基于乳品安全的乳业企业战略选择——以蒙牛乳业集团为例  

A Study of Strategy Choice of Dairy Enterprise Based on Dairy Safety——Taking Mengniu Dairy Group for Example

作　　者：侯军岐[1] 李利[1] 

机构地区：[1]北京信息科技大学,北京100192

出　　处：《西北农林科技大学学报（社会科学版）》2014年第5期60-64,共5页Journal of Northwest A&F University(Social Science Edition)

基　　金：北京市学科建设项目(PXM2014_014224_000045);北京市哲学社会科学重点规划项目(12JGA006);北京市教委人文社会科学重点项目(SZ201411232022)

摘　　要：乳品企业是乳业发展的基石,选择合适的发展战略是乳品企业持续发展的第一步,也是最为关键的一步。论文在对乳品企业发展宏观环境、行业环境和蒙牛乳业集团现有竞争对手、潜在进入者、替代品、供方议价能力和买方议价能力分析的基础上,采取SWOT矩阵和QSPM矩阵分析得出:最适合蒙牛乳业集团的发展战略为系列化战略,即扭转型战略。Dairy enterprises are the cornerstone of the development of dairy industry and choosing the appropri-ate development strategy is the first step of a dairy enterprise’s sustainable development and the most critical step . This paper ,based on the analysis of the macro-environment of dairy enterprises’development ,industry environ-ment ,existing competitors of Mengniu Dairy Group ,potential entrants ,alternatives ,bargaining power of suppli-ers and buyers ,takes the SWOT matrix and QSPM matrix to make analysis and draw the following conclusion ：The most suitable development strategy for Mengniu Dairy group is the serialization strategy ,that is ,reversion strategy .

关 键 词：乳品安全 蒙牛乳业集团 战略选择 战略实施 

分 类 号：F325.2[经济管理—产业经济]