生猪企业A是我国东北地区的大型农牧企业。2018年非洲猪瘟以来，我国生猪价格剧烈波动。2021年生猪期货在大商所上市，同年《全国畜禽遗传改良计划（2021-2035年）》发布。本文在诸此背景下研究了生猪企业A的竞争战略。

首先从宏观环境来看，政治环境方面出台的相关政策、法规，经济环境方面我国GDP和人均可支配收入的持续增长以及生猪期货的上市，技术环境方面猪种繁育和信息技术的发展等整体上为生猪企业的发展提供了良好的保障，有利于生猪企业发展；而社会环境方面人们对食品安全的重视的提高，也对生猪企业提出了更高的要求。

其次从中观角度来看，A企业的上游饲料等供应商、下游屠宰场和客户都不具备较强的议价能力；大型企业的新进入有一定难度；禽肉和牛羊肉作为替代品并不会对猪肉构成绝对威胁；行业间的竞争程度非常激烈，但A企业所在的A省相对全国平均水平的差距在缩小，有较大发展潜力。

再次对A企业的资源与能力，以及竞争对手进行了分析，在此基础上进一步通过SWOT分析可知，A企业具有区位优势、产业链优势、品牌优势、企业形象优势和人工成本优势以及企业二代的金融市场知识优势，但也有气候寒冷，地理位置偏僻、人才流失严重和企业高层面临换届的劣势；外部来看有多项政策机会和期货金融市场的机会，但也存在着疫病疫情形势严峻、资本力量进入、“猪周期”和替代品的威胁。总体来看A企业具有的优势多于劣势，外部的机会和威胁并存。据此绘制SWOT矩阵，认为A企业具备利用自身优势结合外部机会的条件，大方向上可以采取SO增长性战略。

通过对比分析发现成本领先战略、集中化战略不适合A企业，A企业可以从产业链和营销策略方面采用差异化战略。其中产业链差异化可以从期现结合、绿色生猪全产业链来进行构建，营销策略差异化可以从产品，价格，渠道和促销策略的差异化来进行规划。

随后本文针对A企业的差异化战略提出了四个阶段的实施方案，包括战略启动、战略执行、战略验证与调整以及战略实现。并从组织保障、资金保障、人才保障和监管保障四个方面提出了保障方案。最后提出了本研究的展望。

Swine enterprise A is a large agricultural and animal husbandry enterprise in northeast China. Since the outbreak of African swine fever in 2018, pork prices in China have fluctuated sharply. Live hog futures were listed in DCE in 2021, the same year the National Livestock and Poultry Genetic Improvement Plan (2021-2035) was released. In this context, this paper studies the competitive strategy of swine enterprise A under these circumstances.

First of all, from the point of macro environment, the political environment of related policies and regulations, and economic environment of China's GDP and per capita disposable income continues to grow and the listed live hog futures market, technical environment in pig breeding and the development of information technology all provide a good guarantee and good for swine enterprise development; In terms of social environment, people attach more importance to food safety and put forward higher requirements for swine enterprises.

Secondly, from the medium perspective, enterprise A's upstream feed suppliers, downstream slaughterhouses and customers do not have strong bargaining power. The new entry of large enterprises has certain difficulty; Poultry and beef as substitutes do not pose an absolute threat to pork; The degree of competition between industries is very fierce, but the gap between A province, where enterprise A is located, and the national average level is narrowing, with great development potential.

On this basis, further SWOT analysis based on the studies of enterprise A’s resources and capabilities and competitors shows that enterprise A has advantages in location, industrial chain, brand, corporate image, labor cost and financial market knowledge of the second generation of enterprise. However, it also has cold weather, remote geographical location, serious brain drain and the disadvantage of changing senior management; Externally, there are multiple policy opportunities and futures financial market opportunities, but there are also the threat of severe epidemics, capital inflows, "pork cycles" and alternatives. Overall, enterprise A has more advantages than disadvantages, and external opportunities and threats coexist. Based on this, the SWOT matrix is drawn, and it is believed that enterprise A has the condition of combining its own advantages with external opportunities, and can adopt SO growth strategy in the general direction.

Through comparative analysis, it is found that cost leadership strategy and centralization strategy are not suitable for enterprise A, and it can adopt differentiation strategy in terms of industrial chain and marketing strategy. The differentiation of industrial chain can be constructed from the combination of the present and the future and the whole industrial chain of green swine. The differentiation of marketing strategy can be planned from the differentiation of products, prices, channels and promotion strategies.  

Subsequently, this paper puts forward a four-stage implementation plan for the differentiation strategy of enterprise A, including strategy initiation, strategy implementation, strategy verification and adjustment and strategy realization. And from the organization guarantee, fund guarantee, talent guarantee and supervision guarantee four aspects put forward the guarantee scheme. Finally, the prospects of this study are put forward.