生豬產業分析與企業經營策略創新:以潤民集團為例

Abstract

中國龐大的生豬產業市場，在現今仍存有需立即處理的幾大議題，如產能過剩、生豬疫病控管、養殖生態環保管理、豬週期頻繁發生…等狀況，說明該產業需要透過深入的分析探討，從產業鏈的整合、養殖的方法、營銷的管道、內外部的威脅來進行全面的產業分析，進而提出創新的養豬經營策略。 透過國內外相關文獻的統整歸納，以及潤民集團的案例探討，深入分析生豬產業如何達到『養殖規模化』、『生態綠能化』、『市場品牌化』以及『產業鏈一體化』的相關產業創新。 希望此次研究結果有助於穩定生豬市場及讓養殖業者找到有效規避豬週期的方法，透過市場分析找到商機，讓相關企業能達到BAT級別的千億市值，可望優化該產業之未來發展。

The vast Chinese hog industry is facing a number of challenges: over-capacity, desease control, environmental control of the farming eco-system, and the frequent cyclicality of the hog supply-demand imbalance. Solving these problems requires a comprehensive analysis of the hog farming industry in China which includes the integration of the value chain, farming methods, distribution channels, and internal and external threats so that we can derive a new strategy address these issues. Through literature reviews and a deep analysis of the Reng-Ming group case, we will propose an innovative mode that can achieve the following objectives: value-chain integration, green farming, branding, and economies of scale. With this thesis, we can help hog farmers to stabilize the market by reducing the imbalance of the demand-supply cycle. This thesis also helps hog farmers to exploit new opportunites so that they could become a mega enterprise like BAT(Baidu, Alibaba, and Tencent) in the future.