摘要
油茶产业的发展是集经济、社会、生态效益为一体的,发展油茶产业有利于
保障我国粮油安全。但是,油茶产品在食用油市场的发展仍面临着一系列的问题
洪源农林公司作为油茶种植及产品深加工公司,以其为个案进行分析,通过了解
公司基本情况的同时,收集和整理了 51篇相关书籍和文献的相关资料,分析其发
展环境,确定其发展方向以及公司建设路径,以促进公司发展,为其它油茶公司
的发展提供参考与借鉴
本文采用PEST和SWOT分析方法,从洪源农林公司的实际情况出发分析了
本公司的竞争战略。首先介绍了公司的基本情况,并从政治、经济、社会、技术
等方面对油茶行业发展环境进行了宏观分析。接着对洪源农林公司的发展环境进
行了分析,主要包括公司现状,公司外部环境,公司的内部环境。对公司的现状
主要分析了其资源状况、经营状态以及营销管理;并从宏观环境、市场状况、行
业竞争状况以及提供替代品等方面对公司发展的外部环境进行了分析;在内部环
境方面,主要分析了企业的主体状况、基本生产要素、高级生产要素。同时,根
据洪源农林公司的发展环境讨论了公司的竞争战略选择,分析了公司面临的优势
和劣势,威胁以及机会。针对面临的市场环境,公司应怎样进行竞争战略目标定
位及竞争战略选择。为确保竞争战略能够有效地实施,论述了洪源农林公司竞争
战略实施的原则及具体的步骤,以及从完善和创新管理制度,加强品牌建设,建
立人力资源保障制度和构建企业文化体系等方面论述了为竞争战略实施提供保障
的措施。在建设企业品牌和产品品牌的同时,将油茶业的生态效益、经济效益以
及社会效益有机统一
关键词:洪源农林;油茶;发展环境;竞争战略
硕士学位论文
Abstract
The development of camellia industry is set for the integration of
economic,social and ecological benefit and is conducive to safeguard food security in
China. However, the development of Camellia products in the edible oil market still
faces a number of problems. As a Camellia production company,Hong Yuan
Agriculture and Forestry company Provides a good case for analysis. By
understanding basic situation of the company,at the same time,collecting and sorting
the 51 related books and papers on related information, the paper analyzed its
development environment, determined the direction of development and construction
path of the company to promote the development of the company and to provide
reference and experience for the development of Camellia.
Based on the PEST and SWOT analysis methods,we analysis the competitive
strategy of Hong Yuan Agriculture and Forestry company. At first,we introduce the
basic information of the Hong Yuan company. The macro development environments
of the Camellia are analysised from the political system, economic, social and
technological. Then we analyzed its development environment mainly including the
company's current situation,the external environment of the company and the
company's internal environment elements. Analyzing Hong Yuan Agriculture and
Forestry company !s current situation includes the resource status, management and
marketing management elements; Analyzing the company's external environment
includes the macroscopic environment, the market situation,the industry competition
situation and the alternatives elements; Analyzing the company's internal environment
includes the enterprise main body status,basic factors of production,advanced
production factors elements. At the same time,according to the company development
environment's advantages and disadvantages, threats and opportunities, the
paper made a analysis of competition strategic choice. In order to ensure that the
competitive strategy can be implemented effectively, Hong Yuan Agriculture and
Forestry company should be clear about the competition strategy implementation
principles and concrete steps,perfect and innovate management system, at the same
time, strengthen the brand construction, build human resources security system and a
corporate culture system for the implementation of the strategy of competition. In the
construction of enterprise brand and product brand, the company should promote the
organic unification of the oil-tea product's ecological benefits, economic benefit and
social benefit.
Ill
怀化洪源农林公司竞争战略研究
Keywords: Hong Yuan Agriculture and Forestry company ; camellia; development
environment; competitive strategy
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