润恒农产品连锁物流园竞争战略研究�崳�
专业名称：工商警理�崳�
申请人I：赵越�崳�
指导教师＿峰�崳�
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I
摘要
农产品物流园是城市大型农产品批发市场迭代升级的产物，自2003年起国
家一直在鼓励农产品物流园区的发展，自2011年开始，连续5年中央一号文件
都有提到农产品流通产业转型升级，而转型升级的关键就在于其中的重要渠道和
节点——农产品物流园。于此同时，国家出台了一系列支持政策。国家的举措使
得农产品物流园区的数量开始急剧增长，但是园区或企业的数量虽然增加了，但
是大部分市场的管理比较落后，商业模式比较单一，区域规划较为雷同，功能也
不健全，导致在部分城市开始恶性竞争，打价格战的情况十分突出，润恒集团作
为该行业主要龙头企业之一，需要改变传统的竞争方式，改革流通链条，应该自
产地到销地形成供应链，至销地到产地形成需求链。利用新一代物流技术，降低
物流运输成本，同时链接大数据平台，信息体现价值化，如此可以形成信息流、
物流、资金流的有效流动。围绕这个思路设计竞争战略才是未来农产品物流园建
设运营企业、特别是连锁型集团的发展之道
本文以润恒农产品连锁物流园（下称润恒物流）为研究对象，运用企业战略
管理的基本理论和分析工具，对润恒物流内外部环境进行了比较深入的分析，依
据分析结果选择以差异化作为战略方向，提出“天、地、人”三网工程作为竞争
战略的具体实施方案。“天、地、人”三网工程其主要内容有三部分：第一是建
立有润恒特点的全新农产品流通渠道和模式，区分产地园区和销地园区功能，重
新规划园区各个服务区域；第二是利用智慧物流趋势提高物流效率，降低物流成
本，收集分析大数据，形成有价值的信息流；第三是重新定位各项业务，提高附
加服务的比例，同时对服务内容进行标准化，形成行业规范，走在其他企业的前
列。之后本文针对差异化竞争战略提出了控制和评价措施。希望通过本文的研究
能够给众多农产品物流园企业带来新的思考，推动农产品流通体系的改革、降低
物流成本，改变菜贱伤农、菜贵伤民的情况，为实现农产品物流业的跨越式发展
做出应有的贡献
『关键词』农产品物流园；润恒物流；竞争战略
II
Abstract
Agricultural products logistics park is a large-scale agricultural products
wholesale market iterative upgrade product. Since 2003, the state has been
encouraging the development of agro-products logistics parks. Since 2011, the
document No. 1 of the Central Committee of the Central Government has referred to
the transformation and upgrading of the agricultural products circulation industry for
five consecutive years. The key to the transformation and upgrading lies in the
important channels and nodes - - Agricultural Products Logistics Park. At the same
time, the state has issued a series of supportive policies. However, the number of
parks or enterprises has increased. However, most of the markets are lagging behind
in management, the business model is rather single, the regional planning is rather
similar and their functions are not perfect, resulting in the rapid growth in the
number of agricultural products logistics parks. As a result, The city began a vicious
competition, the price war is very prominent, RH Group, as one of the major leading
enterprises in the industry, need to change the traditional way of competition, the
reform of the distribution chain, should be formed to the supply chain from the
production to sales to the place of origin The formation of demand chain. The use of
a new generation of logistics technology to reduce logistics and transportation costs,
while connecting the big data platform, the value of information embodies, so that
the flow of image flow, logistics, capital flow effectively. Design competitive strategy
around this idea is the future development of agricultural products logistics park
construction and operation of enterprises, especially chain-based group's
development.
In this paper, RH agricultural product chain logistics park (hereinafter referred to
as RH logistics) as the research object, using the basic theory and analytical tools of
enterprise strategic management, the RH logistics inside and outside the
environment conducted a more in-depth analysis, based on the analysis results to
select and design RH Logistics Differentiating the competitive strategy, it proposes
the strategic thinking of building a “net, earth, and person” three-network project.
RH logistics differentiation competition strategy and Heaven, Earth, and People
three-network project has three parts: first is to establish a new RH distribution of
agricultural products distribution channels and modes to distinguish between the
production park and sales park functions, re-planning the park Each service area; the
III
second is the use of smart logistics trends to improve logistics efficiency, reduce
logistics costs, collect and analyze big data, the formation of valuable information
flow; the third is to re-positioning the various services to increase the proportion of
additional services; Competitive strategies put forward implementation, control and
evaluation measures. It is hoped that this study can bring new thinking to many
agricultural product logistics park enterprises, promote the reform of agricultural
product circulation system, reduce the logistics cost, change the situation of low
price and low price of agricultural products, Development to make its due
contribution.
『Key words』agricultural products logistics park; RH logistics; competitive
strategy。