进入 21 世纪，羊乳行业步入高速发展期。在 2011 年至 2017 年期间，羊乳行业 的市场规模年增长率超过 25%，年销售额从 35 亿快速提升至近 60 亿，预计 2020 年 将超过100亿。MG羊乳公司是中国的首批羊乳企业之一，拥有中国著名的羊乳品牌， 在行业非常有影响力，然而由于公司在 2011 年以后的战略失误，导致市场竞争力不 断下降，公司销售收入下降明显，公司销售增长率为负数。在乳业配方注册制新政下， 市场释放出极大的空间，MG 羊乳公司将迎来不可多得的战略机遇。 本文以 MG 羊乳公司的战略为研究对象，文章试图通过分析公司的外部环境理 清公司的机遇与威胁，继而分析公司的内部资源，分析公司抓住机遇躲避风险的资源 能力，再制定公司的 3 年、5 年战略，以及列出保障措施。 首先，笔者采用 PEST 模型，探究了 MG 羊乳公司现在所处的宏观环境；使用波 特五力模型分析了羊乳行业的竞争趋势。在外部环境分析结束后，本文对于 MG 公司 的内部资源能力进行了分析。分析结果表明，羊乳行业存在着巨大的市场机会，但是 随之而来的竞争也会日趋激烈。MG 羊乳公司的品牌优势，在新的配方注册制之下， 将能够极大发挥作用。 其次，本文使用商业画布工具，仔细研究了 2011 年以来公司的战略实施情况， 进而分析出公司所面临的战略问题以及问题产生的原因。通过现状、问题以及成因的 研究，本文提出 MG 公司未来 3-5 年的战略规划，坚持纵向一体化的发展，专注于婴 幼儿配方奶粉业务，着力建立公司自己的销售团队。在实施步骤上，先进行战略收缩， 提升销售业绩，再开始布局新的奶源基地。 随后，本文提出了新战略的实施原则、实施路线图和实施时间表，对 MG 羊乳公 司新战略规划实施需要的组织保障因素和资源保障因素进行了梳理。具体的，组织保 障因素包括领导保障、组织保障、文化保障等，资源保障因素包括人力资源保障、财 务资源保障和制度资源保障等。最后文章对于 MG 羊乳公司的发展提出了展望。 关键词，战略管理；羊乳企业；配方注册制III Abstract Into the 21st century, the goat milk industry entered a high-speed development period. During the period from 2011 to 2017, the market size of the goat and dairy industry grew by more than 25% annually, with annual sales rising from 3.5 billion to nearly 6 billion, which expected to exceed 10 billion in 2020. MG Goat Milk Company is one of China's first goat milk enterprises, with the famous Chinese goat milk brand and its influence, however, due to the company's strategic mistakes after 2011, the market competitiveness is falling, the company's sales revenue drop significantly and the company sales growth rate is negative. Under the dairy formula registration system, the market release a great market share, MG Goat Milk Company will face strategic opportunities. This paper takes the MG Goat Milk Company as the object, and attempts to analyze the company's external environment to clarify the company's opportunities and threats, then analyzes the company'sinternalresourcesandcapacity,andfinallyformulatesthe company's 3-year, 5-year strategy, as well as the list of safeguard measures. Firstly, the author uses the PESTmodel to explorethe macroscopic environment of MG Goat Milk Company, and analyzes the competitive trend of goat milk industry by using Porter five-force model. After the analysis of the external environment, this paper analyzes the internal resource capability of MG, which shows that there is a huge market opportunity in goat milk industry, but the competition of the industry will become fiercer. The author believes the strength of MG will make effects under the dairy formula registration system. Secondly, this paper uses the Commercial Canvas tool to study the company's strategy implementationsituationsince2011,andithasanalyzedtheproblemsit faces andthecauses. Through the research of the present situation, the problem and the cause, this paper puts forward the strategy plan of MG in the next 3-5 years, which includes the development of vertical integration, focusing on the infant formula business and establishing the company's own sales team. In the implementation of the steps, the first strategic is contraction, then to improve sales performance and layout new milk source base.IV Subsequently, this paper puts forward the implementation principle, implementation roadmap and implementation timetable of the new strategy, and sorts out the organizational guarantee factors and resource guarantee factors for the new strategic planning implementation of MG goat and milk Company. Specifically, the organizational security factors include leadership, organization and culture and resource guarantee factors includes human resources, financial resources and institutional resource. Finally, the paper gives a prospect for the development of MG goat milk Company. Keywords，Strategy Research; Goat Milk Company; Dairy Formula Registration System目录 致谢................................................................................................................................ I 摘要...............................................................................................................................II Abstract........................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 研究背景及研究意义.........................................................................................1 1.1.1 选题背景.......................................................................................................1 1.1.2 研究意义.......................................................................................................3 1.2 国内外文献回顾.................................................................................................4 1.2.1 国外文献回顾...............................................................................................4 1.2.2 国内文献回顾...............................................................................................7 1.3 研究内容.............................................................................................................9 1.4 研究方法和创新之处.......................................................................................11 1.4.1 研究方法.....................................................................................................11 1.4.2 创新之处.....................................................................................................11 1.5 技术路线...........................................................................................................11 第 2 章 理论基础........................................................................................................13 2.1 波特五力模型...................................................................................................13 2.2 企业资源观.......................................................................................................14 2.3 基本竞争战略...................................................................................................14 2.4 市场细分理论...................................................................................................15 第 3 章 MG 羊乳公司的内外部环境分析................................................................17 3.1 宏观环境分析...................................................................................................17 3.1.1 政策环境分析.............................................................................................17 3.1.2 经济环境分析.............................................................................................18 3.1.3 技术环境分析.............................................................................................20 3.1.4 社会人口环境分析.....................................................................................223.2 行业环境分析...................................................................................................24 3.2.1 羊乳行业概况.............................................................................................24 3.2.2 羊乳行业的生命周期分析.........................................................................25 3.2.3 羊乳行业的竞争现状分析.........................................................................25 3.3 内部环境分析...................................................................................................28 3.3.1 企业简介.....................................................................................................28 3.3.2 人力资源.....................................................................................................29 3.3.3 财务资源.....................................................................................................31 3.3.4 奶源资源.....................................................................................................32 3.3.5 品牌资源.....................................................................................................32 3.4 本章小结...........................................................................................................33 第 4 章 MG 羊乳公司发展战略现状分析................................................................34 4.1 商业模式画布介绍...........................................................................................34 4.2 商业画布分析...................................................................................................35 4.3 MG 公司发展战略存在的问题分析................................................................37 4.3.1 环境变化应对不足.....................................................................................37 4.3.2 未实现纵向一体化发展.............................................................................38 4.3.3 未专注于婴幼儿配方奶粉市场.................................................................38 4.3.4 未选择有效的市场渠道.............................................................................39 4.4 本章小结...........................................................................................................39 第 5 章 MG 羊乳公司的发展战略规划....................................................................40 5.1 战略制定的思路...............................................................................................40 5.2 战略制定的原则...............................................................................................41 5.3 公司层战略的制定...........................................................................................42 5.3.1 公司层战略概述.........................................................................................42 5.3.2 MG 羊乳公司愿景......................................................................................42 5.3.3 公司层战略规划.........................................................................................44 5.4 业务层战略制定...............................................................................................465.4.1 业务层战略概述.........................................................................................46 5.4.2 业务层竞争战略选择.................................................................................46 5.4.3 业务层聚焦战略选择.................................................................................47 5.5 职能层战略制定...............................................................................................48 5.6 本章小结...........................................................................................................49 第 6 章 MG 羊乳公司发展战略的实施规划和保障机制........................................50 6.1 实施计划和时间规划.......................................................................................50 6.1.1 实施计划与目标.........................................................................................50 6.1.2 时间进度表.................................................................................................50 6.2 战略实施的组织保障.......................................................................................51 6.2.1 战略实施的领导保障.................................................................................51 6.2.2 战略实施的组织保障.................................................................................52 6.2.3 战略实施的文化保障.................................................................................53 6.3 战略实施的资源保障.......................................................................................54 6.3.1 战略实施的人力资源保障.........................................................................54 6.3.2 战略实施财务保障.....................................................................................54 6.3.3 战略实施的制度保障.................................................................................54 6.4 本章小结...........................................................................................................55 第 7 章 结论与展望....................................................................................................56 7.1 基本结论...........................................................................................................56 7.2 研究不足...........................................................................................................57 7.3 后续展望...........................................................................................................57