【作者】 王玉斌；

【导师】 张正河； 张建华；

【作者基本信息】 中国农业大学 ， 农业经济及管理， 2003， 硕士

【副题名】以顺鑫农业为例

【摘要】 加入WTO，农业呈现国际化、信息化和标准化的特点。大型农业企业是我国农业先进生产力的代表，大型农业企业有的发展良好，有的出现了问题，问题的出现与发展战略、尤其是与产品发展战略有关。 本文剖析顺鑫产品农业发展战略，研究大型农业企业产品发展战略，得出结论，提出建议，力图对促进大型农业企业健康发展和我国农业产业结构调整有所补益。首先，简要回顾企业管理理论和企业发展战略理论；然后，从剖析顺鑫农业发展战略入手，分析其外部环境和内部因素，以SWOT分析方法和五种竞争力量模型为依据，研究顺鑫农业自成立(上市)至今产品发展战略经历的三个阶段，各阶段的战略目标、实现目标的途径、战略执行情况和收益情况；分析顺鑫农业目前作为大型农业企业的优势和劣势，分析目前其主要产品存在的机会，并指出顺鑫农业面临的威胁；比较顺鑫农业与第一、二批农业产业化龙头上市公司产品发展战略；在研究和分析基础上，提出顺鑫农业产品发展战略的调整意见，得出结论，提出建议。更多还原

【Abstract】 With the entry of WTO, China’s agriculture development is set on the track of globalization, informationization, and standardization. The large agricultural enterprises are the representations of agricultural morden productivity of China, some of them do well, but the others emergence the matter. The matters are related to development strategies, especially be related to product development strategies.This paper anatomy the product development strategies of Shunxin Agricultural Co. Ltd, study the product development strategies of large agricultural enterprises, educe the conclusion, and table a proposal. The target is to accelerate large agricultural enterprises well and agricultural industry structure be adjusted. Firstly, simply look back the theoretics of enterprise management and the development strategies of enterprises. Secondly, start with anatomying the development strategies of Shunxin Agricultural Co. Ltd, analyse exterior surroundings and interior qualification of Shunxin Agricultural Co. Ltd. Using the analytical method of SWOT and the model of five forces competition, study the three moments of product development strategies, the target of apiece moment, the approach of realization aim, executed and proceeds circs of Shunxin Agricultural Co. Ltd. Thirdly, analyzing Strengths, Weaknesses, the Opportunities of mostly productions, Threats be confronted with Shunxin Agricultural Co. Ltd. Fourthly, researching the specialty and the trend of product development strategies of large corned into the market enterprises of agricultural industrialization. Finally, on the bases of anterior study and analysis, put forward my idea of rectify and modify of product development strategies to Shunxin Agricultural Co. Ltd, and bring forward the policy suggests.更多还原