润禾公司是一家长期从琪农产品储存及加工的中小型企业。公司的现有战略
不适应激烈的市场竞争,公司需要不断认淸和适应新的发展趋势,制定和实施科
学的、可行的、有前瞻性的公司战略,为公司实现战略制胜提供有力的理论支持
和政策保证。
本文回顾了战略管理、基本竞争战略、蓝海战略等理论,利用价值链等分析
工九,对润未公司外部环境和内部资源进行了认真分析,最终得出润禾公司应该
走差异化竞争战略的结论。
润禾公司要实现荖异化竞争,要依靠提高产品附加值、供应链系统的优化、
加大技术研发能力、提升管理水平和运苕效率、提供更高效的优质服务等来组织
实施。
为了保障差异化竞争战略的有效实施,润禾公司要在优化完善公司组织结构
体系、培养核心人力资源、提供合理财务预算,培育创新性企业文化等方面幵展
下作,确保企业在市场竞争屮处于有利地位,促进企业的后续发展,提高企业的
持续竞争力。
关键字:农产品加丁;润禾公司;竞争战略;羌异化
ABSTRACT
In recent years, following the rapid growth of Chinese economy, the agricultural
product processing industry developed very fast, more and more companies entered into
this industry, but most of them are small and medium-sized ones. Although their
business mechanism is flexible, the ability against risks is weak.
Runhe company (herein after “Runhe”),as a small and medium-sized one, focused
on the agricultural product storage and processing in a long run. Runhc39;s current
strategy does not fit into the fierce market competition, it need to continuously identify
and adapt to the new development trend, formulate and implement the scicntific,
practical, proactive strategy, which could provide strong theoretical support and policy
guarantee for the long-term and healthy development of the company.
This paper finally got the conclusion that Runhe should adapt differentiation
competitive strategy by reviewing the main management theories, such as strategic
management theory, basic competition strategy theory, blue ocean strategy theory,
taking use of value chain and other analysis tools,and assessing the external
environment and internal resources of the company.
The strategy implementation of company relies on improving product added value,
optimizing supply chain system, strengthening technology research and development
ability, increasing the management level and operation cfilcicncy, providing more
efficient service, etc.
lb ensure the elTcctive implementation of the dificrcntiation competitive strategy
and gain a better position in the market, Runhe should optimize company organization
structure,cultivate the key human resources, make the budget reasonably, innovate
corporate culture.
Key words: Agriculture products; Runhe company; Competitive Strategy;
Differentiation
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