I 摘要 肉品安全深切影响着群众生命健康安全，关乎着经济长远发展和社会和谐稳 定，是重大的政治、经济和民生问题,是人民群众最关心、最直接、最现实的利益 问题。随着人民生活不断改善，肉品安全问题越来越受到社会的广泛关注与高度重 视，被摆放在更加突出的位置。近年来，政府深入开展生猪屠宰行业治理，推动生 猪屠宰行业健康有序发展，肉品安全质量卫生水平得到明显改善。但猪肉安全事件 依然时有发生，肉品卫生质量安全问题仍不容忽视。在信息化高度发达的今天，借 助便捷、高效的通讯网络，“瘦肉精”、“注水肉”、“死猪出潮等猪肉安全事件一经 新闻媒体曝光，快速传播发酵，引起广大消费者焦虑和恐慌，甚至导致社会诚信危 机的发生。 为加快屠宰行业结构调整，促进行业健康发展，构建消费者信赖、企业得益 的肉品行业良性循环机制，政府不断加强行业清理整顿力度，逐步淘汰落后企业， 切实提高行业集中度，鼓励和引导屠宰企业学习和引进新技术，优化管理手段，达 到更高的标准要求，从而实现标准化、现代化、规模化与品牌化经营。 随着生猪屠宰监管力度的不断加大，消费者对肉品安全意识的不断提高，市 场竞争环境不断变化，LJ肉食品经营有限公司如何制定适合自身经营发展的战略， 从容面对如此纷繁复杂的市场环境中，值得去深入探讨和研究。 本文先运用PEST、五力分析模型等战略分析方法,对LJ肉食品有限公司所处的 生猪行业宏观环境、市场环境、竞争环境进行分析,并介绍了目前主要竞争对手相 关情况。其次详细介绍LJ肉食品有限公司基本情况，并分别对LJ肉食品有限公司的 资源和能力进行全面客观的梳理分析；其中，通过财务数据，运用财务分析方法， 分析公司的财务状况，了解公司的财务资源和运营管理能力，为制定经营战略提供 可靠的依据。再次，运用SWOT分析方法剖析公司的外部和内部环境，形成四种应 对环境变化的策略。最后，描述了LJ肉食品有限公司的愿景，制定公司的经营战略 目标，提出LJ肉食品有限公司应实施产销一体化战略、低成本聚焦战略、品牌战略 和扩张型财务战略，围绕组织结构、企业文化、生产管理、财务管理、人力资源、 市场营销、信息系统等七方面提出经营战略的保障措施。 关键词：生猪屠宰；经营战略；保障措施 广东工业大学硕士学位论文 II Abstract Meat safety issue is related to people's health and life security, economic development and social stability, which is a major political, economic and people's livelihood issues, and the most concerned, direct and realistic matters of the people. With the increasing improvement of people's living standard, the problem of meat safety has been placed in a more prominent position, which has received unprecedented attention. In recent years, the government has actively promoted the healthy development of pig slaughtering industry, so the hygienic standard and the quality safety level of fresh pork has been greatly improved. However, pork safety incidents still occur from time to time, and the problem of meat quality and safety can not be ignored. Today when the informatization is highly developed, with the help of convenient and efficient communication network, pork safety incidents such as lean meat powder, water-injected meat and dead pigs got into the society without handling thoroughly spread rapidly once exposed, causing panic among consumers or even social integrity crisis. In order to speed up the structural adjustment of the slaughtering industry, promoting the healthy development of the industry, and build a virtuous circle mechanism of the meat industry which consumers trust and enterprises benefit from, the government has continuously strengthened the efforts to clean up and rectify the industry. It helps to gradually eliminate the backward enterprises and improve the industry concentration practically，which encourage the slaughtering enterprises to achieve higher standard requirements by adopting advanced technology and management means, thus realize standardized, modernization, modern and the large-scale brand management. With the continuous increase of pig slaughtering supervision, the continuous improvement of consumers' awareness of meat safety, and the changing market competition environment, the problem that LJ Food Limited Company how to formulate a strategy suitable for its own operation and development so as to face such a complex market environment calmly, is worthy of in-depth discussion and research. Firstly, this article uses PEST, the five-forces analysis model and other strategic analysis methods to analyze the macro environment, market environment and competitive environment of LJ food limited company in pig industry, also introduces the current situation of major competitors. Secondly, the basic situation of LJ Food Limited Company is introduced in detail, and the resources and capabilities of LJ Food Limited Company are analyzed comprehensively and objectively. Furthermore, we can go deep Abstract III into the financial situation of the company through analyzing the financial resources and operation management ability of the company better, which helps to provide reliable basis for the formulation of business strategy. Thirdly, the SWOT analysis method is used to analyze the external and internal environment of the company, forming four strategies to cope with environmental changes. At last, it describes the vision of LJ Food Limited company and formulates the company's business strategic objectives. It furthermore proposes that LJ Food Limited Company should implement the production-marketing integration strategy, low-cost focus strategy, brand strategy and expanding financial strategy, and puts forward the business strategic measures around the organizational structure, corporate culture, production management, financial management, human resources, marketing, information system and other seven aspects. Keywords: Pig Slaughtering; Management Strategy; Safeguard Measure 广东工业大学硕士学位论文 IV 目 录 摘要 .... I Abstract ............................ II 目 录 . IV Contents ..........................VII 第一章 绪论 ...................... 1 1.1 选题的背景及意义 ............................. 1 1.1.1 选题背景 ... 1 1.1.2 理论意义和现实意义 .............. 1 1.2 本文的研究方法 .. 2 1.2.1 文献研究法 .............................. 2 1.2.2 案例研究法 .............................. 2 1.2.3 调查研究法 .............................. 2 1.2.4 财务分析法 .............................. 2 1.3 本文的主要内容与技术路线 ............. 3 1.3.1 研究内容 ... 3 1.3.2 技术路线 ... 3 1.4 本文的创新点 ...... 4 第二章 理论概述和文献综述 .......................... 5 2.1 理论概述 ............. 5 2.1.1 战略管理相关概念 .................. 5 2.1.2 战略分析工具和理论 .............. 5 2.1.3 企业战略管理流程 .................. 9 2.2 文献综述 ........... 10 2.3 本章小结 ........... 13 第三章 外部环境分析 .... 14 3.1 宏观环境分析 .... 14 3.1.1 政治因素分析 .................... 14 3.1.2 经济因素分析 .................... 15 3.1.3 社会环境因素分析 ............ 16 目 录 V 3.1.4 技术因素环境分析 ................ 17 3.2 市场环境分析 .... 18 3.2.1 生猪屠宰行业市场结构分析 . 18 3.2.2 消费者需求 ............................ 19 3.2.3 消费方式 . 19 3.2.4 商业模式 . 19 3.3 竞争环境分析 .... 20 3.3.1 现有企业间竞争 .................... 20 3.3.2 潜在进入者分析 .................... 21 3.3.3 替代品威胁分析 .................... 22 3.3.4 供应商议价能力 .................... 23 3.3.5 客户议价能力 ........................ 24 3.4 主要竞争对手分析 ........................... 24 第四章 LJ肉食品有限公司基本情况 .......... 25 4.1 公司介绍 ........... 25 4.2 组织架构 ........... 25 4.3 产品介绍 ........... 27 第五章 LJ肉食品有限公司资源与能力分析 .............................. 29 5.1 资源分析 ........... 29 5.1.1 人力资源 . 29 5.1.2 实物资源 . 29 5.1.3 声誉资源 . 29 5.1.4 财务资源 . 30 5.2 能力分析 ........... 35 5.2.1 管理能力 . 36 5.2.2 经营能力 . 36 5.2.3 整合能力 . 37 5.2.4 动态能力 . 37 第六章 LJ肉食品有限公司SWOT分析 ..... 38 6.1 企业面临的外部机会与威胁 ........... 38 6.1.1 外部机会分析 ........................ 38 广东工业大学硕士学位论文 VI 6.1.2 外部威胁分析 ........................ 39 6.2 企业内部优势和劣势 ....................... 39 6.2.1 内部优势分析 ........................ 39 6.2.2 内部劣势分析 ........................ 40 6.3 SWOT分析衍生的四种策略 ............ 41 6.3.1 SO策略 .... 41 6.3.2 ST策略 .... 42 6.3.3 WO策略 .. 42 6.3.4 WT策略 ..