【作者】 朱骄红；

【导师】 陈光潮；

【作者基本信息】 暨南大学 ， 企业管理， 2002， 硕士

【副题名】沙田顺发实证分析

【摘要】 本文从饲料行业的宏观层面与微观层面对饲料市场面临的环境进行分析。宏观层面上着重分析人口、经济发展、自然环境、技术变革、政治法律、社会文化、经济全球化等因素的影响，微观层面上分析了饲料业的进入威胁、供方权力，买方权力及现有厂家竞争。针对饲料行业的环境与特点，对饲料市场的需求与供给从不同的角度和不同的方面进行了分析。以沙田顺发作为饲料行业的一斑，进行实证分析，根据沙田顺发所处的宏微观环境与饲料市场的供需发展规律，以及自身的发展状况与特点，提出了扩大市场容量、营销创新、创立名牌、产业化经营、适度扩张等经营战略，以及相应的产品、成本、价格、服务、分销等营销策略。本文提出的观点、战略、策略引起沙田顺发决策领导层的高度重视，并计划在经营管理决策中吸收与采用。更多还原

【Abstract】 The author of the thesis attempts to investigate into the present environment of feed industry from both macrocosmic and microcosmic aspects. The macrocosmic aspects are analyzed with emphasis on the influence on feed industry by such factors as population, economic growth, natural environment, technological innovation, politics and law, society and culture, economic globalization. The microcosmic aspects are discussed concerning the possible threats of the new rivals on the industry, rights for the supplier and buyer, and the competition among the manufactures.Based on the environment and features of feed industry, the relationship between the demands and supply in the feed market is anatomized from different perspectives. Shatianshunfa company is a good case in point. Several elements should be taken into consideration in policy-making such as macrocosmic and microcosmic environment, rules governing feed market, and characteristics demonstrated on the process of growth of our company. Some policies are suggested as follows: to enlarge the full market scale, to innovate, to bring out famous brands, to promote an industrial economy, and to make moderate expansion. And the subsequent marketing tactics are put forward relevant to products, cost, price, service, place, etc. Luckily, the idea, strategies and tactics presented in the thesis have drawn the attention of the top management in our company, and they are planning to adopt these suggestions in policy-making.更多还原