随着社会的快速发展、经济的高速增长，我国社会主要矛盾已转化为人民日 益增长的美好生活需要和不平衡不充分的发展之间的矛盾。在国民收入逐渐增 加、消费及健康观念变化的背景下，食品企业在规模逐渐扩大、快速发展的同时, 也面临着创新、战略调整、食品安全与消费升级等压力。根据食品企业实际情况， 制定符合国家相关政策，又能确保企业顺利发展的产品营销、科技创新、有效宣 传、产品开发等竞争战略刻不容缓。通过对相应竞争战略的分析、制订、实施、 评价、调整进行全过程管理，以企业竞争战略统揽和引领整个企业的生产经营活 动，对食品加工企业而言极其重要。基于此，本文以Ｙ食品企业为例，在分析食 品行业内外综合环境的基础上，提出国内小微食品企业竞争战略设计的分析框 架。 本文主要围绕以下几方面开展研究：一是界定竞争战略概念，梳理了几种常 用的竞争战略和主要的竞争战略分析工具等相关理论，为本文研究打下厚实的理 论基础。二是收集整理了大量国内食品企业竞争战略实证研究案例，借鉴相关经 验，为创新小微食品企业竞争战略设计提供基础。三是以小微食品企业——Y 食 品企业为具体案例，根据其所处的内外环境展开分析，研究其发展现状、探究现 阶段存在的主要问题，有针对性的研究并制定竞争战略方案。四是结合 Y 食品企 业企业愿景、使命和战略目标，论述了 Y 食品企业制定竞争战略的必要性以及几 种竞争战略的可行性分析、选择和制定。五是提出 Y 食品企业实施竞争战略的途 径——实施差异化战略的具体措施。 通过研究，本文得到如下结论：差异化战略是目前 Y 食品企业的最优竞争战 略，围绕目标客户和产品实施差异化战略。围绕集团客户、上班族、出行游客开 展目标客户差异化，而产品差异化主要是包装差异化以及口味差异化，并就 Y 食品企业开展差异化战略制定具体措施，并从资金管理、强化竞争意识和人才队 伍建设、建立企业文化三方面着手制定战略保障措施，确保竞争战略得以顺利实 施。 本文创新在于建立了以 Y 食品企业为典型的国内小微食品企业竞争战略设 计的分析框架，为同类型的食品加工企业制定精准的竞争战略、制定有效的战略 实施途径提供参考。 关键词：食品企业；竞争战略；差异化战略II Abstract With the rapid development of the society and the tremendous growth of the economy, the main contradiction of our country has been transformed into the contradiction between the growing demand for a better life and the unbalanced development. Under the background of the increase of national income, concept changes of consumption and health, food enterprises are facing pressure of innovation, strategic adjustment, food safety and consumption upgrading while gradually expanding in scale and developing rapidly. According to the actual situation of food enterprises, it is urgent to formulate competitive strategies such as product marketing, scientific and technological innovation, effective promotion, and product development, which not only conform to the relevant policies of the state and could ensure the smooth development of enterprises. Based on analysis, formulation, implementation, evaluation and adjustment of corresponding competition strategies that are conductive to process management, it is very important for the food processing enterprises to manage and guide production and operation activities of the whole enterprise according to enterprise competition strategies. Based on these facts, this paper takes Y food company as an example，this thesis puts forward the analysis framework of competition strategy design for domestic small and micro food enterprises after analyzing the internal and external comprehensive environment of food industry. This thesis mainly focuses on the following aspects. First, it pays attention to defining the concept of competitive strategies and sorting out several common competitive strategies and the main tools of competitive strategies analysis and other related theories, so as to lay a solid theoretical foundation for this study. Second, it collects and collates a large number of empirical research cases of domestic food enterprises’ competition strategies, and draws lessons from relevant experience, in order to provide basis for innovation of small and micro-sized food enterprise’s competition strategy design. Third, taking the small food enterprise-Y food enterprise as a specific case, according to its internal and external environment to carry out analysis, thisIII thesis studies its development status, explores the main problems existing at this stage, and forms targeted research and develop competitive strategies. Fourthly, combining the vision, mission and strategic goal of Y food enterprise, this thesis discusses the necessity of Y food enterprise formulating competition strategy and the feasibility analysis, selection and formulation of several competition strategies. Fifth, this thesis puts forward ways of Y food enterprise to implement competitive strategies——specific measures to implement differentiated strategy. Through researches, this thesis draws following conclusions: Differentiated strategy is the optimal competitive strategy for Y food enterprise. Differentiated strategy should be carried out according to its target customer and products. Focus should be put on enterprise’s clients, office workers and travelling tourists to carry out strategy of differentiated target customers, while product differentiation mainly includes packaging differentiation and taste differentiation. In addition, Differentiated strategy should be formulated centering at Y food enterprise to form specific measures. What is more, strategic safeguard measures should be made from three aspects of fund management, strengthening competition consciousness and talent team construction, and establishing enterprise culture. All of these measures benefit to ensure the smooth implementation of competition strategies. This thesis creates a new way on establishing an analytical framework for the design of competitive strategy of domestic micro and small food enterprises by taking Y food enterprise as an example, so as to provide reference for the same type of food processing enterprises to formulate precise competitive strategies and make effective strategy implementation approaches. Key words:Food Enterprise；Competitive strategy；Differentiation strategIV 目 录 摘要..............................................................I Abstract...........................................................II 目 录.............................................................IV 1 绪论.............................................................1 1.1 选题的背景和意义 ...........................................1 1.1.1 选题背景..............................................1 1.1.2 研究意义..............................................1 1.2 文献综述 ...................................................2 1.2.1 国外研究综述..........................................2 1.2.2 国内研究综述..........................................4 1.3 研究内容、目标及拟解决的关键问题 ...........................6 1.3.1 研究内容..............................................6 1.3.2 研究目标..............................................6 1.3.3 拟解决的关键问题......................................6 1.4 主要观点和创新之处 .........................................7 1.4.1 主要观点..............................................7 1.4.2 创新之处..............................................7 1.5 研究方法 ...................................................7 1.6 论文的框架与思路 ...........................................7 1.7 小结 .......................................................9 2 概念界定和理论基础..............................................10 2.1 竞争战略概念 ..............................................10 2.2 相关理论基础 ..............................................10 2.2.1 总成本领先战略.......................................11 2.2.2 差异化战略...........................................11 2.2.3 集中化战略...........................................12 2.3 战略分析工具 ..............................................12 2.3.1 PEST 模型分析法 ......................................13 2.3.2 波特五力模型.........................................13 2.3.3 SWOT 分析法 ..........................................16 2.4 小结 ......................................................17 3 Y 食品企业环境分析 .................