分 类 号 F272 单 位 代 码 10447
密级 无 学 号 1940260105
专 业 硕士 学 位 论 文
ZY 农产品加工企业发展战略研究
Research on the Development Strategy of ZY Agricultural
Product Processing Company
作 者 姓 名于红蕾
专 业 名 称工商管理
指导教师姓名 石子印 教授
学 院 MBA 教育中心
论文提交日期 2022 年 6 月HO|JlILfiEE
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+IF+A: a F.A 聊城大学专业硕士学位论文
摘 要
在党的十九大报告提出“乡村振兴战略”的重大战略部署后，我国的农业发展迎
来新的历史发展机遇，国内涉农产业发展状况得到极大改善。乡村振兴的关键在于产
业兴旺，作为乡村振兴和产业融合的关键抓手，农产品加工业发挥了难以取代的关键
作用，在政府支持引导不断深化、市场需求逐渐增大的背景下，市场对加工企业的生
产经营也提出了更高要求，企业必须升级转型、提高核心竞争力，以得到更好的发展。
论文通过运用企业战略管理的有关概念理论以及文献分析法、案例分析法、定量
分析法等研究方法，以具有一定代表性的ZY 农产品加工企业为研究对象，深刻分析
该企业的发展环境和面临的问题，从而选择适合的发展战略。ZY 企业作为一家典型
的县域中小型农产品加工企业，成立时间较短，虽然在当地已经取得了一定成绩，但
在国内整个市场来说，仍然面临巨大的生存与发展的压力。除引言外，本文主要从五
个方面对 ZY 企业发展战略的选择展开深入分析和研究。一是系统梳理企业相关战略
理论，选取合适的战略分析工具，为下文对 ZY 企业的具体分析打下理论基础；二是
研究评估企业的内外部发展环境，运用PEST 分析模型、波特五力分析模型对 ZY 企业
的外部环境整体展开分析，并利用 EFE 矩阵对企业外部环境进行定量分析，判断其是
否有利于企业发展，然后从组织管理能力、物资资源、人力资源和财务管理能力四个
方面对企业内部环境展开分析，并利用IFE 矩阵定量分析企业内部环境优劣；三是利
用 SWOT 矩阵分析，对ZY 企业具有的优势和劣势、外部机遇与威胁展开分析研究，通
过 QSPM 矩阵模型定量分析确定企业应选择多元化发展战略；四是为促使企业多元化
总体发展战略落到实处，结合 ZY 企业现阶段发展问题和发展方向，分别从四个方面
提出企业的战略实施措施和保障措施；五是对全文的分析结果进行归纳总结，系统梳
理 ZY 企业的相关研究结论，并阐述论文研究的不足之处。
关键词：ZY农产品加工企业；发展战略；SWOT 矩阵；多元化发展
i 聊城大学专业硕士学位论文
ABSTRACT
After the report of the Nineteenth National Congress of the Communist Party of
China proposed that it is necessary to firmly implement the strategy of rural revitalization,
China;s agricultural development has since ushered in new historical development
opportunities. When industry thrives, the countryside thrives, agricultural products
processing industry has played an irreplaceable role in promoting rural revitalization and
promoting the integration of primary, secondary and tertiary industries, under the
background of deepening government support and guidance and increasing market demand,
higher requirements are put forward for the production and operation of these enterprises,
they have to fulfill the goal of upgrade and transformation and to improve their core
competitiveness, in order to get better development.
In this paper, the relevant concepts and theories of enterprise strategic management as
well as literature analysis, case analysis, quantitative analysis and other research methods
are used to deeply analyze the development environment and problems faced by the ZY
agricultural product processing enterprise, which has certain representativeness, so as to
select the appropriate development strategy. As one of the typical small and medium-sized
agricultural products processing companies which located in a county, this company does
not have a long history, although it has made certain achievements in local area, but being
in the entire domestic market, it is still facing huge pressure from survival and
development. In addition to Introduction parts, this paper mainly and deeply analyses and
studies the development strategy choice of ZY Company from five aspects. Firstly, to
elaborate on theories of strategic business management, select appropriate strategic
analysis tools, and to lay the theoretical foundation for the following analysis. Secondly,
analyse the internal and external development environment of ZY Company, by using the
PEST Analysis Model and Porter;s Five Forces Analysis Model, quantitatively analyse the
external environment with EFE Matrix, and evaluate whether it is conducive to the
company’s development, then analyse the company;s internal environment from the four
aspects of organizational management ability, material resources, human resources and
ii 聊城大学专业硕士学位论文
financial management ability , and a quantitative analysis of the strengths and weaknesses
by using the IFE Matrix. Thirdly, to analyse the strengths and weaknesses, external
opportunities and threats of the company by using the SWOT Matrix, and to determine the
development strategy through quantitative analysis with the QSPM Matrix Model. Fourthly,
in order to promote the implementation of the development strategy, combined with
development problems of current stage and development direction of ZY Company, to
propose strategic implementation measures and security measures for the company from
four aspects. Fifthly, summarizes the analysis results of the whole paper, systematically
combs the relevant research conclusions of ZY Company, and expounds the shortcomings
of the paper research.
Key Words：ZYAgricultural Product Processing Company；development strategy；
SWOT Matrix；diversified development
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