湖南喜阳集团发展战略初步研究
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摘要
当前，中国西部地区中小企业面临着前所未有的机遇与挑战。如何在新形势下重新制定企业发展战略，以增强企业核心竞争力来抓住机遇和迎接挑战，是西部中小企业必须解决的问题。
本文以研究湖南喜阳集团发展战略作为研究中西部中小企业发展的切入点，通过对喜阳集团的发展历程、经营现状、发展环境、内部资源和能力的深刻剖析和研究，依据企业竞争战略和相关企业理论为指导，提出了喜阳集团应走“背靠农业、面向市场”的经营之路；同时，相应制定了喜阳集团相关多元发展、资源开发、绿色设计等战略组合方案，并着重对喜阳集团的品牌发展和营销、组织管理与企业文化建设、融资方式、战略控制等内容进行了详尽规划。具体是：立足区域资源优势，突出原料基地建设模式，始终定位于农业产业化经营的示范企业；以企业联盟为手段实现产品升级、资源优化、规模扩张；构建现代企业管理制度，塑造独特的具有浓郁民族氛围的企业文化，运用激励机制，挖掘人力资源潜力；依靠科技创新，不断提升产品内涵，全力打造“喜阳”绿色品牌；多方式开辟销售渠道，扩大市场分额；通过战略的综合实施，最终实现企业的持续发展。
本研究阐述了企业的产业特点对制定企业发展战略的基础性作用；强调了立足区域资源优势对西部中小企业的极端重要性；提出了民营制改造对西部中小企业发展战略的关键性作用；指出了西部中小企业发展战略必须注重其经济效益与社会效益的统一。本研究课题力求为西部中小企业新发展提供一些借鉴和参考。
At present, the medium and sub-sized corporations in the western area of China are encountering unprecedented opportunity and challenge. It has become an urgent task for the corporations, in a new situation, to redesign their development strategies to grasp the opportunity and deal with the challenge so as to strengthen their core competitive competence.
To specify the research on the medium and sub-sized corporations in central and western area of China, this article focuses on the research of development strategies for Hunan Xiyang Group, through profoundly analyzing and researching the Group's operation & development course, management situation, development environment, inner resources and abilities, under the guidance of competitive strategies of corporations and relative corporation theories contributing to setting forth that Xiyang Group's development course should be of being backed by agriculture and market-facing, and to formulating plans for strategic alliances that relative poly development, resource exploitation and environment-effect design should be carried out in the Group; and specializing brand development, marketing management, construction of corporate culture, ways of capital composure and strategical harmonization for the Group. Specifically, stress the construction mode of material base and constantly situate on building a model enterp
rise of agriculturally industrializational management, grounded on the advantage of regional resources; achieve product promotion, resource optimization and scale expansion, by means of enterprise alliances; construct modern enterprise system, mold specific enterprise culture with national characteristics and explore the resource of personal potential through encouragement methods; constantly promote the connotation of products, depending on technical innovation, and dedicationally forge the brand of environmental protection-Xiyang; set up various market channels and earn more market shares; achieve the final aim of long-lasting development for the Group by synthetically implementing strategies.
In this article, it is emphasized that the industrial characteristics of an enterprise plays a basic role in the outcome of development strategies for a corporation; it is elaborated that the base on the advantage of regional resources is extremely important to the medium and sub-sized corporations in western area of China; it is expounded that the reforms of the ownership from public corporations to private corporations play a key part in the development strategies for the medium and sub-sized corporations in western
area of China. Finally, it is pointed out that the integration of economical benefits and social benefits should be considered in the development strategies for the medium and sub-sized corporations in western area of China. This article contributes some guide and reference to the medium and sub-sized corporations in western area of China.
本文以研究湖南喜阳集团发展战略作为研究中西部中小企业发展的切入点，通过对喜阳集团的发展历程、经营现状、发展环境、内部资源和能力的深刻剖析和研究，依据企业竞争战略和相关企业理论为指导，提出了喜阳集团应走“背靠农业、面向市场”的经营之路；同时，相应制定了喜阳集团相关多元发展、资源开发、绿色设计等战略组合方案，并着重对喜阳集团的品牌发展和营销、组织管理与企业文化建设、融资方式、战略控制等内容进行了详尽规划。具体是：立足区域资源优势，突出原料基地建设模式，始终定位于农业产业化经营的示范企业；以企业联盟为手段实现产品升级、资源优化、规模扩张；构建现代企业管理制度，塑造独特的具有浓郁民族氛围的企业文化，运用激励机制，挖掘人力资源潜力；依靠科技创新，不断提升产品内涵，全力打造“喜阳”绿色品牌；多方式开辟销售渠道，扩大市场分额；通过战略的综合实施，最终实现企业的持续发展。
本研究阐述了企业的产业特点对制定企业发展战略的基础性作用；强调了立足区域资源优势对西部中小企业的极端重要性；提出了民营制改造对西部中小企业发展战略的关键性作用；指出了西部中小企业发展战略必须注重其经济效益与社会效益的统一。本研究课题力求为西部中小企业新发展提供一些借鉴和参考。
At present, the medium and sub-sized corporations in the western area of China are encountering unprecedented opportunity and challenge. It has become an urgent task for the corporations, in a new situation, to redesign their development strategies to grasp the opportunity and deal with the challenge so as to strengthen their core competitive competence.
To specify the research on the medium and sub-sized corporations in central and western area of China, this article focuses on the research of development strategies for Hunan Xiyang Group, through profoundly analyzing and researching the Group's operation & development course, management situation, development environment, inner resources and abilities, under the guidance of competitive strategies of corporations and relative corporation theories contributing to setting forth that Xiyang Group's development course should be of being backed by agriculture and market-facing, and to formulating plans for strategic alliances that relative poly development, resource exploitation and environment-effect design should be carried out in the Group; and specializing brand development, marketing management, construction of corporate culture, ways of capital composure and strategical harmonization for the Group. Specifically, stress the construction mode of material base and constantly situate on building a model enterp
rise of agriculturally industrializational management, grounded on the advantage of regional resources; achieve product promotion, resource optimization and scale expansion, by means of enterprise alliances; construct modern enterprise system, mold specific enterprise culture with national characteristics and explore the resource of personal potential through encouragement methods; constantly promote the connotation of products, depending on technical innovation, and dedicationally forge the brand of environmental protection-Xiyang; set up various market channels and earn more market shares; achieve the final aim of long-lasting development for the Group by synthetically implementing strategies.
In this article, it is emphasized that the industrial characteristics of an enterprise plays a basic role in the outcome of development strategies for a corporation; it is elaborated that the base on the advantage of regional resources is extremely important to the medium and sub-sized corporations in western area of China; it is expounded that the reforms of the ownership from public corporations to private corporations play a key part in the development strategies for the medium and sub-sized corporations in western
area of China. Finally, it is pointed out that the integration of economical benefits and social benefits should be considered in the development strategies for the medium and sub-sized corporations in western area of China. This article contributes some guide and reference to the medium and sub-sized corporations in western area of China.
引文
[1] 蒋运通．企业经营战略管理．第二版．北京：企业管理出版社，2001，2
[2] [美]迈克尔·波特．竞争战略．陈小悦译．北京：华夏出版社，1997，12
[3] 李晏墅，陈晓东．核心竞争能力研究若干学术流派述评．经济学动态，2003，(3)：83-85
[4] C. K. Prahalad, G. Harnel. The Core Competitiveness of the Corporation. Harvard Business Review, 1999, (5): 79-91
[5] 宁建新．企业核心能力的构建与提升．北京：中国物资出版社．2002，01，25
[6] 蔡树堂．企业战略管理．北京：石油工业出版社，2002，460，460-462，463-465，486-487，358
[7] 湖南喜阳集团．湖南喜阳集团简介．2002，1-5
[8] 何景熙．关于西部大开发的持续发展问题．社会科学研究．1997，(4)：62
[9] 特约评论员．西部大开发必须明确战略重点．经济管理，2000，(3)：19-24
[10] 万宝瑞．在“中国小城镇发展问题高级研讨会”上的发言．人民日报，1998．10．30
[11] 刘明夫．有关发挥中心城市作用的几个问题．财贸经济，1997，(12)：38-40
[12] 李京文．中国经济前景．北京：团结出版社，2000，76-77
[13] 李京文．中国社会前景．北京：团结出版社，2000，238
[14] 梅清豪．市场战略与规划．北京：世纪出版社，2002，79
[15] 王迎军，柳茂平．战略管理(第1版)．天津：南开大学出版社，2003．12，40
[16] 农业部．中国饮料工业概述．http://www.chinasaltdrink.org/china drink.htm, 2004. 01. 26
[17] 农业部．2003年我国猪肉市场形势分析．http://www.agri.gov.cn, 2004.02.06
[18] 湖南喜阳集团．湖南喜阳集团2002年度工作总结，2002
[19] George Stalk. Philip Evans, and Lawrence Shulman. Competing, Competing Capabilities: the New Rules and Corporate Strategy. Harvard Business Review. 1992, (2): 57
[20] Michael Porter. "What is strategy?" Harvard Business Review, Now. Dec. 61-68
[21] 菲利普·科特勒．营销管理(第9版)．上海：上海人民出版社，1999，72
[22] Peter Drucker. Management: Tasks, Responsibilities and Practices. New York: Harler & Row, 1973, 121-122
[23] 湖南喜阳集团．湖南喜阳集团招商引资工作计划．2003
[24] Booz, Allen & Hamilton, New Products Management. New York: Booz, Allen &
Hamilton，1982，30
[25] 湖南喜阳集团．喜阳集团阿姆斯天然果汁有限公司桠柑、胡萝卜产品开发专家座谈会的专家发言，2002．10．09
[26] 张文贤．市场营销创新．上海：复旦大学出版社，2002，52-53，53
[27] Kurt Bradenhausen. "Most Valuable Brands." Financial world, Sep/Oct. 1997, 62
[28] 菲利浦·科特勒．市场营销新思维．中外管理，2002，(4)：38-40
[29] 黄忠贤．万丰奥特：找准自己的位置最重要．市场营销，2003，(10)：84-86
[30] 冯艾琴．解读产品服务品牌成败之谜．销售与市场，2004．02．07，29-31
[31] Alvin C. Burns & Ronald E Bush. Marketing Research(2/E). Prentice-Hall, Inc., 1998, 12
[32] 菲利浦·科特勒．营销管理分析、计划执行和控制(第8版)．梅如和、梅清豪、张桁泽．上海：上海人民出版社，1996，1-2
[33] D．佩罗特，E．麦卡锡．基础营销学(第13版)．上海：上海人民出版社，2000，53
[34] 钱明霞．小型企业管理(第2版)．上海：上海人民出版社，2002，175-176
[35] 欧阳润平．企业伦理学——培育企业道德实力的理论与方法．长沙：湖南人民出版社，2003，257-260
[36] 孙明贵，雷亮．中西部民营企业金融政策与税收政策的特性分析．财经理论与实践．长沙：湖南大学期刊社，94-96
[37] Alvin C. Bums & Ronald F. Bush. Marketing Research(2/E).Prentice-Hall, Inc.,1998, 12
[38] Philip Kotler. Marketing Management(10/E). Prentice-Hall, Inc., 2000, 82
[39] 丹尼斯．克希尔．内部营销．北京：机械工业出版社，2000，2
[40] Paustian Chude. "World War Ⅱ Unity a Lesson that still should apply now." Advertising Age's Business Marketing, 1995, (1): 8
[41] M·Joseph Sirgy. Integrated Marketing Communication——A System Approach.北京：清华大学出版社，1998，4
[42] 徐沛林．市场营销新潮流．北京：中国经济出版社，2000，341
[43] Tamara J. Erickson & C. Everett Shorey. "Business Strategy. "Prism, Fourth Quarter 1992, 19
[44] 彭剑涛．企业领导力培育与领导团队建设．销售与市场，2003，44
[45] 高建华．平台制胜时代．销售与市场，2003，(8)：14
[46] 龚涛泽．两种模式的较量．南风窗，2003，(9)：34-36
[2] [美]迈克尔·波特．竞争战略．陈小悦译．北京：华夏出版社，1997，12
[3] 李晏墅，陈晓东．核心竞争能力研究若干学术流派述评．经济学动态，2003，(3)：83-85
[4] C. K. Prahalad, G. Harnel. The Core Competitiveness of the Corporation. Harvard Business Review, 1999, (5): 79-91
[5] 宁建新．企业核心能力的构建与提升．北京：中国物资出版社．2002，01，25
[6] 蔡树堂．企业战略管理．北京：石油工业出版社，2002，460，460-462，463-465，486-487，358
[7] 湖南喜阳集团．湖南喜阳集团简介．2002，1-5
[8] 何景熙．关于西部大开发的持续发展问题．社会科学研究．1997，(4)：62
[9] 特约评论员．西部大开发必须明确战略重点．经济管理，2000，(3)：19-24
[10] 万宝瑞．在“中国小城镇发展问题高级研讨会”上的发言．人民日报，1998．10．30
[11] 刘明夫．有关发挥中心城市作用的几个问题．财贸经济，1997，(12)：38-40
[12] 李京文．中国经济前景．北京：团结出版社，2000，76-77
[13] 李京文．中国社会前景．北京：团结出版社，2000，238
[14] 梅清豪．市场战略与规划．北京：世纪出版社，2002，79
[15] 王迎军，柳茂平．战略管理(第1版)．天津：南开大学出版社，2003．12，40
[16] 农业部．中国饮料工业概述．http://www.chinasaltdrink.org/china drink.htm, 2004. 01. 26
[17] 农业部．2003年我国猪肉市场形势分析．http://www.agri.gov.cn, 2004.02.06
[18] 湖南喜阳集团．湖南喜阳集团2002年度工作总结，2002
[19] George Stalk. Philip Evans, and Lawrence Shulman. Competing, Competing Capabilities: the New Rules and Corporate Strategy. Harvard Business Review. 1992, (2): 57
[20] Michael Porter. "What is strategy?" Harvard Business Review, Now. Dec. 61-68
[21] 菲利普·科特勒．营销管理(第9版)．上海：上海人民出版社，1999，72
[22] Peter Drucker. Management: Tasks, Responsibilities and Practices. New York: Harler & Row, 1973, 121-122
[23] 湖南喜阳集团．湖南喜阳集团招商引资工作计划．2003
[24] Booz, Allen & Hamilton, New Products Management. New York: Booz, Allen &
Hamilton，1982，30
[25] 湖南喜阳集团．喜阳集团阿姆斯天然果汁有限公司桠柑、胡萝卜产品开发专家座谈会的专家发言，2002．10．09
[26] 张文贤．市场营销创新．上海：复旦大学出版社，2002，52-53，53
[27] Kurt Bradenhausen. "Most Valuable Brands." Financial world, Sep/Oct. 1997, 62
[28] 菲利浦·科特勒．市场营销新思维．中外管理，2002，(4)：38-40
[29] 黄忠贤．万丰奥特：找准自己的位置最重要．市场营销，2003，(10)：84-86
[30] 冯艾琴．解读产品服务品牌成败之谜．销售与市场，2004．02．07，29-31
[31] Alvin C. Burns & Ronald E Bush. Marketing Research(2/E). Prentice-Hall, Inc., 1998, 12
[32] 菲利浦·科特勒．营销管理分析、计划执行和控制(第8版)．梅如和、梅清豪、张桁泽．上海：上海人民出版社，1996，1-2
[33] D．佩罗特，E．麦卡锡．基础营销学(第13版)．上海：上海人民出版社，2000，53
[34] 钱明霞．小型企业管理(第2版)．上海：上海人民出版社，2002，175-176
[35] 欧阳润平．企业伦理学——培育企业道德实力的理论与方法．长沙：湖南人民出版社，2003，257-260
[36] 孙明贵，雷亮．中西部民营企业金融政策与税收政策的特性分析．财经理论与实践．长沙：湖南大学期刊社，94-96
[37] Alvin C. Bums & Ronald F. Bush. Marketing Research(2/E).Prentice-Hall, Inc.,1998, 12
[38] Philip Kotler. Marketing Management(10/E). Prentice-Hall, Inc., 2000, 82
[39] 丹尼斯．克希尔．内部营销．北京：机械工业出版社，2000，2
[40] Paustian Chude. "World War Ⅱ Unity a Lesson that still should apply now." Advertising Age's Business Marketing, 1995, (1): 8
[41] M·Joseph Sirgy. Integrated Marketing Communication——A System Approach.北京：清华大学出版社，1998，4
[42] 徐沛林．市场营销新潮流．北京：中国经济出版社，2000，341
[43] Tamara J. Erickson & C. Everett Shorey. "Business Strategy. "Prism, Fourth Quarter 1992, 19
[44] 彭剑涛．企业领导力培育与领导团队建设．销售与市场，2003，44
[45] 高建华．平台制胜时代．销售与市场，2003，(8)：14
[46] 龚涛泽．两种模式的较量．南风窗，2003，(9)：34-36
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