1201060974李洋洋2012pa基于顾客让渡价值的水产品加工企业战略.doc

论文编号: 基于顾客让渡价值的水产品加工企业战略研究 ——以獐子岛集团股份有限公司为例 李洋洋 中国政法大学研究生院 二〇一四年三月 基于顾客让渡价值的水产品加工企业战略研究 ——以獐子岛集团股份有限公司为例 摘 要 中国是世界最大的水产品养殖国和出口国，水产品加工业十分发达，水产品出口总额占全国农产品出口总额近三成。近年来，受国内外经济形势的影响，我国水产品无论在国内市场，还是国际市场所面临的竞争日益激烈。在产品同质化较为严重的情况下，我国水产品加工企业想要赢得竞争，必须寻找新的市场突破点。由于产品本身的技术含量不高，且同质化严重，新进入者进入的难度较小，因此很难从竞争的角度来思考新的出路。而基于顾客价值的战略作为战略的全新视角，对水产品加工企业打造优异的顾客价值和提高顾客忠诚具有十分重要的意义。 本文引入以顾客价值的理念，对我国水产加工产业现状进行分析，阐述了顾客价值在战略制定中的重要性。同时，从獐子岛股份集团有限公司的实际出发，对其在当前形势下的水产品加工发展战略现状及主要问题等进行了讨论。在此基础上，本文采用PEST分析、顾客让渡价值分析和五力模型分析等战略分析方法，分析了我国水产加工企业顾客价值管理的现状，并对其如何基于顾客价值构建战略提出了若干建议。 关键词：顾客让渡价值 水产品加工企业 战略 RESEARCH ON STRATEGY OF AQUATIC PROCESSING BASED ON CUSTOMER VALUE ——WITH ZHANGZI ISLAND GROUP CO., LTD’S INTENSIVE PROCESSING FOR EXAMPLE ABSTRACT China is the largest aquaculture and seafood export country in the world. As Chinese seafood processing industry has been highly developed, the export volume of seafood takes 30% of total China agricultural product export. In recent years, under the impact of global economic situation, Chinese seafood is confronted with intense competition. In addition, product homogeneity exists widely which requires a new market breakthrough for processing companies to win the campaign. For products own limited technical content, it is easy for latest created ones going into consumers’ sight. Therefore, it is hardly to find outlet from that degree. In this situation, theory of customer value provides a brand new perspective making significant influence to excellent customer value training and customer loyalty enhancement. This article takes customer value as the nuclear concept analyzing the status of China seafood processing industry. As well it explains the importance of customer value to strategy. From the present facts of Zhangzi Island Group Co., Ltd, it talks about seafood processing industrial development strategy and main issues in nowadays. On this basis, by using analytical method like PEST, Customer delivered value and five forces model, we can find out the current