基于乳品安全的乳业企业战略选择研究--以蒙牛乳业集团为例

摘要

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 .%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。