基于波特模型的我国农产品加工工业的竞争强度与竞争战略——以“老干妈”企业为例

Research on the Competition Degree and Competition Strategy of China's Processing Industries of Agricultural Products Based on the Potter Model-Taking "LaoGanMa" as an Example

运用波特"五力模型",从个体农户、购买者、新进入者、替代品和同行企业5个方面,对贵州龙头企业"老干妈"进行分析,揭示老干妈在竞争强度上所表现出来的共性及特殊性:"老干妈"在原料的采购上占据着绝对的优势;购买者对"老干妈"质量的认可、售价的承受力以及习惯性消费使得其议价能力较弱;对于替代品、新进入者的威胁和同行竞争问题,"老干妈"做得不够。并制定出对其发展有利的竞争战略,如差异化战略、成本领先战略、品牌战略,以促进农产品加工工业的发展。

By using Porter’s Five Forces Model,and from 5 aspects of individual farmer,purchaser,new entrant,substitute and the enterprise of the same trade,I analyze the leading enterprise in Guizhou Province –LaoGanMa,so as to reveal the commonality and particularity reflected from the competition degree of LaoGanMa as follows： LaoGanMa has absolute dominance over material purchase;the purchasers’ recognition on the quality of LaoGanMa,bearing capacity of sales price and habitual consumption allay consumers’ ability to bargain;as for the problems of substitutes,the threat of new entrants and competition of the same trading,LaoGanMa has not done enough.The thesis formulates the competitive strategy conducive to development,like differentiation strategy,Cost-leadership strategy and brand strategy,in order to promote the development of processing industries of agricultural products.