北京三元食品公司发展战略：基于核心能力视角.doc

论文 北京三元食品公司发展战略 ：基于核心能力视角  The Development Strategy of the Beijing Sanyuan Foods Co.Ltd. ：Based on the core competence perspective  摘 要 近年来，随着我国居民收入的增加和乳制品消费观念的转变，乳制品消费量呈迅速上升趋势。自2000年以来，我国奶类总产量年平均增长23.8%，出现了一批像蒙牛、伊利和光明这样的大型乳业集团。乳制品行业已经成为了我国重要的产业之一。然而2008年的这场危机暴露很多问题，蒙牛、伊利和光明都牵涉其中，三鹿的破产必将改变中国乳制品行业现有格局。三元如何利用此次机会发展壮大，是值得深思的。 本文系统地评价三元股份面临的外部环境，乳制品行业进行了分析，指出了外部环境为三元股份带来的机会与威胁；接下来结合企业核心能力理论对公司的内部环境进行分析，指出其优势和劣势，并明确了其五点核心能力；继而采用战略制定方法SWOT矩阵法确定了公司的总体发展战略，指出差异化战略是合适的选择，以企业核心能力为依据对其进行细化，从而得到扩大奶源规模、管理创新、质量第一、营销创新以及研发创新五个子战略：同时研究了子战略的实施，对五个子战略的实施的分别从公司、事业部和职能三个层面做出设计。 关键词：战略分析，差异化，核心能力  Abstract In recent years, following the income of Chinese citizens rising and the consuming attitudes changing, the dairy products consuming volume shows the rise trend. Since 2000, Chinese average annual growth ratio of milk production is 23.8%, a group of large-scale dairy groups, like Mengniu, Yili and Guangming, emerged. dairy industry has become one of Chinese important industry. However, the crisis in 2008 exposed a lot of questions, Mengniu, Yili and Guangming were involved in, bankruptcy of Sanlu is bound to change the existing pattern of Chinese dairy industry. Sanyua how to use this opportunity to develop and grow, are worthy of careful consideration. This text systemic analyzed the exterior environment-dairy industry, at the same time，pointed out the opportunity and the threat which brought by the exterior environment. Then analyzed the internal environment, pointed out the strength and the weakness of Sanyuan, and clarify the five areas of core competence with core competence theory. On the foundation of above analysis，we adopt strategic method-the SWOT matrix method to make a general developing strategies of the company, pointed out that the differentiation strategy is the appropriate selection. Based on enterprise core competencies, we developed five development sub-strategies: expansion milk source scale strategy, management-innovative strategy, quality-first strategy,