晨光乳业的发展战略研究

上海交通大学硕士学位论文晨光乳业的发展战略研究姓名：杨志成申请学位级别：硕士专业：工商管理指导教师：于冷2005032750%10%30%UHTUHT10SWOTDevelopmentstrategystudyofChenguangMilkAbstractAfteritsrapiddevelopmentinrecentyears,theChinamilkindustryisnowdeemedasasunriseindustry.However,opportunitiesandthreatscoexisttotheindustry.Ononehand,theChinamilkmarketishighlypotentialforgrowing,providingtheindustryexcessiveprofitabilityandgoldentimefordevelopment.Ontheotherhand,thehighmarketpotentialandprofitabilityattractsmanyentrants,includingmultinationalgiantsanddomesticplayersthatarefinanciallycompetitive.ThecurrentcompetitionofChinamilkindustryisconcentratedonliquidmilkmarket.Amongtheliquidmilkcompanies,theultra-heat-treatment(UHT)milkmarketgrows50percentannually,benefitingfromthesupportofTetraPak.TheYiliGroupisthebiggestbeneficialfromTetraPak’sbrickshapepackage,andtheMengniuGroupachievesamiracleofexpansionspeedbythehelpofTetraPak’spillowshapepackage.LocatedinsouthernChina,ChenguangMilkcompany(Chenguang)isthebiggestmilkexporter,andfocusesonthemid-endandhigh-endfrozenpreservedmilk.Constrainedbytheinsufficientconsumerperceptionandlogisticscondition,thefrozenpreservedmilkgrowsonly10percentyearly,muchlowerthantheUHTmilkdoes.Asaconsequence,theshareofChenguangdropscontinuallyinitsengagingmarketofShenzhenandotherareainsouthernChina.Inotherword,despitethe“cake”oftheliquidmilkmarketexpandsover30percentannually,theshareofChenguanginthenewmarketproportionbecomeslessandless.However,theroomforthedevelopmentoffrozenpreservedmilkisstillbig,astheconsumptioncapacityandtheconsumerperceptionareturninghigherandhigher.FacingthepressureofrapidgrowingUHTmilkandtheruthlessinvasionofotherrivals,howcanChenguantoassureitscompetitivenessinfrozenpreservedmilkmarket,howcanChenguantoseizeaproportionintheUHTmilkmarketandtobecomethetopbrandinsouthernChina?Theanswerwouldbeinthisplanpaperoflong-termstrategyforChenguan.Inthemeantime,asthebellwetherofthefrozenpreservedmilkproducersinsouthernChina,thewaythathowChenguangtoconsolidateitscurrentpositionandtostrideforthetop10positionintheChinamilksectorbykeepingthefrozenpreservedmilkasitscoreproduct,isahelpfulreferenceforothersmall-andmedium-sizedfrozenpreservedproducers.Firstly,ThispaperwilldiscussthecurrentdevelopmentsituationofChinaandforeignmilkindustries.Then,theexternalandinternalenvironmentalanalysis,theSWOTanalysiswillbecarriedout.Thirdly,byaimingatthecorecompetitivenessandmissiongoalofChenguang,thepaperattemptstorevealaconcentrateddevelopmentstrategy.Specifically,theresourcewillbeconcentratedonthecorebusiness-milkproducing,andtheactualexecutionwilldifferentiateupondifferentindustries,regionsandproductcategories.Fourthly,thetheoreticalbasisandtheimplementationfeasibilityofthestrategywillbediscussedandanalyzed.Lastly,theimplementationaspectsofthestrategy,suchasmarketing,organizationstructure,andhumanresourcemanagement,willbediscussedandanalyzed.Keywords:Chenguang,milkindustry,developmentstrategy,implementation200532720053272005327EMBA11.11979198052.51.5199912ISO900120001020011ISO140012002262960%50020129.619822004EMBA21.21.2.11-11.2.21.2.2.1201234EMBA351.2.2.216.21.2.2.31.2.2.4140%2341.31.4EMBA41.51.5.170%19821995101401001.5.21.5.31.620072005EMBA52000200108.4%EMBA6WTO2.1.2.1.120902121212.1.2EMBA720022.1.32.22.2.12.2.2202.2.32.32.3.1EMBA82.3.22.3.3200020002.42.4.112.4.220052007110KV2.4.32.4.4EMBA92.5PEST2.5.12.5.1.119901.8548200210.27%20031120007.3%2005GDP9%2-11991—20032-2GDPEMBA102-31980——20051991200319911700.62003800019914.72-41991—20032.5.1.22001192.417.1119.310990.4200533%2010402015200213,084.82001260.62.0%EMBA1120021,299.82001274.326.7%2.5.1.3GDP19891991200319914260200329777600%200310816.923.6%2-51991—2003200162806.4%22532.1%16404%2.5.22.5.2.12013.1%200320339576200217258522308105417.85%2003200321450160200330.51%200217119042433111825.3%EMBA1220031094760200278527430948639.41%2-6200220032-7200120032-8200120032003:2020,1:1,31:2,6151216000670010.42.5.2.2EMBA13GDP2003774.422003901500841.4617.2964.352001200318.7%13.7%2001200332.05%30%2-9200020032.5.2.3,:2001,,20028510,32002,,42002002,,620028,,EMBA14,,,,,,1500,500360,13,1995,,45:2001,40:30,100,,2.5.3,,,,,,,,,2001-2010,,,,,,32003EMBA15202.5.3.1501978902.5.3.2123452.5.3.3902-3902.5.3.480902.5.3.5601059EMBA161979530%198619822.5.3.6902.5.3.720052.5.3.8EMBA173.13.1.120033.1.1.12004-200510%153.1.1.2200015200115.620021118200320%3.1.1.3+3.1.1.4WTO,2003EMBA183.1.1.53.1.1.6WTO209010251320033.1.22004200420043.1.2.1200420046871L4250MLUHT20-30%100221ML0.6EMBA191LUHT4250MLUHT2430200420%50%3.1.2.220043.1.2.34000-500022004200320041200/1600/33%2000/3500/75%2550/3500/73%EMBA20120003.1.2.420041040123.1.320053.1.3.12003040420053.1.3.2200420042040%102005EMBA210420053.1.3.320032003200420045150002005200420053.1.3.42004200520053.1.3.52004EMBA2220042005200420053.2,1978199877,116200173.55,2003140.59,32.05,,,5,15,,30060,102005,10,13502030,25,42503.2.13.2.1.13-119792003EMBA233-2200120033-3200220033-4200020033.2.1.2,15%,19977002003160020,3-519972003EMBA243-620022003500a20033916112488098345105989510369047721121101158463-720012003*1005050b2003