我国的饲料工业开始于上世纪七八十年代，在短短30年的发展中，我国的饲料工业 已经发展成为我国农牧工业体系中的重要支柱之一，并一直稳步向上发展。与此同时，行 业内的竞争愈演愈烈中美贸易战使得饲料原材料等大宗商品价格起伏不定，各方面的经 营成本不断上升，国家对饲料行业的政策要求不断加强。2018年下半年，非洲猪瘟自北向 南大面积爆发，来势汹汹，席卷全国，致使我国生猪存栏量出现断崖式减少，作为与养殖 行业上下游关系的饲料行业，呈现出“猪弱禽强，水产反刍快涨”的现象。相比综合性饲 料公司，专业性猪饲料公司在此次疫情下，影响巨大，其中不乏部分猪饲料公司直接停工 停产。所以，专业性猪饲料公司如何在新形势下构建竞争优势，如何进一步明确市场定位， 如何制定竞争战略以适应新环境等一系列问题，显得尤为重要，研究专业性猪饲料公司在 新形势下做出战略选择，同样也具有重要的现实意义。 HD猪饲料公司作为一家专业性猪饲料公司，也面临这样的问题。本文拟以HD猪饲料 公司作为研究对象，研究HD猪饲料公司如何在新的外部环境与内部环境下，制定符合公 司发展的竞争战略，增加HD猪饲料公司的抗风险能力和市场拓展能力，帮助HD猪饲料公 司度过“后非瘟时代”危机，从而增加公司的销量和盈利能力。 本文以蓝海林教授所著的《企业战略管理》一书作为本文框架结构的主要理论依据， 通过叙述国内外对战略管理理论的相关研究，运用文献综述法、调研法、访谈法等多种研 究方法和企业战略管理理论的基本分析工具，对HD猪饲料公司的外部环境和内部环境做 出了比较深入的分析。在外部环境分析中，文章主要运用PEST分析方法就我国目前的政 治、经济、社会和技术四个方面做出分析，以及饲料行业环境进行分析，指出了HD猪饲 料公司面临的机会和威胁；在HD猪饲料公司的内部环境分析中，文章主要是就HD猪饲料 公司的现行战略、公司资源以及公司能力进行分析，并运用波特五力模型对HD猪饲料公 司的核心竞争力进行详细的分析，进而分析HD猪饲料公司的优势和劣势，为后文竞争战 略的方案制定打下基础。在HD猪饲料公司竞争战略方案选择部分，文章整合SWOT分析的 四种战略选择，通过对比，提出了ST战略实施选择，并根据HD猪饲料公司的定位和目标， 在竞争战略方面，采用低成本聚焦战略，建议性提出适合HD猪饲料公司发展的具体措施 以及公司的战略运营的实施保障，从而帮助HD猪饲料公司实现营业收入的增长。 通过对HD猪饲料公司的竞争战略研究，对企业整体的梳理，企业面临的机遇与挑战， 困惑、期待对所有处在饲料行业的专业性猪饲料公司有一定的借鉴作用，同时也让我们更 加清晰而准确的定位企业自身，以便制定长远战略高度。 关键字：饲料；养殖；竞争战略；聚焦战略；核心竞争力 II Abstract China's feed industry began in the 1970s and 1980s, in just 30 years of development, China's feed industry has developed into an important pillar of China's agricultural and animal husbandry industry system, and has been developing steadily. At the same time, the increasingly fierce competition in the industry makes the prices of feed raw materials and other bulk commodities fluctuate, and the operating costs of all aspects keep rising, and the policy requirements of the state on the feed industry are constantly strengthened. In the second half of 2018, African swine fever broke out in a large area from north to south, sweeping the whole country in a fierce manner, resulting in a cliff-like decrease in the number of pigs in China. As a feed industry related to the upstream and downstream of the breeding industry, pigs are weak and poultry are strong, while aquatic products are rapidly rising. Compared with the comprehensive feed companies, professional pig feed companies have had a huge impact under the epidemic, and some of them stopped production directly. Therefore, it is particularly important for professional pig feed companies to build competitive advantages under the new situation, further clarify market positioning, and formulate competitive strategies to adapt to the new environment. It is also of great practical significance to study the strategic choices of professional pig feed companies under the new situation. HD Pig Feed, a specialist pig feed company, faces the same problem. This article to HD pig feed companies as the research object, study how HD pig feed company under the new external environment and internal environment, formulates the competitive strategy of company development, increase the HD pig feed the anti-risk ability of the company and market development ability, help the HD pig feed company through "after the wen era" crisis, thus increase sales and profitability of the company. Based on the blue ocean professor Lin's "strategic management" as the main theoretical basis of frame structure in this paper, through the narration of related research in the theory of strategic management at home and abroad, using the method of literature review, research method, interview method and so on the many kinds of research methods and the basic analytical tools of strategic management theory, for HD pig feed company's external environment and internal environment has made a more in-depth analysis. In the analysis of external environment, this III paper mainly USES PEST analysis method to analyze China's current political, economic, social and technical aspects, as well as the feed industry environment, and points out the opportunities and threats facing HD pig feed company. In HD pig feed company's internal environment analysis, the article mainly HD pig feed the company's current strategy, company resources and capacity are analyzed, and using the baud five models to HD pig feed company a detailed analysis of the core competitiveness, advantages and disadvantages of HD pig feed company is analyzed, lay the foundation for later competition strategy plan. In HD pig feed company competition strategy choice, the article integrated the SWOT analysis of four kinds of strategic choice, by contrast, ST strategy implementation was put forward, and based on the positioning of HD pig feed companies and goals, in terms of competitive strategy, using a low-cost focus strategy and Suggestions put forward suitable for HD pig feed specific measures for the development of the company and the operation of the company's strategic implementation safeguard, thus helping the HD pig feed companies achieve revenue growth. Through to the HD pig feed company competition strategy research, combing for enterprise as a whole, companies face the opportunities and challenges, confusion, is looking forward to for all in the feed industry professional pig feed is of certain reference value to the company, at the same time also let us more clear and accurate positioning enterprise itself, so as to formulate long-term strategic height. Key words: feed; breeding; competitive strategy; focus on strategy; core competencies IV 目 录 摘要 ....................................................................... I Abstract ................................................................... II 一、绪论 .................................................................... 1 （一）研究背景 .......................................................... 1 （二）研究意义 .......................................................... 2 （三）国内外文献综述 .................................................... 2 1.国外文献综述 ....................................................... 2 2.国内文献综述 ....................................................... 4 3.评述 ............................................................... 5 （四）研究思路与方法 .................................................... 6 1.研究思路 ........................................................... 6 2.研究方法 ........................................................... 6 二、相关理论概述 ............................................................ 7 （一）战略管理理论 ...................................................... 7 1.战略管理层次 ....................................................... 7 2.三种基本竞争战略 ................................................... 8 （二）战略管理相关工具 ................................................. 12 1.PEST工具 ......................................................... 12 2.波特五力模型 ...................................................... 12 3.SWOT工具 ......................................................... 12 三、HD猪饲料公司的外部环