本报告是对 A 公司进入方便面食品行业的可行性研究。A 公司是国 内最大最强的白酒企业，在巩固了其白酒行业的霸主地位后，A 公司开 始全面实施多元化发展战略。多元化发展战略是 A 公司目前的指导战略， A 公司拟通过多元化开拓其它产业，培育新的经济支柱，加速新的扩张 步伐，逐步发展成为多领域的跨国大公司，成为世界 500 强企业之一。 进入方便面食品行业是 A 公司在多元化道路上又一目标，本报告的目的 即是分析研究 A 公司是否应该选择方便面食品行业这一多元化之路。 本文运用数据分析及波士顿矩阵对方便面食品行业现状进行分析， 指出方便面食品行业目前并不是一个较有吸引力的行业。在此基础上运 用波特的五种竞争力量模型以及外部因素评价矩阵（EFE）对方便面食品 行业的宏观环境、竞争状况进行分析与评价，认为方便面食品行业对 A 公司存在消费力保持快速增长、方便面市场保持持续增长、消费者生活 节奏加快、方便面市场逐步成熟稳定、供应链整合竞争的趋势等机会， 也存在着来自替代品、来自供应商、消费者谈判力增强、行业内竞争程 度激烈、消费理念改变等威胁，通过外部因素评价矩阵(EFE)评价得出方 便面食品行业对于 A 公司来说是威胁大于机会。通过专家调查、市场调 研等方式，运用关键成功因素理论，分析得出方便面食品业关键成功因 素包括规模优势、销售渠道与网络的建设管理能力、质量管理体系持续 完善能力、总成本控制能力、品牌管理能力、供应链整合能力等；运用 价值链理论及内部因素评价矩阵（IFE）等方法对 A 公司的内部环境进行 分析，认为A公司在面对方便面食品行业方面拥有良好的公司声誉/形象、 强大的财务资源、可利用部分现有销售网络与渠道等优势。同时也面临 着对方便面行业不熟悉、生产厂偏远增加成本、供应链整合能力不足、 产品推广能力不足等劣势。并通过评价得出 A 公司的资源能力表现在进 入方便面食品行业方面是劣势大于优势。最后通过 SWOT 分析模型，探 讨 A 公司资源能力与方便面食品行业的关键成功因素之间的匹配度。通电子科技大学硕士学位报告 II 过分析评价得出 A 公司的资源能力与方便面食品行业的关键成功因素之 间不够匹配。 结合以上各方面（包括方便面食品行业的吸引力分析结果、方便面 食品行业对 A 公司的机会威胁分析结果、A 公司资源能力面对进入方便 面食品行业的优劣势结果、以及 A 公司资源与方便面食品行业关键成功 因素的匹配度结果），笔者认为 A 公司不适合选择进入方便面食品行业这 一多元化的道路。 关键词 方便面行业，A 公司，可行性电子科技大学硕士学位报告 III Research on Company A’s Feasibility Entering The Instant Noodle Industry ABSTRACT Research on Company A’s feasibility entering the instant noodle industry is the intention of this paper. Company A is the best strong one in the wine industry. It began to implement the strategy of diversified, afer strengthening it’s superiority in the wine industry. Company A hope to exploit the other industry and cultivate the new mainstay of the Company’s economy by the diversified strategy. Entering instant noodle industry is a new diversified purpose of Company A. The paper begins with an analysis and on current situation of instant noodle industry by data statistics and Boston Matrix, point out the instant noodle industry without a fearful attraction. Then the paper makes an analysis and comments on instant noodle industry’s external environment and its status in competition. The Five Competitive Force Model by Porter and EFE Matrix are involved. It is pointed out that Company A enjoys the quickly increasing consumption, the continual increasing instant noodle consumption, the pace of life becoming rapid, etc. But it also potentially hindered by the competition of competitors in instant noodle industry turning worse and the conformity trend of supply chain and the concept’s variety of consumption and the continuous increasing consumer’s competence of negotiation, etc. The related evaluation leads to a conclusion that the instant noodle industry is a field more threats than opportunities to Company A. With the results of the experts survey and the discussion under KSFs, six key success factors are worked out, scale advantage, the ability of HRM, the ability of the total cost control, the电子科技大学硕士学位报告 IV ability of sale channels developments and network construction, the ability of brand management, the ability of supply chain conformity. Probing into the internal environment of Company A with the discussion under Value Link Theory and IFE Matrix, this paper believes that Company A has a favorable namely, the strong ability of finance resources and the available current sale channels and network. But it also faces disadvantage in unfamiliar with instant noodle industry, factory in a remote location with high cost, the ability of supply chain conformity, the ability of promotion. It is argued that Company A faces weakness more than strength. Last, the paper discusses the matching between Company A and the instant noodle industry with SWOT Model. The related evaluation leads to a conclusion that Company A is not matching instant noodle industry. KEY WORDS instant noodle industry, company a, feasibility电子科技大学硕士学位报告 V 目 录 中文摘要 英文摘要 摘要Ⅰ ABSTRACT…Ⅲ 第一章 绪论.........................................................................................1 1.1 报告研究的背景及意义..................................................................... 1 1.1.1 A 公司概况 .................................................................................................. 1 1.1.2 研究的目的与意义 ..................................................................................... 2 1.2 报告研究思路与框架 ......................................................................... 2 1.2.1 报告研究思路 ............................................................................................. 2 1.2.2 报告研究框架 ............................................................................................. 3 第二章 方便面行业现状及发展趋势分析..........................................4 2.1 我国方便面行业的发展历程与基本概念介绍................................. 4 2.1.1 我国方便面行业的发展历程 ..................................................................... 4 2.1.2 方便面的基本概念 ..................................................................................... 5 2.2 我国方便面行业现状分析................................................................. 6 2.2.1 我国方便面市场概述 ................................................................................. 7 2.2.2 我国方便面市场行业特点 ....................................................................... 10 2.2.3 方便面行业消费特点 ............................................................................... 12 2.2.4 方便面行业吸引力 ................................................................................... 14 2.3 方便面行业发展趋势 ....................................................................... 19 第三章 方便面行业竞争环境与关键成功因素分析........................20 3.1 方便面行业关键成功因素分析....................................................... 20电子科技大学硕士学位报告 VI 3.1.1 方便面食品行业关键成功因素调查 ....................................................... 20 3.1.2 方便面食品行业关键成功因素确定 ....................................................... 21 3.2 方便面食品行业竞争环境分析....................................................... 24 3.2.1 行业内竞争者分析 ................................................................................. 24 3.2.2 潜在竞争者分析 ....................................................................................... 39 3.2.3 消费者分析 ............................................................................................... 39 3.3.4 替代品分析 ............................................................................................... 40 3.3.5 供应商分析 ............................................................................................... 43 第四章 A 公司内部资源及与方便面行业匹配度分析....................44 4.1 A 公司内部资源分析 ........................................................................ 44 4.2 A 公司能力分析 ................................................................................ 47 4.2.1 营销能力分析 ........................................................................................... 47 4.2.2 管理能力分析 ..........