企业战略规划对企业面对市场波动、市场竞争具有重要的指导作用，特别是在企业面临 转型时，企业发展战略规划将直接关系到企业的未来。近年来，随着全球经济一体化发展， 我国的农产品加工企业的出口量增长率走低，以荷藕加工出口为主的 HX 食品集团亟需转型。 在过去几年里，HX 食品集团已经在开拓国内市场的过程中，对产品设计作了初步探索，但 市场效果和利润效益并不明显。十九大提出乡村振兴战略，农产品加工业欣欣向荣，产业链 配套本土化需求日益强烈，在此背景下，迫切需要转型的 HX 食品集团，应在政策红利期把 握机遇，加强对发展战略的规划与研究。 根据 HX 食品集团有限公司实际情况，本文基于产品设计视阈下的企业发展战略为视角， 对其发展进行了深入分析和研究。首先，利用 PEST 分析法和波特“五力”分析法等工具对 HX 食品集团的内外部环境、当前现状和存在问题进行全面分析，并基于此归纳了 SWOT 分 析结论。确立 HX 食品集团发展战略总体目标和分阶段目标，设计了近期、中期及远期三个 阶段的发展战略，其中，近期战略实行时间为 2019-2020 年，实施集中化战略，致力于在细 分市场——中高端市场寻求差异化的差异集中；中期战略实行时间为 2021-2023 年，实施一 体化战略，致力于横向扩张进入莲藕汁、荷叶茶等饮料领域以及绿色、方便的休闲食品领域， 形成强大的协同效应；长期战略实行开始时间为 2024 年，实施多元化战略，明确企业在稳定 调理蔬菜、休闲食品的市场占有率基础上，涉足中央厨房、药物提炼、保健品等多元化领域。 为有效落实上述发展战略，立足 HX 食品的实际情况，结合波特价值链分析，提出四个 方面的实施措施，以及发展战略实施的保障措施，对未来进行了展望，以期 HX 食品集团能 通过在产品设计视阈下的战略制定，在激烈的食品加工行业中脱颖而出，在竞争市场取得一 席之地。 关键词:食品企业，荷藕加工，产品设计，发展战略II Abstract The enterprise strategic planning has an important guiding role for enterprises to face market volatility and market competition. Especially when enterprises are facing transformation, enterprise development strategy planning will directly affect the future of enterprises. In recent years,With the development of global economic integration, the export growth rate of China's agricultural product processing enterprises is lower, and HX Food Group, which is mainly based on the processing and export of Holland, is in urgent need of transformation. In the past few years, HX Food Group has made preliminary explorations on product design in the process of opening up the domestic market, but the market effect and profit efficiency are not obvious. The 19th National Congress proposed the rural revitalization strategy, the agricultural product processing industry is booming, and the demand for supporting localization of industrial chain is increasing. Under this background, the HX Food Group, which urgently needs to transform, should seize the opportunity during the policy dividend period and strengthen the planning and development strategy. the study. With HX Food Group Co.for example, this paper analyzes and studies its development based on the perspective of enterprise development strategy under the product design perspective. Firstly, the PEST analysis method and Porter “five force” analysis methods are used to comprehensively analyze the internal and external environment, current status and existing problems of HX Food Group, and based on this, the SWOT analysis conclusions are summarized. Establish the overall goals and phased objectives of the HX Food Group's development strategy, and design three, three-phase development strategies in the near, medium and long term. Among them, the recent strategy implementation time is 2019-2020, and the centralized strategy is implemented. Markets– the mid-to-high-end market seeks differentiated differences; the medium-term strategy is implemented in 2021-2023 years, implementing an integrated strategy, focusing on horizontal expansion into beverage fields such as lotus root juice and lotus leaf tea, as well as green and convenient snack foods,and bring a strong synergy effect; the long-term strategy implementation began in 2024, implementing a diversification strategy, clarifying that the company is involved in the diversified fields of central kitchen, drug refining, health care products, etc. based on the stable market share of vegetables and snack foods. . In order to effectively implement the above development strategy, based on the actual situation of HX food, combined with the analysis of Porter's value chain, propose four implementationIII measures and safeguard measures for development strategy implementation, and look forward to the future, in the hope that HX Food Group can pass Strategic design under the product design perspective, stand out in the fierce food processing industry and secure a seat in the competitive market. Key words: Food enterprise, Lotus root processing, Product design,Development strategyIV 目录 第一章 绪论........1 1.1 选题背景及研究意义..... 1 1.1.1 选题背景..... 1 1.1.2 研究意义..... 2 1.2 理论综述........2 1.2.1 战略管理及其技术路线........2 1.2.2 战略管理的层次.. 3 1.2.3 战略管理分析工具.......4 1.3 研究方法、内容.... 8 1.3.1 研究方法..... 8 1.3.2 研究的主要内容.. 9 第二章 外部环境分析........11 2.1 宏观环境分析.......11 2.1 农产品加工行业发展现状.... 11 2.1.1 国内农产品加工行业现状..11 2.1.2 国外农产品加工行业现状..13 2.1.3 农产品加工行业发展趋势..14 2.1.4 PEST 分析..14 2.2 竞争环境分析...... 17 2.2.1 供应商分析........ 17 2.2.2 消费者分析........ 18 2.2.3 潜在竞争者分析19 2.2.4 行业替代品的威胁分析......19 2.2.5 直接竞争者分析20 第三章 发展现状及机遇... 21 3.1 HX 食品集团发展现状..21 3.1.1 发展历程... 21 3.1.2 资产和股东结构状况.21 3.1.3 产品和品牌建设情况.23 3.1.4 经营情况... 23 3.1.5 社会效益... 23 3.2 内部资源分析...... 24 3.2.1 组织资源分析.... 24 3.2.2 人力资源分析.... 24 3.2.3 产品资源分析.... 25 3.2.4 声誉资源分析.... 25 3.3 内部能力分析...... 26 3.3.1 生产能力... 27 3.3.2 财务能力... 27 3.3.3 营销能力... 28 3.3.4 研发能力... 29 3.3.5 管理能力... 29 3.3.6 人力资源能力.... 29 3.4 SWOT 分析..30V 3.4.1 外部机会... 30 3.4.2 外部威胁... 31 3.4.3 内部优势... 32 3.4.4 内部劣势... 33 第四章 发展战略的制定和选择36 4.1 战略制定......36 4.1.1 企业使命... 36 4.1.2 战略目标... 36 4.2 战略选择......37 4.2.1 近期战略：集中化战略......37 4.2.2 中期战略：一体化战略......41 4.2.3 长期战略：多元化战略......43 第五章 发展战略的实施与保障46 5.1 发展战略的实施措施... 46 5.1.1 价值链分析........ 46 5.1.2 HX 食品集团价值链分析.... 47 5.1.3 HX 食品集团价值链优化策略..... 49 5.2 发展战略实施的保障措施....50 5.2.1 完善组织结构.... 50 5.2.2 优化人力资源.... 51 5.2.3 完善制度机制.... 51 5.2.4 强化企业文化.... 52 第六章 总结与展望.. 53