大越工大学专业学位硕士学位论文

摘 要

上世纪末,我国食品加工业开始兴起,经过十几年的快速发展,我国成为世界罐头

生产的主要基地。我国的果蔬罐头的生产方式主要是定点加工方式,产品链条单一,附

加值很低,市场定位主要着眼于国外市场。目前,国际市场上果蔬罐头供大于求,竞争

激烈,而国内市场未曾大范围开发,并且具有较大需求,在这样的情况下,我国果蔬罐

头加工业仍处于产业链最底端,属于劳动密集型产业,劳动力价值低廉,找出我国果蔬

罐头加工业做强做大之路异常重要。

本文运用五力分析模型以及PEST、SWOT等战略管理分析工具,重点探讨H公司

周围环境对企业的影响和企业在市场发展中的优劣,根据分析,对企业未来战略性发展

提出建议,即为了可持续发展,企业应在生产方面增强生产能力,在供应方面,对市场

做出充分调查,根据调查制定营销策略和手段,在企业组织方面,优化企业结构,对人

力做出规划。与此同时,要树立品牌意识,树立企业形象,营造良好的公司文化氛围。

这样,才能保障公司可持续良好运营,实现H公司的战略目标。

本文旨在对H公司的个案分析,找出适合我国定点生产企业的良好发展路径和战略

部署手段,以期我国果蔬罐头加工业能够受到启发,自创品牌,从产品链条的最低端走

向最高端,实现利益最大化,能够在国际市场上有一席之地。

关键词:战略管理;SWOT分析;果蔬罐头企业

H果蔬加工公司发展战略研究

Study on Strategic Management in H Fruits and Vegetables Enterprises

Abstract

The last century, China's food processing industry began to rise, after ten years of rapid

development,China has become the main base for the world's canned produce. Our

production is mainly canned fruits and vegetables designated processing, product chain single,

low value-added, market positioning primarily focused on foreign markets. Currently, canned

fruits and vegetables on the international market oversupply and fierce competition, while the

domestic market has not been large-scale development, and have greater demand, in such

circumstances, China's fruit and vegetable canning industry is still at the bottom of the

industry chain, is labor-intensive industries, the value of cheap labor,then,to find our fruit

and vegetable canning industry bigger and stronger of the road is extremely important.

In this paper, case analysis to investigate H Company as a case in support of the theory,

based on the use of management tools, and five forces analysis PEST analysis models and

other strategies and SWOT analysis of research methods, focusing on the surrounding

environment affect business-to-business and the development of enterprises in the market

merits, based on an analysis of the future strategic development of business proposals, namely

to sustainable development,enterprises should enhance the production capacity of the

production side, the supply side of the market to make a full investigation, according to the

survey developed marketing strategies and tools in the corporate organization, optimize the

structure of manpower to plan. At the same time, to establish brand awareness,establish a

corporate image, create a good corporate culture. Thus, in order to protect the company's

sustainable operational excellence, such measures in order to achieve the strategic objectives

H companies.

This paper aims to H's case analysis to identify good and strategic development path

suited to China's means of production enterprises, with a view of canned fruits and vegetables

processing industry can be inspired to create their own brand,from the low end of the product

chain to the most high-end, to achieve maximum benefits, to have a place in the international

market.

Key Words: Strategic Management; SWOT Study; Enterprises of Canned Fruits

and Vegetables

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