【摘要】：隨著現(xiàn)代社會生活節(jié)奏逐漸加快，人民生活水平不斷提高，人們對飲食的要求不再滿足傳統(tǒng)意義上的“一日三餐”，追求品牌和健康成為一種時尚，人們在選擇食品時會更加關(guān)注口感、觀感、營養(yǎng)以及功能。因此，現(xiàn)在人們對于綠色、健康和養(yǎng)生型食品需求越來越大。大棗能提高人體免疫力，并可抑制癌細(xì)胞，預(yù)防膽結(jié)石。棗中富含鈣和鐵，對防治骨質(zhì)疏松、貧血有重要作用，尤其適合中老年人和青少年食用。棗類深加工產(chǎn)品更是具有豐富的營養(yǎng)價值和食療價值，市場前景廣闊。好想你棗業(yè)股份有限公司是一家集紅棗加工、銷售、種植與一體的棗產(chǎn)業(yè)龍頭企業(yè)，憑借其產(chǎn)品創(chuàng)新能力、品牌優(yōu)勢、產(chǎn)業(yè)鏈縱向一體化優(yōu)勢成為棗產(chǎn)品行業(yè)的領(lǐng)跑者，經(jīng)過十多年的積累，已經(jīng)成為人們?nèi)粘ＯM(fèi)和禮品饋贈的重要選擇，，近年來呈現(xiàn)不斷壯大的趨勢。好想你棗業(yè)股份有限公司目前已經(jīng)形成比較完整的產(chǎn)品系列，主要產(chǎn)品擁有十大系列，單品達(dá)到230多個，目前企業(yè)依靠開設(shè)加盟店的方式將自己的營銷網(wǎng)絡(luò)覆蓋全國各個省市，目前的市場份額行業(yè)第一。好想你棗業(yè)股份有限公司雖然在棗產(chǎn)品市場中起步較早，在不斷發(fā)展的過程中，好想你公司面臨的競爭環(huán)境越來越復(fù)雜，競爭壓力越來越大，企業(yè)下一步的戰(zhàn)略將成為決定企業(yè)能否繁榮發(fā)展的關(guān)鍵因素。 本文以好想你棗業(yè)股份有限公司發(fā)展戰(zhàn)略為研究內(nèi)容，首先對公司所處的環(huán)境以及自身的能力進(jìn)行了梳理，運(yùn)用SWOT分析矩陣、波特的五力競爭模型找出制約公司下一步發(fā)展的關(guān)鍵因素。通過權(quán)衡機(jī)會和威脅以及企業(yè)的優(yōu)勢和劣勢確定了企業(yè)的發(fā)展方向，并制定了一整套科學(xué)、可操作性強(qiáng)的戰(zhàn)略方案，希望通過我的努力為好想你棗業(yè)股份有限公司的發(fā)展提供一些理論指導(dǎo)和現(xiàn)實(shí)參考。
[Abstract]:With the rapid pace of modern social life and the continuous improvement of people's living standards, people's dietary requirements no longer meet the traditional sense of "three meals a day", the pursuit of brand and health has become a fashion. People pay more attention to taste, perception, nutrition and function when choosing food. As a result, there is a growing demand for green, healthy and healthful foods. Jujube can improve human immunity, and can inhibit cancer cells, prevent gallstones. Jujube is rich in calcium and iron, and plays an important role in preventing osteoporosis and anemia. Jujube products are rich in nutritional value and therapeutic value, and have a broad market prospect. As you date Industry Co., Ltd. is a jujube processing, sales, planting and integration of the jujube industry leading enterprises, with its product innovation ability, brand advantages, industry chain vertical integration advantages to become the industry leader in jujube products, After more than ten years' accumulation, it has become an important choice for people's daily consumption and gift. I think you Zaoye Co., Ltd. has already formed a relatively complete product line at present. The main products have 10 series, with more than 230 individual products. At present, enterprises rely on the way of opening franchise stores to cover their own marketing network in various provinces and cities throughout the country. Current market share industry first. Although you started early in the jujube product market, in the process of continuous development, your company is facing a more and more complex competitive environment and more competitive pressure. The next strategy of the enterprise will be the key factor to determine the prosperity and development of the enterprise. In this paper, the development strategy of the company is studied. Firstly, the environment and ability of the company are combed out, and the SWOT analysis matrix is used. Porter's five-force competition model finds out the key factors restricting the company's next development. By weighing the opportunities and threats as well as the strengths and weaknesses of the enterprise, the development direction of the enterprise has been determined, and a set of scientific and operational strategic plans have been formulated. Hope that through my efforts for the development of you Zaoye Co., Ltd. to provide some theoretical guidance and practical reference.
【學(xué)位授予單位】：武漢輕工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.82

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