隆平高科杂交水稻东南亚市场拓展战略研究

湖南大学硕士学位论文隆平高科杂交水稻东南亚市场拓展战略研究姓名：张德明申请学位级别：硕士专业：高级工商管理指导教师：于坤章20070426II2006EFEIFEEFEIFESWOTIIIAbstractWiththeeconomicdevelopmentofStateandtheconstructionincitiesandtowns,especiallywiththefastdevelopmentofrealtymarketalloverthecountry,thestateputsforwardtheagricultureandforestrypolicyinlargescaleof“returningthelandtoforest,returningthelandtoseaandreturningthelandtolake”,whichmakesthecultivatedareaofricedwindledcontinuously.Thetotalneedathybridricemarketdwindlessteadilyandownsalimiteddevelopingforeground.Furthermore,largenumbersofseedscompaniesoccupiesrespectivesegmentmarketinaccordancewithdifferentialmarketingstrategiesandthegiantseedscompaniesfromabroadentriesintoChinesemarketgradually,whichmakesthegreatdevelopmentofLongpingHigh-techindomesticareabelimited.Datashowsthatthesalesamountofitin2006declinedquickly.Atthesametime,theoverseasmarket,especiallythesouth-eastAsiamarketshowedgreatinterestinhybridricewithgreatneed.ThegovernmentfromdifferentcountrieswarmlyinvitedLongpingHigh-techtohelpthemdevelophybridriceinordertosolvetheproblemsofstarvationandpoverty.“Pushinghybridriceforwardtotheworldandmakingallthepeoplebenefitfromit”isthewillingnessofAcademicianYuanLongping,thedesirabilityanddutyofLongpingHigh-tech.AlltheseinternalandoutsidefactorspushtheLongpingHigh-techtodevelopandwidenthehybridricemarketatsouth-eastAsiacomprehensively.Accordingtotheresearchgoal,thisarticlefirstlyanalysesthemarketenvironmentinBurma,Cambodia,Indonesia,Malaysia,Philippines,Thailand,Vietnam,IndiaandPakistan.Thenitanalysestherelativeinformationofthecultivatedareaofrice,technology,researchsituationineachcountrycombiningwiththecharactersofhybridriceindetail.ItusestheEFEmatrixtoquantitativelyanalyzeoutsideenvironment.Ininternalenvironmentanalysis,fromtheviewofalistedcompany,itanalysesthemanagementstructure,stockrightsstructure,financialsituation,humanresourcesandmarketingsituationindomesticandoverseasmarkets.WiththehelpofIFEmatrixtool,itevaluatestheadvantagesanddisadvantagesandgetabasicresult.Alltheabove-mentionedanalysesgivedirectsupportandbasisforthemakingofdevelopingstrategyofthecompany.AccordingtotheresultfromEFEmatrix,IFEmatrixandSWOT,itdemonstratesthenecessityandfeasibilityofinsistingdevelopingstrategy.Accordingtothedesirabilityofthecompany,itcanmakesureofthestrategygoal.InaccordancewithIVtheindexesofcultivatedareaofrice,averagenationalincome,outputperMu,itmakesthestrategiccollocationforthepotentialmarketcountries.Thereafter,itbeginswithestablishingAsiaResearchCentre,establishingseedsproducingbaseinlocalcountry,thenestablishesintellectualpropertyprotectionsystematoverseasmarket,organizingteaminchargeofdevelopingoverseasmarkets,whichmakesthemarketdevelopingstrategycomeintorealityandbeingspecified.Itmentionsthebasicideaandkeyissuesofestablishingmonitoringsystemofmarketingdevelopingstrategy.Finallyitgivesbasicresultforthisresearchachievement.KeyWords:LongpingHigh-Tech;HybridRice;South-eastAsiaMarket;DevelopingStrategy;MarketingVII1.1······························································································83.1····································································253.2················································································263.320002006··················································314.1SWOT····················································································354.2/···································································374.3····································································384.4············································································394.5·····························································394.6····································································40VIII2.1················································································193.1·····························································223.25·················································233.32006···············································233.42006···············································243.5·························································263.6·········································283.7················································································334.120082012····················374.2·················································40I1______2111.135%20051630%20069.482005590043[1]2.680156[2]3%1.1420101.590%4560[3]213[4]8002050072060020063WTO1.22205%5515[5]80%41.3[6]1.3.1strategos[7][8][9][10]SBU[11]51.3.2[12]1.3.2.11.3.2.2[13]61.3.2.2[14]1.3.3[15]71.4SWOTSWOT1.11.581.1SWOTSWOTƒPESTƒƒƒƒƒƒ922.12.15200425271199162004134.831.8%62.5772.2339.6%25.7%20051453.8739%1719985200639601590GDP16.58%59%598011831/32004543411993102003001500IR64CISSDANE44.5/[16]901000174GNY53200411/GNY532010100322.2RepublicofthePhilippines29.971853320058520272000-300020041140%2005301977291993432005175.61131.7%2006126013805.5%20%120300[17]2012002269/200140020030.720061.5100040220044010/25PSB-Rc-8230%28YSB-Rc-72H10%8LP0352LP