新希望重新定义自己  

New Hope Group Creating a new definition for agribusiness

作　　者：崔玲[1] 

机构地区：[1]《中国企业家》编辑部

出　　处：《中国企业家》2015年第14期46-51,9,共6页China Entrepreneur

摘　　要：长期处于慢周期行业的新希望,需要设法靠近消费者,从而为传统农牧业集团的转型找到新路径。打碎高层,激活基层,组建草根集团,是其组织变革的一个切片都说站在风口上,猪都会飞起来。这句流行语给了新希望集团董事长刘永好自我调侃的机会,他说自己是个养猪户,却从未被风吹起。当然,这是过去。对于这家已成立33年的农牧业企业,最大的风口还是消费者的需求。这使得习惯了深耕上游的新希望集团,必须设法离消费者近些,再近些。There's a saying in China: 'With the right wind,even pigs will fly.' For Liu Yonghao,chairman of the New Hope Group,this saying doesn't quite fit him.Although he can be considered a pig farmer,he jokes that the wind has never lifted him up.Of course this really only applies to the past.For this 33 year old agribusiness enterprise,the biggest wind has been consumer demand,a force that has made it necessary for the New Hope Group to get increasingly closer to consumers.Used to working in a slow cycle industry,New Hope's drive to get a better understanding of consumer demand has paved a new path for this traditional agribusiness.Shaking up executive levels,making use of lower-ranks and organizing grassroots-level organizations is just a few of the changes it has undergone.

关 键 词：新希望集团 传统农牧业 刘永好 组织变革 职业经理人 陈春花 农业产业链条 养殖市场 扁平化管理 垄断竞争 

分 类 号：F426.82[经济管理—产业经济]