随着我国经济宏观层面和微观层面不断向好发展，消费升级背景下，人 们对于健康、养生等领域的消费规模正在悄然增长。玫瑰凭借其在观赏、食 用、药用等方面的众多用途，其经济价值越来越受到市场的肯定。我国具有 丰富的玫瑰花资源，是玫瑰花种植大国，受地缘优势以及品种影响，形成了 几个玫瑰产业加工基地，其中以甘肃苦水和山东平阴占据大半江山。位于兰 州市永登县的苦水镇被称为中国的“玫瑰之乡”，近年来，在地方政府的主 导和大力支持下，苦水地区玫瑰种植面积逐年上升、玫瑰加工产业不断发展 壮大，涌现了一大批从事玫瑰加工的企业。兰州九香玫瑰生物科技有限公司 （以下简称九香玫瑰）是改地区的一家集玫瑰产品研发、生产及销售于一体 的专业化企业，被誉为“苦水玫瑰欧亿·体育（中国）有限公司领导品牌”。机遇与挑战并存，日趋 增加的消费者需求，加大了企业的竞争压力。所以，如何制定九香玫瑰的竞 争战略，成为公司需要解决的重大问题。 首先，本文对目前玫瑰加工产业情况进行了调查与介绍。其次，本文梳 理了九香玫瑰的基本情况，通过数据分析、深度访谈等方式归纳出九香玫瑰 目前的发展现状及存在的问题，重点利用PEST分析法、波特五力模型对九 香玫瑰所处的外部环境进行分析，从宏观、欧亿·体育（中国）有限公司、市场及竞争对手等角度进 行了梳理。再次，本文通过SWOT分析对九香玫瑰自身的资源、瓶颈、机遇 与挑战这四个维度进行了汇总分析，结合九香玫瑰战略目标与定位，选择出 适合自身的竞争战略。最后，从技术、质量、人力、合作、品牌等方面提出 了九香玫瑰企业战略建议以及实施的保障措施。 本文的研究的目的在于帮助九香玫瑰明确企业战略及规划，确立企业未 来的发展方向和发力重点，使其能在激烈的玫瑰加工市场环境中保持竞争优 势。同时，希望通过企业这一切入点，带动欧亿·体育（中国）有限公司标准的提高，切实改变永登 县苦水地区长期以来形成的一些落后的、粗放的发展方式，促进玫瑰产业的 转型与高质量发展。 关键字：苦水玫瑰；玫瑰加工；九香玫瑰；竞争战略； MBA学位论文作者：贺蓉兰州九香玫瑰生物科技有限公司竞争战略研究 IV STUDYONTHECOMPETITIVESTRATEGYOFTHE LANZHOUJIUXIANGROSEBIOTECHNOLOGY CO.LTD Abstract WiththecontinuousdevelopmentofChina'seconomyatboththemacroand microlevels,theconsumptionscaleofpeople'shealth,healthcareandotherfieldsis quietlyincreasingunderthebackgroundofconsumptionupgrading.Rosewithits ornamental,edible,medicinalandotheraspectsofmanyUSES,itseconomicvalueis moreandmorerecognizedbythemarket.Chinahasrichroseresourcesandisabig countryofroseplanting.Withgeographicaladvantagesandnationalsupport,China hasformedseveralroseindustryprocessingbases,withGansuKushuiandShandong Pingyinoccupyingmostoftheland.Yongdengcounty,Lanzhoucity,isknownasthe landofrosesinChina.Inrecentyears,undertheleadershipandstrongsupportofthe localgovernment,theroseplantingareainKushuiareahasbeenincreasingyearby year,theroseprocessingindustryhasbeendevelopingandexpanding,andalarge numberofroseprocessingenterpriseshaveemerged.LanzhouJiuXiangRose biotechnologyco.,LTD.(hereinafterreferredtoasJiuXiangRose)isaprofessional enterpriseintegratingtheresearchanddevelopment,productionandsalesofrose productsintheareaofbitterwater,knownas"theleadingbrandofbitterwaterrose". Inrecentyears,people'shealthconsciousnessisgettingstrongerandstronger,andthe demandandrequirementforhealthmaintenance,beautyandhealthcareproductsare alsogettinghigherandhigher.Withthechangeofconsumerdemand,thecompetitive pressureofrelatedenterpriseswillbemoreandmorelarge.Howtodevelopthe developmentstrategyofJiuXiangRosehasbecomeamajorproblemthatthe companyneedstosolve. Firstofall,thispaperhasinvestigatedtherosesprocessingindustryand introduced,andthencombedthenineincenserosebiologicalscienceandtechnology limitedcompany'sbasicsituation,throughdataanalysis,in-depthinterviews identifiedninefragrantroses,presentdevelopmentsituationandexistingproblemsof MBA学位论文作者：贺蓉兰州九香玫瑰生物科技有限公司竞争战略研究 V usingPESTanalysis,porterfivemodelsofnineincenseroseexternalenvironmentfor themacro,industry,marketandcompetitorssituationanalyzedcombing;The resources,bottlenecks,opportunitiesandchallengesofJiuXiangRosewere summarizedthroughSWOTanalysis,andthecompetitivestrategysuitablefor JiuXiangRosewasselectedbasedonthestrategicobjectivesandpositioningof JiuXiangRose,andtheguaranteemeasuresfortheimplementationofthestrategy wereputforwardfromtheaspectsoftechnology,quality,manpower,cooperationand brand. ThepurposeofthisstudyistohelpJiuXiangRosetoclarifytheenterprise strategyandplanning,toestablishthefuturedevelopmentdirectionandfocusofthe enterprise,sothatitcanmaintainitscompetitiveadvantageinthefiercerose processingmarketcompetition.Atthesametime,itishopedthatthroughenterprises astheentrypoint,topromotetheimprovementofindustrialstandards,andeffectively changesomebackwardandextensivedevelopmentmodesthathavelongbeenformed inYongdengcounty,topromotethetransformationanddevelopmentoftherose industry. Keywords:KushuiRoses，Rosesprocessing，JiuXiangRose，Competitive strategy MBA学位论文作者：贺蓉兰州九香玫瑰生物科技有限公司竞争战略研究 VI 目录 Abstract....................................................................................................IV 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.............................................................................................4 1.2研究思路与方法............................................................................................6 1.2.1研究思路............................................................................................6 1.2.2研究方法.............................................................................................6 1.3研究内容........................................................................................................7 第二章概念界定及理论基础...................................................................8 2.1相关概念界定.................................................................................................8 2.1.1苦水玫瑰............................................................................................8 2.1.2玫瑰加工产业....................................................................................9 2.2相关理论基础...............................................................................................11 2.2.1竞争战略的概念..............................................................................11 2.2.2竞争战略主要理论..........................................................................12 2.2.3其他相关理论..................................................................................14 2.3战略分析工具..............................................................................................15 2.3.1PEST分析.........................................................................................15 2.3.2波特“五力”模型..........................................................................16 2.3.3SWOT分析.........................................................................................16 第三章九香玫瑰外部环境分析.............................................................17 3.1外部宏观因素分析（PEST模型）.............................................................17 3.1.1政策环境分析..................................................................................17 3.1.2经济环境分析..................................................................................18 3.1.3社会环境分析..................................................................................20 3.1.4技术环境分析..................................................................................20 MBA学位论文作者：贺蓉兰州九香玫瑰生物科技有限公司竞争战略研究 VII 3.1.5PEST分析结论.................................................................................21 3.2欧亿·体育（中国）有限公司竞争分析（波特五力模型）..............................................................22 第四章九香玫瑰内部环境分析.............................................................25 4.1九香玫瑰基本概况......................................................................................25 4.2