分类号 密级
U D C 学校代码
硕士学位论文
昆明 JHD 食品公司竞争战略研究
Research on the Competitive Strategy of Kunming JHD Food
Company
姓名： 林滋
导师（职称）： 杨增雄教授
申 请 学 位 类别： 硕士研究生
专业： 工商管理
研 究 方 向： 竞争战略
学院（中心、所）： 商学院
论文完成时间： 2022 年 12 月 12 日学位论文原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独
立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论
文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的
研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人
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学位论文作者签名：日期：2022 年 12 月 12 日
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日期：2022 年 12 月 12 日日期： 2022 年 12 月 12 日 摘要
摘要
自古以来，食品业的持续稳健发展与人民生活质量休戚相关，食品安全问题
更是保障民生的关键一环。伴随电商渠道的兴起，给食品行业迎来了发展的新机
遇，国内的消费市场也越来越广阔，截止2021 年，休闲食品市场规模达到了14015
亿元。与此同时，人们对食品品质的要求也在不断提升，各种各样的食品开始涌
入人们的日常生活、食品生产不断向更加多元的方向迈进。因此，食品类公司能
否顺应社会经济发展的潮流，满足人们对日常生活和生活品质的需求，是决定公
司核心竞争力的关键点，也是未来行业发展的必然趋势。
本文主要针对昆明 JHD 食品公司的竞争优劣势以及竞争环境进行深入分析，
明确企业的竞争情况，找到企业在经营过程中存在的一些问题，提出具体可行的
解决方案，为企业的后续发展和进步奠定基础。本文研究过程中采用的主要是竞
争模型理论，逐步使用PEST 模型、波特五力分析模型、SWOT 模型 QSPM 分
析开展研究。希望通过这些分析模型的运用，对 JHD 食品公司的经营情况进行
深入分析，主要分析了昆明 JHD 食品公司发展沿革和经营概况、昆明JHD 食品
公司资源、昆明 JHD 食品公司内外部因素。运用 PEST 模型对企业面临的政治，
经济，环境和社会环境展开深入讨论，探讨行业发展现状、酱卤肉休闲食品竞争
环境、外部环境因素评价矩阵（EFE），再采用问卷调查了解昆明市牛板筋休闲
食品市场情况。通过 SWOT 分析矩阵理清了昆明 JHD 食品公司优势、劣势、机
会、威胁，探究昆明 JHD 食品公司定量战略计划矩阵（QSPM）、昆明 JHD 食
品公司三大竞争战略可行性。
最后，确定昆明 JHD 食品公司竞争战略方案，先确定昆明JHD 食品公司竞
争战略，以及制定昆明JHD 食品公司战略实现方法，即调整产品结构、重视研
发能力、聚焦优质大客户等。为保障昆明 JHD 食品公司竞争战略实施，第一需
要做到构建敏捷高效组织，积分管理促成效；第二借助信息化建设手段，提升管
理效率；第三提升内部培训效果，外部招聘重点岗位人才；第四多方争取资金，
加强资金保障；第五重视安全、环保，谋求可持续发展。希望通过本文的研究，
找到更适合昆明 JHD 食品公司的竞争战略，帮助其实现长足发展。
关键词：休闲食品；竞争战略；SWOT分析；JHD 食品公司
I Abstract
Abstract
Since ancient times, the sustainable and steady development of the food industry
is closely related to the quality of people;s lives. Food safety issues are related to
people;s livelihood, and the solution of food safety issues is a key link to ensure
people;s livelihood. With the rise of e-commerce channels after the reform and
opening up, the food industry has ushered in new opportunities for development, and
the domestic consumer market has become increasingly broad. By 2021, the market
size of snack food has reached 140,1.5 billion yuan. The food industry has ushered in
new opportunities for development, at the same time, people;s requirements for food
quality are also constantly improving, a variety of food began to pour into People;s
Daily life, food production continues to move in a more diversified direction. Since
ancient times, the sustained steady development of food industry and closely related
people;s quality of life, therefore, the food industry can companies to keep up with the
trend of social and economic development, to meet People;s Daily life and the quality
of life has a direct impact on demand, that is to determine company core
competitiveness of key points, improve food quality, It is also the inevitable trend of
future industry development.
This paper mainly focuses on the competitive advantages and disadvantages of
Kunming JHD Food Company and the competitive environment for in-depth analysis,
clear the competition situation of the enterprise, find some problems in the operation
process of the enterprise, put forward concrete and feasible solutions, lay the
foundation for the subsequent development and progress of the enterprise. This paper
mainly uses the competitive model theory in the research process. The analysis model
uses PEST model, Porter;s five forces analysis model, SWOT model, internal and
external factor evaluation (IFE/EFE) matrix, and QSPM analysis to carry out the
research. Hope that through the application of these analysis models, the operation of
JHD food company in-depth analysis, mainly analyzed the development of Kunming
II Abstract
JHD food company and business overview, Kunming JHD food company resources,
Kunming JHD food company capability, internal and external environmental factor
evaluation matrix (IFE). The PEST model is used to conduct in-depth discussion on
the political, economic, environmental and social environment faced by the enterprise,
discuss the development status of the industry, the competitive environment of gravy
and meat snack food, and the external environmental factor evaluation matrix (EFE),
and then use the questionnaire survey to understand the market situation of Kunming
beef plate and rib snack food. Through SWOT analysis matrix, the advantages,
disadvantages, opportunities and threats of Kunming JHD Food Company are
clarified, and the feasibility of three competitive strategies of Kunming JHD Food
Company;s Quantitative strategic Planning Matrix (QSPM) and Kunming JHD Food
Company is explored.
Finally, determine the competitive strategy plan of Kunming JHD Food
Company, first determine the competitive strategy of Kunming JHD Food Company,
and formulate the strategy implementation method of Kunming JHD Food company,
that is, adjust the product structure, attach importance to research and development
ability, introduce advanced equipment, focus on quality key customers, etc. In order to
ensure the implementation of the competitive strategy of Kunming JHD Food
Company, first of all, it is necessary to build an agile and efficient organization and
promote the effectiveness of integral management. Second, by means of information
construction, improve management efficiency; Third, improve the effect of internal
training, external recruitment of key positions; Fourth, fight for funds and strengthen
fund guarantee; Fifth, attach importance to safety and environmental protection and
seek sustainable development. I hope that through the study of this paper, we can find
a more suitable competitive strategy for Kunming JHD Food Company and help it
achieve long-term development.
Keywords：Leisure food; competitive strategy; SWOT analysis; JHD Foods, Inc
III