伊利集团海外业务成长战略研究

发布时间：2018-01-22 01:38

本文关键词： 乳业海外业务发展战略　出处：《内蒙古大学》2013年硕士论文　论文类型：学位论文

【摘要】：在中国经济迅速发展,不断融入世界经济的背景下,随着对乳制品需求量的增加,中国已经变成一个乳制品进口大国。中国乳企面对中国奶源紧缺,世界奶源地区分布不均衡的现状,利用国外资源,发展海外业务,已经成为中国乳业发展的重要途径,是中国乳业可持续发展的迫切需要。面对激烈的市场竞争,乳企必须因势利导,参与竞争,提升能力,走跨国经营的道路,融入世界乳制品生产体系,在国际市场竞争中增强自身实力。总之,中国乳企只有放眼全球,积极在海外开展业务,在世界范围内进行资源优化配置,才能解决奶源的供需矛盾,增强自身的实力,提高产品品质,提升品牌形象,实现可持续发展。伊利集团作为中国乳业的龙头老大,依托中国乳业发展海外业务政治经济方面的有利形势,凭借其发展海外业务品牌、技术、研发、质量、发展等方面的优势,面对中国国内奶源紧缺,需求旺盛,需求发展空间广阔,全球乳制品需求强劲,与此同时,新西兰、澳大利亚、欧盟、美国等地区奶源丰富,牛奶蛋白含量高,价格低于中国内地价格,而且,这些地区地广人稀,乳品消费量有限,其国内有相当大一部分过剩奶制品存在的情况下,伊利集团只有利用全球资源,进行战略调控,提高市场份额,打造伊利品牌,才能不断提升自身的市场竞争力,实现全球化配置的规模效益。本研究通过对全球乳业、中国乳业的现状分析,同时结合伊利集团发展海外业务的自身实际,运用迈克尔·波特的五力模型分析乳业发展海外业务的市场环境、运用PEST模型分析乳业发展海外业务的宏观环境、运用SWOT模型对伊利集团发展海外业务所面临的优势、劣势、机遇和威胁进行分析等手段的基础上,最终将全球乳业市场划分为三个区域,并且在奶源供过于求的地区采用成本领先战略,在奶源供求平衡的地区实行差异取胜战略,在奶源供不应求的地区运用全球标准化战略,并提出了伊利集团以上战略相应的战略措施。伊利集团发展海外业务的必要性、乳业发展海外业务的市场环境和宏观环境,乳业发展海外业务的战略选择,以及乳业发展海外业务人力资源、组织架构、企业文化、质量管控等方面的战略措施对中国乳企发展海外业务,建立国际乳业集团具有一定的指导和借鉴意义。
[Abstract]:With the rapid development of Chinese economy and its continuous integration into the world economy, with the increasing demand for dairy products, China has become a large country importing dairy products. Chinese dairy enterprises are facing the shortage of milk resources in China. The unbalanced distribution of milk sources in the world, the utilization of foreign resources, the development of overseas business, has become an important way for the development of dairy industry in China. In the face of fierce market competition, dairy enterprises must take advantage of the situation, participate in competition, enhance their ability, take the road of transnational management, and integrate into the world dairy production system. In short, Chinese dairy enterprises can only focus on the global, actively carry out business overseas, and optimize the allocation of resources in the world, in order to solve the contradiction between supply and demand of milk source. Enhance their own strength, improve product quality, enhance brand image, achieve sustainable development. As the leading leader of China's dairy industry, Yili Group relies on the favorable situation of China's dairy industry to develop overseas business in political and economic aspects, relying on its development of overseas business brands, technology, research and development, quality. In the face of China's domestic milk shortage, strong demand, wide space for development, strong global demand for dairy products, New Zealand, Australia, the European Union at the same time. The United States and other regions are rich in milk sources, milk protein content is high, prices are lower than the price of mainland China, and these areas are sparsely populated, dairy consumption is limited. If there is a large part of surplus dairy products in China, Yili Group can only make use of global resources, carry out strategic regulation and control, increase market share and build Yili brand. In order to continuously improve their own market competitiveness, the realization of global allocation of economies of scale. This study through the global dairy industry, China dairy industry analysis of the current situation, at the same time combined with the Yili Group to develop overseas business of its own reality. Using Michael Porter's five-force model to analyze the market environment for dairy industry to develop overseas business, and using PEST model to analyze the macro environment of dairy industry to develop overseas business. On the basis of analyzing the advantages, disadvantages, opportunities and threats faced by Yili Group in developing overseas business by using SWOT model, the global dairy market is divided into three regions. And in the area where the supply of milk is oversupply, the cost leading strategy is adopted, the strategy of difference winning is implemented in the area where the supply and demand of milk is balanced, and the strategy of global standardization is applied in the area where the supply of milk is short of supply. And put forward the strategy of Erie Group above the corresponding strategic measures. The necessity of Erie Group to develop overseas business, the market environment and macro environment for dairy industry to develop overseas business, the strategic choice for dairy industry to develop overseas business, as well as the human resources and organization structure for dairy industry to develop overseas business. The strategic measures of corporate culture and quality control have certain guiding and referential significance for Chinese dairy enterprises to develop overseas business and establish international dairy groups.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F272.3

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