摘 要
产品竞争战略管理是构成企业发展战略的职能战略之一，对企业发展战略起到
了重要的支持作用。建于 2003 年的秦皇岛金海食品工业有限公司自成立至今，受国
际大豆行情和国内非转基因大豆市场变化影响，与国内其他粮油加工企业一同经历
了经营上的大起大落，伴随着企业发展战略理论的发展以及企业经营环境的变化，
如何适时调整产品竞争战略乃至企业发展战略以应对企业所面临的环境变化并实现
企业的长足发展，对企业具有十分重要的现实意义
本文基于金海食品公司发展战略，借助于国内外相关的企业发展战略管理理论
基础，展开深入探讨和研究，全文共分 5 章，第 1 章为绪论，主要介绍本文的研究
背景、方法和内容；第 2 章为产品竞争战略的基本理论研究基础，包括 PEST 法、波
特五力模型、SWOT 分析，和 BCG 矩阵分析法；第 3 章为粮油加工业现状分析和金
海食品所处内外部环境分析；第 4 章为基于各种方法对产品竞争战略的分析，主要
包括运用波特五力模型对存在一定局限性的BCG分析进行补充分析得出金海食品具
体产品竞争战略；第 5 章则根据前两个章节的分析，提出了相应的战略实施保障措
施，即产品研发、质量控制、市场开发和信息化等等，以期对公司产品竞争战略的
制定和实施提供保障和支持
关键词：粮油加工业；金海食品；五力模型分析；产品竞争战略
Abstract
Product competition strategy management is one functional strategy of corporation
development strategy. It plays a very important supporting role for corporation
development strategy. Established in 2003, attached to Yihaijiali Group, Qinhuangdao
Goldensea Foodstuff Industries Co., Ltd (hereafter “GOSFO”) had been affected by
international soybean price and domestic soybean market from her establishment, GOSFO
experienced radical changes like all other grain and oil processing companies. As the
development of corporation development strategy theory and change of corporation
operation environment, the question of how to adjust product competition strategy to be
suitable for environmental change faced by enterprise and update of enterprise strategy
drives a direct impact on success of enterprise development strategy.
This paper is divided into five chapters to analyze the product competition strategy
on basis of company development strategy, the first chapter is the introduction, mainly
introducing the research background, methods and contents; the second chapter is the
basic theory of product competition strategy management, including the PETS and
Porter’s Five Forces Model, SWOT analysis and BCG analysis; the third chapter is the
introduction of the grain & oil industry and the internal & external environment of
GOSFO; the fourth chapter is the product competition strategy based on the above
mentioned tools; according to the analysis of chapter three and four, the fifth chapter,
gives some corresponding supporting suggestions, namely the production research, quality
control, marketing, informatization and so on.
Keywords: grain & oil industry; gosfo; porter’s five forces model; product competition
strategy