摘要
摘要
梨果作为人们日常食用的水果，具有润肺止咳、生津利痰的功效。随着我国
社会居民生活水平的显著提升，人们对水果的需求程度明显提高，对水果品质有
了更高的要求，水果市场的竞争程度愈发激烈。但目前我国梨果行业存在品牌少、
种植散户较多、梨果品类众多、市场竞争较为混乱等特点。面对这种现状，制定
企业竞争战略具有重要的现实意义，它能为企业指引正确的方向，帮助企业在激
烈的市场竞争中占有一席之地。
本文以 B公司为案例进行研究，该公司是集有机苹果、秋月梨的研发与销售
为一体的综合企业。该公司所处自然环境优良，对秋月梨产品品质把控严格，加
上国家对农业政策的扶持，使得其秋月梨产品取得了不错的业绩。但因市场环境
复杂，市场上同质化产品较多，种植户资质良莠不齐，未来市场竞争激烈，其秋
月梨产品面临巨大竞争压力。本文通过学习相关理论概念，运用文献研究法、现
场访谈法、对比分析法、案例分析研究法进行研究。首先，运用 PEST分析法，
从政治、经济、技术、社会文化等方面对 B公司的外部环境进行分析，通过行业
五力模型分析 B公司所处的行业环境，并对外部环境进行 EFE矩阵分析；通过
价值链分析法对 B公司基础性资源物流、仓储、生产、市场营销和支持性资源企
业基础、采购、技术、人力资源等进行分析，对内部环境进行 IFE矩阵分析。其
次，在上述分析基础上，对三种竞争战略进行定性分析及 QSPM定量分析并为 B
公司秋月梨产品选择差异化竞争战略。再次，通过产品、品牌建设、销售渠道、
服务等四个方面制定 B公司差异化竞争战略，以提高产品优势、增强市场竞争
性。最后，从企业制度、人力资源、产品品质与研发、财务体系、冷链配送这五
个方面制定措施，来保障差异化竞争战略的实施。
随着居民收入水平的提高，消费者对水果需求呈多样化特点，现阶段消费者
不仅关注水果价格更关注水果品质。绿色、有机等果品深入人心，深受消费者喜
爱。本文结合 B公司秋月梨产品特点，为其制定差异化竞争战略，以帮助企业提
高核心竞争力，明确秋月梨产品未来发展方向，并为行业内其他企业提供参考。
关键词：秋月梨；竞争战略；差异化竞争战略
I

Abstract
Abstract
As a common fruit in people's daily life, pear has the efficacy of moistening lung
to relieve cough and generating saliva to discharge phlegm. With the significant
improvement of the living standard of Chinese social residents, people's demand for
fruit is significantly improved, and they have higher requirements for fruit quality so
that the competition in the fruit market is becoming increasingly fierce. However, the
pear industry at present in China is characterized by few brands, more retail farmers,
numerous pear categories and chaotic market competition. Facing this situation, it is of
great practical significance to formulate enterprise competitive strategy, which can
guide enterprises in the right direction and help enterprises to have a share in the fierce
market competition.
This paper takes B Company as a case to study, which is a comprehensive
enterprise integrating research, development and sales of organic apple and autumn-
moon pear products. The company is located in a good natural environment, controlling
strictly the quality of autumn-moon pear products, coupled with the national support
for agricultural policies, so that its autumn-moon pear products have achieved good
sales. However, due to the complex market environment, many homogenous products
on the market, mixed qualifications of the growers and fierce market competition in the
future, the autumn-moon pear products are facing great competition pressure. In this
paper, relevant theoretical concepts were studied, and literature research, field interview,
comparative analysis, case study and other methods were used. First of all, the external
environment of B Company is analyzed from the aspects of politics, economy,
technology and social culture through PEST analysis. The industrial environment of B
Company was analyzed through the five forces structure model, and the EFE matrix
analysis of the external environment was also carried out. The value chain analysis
method was used to analyze the basic resource including logistics, storage, production,
marketing and supportive resource including enterprise foundation, purchase,
technology, human resources of B Company, at the same time, the IFE matrix analysis
of the internal environments was conducted. Secondly, based on the above analysis,
II

Abstract
qualitative analysis and QSPM quantitative analysis were carried out on the three
competitive strategies, and differentiated competitive strategy was selected for B
company's autumn pear products. Thirdly, differentiated competition strategy of B
company was formulated through product, brand building, sales channel and service,
so as to improve product advantages and enhance market competitiveness. Finally, to
ensure the implementation of differentiated competition strategy, measures were
formulated from five aspects: enterprise system, human resources, product quality and
research and development, financial system and cold chain distribution.
With the improvement of residents' income level, consumers' demand for fruit is
diversified. At present, consumers pay more attention to the quality of fruit than the
price of fruit. Green, organic and other fruits deeply popular, and are loved by
consumers. Based on the characteristics of autumn pear products of B company, this
paper formulated differentiated competition strategy for it, so as to help the company
improve their core competitiveness, clarified the future development direction of
autumn pear products, and provided reference for other enterprises in the field.
Key Words：Autumn-moon pear; Competitive strategy; Differentiated competitive
strategy
III
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