随着中国经济和社会的不断发展，居民的可支配收入的稳步提升，人们的 消费观念和消费结构呈现出显著的变化，企业所处的市场环境也越来越复杂。 内蒙古卓资县龙兴熏鸡有限责任公司作为内蒙古自治区卓资县境内一家以熏鸡 为主打产品的烟熏食品企业，在经济增速放缓、消费者需求日益多样化、食品 安全关注程度不断提升、企业各项成本明显上涨等背景下，公司的生存和发展 正面临严峻的挑战，虽然销售额持续增长，但公司所处的市场竞争环境却更加 复杂多变。同时，由于管理者更替后，新的管理者缺乏先进的管理理念、积极 的竞争策略、科学的发展战略，公司的市场地位和在产业中的竞争力显著下降。 为了改变这一现状，突破公司的发展瓶颈，促进企业快速成长，实现成为 中国一流食品企业的战略发展目标，在搜集和阅读了众多熏制食品行业、企业 资料和国家、地方相关产业政策等资料的基础上，以龙兴公司为具体研究对象， 运用企业战略管理的相关理论工具，对公司的宏观环境和微观环境进行了系统 的研究，明确了公司在日益复杂的竞争环境中进一步发展所面临的主要威胁和 机会以及主要的发展趋势，在充分分析公司自身具备的资源和能力的基础上， 明晰了在激烈的竞争环境中与主要竞争对手、潜在的竞争对手等主要威胁相比 所具有的优势和劣势，通过 SWOT 矩阵排列将各种因素匹配起来后加以系统分 析，以考虑过去，立足现在，放眼未来为指导思想，充分发挥公司自身各项优 势，克服劣势因素，利用各种外部机会，化解来自各方的威胁，从而得出了公 司的总体发展战略。然后以公司的总体战略为指引，为公司制定了科学的战略 实施方案。同时，为保证战略的顺利实施，从组织制度、资金、人才、技术、 企业文化等方面提出了可行、有效的保障措施建议。在运用企业战略管理的理 论知识、工具的基础上，运用科学的研究方法，针对性的案例研究，形成了完 整、科学的企业创新发展战略，希望可以对公司及行业其他公司进行战略转型 时提供借鉴。 关键词：烟熏食品；发展战略；创新研究II Abstract With the continuous development of China's economy and society, and the steady increase of residents' disposable income, people's consumption concept and consumption structure have presented significant changes, the market environment of enterprises has become more and more complex. Inner Mongolia Zhuozi longxing smoked chicken co.LTD as a smoked food production and sales enterprise which main product is smoked chicken in the territory of Zhuozi in Inner Mongolia autonomous region ,under the background of the economic growth is slowing, consumer demand increasingly diverse, food safety concern degree rising, corporate costs rise apparently and so on, the company's survival and development is facing severe challenges, Although sales keep growing, but the company's market competition environment is more complex.And, due to the lack of advanced management concepts, positive competitive strategies and scientific development strategies, the company's market position and competitiveness in the industry have been significantly reduced after the replacement of manager. In order to change the status quo, breakthrough the company's development bottleneck, promote enterprise fast growth, that become a first-class food enterprise as strategic development target in China, on the basis of collecting and reading many smoked food industry and enterprises’ information related to national and local industrial policies, longxing company as the specific research object, on the theory of enterprise strategy management , systematic study the company's macro environment and micro environment,it has been clear about the main threats and opportunities as well as the main identify trends faced by company's further development in the increasingly complex competition environment, on the basis of full analysed the company’s resources and capacity, it clarifies the advantages and disadvantages of the company compared with major competitors and potential competitors in the fierce competitive environment, through the SWOT matrix arrangement,all factors will match up to system analysis,consider the past, based on now, look to the future as the guiding ideology, give full play to the advantages of the company, try to overcome theIII disadvantage factors, take advantage of external opportunities,resolve threats from all sides, thus obtain the company overall development strategy. Then the overall strategy of the company as a guide for the company to develop a scientific strategy implementation program. At the same time, in order to ensure the smooth implementation of the strategy, suggestions on feasible and effective safeguard measures are put forward from the organizational system, capital, talent, technology, corporate culture and other aspects. On the basis of applying the theoretical knowledge and tools of enterprise strategic management, scientific research methods and targeted case studies, a complete and scientific enterprise innovation and development strategy has been formed, hoping to provide reference for the strategic transformation of the company and other companies in the industry. Key words: Smoked food company; strategic management; innovation researchIV 目 录 第一章 绪论...............................................................................................................1 1.1 研究背景 .......................................................................................................1 1.2 国内外研究现状 ...........................................................................................2 1.3 研究目的与意义 ...........................................................................................3 1.4 研究内容与方法 ...........................................................................................3 1.4.1 研究内容 .............................................................................................3 1.4.2 研究方法 .............................................................................................4 1.5 研究思路及框架 ...........................................................................................4 第二章 企业战略管理的相关理论与方法...............................................................6 2.1 企业战略管理概述 .......................................................................................6 2.2 战略管理理论工具概述 ...............................................................................7 2.2.1 PEST 分析...........................................................................................7 2.2.2 波特五力模型 .....................................................................................8 2.2.3 SWOT 分析法.....................................................................................9 第三章 龙兴公司外部环境分析.............................................................................11 3.1 宏观环境分析 .............................................................................................11 3.1.1 政治环境 ...........................................................................................11 3.1.2 经济环境 ...........................................................................................12 3.1.3 社会文化环境 ...................................................................................13 3.1.4 技术环境 ...........................................................................................13 3.2 熏鸡产业环境分析 .....................................................................................14 3.2.1 产业发展现状 ...................................................................................14 3.2.2 产业特点 ...........................................................................................15 3.2.3 产品结构 ...........................................................................................15 3.2.4 影响企业竞争力的主要因素 ...........................................................16 3.2.5 产业发展趋势 ...................................................................................18 3.3 竞争环境分析 .............................................................................................20V 3.3.1 现有竞争企业的威胁 .......................................................................20 3.3.2 潜在竞争者的进入威胁 ..................................................