近年来随着国民生活水平改善，潜江市小龙虾养殖、加工、消费量的不断增 加，小龙虾产业现已成为潜江市的支撑产业之一。由于小龙虾生产加工企业利润 高，准入门槛低等特点，吸引了大量投资者投资，造成小龙虾市场鱼龙混杂，存 在不正当商业竞争的现象，很大程度上限制了龙虾产业的发展。潜江市XH公司是 一家深耕潜江市场十余年的专业小龙虾养殖加工企业，潜江小龙虾行业较有代表 性的企业，成立以来一直稳扎稳打、审慎经营，但缺乏成体系的经营战略，近年 来受到较强烈的同业竞争冲击，发展遇到瓶颈。所以，在激烈的市场竞争中，改 善目前的竞争态势，使其在日益激烈的市场竞争中获得可持续发展，是XH公司目 前最紧迫的任务之一。研究解决XH公司遇到的问题，对因竞争加剧导致发展降速 的企业具有一定参考意义。 本文以XH公司为研究对象，结合XH公司目前的经营现状，利用PEST和五力 模型分别对政策、经济发展、技术更新、竞争环境分析找出企业拥有的外部机会 和存在的威胁。通过内部的资源、经营能力分析找出内部优势劣势，最后以SWOT 矩阵分析，对XH公司目前面临的优势、劣势、机会和威胁进行分析，综合比较成 本领先、差异化、聚焦战略运行的适用性，通过定量战略计划矩阵赋值的方式， 计算出成本领先战略成为XH公司发展战略的首选战略类型，并建立成本控制责任 体系、建立成本管理体系、加强信息化管理、供给侧成本领先、人力成本控制、 “互联网+”系统信息管理的应对策略。 关键字：成本领先潜江小龙虾竞争战略XH公司 昆明理工大学硕士学位论文XH公司竞争战略选择研究 II ABSTRACT Inrecentyears,withtheimprovementofnationallivingstandards,thecultivation, processing,andconsumptionofcrayfishinQianjiangCityhavecontinuedtoincrease. ThecrayfishindustryhasnowbecomeoneofthesupportingindustriesinQianjiang City.Duetothehighprofitsandlowentrybarriersofcrayfishproductionand processingenterprises,itattractedalargenumberofinvestorstoinvest,resultingina mixedmarketofcrayfishandunfaircommercialcompetition,whichlargelyrestricted thedevelopmentofthelobsterindustry.XHCompanyinQianjiangCityhasbeen runningforoverdecadesasatraditionalcrayfishcompany,isaffectedbytherising pricesofrawmaterialsandlabor.Therefore,inthefiercemarketcompetition, improvingthecurrentcompetitivesituationandenablingenterprisestoachieve sustainabledevelopmentintheincreasinglyfiercemarketcompetitionhasbecomeone ofthemosturgenttasksforXH.Italsoprovidesreferencestothefood-related companieswhicharematurebutrunningintothebottlenecks. ThisarticletakesXHCompanyastheresearchobjectandcombinesthecurrent operatingstatusofXHCompanywithPESTandtheFiveForcesModeltoanalyzethe policies,economicdevelopment,technologicalupdates,andcompetitiveenvironmentto findouttheexternalopportunitiesandthreatsthatthecompanyhas.Findoutthe internaladvantagesanddisadvantagesthroughtheanalysisofinternalresourcesand businesscapabilities,andfinallyuseSWOTmatrixanalysistoanalyzethecurrent advantages,disadvantages,opportunitiesandthreatsofXHcompanies,and comprehensivelycomparetheapplicabilityofcostleadership,differentiationandfocus onstrategicoperationsThroughthemethodofquantitativestrategicplanmatrix assignment,calculatethelow-coststrategyasthepreferredstrategytypeofXH companydevelopmentstrategy,andestablishacostcontrolresponsibilitysystem; establishacostmanagementsystem;strengtheninformationmanagement;supply-side costleadership;laborcostcontrol;Copingstrategiesfor"Internet+"system informationmanagement. Keyword:CostleadershipQianjiangcrayfishCompetitivestrategyXHcompany 昆明理工大学硕士学位论文XH公司竞争战略选择研究 III 目录 摘要...................................................................................................................................I ABSTRACT.........................................................................................................................II 第一章绪论.....................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.3国内外相关研究情况.........................................................................................2 1.3.1关于竞争战略理论的研究......................................................................2 1.3.2食品制造业竞争战略的研究..................................................................3 1.3.3成本领先战略理论研究..........................................................................4 1.3.4成本领先战略相关实证研究..................................................................4 1.3.5当前研究的局限性..................................................................................5 1.4研究设计方案.....................................................................................................5 1.4.1研究内容..................................................................................................5 1.4.2研究方法..................................................................................................6 1.4.3研究思路..................................................................................................6 第二章相关理论综述.....................................................................................................9 2.1战略管理.............................................................................................................9 2.1.1战略概念、特征及组成..........................................................................9 2.1.2战略管理过程..........................................................................................9 2.2竞争战略相关理论...........................................................................................10 2.2.1成本领先战略概念................................................................................10 2.2.2差异化战略概念....................................................................................11 2.2.3聚焦战略概念........................................................................................11 2.3理论分析工具..................................................................................................11 2.3.1PEST分析................................................................................................11 2.3.2行业环境................................................................................................12 2.3.3SWOT矩阵分析......................................................................................12 第三章XH公司外部环境分析....................................................................................13 昆明理工大学硕士学位论文XH公司竞争战略选择研究 IV 3.1XH公司概述.......................................................................................................13 3.1.1公司简介................................................................................................13 3.1.2公司发展现状........................................................................................13 3.2经营战略现状分析及面临的问题...................................................................14 3.3公司宏观环境分析...........................................................................................14 3.3.1政治环境分析........................................................................................14 3.3.2经济环境分析........................................................................................15 3.3.3社会文化环境分析................................................................................17 3.3.4技术环境................................................................................................17 3.4行业竞争环境分析..........................................................................................18 3.4.1竞争者分析............................................................................................18 3.4.2替代品分析............................................................................................21 3.4.3供应商议价能力分析............................................................................21 3.4.4购买者议价能力分析...............................................................