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分类号：学校代码：10426
密级：学号：f021070049
专业硕士学位论文
PROFESSIONALMASTERDEGREETHESIS
QP乳业公司企业战略研究
作者：孙方薇
指导教师：李文明
学科专业：工商管理
专业代码：125100
研究方向：公司战略
2023年6月6日QP乳业公司企业战略研究
摘要
近年来，随着居民收入水平增加，以及对营养和健康的不断追求，乳业得到
了高度的重视。但是在良好的市场环境下，全国乳企也越来越多，竞争日趋激烈。
对于区域性乳企来说，要想在本土占有一席之地，乃至实现更大范围的扩张，制
定切实可行的企业战略具有重要意义。
QP乳业公司作为本文的研究对象，是一家具有典型代表性的地区性中小型乳
品企业。本文从公司实际情况出发，结合公司发展历程，提出适合乳业企业的针
对性发展战略紫榷怨镜幕靖趴鲎隽私樯埽幽芰Α⒆试础⒑诵木赫θ?
个角度出发，全面分析公司内部环境浯未诱褰嵌瘸龇ⅲ訮EST分析和五
力膒臀。饰龉镜耐獠亢旯刍肪澈托幸祷肪场Mü夏谕獠炕肪车姆?
析结果，构造了SWOT膒停⑾窒纸锥喂局饕嬖谙呱掀教ㄓ芰Σ蛔恪?
产品结构欠合理、生产成本较高、宣传推广能力欠缺、财务状况乏力等问题?
后基于SWOT分析膒停ü齉SPM矩阵确定了适合QP乳业的总体战略，即增长
型战略詈蟊疚拿魅妨斯镜恼铰灾傅妓枷爰罢铰阅勘辏岷瞎镜姆⒄褂攀?
和存在问题，分别从总体战略、竞争战略、职能战略三个方面制定了详细准确的
战略实施内容蔽吮U瞎镜姆⒄拐铰阅芄晃炔绞凳涮琢讼喙氐谋U?
措施，期望发展战略能够持续不断地改进和提升，以确盚媸迪諵P乳业公司
的发展战略目标。
本文旨在深入探究QP乳业公司的发展战略问题，为企业提供理论和实践性
相关指导保M馄芯磕芄晃谄渌嘈腿橐灯笠档恼铰灾贫ê脱?
究提供相应的参考和借鉴ü訯P乳业公司的战略选择和实施的分析，螹?
能够揭示乳业市场的发展趋势和规律，为企业在未来的发展中提供有力的支持和
指导。
关键词：区域性乳企企业战略SWOT分析战略选择RESEARCHONENTERPRISESTRATEGY
OFQPDAIRYCOMPANY
ABSTRACT
In recent years,with the increase in household income levels and the continuous
pursuit of nutrition and health,the dairy industry has received high attention.However,
in a good market environment,there are more and more national dairy companies,and
the competition is becoming increasingly fierce.For regional dairy enterprises,it is of
great significance to develop practical and feasible enterprise strategies in order to
occupy a place in their home market or even achieve wider expansion.
The QPDairy Company,as the research object of this article,is a typical
representative regional small and medium-sized dairy enterprise.This article proposes
targeted development strategies suitable for dairy enterprises based on the actual
situation of the company and the companys development history.Firstly,the basic
overview of the company was introduced,and a comprehensive analysis of the internal
environment of the company was conducted from the perspectives of capabilities,
resources,and core competitiveness.Secondly,from a holistic perspective,based on
PESTanalysis and the Five Forces Model,analyze the companys external macro
environment and industry environment.By integrating the analysis results of the
internal and external environment,a SWOTmodel was constructed.It was found that
the current company mainly faces problems such as insufficient online platform
marketing capabilities,unreasonable product structure,high production costs,
insufficient promotion capabilities,and weak financial situation.Then,based on the
SWOTanalysis model,the overall strategy suitable for the QPdairy industry,namely
the growth strategy,was determined through the QSPMmatrix.Finally,this
civilization has established the companys strategic guiding ideology and objectives.
Based on the companys development advantages and existing problems,detailed and
accurate strategic implementation content has been formulated from three aspects:
overall strategy,competitive strategy,and functional strategy.At the same time,in
order to ensure the stable implementation of the companys development strategy,
relevant guarantee measures have been provided,and it is expected that the
development strategy can be continuously improved and enhanced to ensure the
comprehensive realization of the development strategic goals of QPDairy Company.The purpose of this article is to deeply explore the development strategy of QP
Dairy Company and provide theoretical and practical guidance for enterprises.
Meanwhile,it is hoped that this research can provide corresponding references and
references for the strategic formulation and research of other similar dairy enterprises
in China.Through the analysis of QPDairy Companys strategic choices and
implementation,we hope to reveal the development trend and laws of the dairy market,
providing strong support and guidance for enterprisesfuture development.
KEYWORDS：regional dairy enterprises enterprise strategy SWOTanalysis
strategy choose 目录
1绪论....................................................1
1.1研究背景与研究意义..............................................1
1.1.1研究背景......................................................1
1.1.2研究意义......................................................2
1.2国内外研究现状..................................................3
1.2.1国外研究现状..................................................3
1.2.2国内研究现状..................................................7
1.2.3国内外研究现状述评............................................8
1.3研究内容与方法..................................................9
1.3.1研究内容......................................................9
1.3.2研究方法.....................................................10
1.4研究框架.......................................................11
1.5本文创新点.....................................................12
2相关理论概述...........................................13
2.1企业战略的概念.................................................13
2.2企业战略过程膒?..............................................13
2.3企业战略的层次结构.............................................14
2.4企业战略的分析工具.............................................16
2.4.1PEST分析膒?...............................................16
2.4.2五力分析膒?................................................17
2.4.3SWOT分析法..................................................19
2.4.4QSPM矩阵....................................................21
3QP乳业公司发展现状分析................................23
3.1QP乳业公司基本概况............................................23
3.1.1公司简介.....................................................23
3.1.2组织结构.....................................................23
3.1.3财务概况.....................................................24
3.1.4主营产品.....................................................26
3.2QP乳业公司内部环境分析........................................26
3.2.1资源分析.....................................................26
3.2.2能力分析.....................................................29 。。。以下略
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