措施，以确保
战略实施的有效性。

关键词：发展战略；层析分析法；战略制定；战略选择山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Full cancellation of agricultural tax lays a good foundation for the development
of agricultural enterprises, and a series of corresponding measures to develop various
forms moderate scale management policy and comprehensively enhance the level of
agricultural product quality and food safety, providing a good opportunity for the
development of agricultural enterprises in our country. There are many problems in
Chinese agricultural enterprises such as single product variety, inferior quality,
insufficient enterprises small in scale, technology and talent reserves and short life
cycle etc. From the height of the global plan to the enterprise&39;s long term strategy
orientation, development strategy can develop the internal advantage, make up the
internal weaknesses, reasonably response to external threats and seize the
development strategy of the external opportunities, to set up the business enterprise
competitive advantage in the future.
GP company has more than 30 years’ history in high-end watermelon cultivation
and become a domestic well-known private enterprise. However, with the expansion
of the scale, the lack of a clear strategic goal has become the restriction in enterprise
sustained, rapid development. Based on GP company strategic environment analysis
and internal environment analysis, using PEST, analytic hierarchy process and SWOT
analysis tools, this paper makes GP company develop strategy needs clear with
Porter&39;s five competitive model. After establishing the principles and chosen
development strategy in GP company development strategy selection, this paper
carries on the comprehensive analysis of the GP company development strategy.
Based on GP company development strategic vision and objectives, this paper uses
QSPM matrix quantitative and qualitative analysis to evaluate strategic direction
which can be chosen, formulates the GP company&39;s strategy and implementation plan,
and puts forward the strategic implementation safeguard measures, in order to provide
the reference in China&39;s strategic choice, strategy formulation and strategy
implementation.
Key words: Development Strategy, ChromatographyAnalysis Method, Strategy
Formulation, Strategic Choice山东理工大学硕士学位论文 目录
II
目录
摘要
..........
I
ABSTRACT
.........
II
目录
.........
II
第一章 绪 论
.......1.1 研究背景和意义
....1.1.1 研究背景.........1
1.1.2 研究意义.........2
1.2 国内外研究现状
....1.2.1 国外研究综述.2
1.2.2 国内研究综述.4
1.3 研究内容与方法
....1.3.1 研究内容.........5
1.3.2 研究方法.........6
第二章 GP 公司战略环境分析
..2.1 行业发展概述
........2.1.1 行业概述.........7
2.1.2 我国西瓜行业现状及分布.....8
2.1.3 西瓜产业发展趋势...11
2.2 竞争环境分析
......2.2.1 PEST 分析......11
2.2.2 行业环境评价...........13
2.2.3 GP 公司面临的问题与挑战..16
第三章 GP 公司内部环境分析

18
3.1 GP 公司概况
........
18山东理工大学硕士学位论文 目录
III
3.2 SWOT 分析
..