【摘要】：雙胞胎集團(以下簡稱雙胞胎)是我國豬飼料行業(yè)中一家高速成長的企業(yè),在整個豬飼料行業(yè)都陷入同質(zhì)微利化嚴重的激烈市場競爭中,它從一家曾經(jīng)畜禽料都做、經(jīng)營業(yè)績一般的老國營企業(yè),經(jīng)戰(zhàn)略轉(zhuǎn)型決定聚焦做乳豬料開始,通過短短6年時間,成為中國豬飼料市場上銷量第一的品牌,2013年,又獲得中國飼料業(yè)銷量排名第三,亞洲豬飼料銷量第一,全球豬飼料銷量第八的市場地位,其成功的商業(yè)模式引起了業(yè)界的廣泛關(guān)注。雙胞胎“只做好豬料”的目標集聚戰(zhàn)略和產(chǎn)品、營銷模式差異化戰(zhàn)略為其成功提供了豐富的戰(zhàn)略視角及突出的競爭優(yōu)勢,對競爭戰(zhàn)略在企業(yè)中的運用具備較強的參考價值。 本文以雙胞胎為研究對象,利用邁爾克·波特的產(chǎn)業(yè)競爭五力模型、戰(zhàn)略群組、價值鏈、價值主張、價值單元活動關(guān)聯(lián)分析等工具,對雙胞胎企業(yè)的競爭戰(zhàn)略進行分析,詳細闡述了差異化戰(zhàn)略及目標集聚戰(zhàn)略是如何在企業(yè)價值活動中提升競爭力,強化競爭優(yōu)勢的。 通過研究分析,雙胞胎的成功主要得益于以下幾點戰(zhàn)略原則的運用：第一,目標集聚戰(zhàn)略的核心是焦點化,企業(yè)需知己知彼,集中所有資源主攻某個目標市場,建立自己獨特的競爭優(yōu)勢。第二,企業(yè)價值鏈單個活動創(chuàng)造的競爭優(yōu)勢很重要,但易被模仿超越,優(yōu)秀的企業(yè)會利用各活動單元的相互作用和疊加效果創(chuàng)造出額外的價值,形成一種整體差異于競者的優(yōu)勢習(xí)慣,打造持久競爭優(yōu)勢。第三,客戶價值主張需要企業(yè)根據(jù)目標客戶的核心價值需求去制定產(chǎn)品及服務(wù),通過差異化戰(zhàn)略來顯現(xiàn)別于競者的獨特價值所在。第四,競爭戰(zhàn)略是動態(tài)多維度的,企業(yè)需保持動態(tài)視角,隨時調(diào)整戰(zhàn)略方針,創(chuàng)造競爭優(yōu)勢集合,以保護自身在行業(yè)內(nèi)的競爭有利地位。
[Abstract]:The Twin Group (hereinafter referred to as Twins) is a rapidly growing enterprise in the pig feed industry in China. In the whole pig feed industry, it has fallen into the fierce market competition of the same quality and low profit. After a strategic transformation, the old state-owned enterprises with average business performance decided to focus on the production of suckling pigs and, in a short period of six years, became the largest selling brand in the Chinese pig feed market. In 2013, they also won the third place in China's feed industry sales volume. Asian pig feed sales number one, the world's eighth largest pig feed sales market position, its successful business model has attracted wide attention in the industry. The twin "only do well pig feed" target agglomeration strategy and product, marketing mode differentiation strategy for its success to provide a rich strategic perspective and outstanding competitive advantage, competitive strategy in the application of a strong reference value in the enterprise. Taking twins as the research object, this paper analyzes the competitive strategy of twin enterprises by using the five-force model of industrial competition of Milk Porter, strategic group, value chain, value proposition, value unit activity association analysis and so on. This paper expounds in detail how the differentiation strategy and the target agglomeration strategy enhance the competitiveness and strengthen the competitive advantage in the enterprise value activities. Through research and analysis, the success of twins is mainly due to the application of the following strategic principles: first, the core of the goal agglomeration strategy is focus, enterprises need to know their own enemies, concentrate all resources to focus on a target market. Build your own unique competitive advantage. Second, the competitive advantage created by individual activities in the enterprise value chain is important, but easily imitated and overtaken, and good enterprises use the interactions and superimposed effects of various activity units to create additional value. Form an overall difference in the competitive advantage habits, build a lasting competitive advantage. Thirdly, customer value proposition requires enterprises to formulate products and services according to the core value needs of the target customers, and to show the unique value of competitors through differentiation strategy. Fourth, the competition strategy is dynamic and multi-dimensional. Enterprises should maintain the dynamic perspective, adjust the strategic policy at any time, and create a set of competitive advantages in order to protect their competitive advantage in the industry.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.72

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