-I- 中文摘要 随着我国大众的生活水平的不断提高，人们对于生活的质量的要求也在不断 提高，因此保健品市场的前景一片繁荣。在保健品市场中， 具有几千年传统文化 积淀的中医药保健品始终占据着大半江山，D集团公司的主打产品阿胶在历史上 也享有“滋补国宝”的盛名。但是，由于公司曾经的一些错误决策，使得公司 本 身所具有在位优势并没有得到充分地发挥，反而公司的市场规模在逐渐地萎缩， 品牌价值也不断被稀释。因此，科学合理地规划新的发展战略，就成为目前公司 首要任务。 在进行发展战略制定的研究中，本文通过文献研究、比较分析等方法，利用 PEST分析法和五力模型等工具，分析明确D集团公司所处的内外部环境，并结合 公司的组织结构、财务 状况、产业链、技术资源、营销渠道的具体情况，通过SWOT 分析法明确公司目前具有优势与劣势，面对的机会与威胁，进而制定出适合D集 团公司的发展战略。通过对公司的使命 定位与战略选择的规划，帮助D集团公司 重新树立形象，打造品牌，实现持续稳定地发展。 关键词：阿胶；发展战略；中医药保健品；品牌；价值链 黑龙江大学硕士学位论文 - II- Abstract With the continuous improvement of people's living standard in our country, people's requirements for the quality of life are also constantly improving, so the prospect of health care products market is prosperous. In the health care products market, the traditional Chinese medicine health care products with thousands of years of traditional culture have always occupied the majority of the country. The main product of D group has also enjoyed the reputation of "nourishing the national treasure" in history. However, due to some wrong decisions of the company, the company's advantages in position have not been given full play to, on the contrary, the company's market size is gradually shrinking, and the brand value has been continuously diluted. Therefore, scientific and rational planning of the new development strategy, has become the company's top priority. In development strategy research, this article through the methods of literature research, comparative analysis, PEST analysis theory, Michael Porter's Five Forces Model analyze theory as the instruction theory, the D group company internal and external environment analysis, combined with the company's organizational structure, financial situation and the industrial chain, technical resources, the specific situation of the marketing channel, through the SWOT analysis method to clarify the D group company has the advantages and disadvantages, facing the opportunities and threats, and to develop a suitable development strategy of D group co., LTD. Through the planning of the company's mission positioning and strategic choice, it helps D group company to re -establish its image, build its brand and achieve sustainable and stable development. Key words: Colla coril asini; Development strategy; Chinese medicine health products; Brand; value chain 目录 -III- 目录 中文摘要 ........................................................................................................................... I Abstract ........................................................................................................................... II 绪论 .................................................................................................................................. 1 一、研究背景 .......................................................................................................... 1 二、研究的目的及意义 .......................................................................................... 2 三、国内外研究现状 .............................................................................................. 3 四、研究的主要内容及方法 .................................................................................. 6 第一章 相关理论基础 .................................................................................................... 8 第一节 发展战略的含义及方法 ............................................................................ 8 一、发展战略的含义 ....................................................................................... 8 二、发展战略的方法 ....................................................................................... 8 第二节 环境分析理论 ............................................................................................ 9 一、pest分析理论 ............................................................................................ 9 二、“五力模型”分析理论 .......................................................................... 11 三、SWOT分析理论 ..................................................................................... 12 本章小结 ................................................................................................................ 13 第二章 D集团公司发展战略存在的问题及原因 ...................................................... 14 第一节 D集团公司概况 ...................................................................................... 14 一、公司简介 ................................................................................................. 14 二、发展历程 ................................................................................................. 14 三、人员结构 ................................................................................................. 15 四、财务状况 ................................................................................................. 15 五、经营范围 ................................................................................................. 15 第二节 D集团公司发展战略存在的问题 .......................................................... 19 一、环境分析不到位，使命定位不清晰 ..................................................... 19 黑 龙江大学硕士学位论文 -IV- 二、多元化战略层次不分明 ......................................................................... 20 三、“价格战”稀释品牌价值 ..................................................................... 20 四、产品功效开发不足 ................................................................................. 21 五、不断提价的战略放弃了中低端市场 ..................................................... 21 第三节 D集团公司发展战略问题产生原因 ...................................................... 21 一、 外部原因 ................................................................................................. 21 二、内部原因 ................................................................................................. 22 本章小结 ................................................................................................................ 23 第三章 D集团公司环境分析 ...................................................................................... 24 第一节 外部环境 .................................................................................................. 24 一、宏观环境 ................................................................................................. 24 二、微观环境 ................................................................................................. 27 第二节 内部环境 .................................................................................................. 31 一、组织结构 ................................................................................................. 31 二、财务状况 ................................................................................................. 32 三、产业链 ..................................................................................................... 34 四、技术资源 ................................................................................................. 35 五、营销渠道 ................................................................................................. 35 第三节 SWOT分析 .............................................................................................. 36 一、优势与劣势