我国政府迅速发展生物技术产业，积极推进生物技术，加大生物技术在国民 经济中的占比，从而使得我国生物技术产业行业进入增长期。人们生活水平和消 费理念的转变，绿色环保变成时尚，政府有机肥的推广和运用，提高了资源综合 利用能力。 本文以H生物科技公司作为研究对象，以企业战略管理理论为指导，运用 PEST、波特五力模型对H生物科技公司宏观环境、行业环境充分分析，确定H 企业所面临的外部环境机会大于威胁，有发展能力。其次对企业自身的资源和能 力条件进行分析，确定企业内部环境较好，在企业经营活动中有能力发挥企业的 优势。随后依据SWOT矩阵，对内外部环境全面分析，制定SO战略，即在国 家政策和保险公司联动下，加大原材料数量；利用企业资金，开发新设备、新技 术；增加客户群，扩大销售渠道；利用企业现有资质承接无害化项目。以企业总 体战略目标为依据，H生物科技公司在维持山东省内无害化项目的基础上，向全 国积极扩张。运用QSPM矩阵，确定H企业战略为差异化战略。随后从塑造独 特品牌和企业形象、拓展销售渠道、创新产品、技术和设备、周到的服务、建立 客户信贷系统、原材料采购和收集平台等六个具体方面实施企业战略。为保障战 略顺利实施，主要从扁平化组织结构、人力资源体系的构建和人才储备、企业文 化的培训、产品、设备和技术革新、预算系统的筹建和加大财务管理力度、安全 生产、扩大市场和营销、企业制度的落实等九个方面来分析。通过战略实施，H 公司一方面整合企业资源，改良组织结构，充分发挥各职能部门的作用，另一方 面，时刻做好应对动态行业环境、竞争对手的行动，以便企业有条不紊的实施战 略行动，加强企业在行业的竞争力。 关键词：竞争战略；生物技术；差异化战略；战略选择 昆明理工大学专业学位学硕士学位论文H生物科技公司竞争战略研究 II ABSTRACT Ourgovernmentdevelopsbiotechnologyindustryrapidly,promotes biotechnologyactively,andincreasestheproportionofbiotechnologyinthenational economy,whichmakesourbiotechnologyindustryenterthegrowthperiod.Withthe changeofpeople'slivingstandardsandconsumptionconcepts,greenenvironmental protectionhasbecomeafashion,andthepromotionandapplicationofgovernment organicfertilizerhaveimprovedthecomprehensiveutilizationofresources. Inthispaper,Hbiotechcompanyistakenastheresearchobject,guidedbythe theoryofenterprisestrategicmanagement,themacroenvironmentandindustry environmentofHbiotechcompanyarefullyanalyzedbypestandPorterfiveforce model,anditisdeterminedthattheexternalenvironmentopportunitiesfacedbyH biotechcompanyaregreaterthanthethreatsandhavedevelopmentability.Secondly, itanalyzestheresourcesandabilityconditionsoftheenterpriseitself,anddetermines thattheinternalenvironmentoftheenterpriseisbetter,andithastheabilitytoplay theadvantagesoftheenterpriseinitsbusinessactivities.Thenaccordingtothe SWOTmatrix,theinternalandexternalenvironmentiscomprehensivelyanalyzed, andthesostrategyisformulated,thatis,underthelinkageofnationalpoliciesand insurancecompanies,thequantityofrawmaterialsisincreased;theenterprisefunds areusedtodevelopnewequipmentandtechnology;thecustomerbaseisincreased andthesaleschannelsareexpanded;andtheexistingassetsoftheenterpriseareused toundertakeharmlessprojects.Basedontheoverallstrategicobjectivesofthe company,Hbiotechnologycompanyactivelyexpandedtothewholecountryonthe basisofmaintainingharmlessprojectsinShandongProvince.UsingQSPMmatrix,H enterprisestrategyisdefinedasdifferentiationstrategy.Then,theenterprisestrategy isimplementedfromsixspecificaspects:shapinguniquebrandandcorporateimage, expandingsaleschannels,innovatingproducts,technologyandequipment,thoughtful service,establishingcustomercreditsystem,rawmaterialprocurementandcollection platform.Inordertoensurethesmoothimplementationofthestrategy,itmainly analyzesfromnineaspects:flatorganizationalstructure,constructionofhuman resourcesystemandtalentreserve,trainingofcorporateculture,innovationof products,equipmentandtechnology,preparationofbudgetsystemandstrengthening 昆明理工大学专业学位学硕士学位论文H生物科技公司竞争战略研究 III offinancialmanagement,safeproduction,expansionofmarketandmarketing,and implementationofenterprisesystem.Throughtheimplementationofthestrategy,on theonehand,Hcompanyintegratestheenterpriseresources,improvesthe organizationalstructure,andgivesfullplaytotheroleofallfunctionaldepartments; ontheotherhand,italwaystakesactionsagainstthedynamicindustryenvironment andcompetitors,sothattheenterprisecanimplementthestrategicactionsinan orderlymannerandstrengthenthecompetitivenessoftheenterpriseintheindustry. KeyWords：Competitivestrategy;Biotechnology;differentiationstrategy;strategic choice 昆明理工大学专业学位学硕士学位论文H生物科技公司竞争战略研究 i 目录 摘要..........................................................................................................I ABSTRACT...................................................................................................II 第一章绪论...............................................................................................1 1.1研究背景与意义................................................................................1 1.1.1研究背景......................................................................................1 1.1.2研究意义......................................................................................2 1.2国内外研究综述................................................................................3 1.2.1国外研究现状..............................................................................3 1.2.2国内研究现状..............................................................................6 1.3研究内容与研究方法........................................................................8 1.3.1研究内容......................................................................................8 1.3.2研究框架......................................................................................9 1.3.3研究方法....................................................................................10 第二章相关概念和理论综述.................................................................12 2.1企业战略相关理论综述..................................................................12 2.1.1战略的涵义................................................................................12 2.1.2战略管理的涵义........................................................................12 2.1.3战略管理层次与战略类型的基本框架....................................13 2.2基本竞争战略..................................................................................14 2.2.1差异化战略................................................................................14 2.2.2成本领先战略............................................................................14 2.2.3集中化战略................................................................................15 2.3相关战略分析工具..........................................................................15 2.3.1PEST分析法..............................................................................15 2.3.2波特五力模型............................................................................16 2.3.3SWOT分析法............................................................................18 昆明理工大学专业学位学硕士学位论文H生物科技公司竞争战略研究 ii 2.3.4EFE和IFE矩阵分析法............................................................18 2.3.5QSPM矩阵分析........................................................................18 第三章H生物科技公司外部环境分析.................................................19 3.1宏观环境分析..................................................................................19 3.1.1政治环境....................................................................................19 3.1.2经济环境....................................................................................20 3.1.3社会文化环境............................................................................23 3.1.4技术环境....................................................................................23 3.2行业环境分析.................................................................................24 3.2.1行业概述...................................................................................24 3.2.2行业主要经济特征分析............................................