I
摘要
内蒙古蒙草生态环境（集团）股份有限公司，是一家以草为业的上市公司（股
票代码：蒙草生态300355），以驯化乡土植物进行生态修复为核心，是中国草原生
态修复的引领者。立足“草、草原、草产业”，业务聚焦三大产业线：生态修复、
草种业、现代草业。生态修复是蒙草公司目前份额最大的业务。目前我国生态修
复行业呈现出良好的发展趋势，行业整体呈现高增长率、高利润率的特点，市场
规模在不断扩大，行业内各企业普遍呈现良好的发展。所以蒙草公司如何抓住机
遇，快速抢占市场，提高自身品牌影响力是一个严峻的挑战
本文运用了战略管理及相关管理学方面的理论知识，对蒙草公司的战略制定
与实施进行深入及详细的研究。首先，运用G-PEST与波特五力模型分析方法，对
蒙草公司的外部环境进行了分析，包括了目前所处行业的宏观环境、行业的竞争
环境及行业发展的前景和规模，得出蒙草公司生态修复面临大的发展契机。其次，
采用了IFE矩阵法分析了蒙草公司的内部要素，并总结归纳了蒙草公司的优势与
劣势，指出蒙草公司在自有研发体系强有力的支撑下，不断输出生态完整产品，
在生态修复领域具有相对较大的优势。但同时也存在公司受植物科研成果转化慢、
生态修复行业人力资源竞争激烈、信息化管理跟不上公司快速发展的劣势。然后，
利用SWOT工具，提炼出蒙草公司未来可能面临的优势与劣势、机遇与挑战，通过
使用SWOT对信息进行分析，公司认为发挥自身优势，利用外部机会符合公司发展
要求，最终形成公司整体战略为一体化发展战略，在研发——生产——设计——
施工——养护一体化的完整产业链上全面发展。另外采取扩张战略，蒙草公司应
该把握现有的机遇，充分发挥自身独有的研发能力、大数据平台能力、完整产品
的输出能力、良好的融资平台能力，打破原有以内蒙古为核心思想，迅速抢战区
外市场，并有计划地收购土壤修复、环保工程、草种业等相关领域企业，从而提
高公司的综合竞争能力。在业务战略上侧重生态修复业务、草种业业务的差异化
发展，结合公司大数据平台，不断研发创新完整的产品提供客户，客户不再是单
一的，要生产更多面向企业、大众的产品
最后，本文还根据蒙草公司的现行运营状况和实际条件，针对未来面临的经
营和管理风险，采取了多方面措施来保障公司的总体战略有效实施
关键词：生态，蒙草，发展战略
II
Abstract
Inner Mongolia MGrass Ecological Environment (Group) Co.,Ltd. is listed
company (stock code: MGrass Ecology, 300355) depending on grass. The main way of
restoring ecology is domesticating indigenous plant and it is the leader of ecological
restoration. Based on grass, grassland and grass industry, the business focuses on
ecological restoration, grass and seed industry and Modern grassland industry. At
present, ecological restoration takes up the biggest share business of MGrass. Currently,
the industry of ecological restoration has a positive developing tendency in China, and
this industry has the characteristic of high growth rate and high margin. In addition, the
scale of entire industry continuously expands and every enterprise of this industry has
good momentum of development. Therefore, it has become a big challenge for MGrass
to seize the opportunity, grab market share and increase awareness of brand.
This thesis uses strategic management and relevant theoretical knowledge of
management, so that the thesis can do further research on strategy formulation and
implementation of MGrass. First of all, G-PEST and Michael Porter's Five Forces
Model have been used that it can effectively analyze external environment, including
macro environment, competitive environment, and development prospect of ecological
restoration. Due to this, development opportunity of MGrass in the area of ecological
restoration can be obtained. Additionally, the thesis uses Internal Factor Evaluation
Matrix to analyze internal factors of MGrass. Although MGrass have relatively
advantage on ecological restoration, there are lots of disadvantage existing in the
company, including the restriction of plant growth cycle, slow transformation of
research and development result, fierce competition in human resources and the conflict
between rapid development of MGrass and slow development of informatization
management. Besides, the thesis adopts SWOT analysis to analyze the current
development of MGrass. The result shows that MGrass needs to fully play its strength
and takes advantage of external opportunities as soon as possible. In this way, it will
accelerate integration strategy of MGrass, which means that ecological restoration,
animals industry and grass industry can effectively achieve integration. In this way, it
will accelerate integration strategy and formed complete industry chain including
III
research and development, production, design and construction and maintenance.
Besides, MGrass should adequately seize the opportunity and take expansion strategy,
the business area of MGrass should not only focus on Inner Mongolia, MGrass should
grab market share of outside Inner Mongolia by utilising own ability of research and
development, big data platform, complete product input and Financing Platform. In
addition, MGrass should acquire purposefully companies which are relevant to grass
and seed company, soil restoration and environmental protection engineering, by this
way, comprehensive competitive power of MGrass will be improved effectively. The
business strategy of MGrass will focus on ecological restoration and grass seed, the
company should take the advantage of big data platform and constantly explore and
promote Complete products series to meet the demand of the company and common
client.
In the end, depending on the current operation status and development of MGrass,
the thesis takes lots of measures to avoid the risk of operation and management so that
the strategy can be implemented.
Key words: ecology, MGrass, development strategy。