1995年，君乐宝乳业在石家庄成立。 现已发展成为河北省最大的乳制品企 业，被评为我国农业产业化重点龙头企业、国家高新企业，并被授予国家乳制品 研发技术分中心。目前现有员工9000余人，公司建有的16个现代化生产工厂、 9个现代化大型牧场分布于河北、河南、江苏、吉林等地，同时把乳制品加工、 奶源地建设、科研开发、供应销售集合于一体。君乐宝乳业的主营业务涵盖酸奶、 婴幼儿奶粉、常温奶、牧业四大板块，建立了涵盖奶业全产业链的运营模式，促 进了上下游的协调发展，提供给每一个消费者的产品都是营养、健康、安全的。 2017年销售额破百亿，居全国第四位，增长率在乳业中持续领先。 本文在对君乐宝乳业充分利用理论的分析框架，通过SWOT矩阵分析和QSPM 矩阵分析并把两种矩阵分析方法有机结合，研究得出适合君乐宝乳业的未来发展 的增长型战略规划，在企业发展战略的研究中，首先分析了君乐宝乳业集团的发 展历史和现状。以企业战略管理理论为基础，通过对君乐宝乳业集团内外部战略 环境深入的研究和分析，总结归纳出企业在激烈的乳品行业竞争中自身所具有的 优势和所处的劣势以及外部环境为企业以后的发展带来的机会和威胁。本论文在 了解企业战略管理的理论知识的前提下，为企业的战略发展提供了充实的理论依 据和行动方案。为君乐宝乳业的战略选择提供参考，并在论文最后针对企业如何 合理的运用适合自身的发展战略来应对千变万化的市场环境给出了合理的建议。 关键词：君乐宝乳业 发展战略 SWOT矩阵分析 QSPM矩阵分析 II ABSTRACT Junlebao dairy was founded in shijiazhuang in 1995.Now it has developed into the largest dairy product enterprise in hebei province, and has been appraised as a key leading enterprise of agricultural industrialization in China and a national high-tech enterprise.At present, the company has more than 9000 employees, with 16 modern production factories and 9 modern large-scale farms located in hebei, henan, jiangsu, jilin and other places.At present, yoghurt, infant milk powder, normal temperature milk and animal husbandry are the main businesses of junlebao dairy industry. The operation model covering the whole milk industry chain has been established to promote the coordinated development of upstream and downstream. The products provided to every consumer are nutritious, healthy and safe.Sales exceeded 10 billion in 2017, ranking fourth in China, and the growth rate continued to lead in the dairy industry. This text just enjoys a treasure milk to the gentleman the industry develop a strategic research in，analyzed development history and present condition of gentleman joy the treasure milk industry group first。With the business enterprise strategy manage a theory for foundation，pass enjoy a treasure milk to the gentleman the external strategic environment inside the group of industry go deep into of research and analysis，the summary induces a business enterprise is in the milk personal conduct industry competition of vehemence the advantage had of the oneself and be later for business enterprise bad situation and external environment of place of the development bring of opportunity and threat。The thesis makes use of business enterprise strategy management theory of analytical frame，the analytical method combined together through SWOT matrix and QSPM matrix，research the gentleman enjoy the future development of treasure milk industry programming，provided substantial theory basis and activity project for the strategic development of business enterprise，enjoys a treasure milk industry for the gentleman of strategic choose to provide a reference，combine in the thesis to finally aim at how business enterprise is the reasonable usage suit the development strategy of oneself to should to phantasmagoria profession environment to reasonable of suggestion。 III KEY WORDS： Junlebao dairy Development strategy SWOT matrix QSPM matrix 目 录 摘要..................................................................................................................................... I ABSTRACT .......................................................................................................................... II 第一章 绪论........................................................................................................................... 1 1.1 研究背景................................................................................................................... 1 1.2 研究目的与意义....................................................................................................... 1 1.3 国内外研究现状....................................................................................................... 1 1.3.1 国外研究现状................................................................................................. 1 1.3.2 国内研究现状................................................................................................. 2 1.4 研究内容................................................................................................................... 3 1.5 研究技术线路........................................................................................................... 4 1.6 研究方法................................................................................................................... 4 1.7 研究可能的创新点................................................................................................... 4 第二章 世界乳品分析........................................................................................................... 6 2.1 世界乳业环境分析................................................................................................... 6 2.2 世界乳业发展的成功经验....................................................................................... 8 2.2.1 乳业强国重视乳业发展................................................................................. 8 2.2.2 建立合作经营方式，扩大养殖规模............................................................. 8 2.2.3 发展奶业一体化经营..................................................................................... 8 2.2.4 健全社会服务体系，加强对奶农培训......................................................... 8 第三章 中国乳品分析..................................................... 9 3.1 中国环境分析........................................................................................................... 9 3.1.1 政治环境分析................................................................................................. 9 3.1.2 经济环境分析................................................................................................. 9 3.2 中国乳业环境分析................................................................................................. 13 3.2.1 中国乳业发展............................................................................................... 13 3.2.2 中国乳业发展态势....................................................................................... 14 3.2.3 中国乳业10发展成就................................................................................. 19 3.2.4 中国乳业发展趋势....................................................................................... 20 第四章 君乐宝乳业发展环境分析.......................................... 22 4.1 君乐宝乳业概况..................................................................................................... 22 4.1.1 君乐宝简介................................................................................................... 22 4.1.2 君乐宝发展历程........................................................................................... 22 4.1.3 君乐宝发展近况........................................................................................... 23 4.1.4 君乐宝发展目标........................................................................................... 23 4.1.5 君乐宝营销网络........................................................................................... 24 4.1.6 君乐宝产品品类........................................................................................... 24 4.1.7 君乐宝技术研发........................................................................................... 24 4.1.8 君乐宝所获大奖.............