毕业论文飞鹤乳业的发展战略研究.doc

摘 要 飞鹤乳业经过40多年的艰苦创业，已发展成为集奶牛饲养、乳品加工、科研开发为一体的大型企业集团。集团现有产品10大系列100多个品种，主导产品飞鹤系列配方奶粉产销量逐年递增，在国际国内竞争日益激烈的条件下，飞鹤乳业要尽快适应市场环境发生的重大转变，充分发挥产品领先优势，在新形势下发展和壮大自己。 本文在对飞鹤乳业发展战略的研究中，首先分析了飞鹤乳业的发展历史和现状。以战略管理理论为基础，通过对飞鹤乳业内外部战略环境深入的分析和研究，总结归纳出外部环境为集团带来的机会和威胁以及企业自身的优势和劣势。同时对国内乳制品市场和飞鹤奶粉的未来发展趋势做出预测。在此基础上，SWOT矩阵方法对飞鹤的战略要素进行定性和定量的评价，为制订备选方案提供了理论基础。 最后，通过SWOT分析方法，研究飞鹤乳业的未来发展规划，总结出适合飞鹤乳业的发展战略。 关键词：发展战略；SWOT分析；飞鹤乳业 Abstract The milk industry of fly crane has already become a large enterprise after more than 40 years’carve-out, Including cow breeding, dairy products processing, design and research. The products of The milk industry of fly crane contain 10 series and 100 varieties. The market share of fly crane powder milk, one of the dominant products, has increased gradually by years. facing dramatic market changes, The milk industry of fly crane must adapt to the new environment as soon as possible in the increasingly drastic international and national competition circumstances, keep taking advantage of the product’s dominance and developing itself adequately with the new challenges. During the research, firstly, history and actuality of The milk industry of fly crane has been analyzed. Then, based on the strategic management theory, The milk industry of fly crane’s strength and weakness as well as the opportunities and threats facing in the interior and exterior environment have been summarized. More over, the analysis has been done by using SWOT matrix systematic method. Finally, carry on SWOT analysis towards fly a crane milk industry, tally up in keeping with fly a crane milk the development strategy of the industry. Keywords: Strategy for development; SWOT analysis; The milk industry of fly crane 目 录 摘 要 I Abstract II 引 言 1 1 企业发展战略相关理论 2 1.1 企业发展战略的定义 2 1.2 一体化战略 4 1.2.1 纵向一体化战略 4 1.2.2 横向一体化战略 4 1.3 多元化战略 5 1.3.1 集中多元化经营 6 1.3.2 横向多元化战略 6 1.3.3 混合式多元化战略 7 1.4 SWOT矩阵分析原理 7 2 飞鹤乳业公司概况 9 2.1 发展历程 9 2.2 组织结构 10 2.3 产品和营销能力 11 2.4 经营状况 13 3 飞鹤乳业内外部环境分析 15 3.1 宏观环