茶油是世界上四大木本食用油之一,其色佳味香,营养丰富,属纯天然绿色

食品,享有“东方橄榄油”、“月子油”及“长寿油”之美誉。油茶是保健食用油,

具有降低血压、降血脂,软化血管之功效,长期食用能增强人体免疫力,符合“欧

米伽膳食”膳食营养结构。茶油不仅是高档食用油,还是食品、制药、化工及化

妆品工业的重要优质原料。

目前国内外食用油品牌的独占和垄断格局已经被打破,高端食用油已经占到

了三成的市场份额,高端油品消费人群已经形成,国内高端食用油市场将迎来井

喷时代。茶油产业还未形成领跑企业,茶油企业还有很大的发展空间。如何在高

端食用油市场中使公司获得竞争优势,占有一席之地,是本文研究的现实而有意

义的课题。

本文从分析京兆茶油专业合作社的外部及内部环境出发,一方面,通过运用

PEST分析、波特的五力模型分析和外部环境评价矩阵(EFE),对京兆茶油专业合作

社所处的宏观环境、产业状况和市场竞争情况进行了比较深入的分析,从中总结出

京兆茶油专业合作社外部机会与外部威胁;另一方面,本文通过内部环境评价矩

阵(IFE)对京兆茶油专业合作社资源分析,找出其内部优势与劣势;在此基础上,

通过利用SWOT分析工具,定量规划矩阵(QSPM)选择和制定了京兆茶油专业合作社

发展战略,最后,本文讨论了京兆茶油专业合作社战略实施的方法及原则。

通过本文的研究,京兆茶油专业合作社有了基于其自身发展阶段和现状的发展

战略。对于国内其他高端食用油企业来说,这些发展战略是也是值得借鉴的。

关键词:农民专业合作社;茶油;发展战略

ABSTRACT

Camellia oil is one of the world's four major woody edible oil,It is a natural green food,It

has the honor of Oriental olive oil”、 longevity oil ”. Camellia oil is a healthy edible oil,It can

lower blood pressure,blood fat,soften blood .long-term consumption can enhance human

immunity,in line withomega diet “ dietary structure. Camellia oil is not only high-end oil, is

also an important quality raw materials in food, pharmaceutical,chemical and cosmetics

industries.

Currently exclusivity and monopoly of domestic edible oil brand has been broken,the

high-end edible oil has accounted for 30% percent of the market, high-end oil consumer groups

have been formed,the domestic high-end edible oil market will usher in blowout era. Camellia

oil industry leading companies has not yet formed,Camellia oil companies still much room for

development.

This article bases on Jingzhao camellia farmer cooperatives' internal and external environment,

on one side, it analyzes external environment, industry and market competition situation by using

PEST analysis, Potters five competitive forces model analysis and evaluation matrix (EFE).

Moreover, it summarized the external strength and threat of Jingzhao camellia farmer cooperatives

on the other hand,this article analyzes the use of core competencies and identify internal

strengths and weaknesses of Jingzhao camellia farmer cooperatives ; on this basis,through the

use of SWOT analysis framework tools,The article develops a strategic choice,and finally,the

article discusses how to implement the cooperative strategies.

By the research in this article, Jingzhao camellia famer cooperatives will gain a combination

of theory and practice-based development strategy . It will provide 狂 reference not only for

Jingzhao camellia farmer cooperatives but also for other high-end edible oil company.

Keywords: farmer cooperatives; camellia oil ; development strategy