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PAGE  PAGE 10 会计学院本科生学年论文 论文题目基于SWOT分析的伊利股份发展战略研究姓 名龚子威学 号0908591021专业班级注会091班指导老师祝建军完成时间2012-10-20 会计学院学年论文评定 学生姓名：龚子威联系方式指导老师姓名：祝建军成绩:指导老师评语： 老师签名： 批改日期：摘 要 近几年，内外部环境的变化对我国的乳制品企业的生存与发展提出了严峻的考验，同时也为其发展创造了良好的机遇。我国的乳制品企业正处于一个十分关键的发展阶段，因此研究龙头企业伊利公司的发展战略对我国乳制品行业及其企业本身未来的发展具有重要意义。 本文结合SWOT分析理论对伊利股份的现状进行定位并分析，总结归纳出其现行发展中存在的优势与劣势，机会与威胁等因素，并制定了相应的应对策略。面对外部利好机会，企业需把握住从而进一步扩大自身的奶源，品牌，技术和管理优势，同时，高度重视安全质量管理，加强人力资源建设。另一方面，应对更多国内外资本的进入，成本压力的加大，和消费者对产品要求不断的提高等问题，企业须充分利用自身优势，联合外界力量，从而巧妙的避开自身弱点，让优势充分发挥出来，巩固企业的竞争优势和市场地位。 关键词： SWOT分析； 发展战略； 优势与劣势； 机会与威胁 ABSTRACT Recently, the changes taken placed both in inside and outside circumstances bring along with challenges as well as good chances to Chinese dairy companies to survive and thrive. It is a critical stage that our dairy companies are situated in, and as a result, analyzing the development strategy of Yili Company is of great significance to the prospects of the enterprise itself and the dairy industry as a whole. Based on the SWOT Analysis into the present situation of Yili, this essay conclude the strengths and drawbacks, and opportunities and threats and finally come up with coping strategies. To be specific, in the face of external good opportunity, the enterprise should grasp it and further expand its management, brand, technology and management advantages, while in the meantime, attach great importance to the management of safety and quality, and strengthen the human resources construction. On the other hand, as with both home and abroad capital more into this particular market, accompanied by increasing cost pressure, and, moreover, consumers’ ever-improving requirements for dairy products, the company should make full use of its own advantages, combined with outside power, thus artfully avoiding their own weaknesses, and taking full advantage so as to consolidate the competitive advantage of enterprises and market position. Key words: SWOT Analysis ; development strate