I 摘要 “放心粮油”工程是国家一直在全国范围内推广的工程。国务院在国家粮食安全中 长期规划大纲中提出，要稳定食用植物油的自给率，鼓励粮油食品加工业实现集约化、 规模化发展，增强该类企业的质量意识，加快其品牌建设步伐。在众多植物食用油企业 中，我国的玉米食用油企业众多且大多处于成长期，在我国经济持续高速增长的大环境 下，许多企业得以迅速发展，不断的成长壮大。但从欧亿·体育（中国）有限公司发展情况来讲，我国中低端玉 米油制造公司数量较多，玉米油产品存在同质化问题，高端玉米油制造公司数量较少， 大部分公司没有掌握核心技术，近年来，国外知名企业纷纷涌入我国，导致玉米油欧亿·体育（中国）有限公司 竞争不断加剧。XW股份有限公司（以下简称XW公司）作为主要生产玉米油的企业， 是一家知名度较高的老牌玉米油生产企业，受宏观环境等因素的影响，该公司制定的发 展战略无法满足当前的发展需求，难以有效应对市场环境带来的不良影响，XW公司如 何巩固自身欧亿·体育（中国）有限公司地位，增强竞争实力，如何转变经营模式，制定科学的竞争战略，这是 该公司亟待解决的重要问题。 本研究课题将XW公司当作研究对象，以竞争战略管理理论作为指导，利用波特五 力模型、PEST分析法对XW公司的外部环境进行研究和探讨，同时综合分析该公司的 企业文化、研发实力、组织架构等内部问题。利用QSPM分析法和SWOT分析法对XW 公司在发展中遇到的机遇、面临的威胁进行深入分析，按照该公司的市场定位、发展规 划，为其制定科学的差异化竞争战略，通过采用产品推广、营销渠道、价格策略、公司 形象等差异化手段增强公司竞争实力，推动公司实现快速发展。为确保竞争战略顺利实 施，提出了一些有效的保障措施，主要包括：分地区推广、优化营销渠道、培养员工主 人翁意识、促进技术研发、提高生产管理水平等，希望能够为XW公司执行竞争战略提 供有效帮助，同时为其他食用油公司制定和实施竞争战略提供科学参考。 关键词：XW公司；玉米食用油企业；差异化竞争战略 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT The "Reliable Grain and Oil" project is a project that the country has been promoting nationwide. The State Council proposed in the outline of the national medium- and long-term plan for national food security to stabilize the self-sufficiency rate of edible vegetable oils, encourage intensive and large-scale development of the grain, oil and food processing industry, strengthen the quality awareness of such enterprises, and accelerate the pace of brand building. Among many plant edible oil companies, China's corn edible oil companies are numerous and mostly in the growth stage. In the context of China's sustained and rapid economic growth, many companies have been able to develop rapidly and continue to grow. However, from the perspective of industry development, China has a large number of low- and medium-end corn oil manufacturing companies, homogenization of corn oil products, and a small number of high-end corn oil manufacturing companies. Most companies have not mastered core technologies. In recent years, Well-known foreign companies have flooded into our country, leading to increasing competition in the corn oil industry. XW Co., Ltd is a major manufacturer of corn oil. It is a well-known and well-established corn oil production company. Due to environmental and other factors, the development strategy formulated by the company cannot meet the current development needs. It is difficult to effectively deal with the adverse effects brought by the market environment. How XW Company consolidates its industry position, strengthens its competitive strength, how to transform its business model, and formulate a scientific competition strategy are important issues that the company needs to solve urgently. This research project takes XW Company as the research object, and uses the theory of competitive strategic management as the guide. It uses Porter's five-force model and PEST analysis to study and discuss the external environment of XW Company, and analyzes the company's corporate culture and R & D strength, Organizational structure, etc. Using QSPM analysis and SWOT analysis to conduct in-depth analysis of the opportunities and threats facing XW Company in its development, according to the company's market positioning and development plan, formulate a scientific and differentiated competitive strategy for it, and use product promotion , Marketing channels, pricing strategies, corporate image and other differentiated means to enhance the company's competitive strength and promote the company's rapid development. In order to 山东理工大学硕士学位论文 ABSTRACT III ensure the successful implementation of the competition strategy, some effective safeguard measures are proposed, including: promotion by region, optimization of marketing channels, cultivation of employee ownership, promotion of technological research and development, and improvement of production management level, etc. Hoping to provide XW company with the execution of competition strategy Effectively help, while providing scientific reference for other edible oil companies to formulate and implement competitive strategies. Keywords: XW Company; Corn Edible Oil Company; Differentiated Competitive Strategy 山东理工大学硕士学位论文 目 录 IV 目 录 摘要 ................................................................................................................................ I ABSTRACT ......................................................................................................................... II 目 录 ............................................................................................................................. IV 第一章 绪 论 ............................................................................................................... 1 1.1 研究背景及研究意义 ............................................................................................. 1 1.1.1 研究背景 ....................................................................................................... 1 1.1.2 研究意义 ....................................................................................................... 1 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 ............................................................................................... 2 1.2.2 国内研究现状 ............................................................................................... 3 1.3 研究内容与研究方法 ............................................................................................. 4 1.3.1 研究内容 ....................................................................................................... 4 1.3.2 研究方法 ....................................................................................................... 5 第二章 竞争战略理论概述 ............................................................................................... 6 2.1 竞争战略类型 ......................................................................................................... 6 2.1.1 成本领先战略 ............................................................................................... 6 2.1.2 差异化战略 ................................................................................................... 6 2.1.3 集中化战略 ................................................................................................... 7 2.2 战略分析工具 ......................................................................................................... 8 2.2.1 PEST分析法 .................................................................................................. 8 2.2.2 波特五力战略模型分析 ............................................................................... 9 2.2.3 SWOT分析法 .............................................................................................. 10 第三章 XW公司竞争环境分析 ..................................................................................... 11 3.1 XW公司简介 ........................................................................................................ 11 3.1.1 XW公司愿景、使命 .................................................................................. 11 3.1.2 XW公司竞争战略现状分析 ............