I 摘要 随着经济的快速发展和物质水平的提高，“健康理念”的深入人心，人们对具有较 明显副作用的化工类合成品的排斥度逐年上升，取而代之的是更多的对健康、纯天然的 植物提取物大力推崇，并使得该欧亿·体育（中国）有限公司得到了蓬勃的发展。 M 生物科技公司专业致力于天然植物提取物的研发、生产和销售；并有着近十几年 的植物药用活性成分鉴别、研究、开发与生产经验，专注于为制药、保健食品及化妆品 等欧亿·体育（中国）有限公司的客户提供革新性的产品和创新性服务。近年来由于市场环境的偏暖，进入植物 提取物欧亿·体育（中国）有限公司的门槛不高，越来越多企业进入这一欧亿·体育（中国）有限公司中来，以此造成了激烈的竞争，要 想在当前错综复杂的市场环境中站稳脚跟，获取一席之地，准确的把握外部的各类宏观 政策、市场环境以及企业当前内部所处的阶段和发展规模，来认知自身的优劣势，以及 所面临的机会和威胁，为在市场中获取一定的竞争优势而制定适合与公司未来发展的战 略。 本文将全面剖析当前的市场环境、欧亿·体育（中国）有限公司趋势以及公司内部的主要经营发展状况，综 合运用以战略管理理论、PEST 分析以及波特五力模型和 SWOT 分析等多种不同的战略 分析工具，来查找出在当前的发展态势下，公司的实际生产经营状况以及在日常的管理 工作中所存在的与企业发展有着紧密联系的问题，在对企业当前发展状况把握的同时， 着眼于未来为企业在未来的发展中建立起新的竞争优势从而明确企业未来的定位和发 展目标，并为 M 生物科技公司提出行之有效的发展战略，最终通过在技术研发、人力 资源保障、品牌宣传等方面的保障和实施来完成所提出的战略目标和计划。 关键词，植物提取物 SWOT 分析 发展战略 五力模型西北大学硕士学位论文 II ABSTRACT With the rapid development of economy, the improvement of material level and the popularity of health concept, people's rejection of chemical synthetics with obvious side effects is increasing year by year. Instead, more people strongly advocate healthy and pure natural plant extracts, and this industry has developed vigorously. M biotechnology company specializes in the research and development, production and sales of natural plant extracts; With more than ten years of experience in the identification, research, development and production of plant medicinal active ingredients, we are dedicated to providing innovative products and services for customers in the pharmaceutical, health food and cosmetics industries. In recent years due to the warm market environment, enters the plant extracts the threshold of the industry is not high, more and more enterprises to enter the industry, which caused a fierce competition, in order to gain a foothold in the current complex market environment, to seek a place, accurately grasp the various external macro policies, market environment and enterprise internal phase and scale of development of the current to cognitive the advantages and disadvantages of its own, and facing the opportunities and threats, to obtain a certain competitive advantage in the market and formulate suitable strategy with the company's future development. In this paper, the comprehensive analysis of the current market environment, industry trends and development within the company's main business, the integrated use of strategic management theory and the SWOT analysis, PEST analysis and porter five model, such as different types of strategic analysis tools, to find out in the current development situation, the actual situation of production and operation of the company, as well as in the daily management work and is closely connected with enterprise development problems, in the current development situation of the enterprise to grasp at the same time, with an eye to the future in the development of the future for the enterprise to establish a new competitive advantage to enterprise future orientation and development goals clearly, And put forward effective development strategy for M biotechnology company, finally through the technology research and development, human resource security, brand publicity and other aspects of security and implementation to complete the proposed strategic goals and plans. Key words: plant extracts; SWOT analysis; development strategy; five forces model目录 III 目 录 摘要.........................................................................................................................................I ABSTRACT..............................................................................................................................II 第一章 绪论...............................................................................................................................1 1.1 选题背景与研究意义...................................................................................................1 1.1.1 选题背景............................................................................................................1 1.1.2 研究意义............................................................................................................1 1.2 研究对象与研究方法...................................................................................................2 1.2.1 研究对象的界定................................................................................................2 1.2.2 研究方法............................................................................................................2 1.3 研究内容和框架结构...................................................................................................3 1.3.1 研究内容............................................................................................................3 1.3.2 框架结构............................................................................................................4 1.4 本文主要贡献...............................................................................................................4 第二章 战略管理理论研究.......................................................................................................7 2.1 国外战略理论研究状况...............................................................................................7 2.1.1 经典战略理论....................................................................................................7 2.1.2 竞争战略理论...................................................................................................7 2.1.3 核心战略理论...................................................................................................8 2.2 国内战略理论研究状况...............................................................................................8 2.3 战略管理分析工具.......................................................................................................9 2.3.1 PEST 分析.........................................................................................................9 2.3.2 SWOT 分析.......................................................................................................9 2.3.3 波特的五力模型................................................................................................9 第三章 M 生物科技公司内外部环境分析............................................................................11 3.1 公司概况.....................................................................................................................11 3.1.1 公司介绍..........................................................................................................11 3.1.2 公司专利.........................................................................................................11 3.1.3 公司人力资源.................................................................................................12西北大学硕士学位论文 IV 3.1.4 公司组织结构.................................................................................................12 3.2 公司能力分析.............................................................................................................13 3.2.1 公司技术能力.................................................................................................13 3.2.2 人力资源能力分析.........................................................................................14 3.2.3 市场运作能力分析.........................................................................................