双汇案例分析报告

1、双汇集团企业道德文化案例分析Shineway business ethics casestudies and cultural学院：营销与物流管理学院 班级：营销 0970 姓名：范林燕 学号： 9207097007双汇 3.15 “瘦肉精”案例：河南省孟州市等地养猪场采用违禁动物药品 “瘦肉精 ”饲养生猪， 有毒猪 肉流入济源双汇食品有限公司。事件经相关媒体曝光后，引发广泛关注。 2011 年 3 月 25 日，相关记者从 “瘦肉精 ”事件国务院联合工作组获悉， 河南 “瘦 肉精 ”事件所涉案 件调查取得重要突破，截至目前，肇事 “瘦肉精 ”来源基本 查明，并发现 3 个 “瘦肉 精 ”制造

2、窝点。目前， 河南全省的 “瘦肉精 ”抽检排查工作已基本结束， 未来国务院食品 安全委 员会办公室还将就 “瘦肉精 ”问题开展全国性的专项打击活动， 确保食 品安全。 联合工作组还通报，截至 2011 年 3 月 24 日， “瘦肉精 ”事件中被河南省有关部 门控 制、刑拘、立案侦查的人员已达 68 人，其中 “瘦肉精 ”销售人员 26 人，使 用养殖户 33 人，生猪经纪人 7 人，企业采购人员 2 人，并对 43 名公职人员进 行了调查取证。 相 关人员表示，目前，河南全省的 “瘦肉精 ”抽检排查 工作已基本结束， 未来国务院食品 安全委员会办公室还将就 “瘦肉精 ”问题开 展全国性的专项

3、打击活动，确保食品安全。双汇集团企业文化理念：双汇商业连锁有限公司是以经营双汇冷鲜肉和肉制品为主，采用 “冷链 生产、冷链运 输、冷链销售、连锁经营 ”的肉类营销模式，集工业、商业、 物流业于一体的 “横向一 体化， 纵向一条龙 ”的新型肉类经营业态。 目前在国 内建有近 400 家双汇连锁店，是 河南连锁十强、全国连锁百强企业。双汇连锁店实行 “统一形象、统一标准、统一服务、统一配送、统一管 理”的 “五 统一 ”发展模式，大力推广冷鲜肉的品牌化经营，实现热鲜肉、冷 冻肉向冷鲜肉转变，传 统销售向连锁经营转变，改变传统的 “沿街串巷、设 摊卖肉 ”旧模式， 结束了中国卖肉 没有品牌的历史，

4、引导了行业的发展方向， 双汇开创中国肉类品牌，双汇连锁店成为 “放心店 ”、 “民心店 ”和“民生 店” 双汇连锁店的定位是一个 “以生鲜肉为核心商品的专业食品店 ”，同时还围绕 “一日三 餐 ”配置商品， 调味料、 粮油和速冻食品的销售量在河南的市场占有 较大份额。随着消 费转型，牛奶、面包、休闲小食品和各种饮料的销售占 比也逐渐提升。在未来的经营中， 我们将继续加强与家庭厨房相关联的产 品，开发与引进周转率高的即食性商品。 双汇企业内部质量要求标准：1 严格有效的质量管理体系：整个生产、加工、配送环节严格按照 IS09001 和美国 HACC 标准，从源头 到终端产品，从硬件设施到软件管理

5、实现了与国际标准的接轨，达到国内领先的水平。2 先进的检测设备：双汇集团投资数百万元从国外引进高效液相色谱仪、快速微生物检测 仪等先进的检测 设备和仪器，从检测手段和监控能力上达到国际领先水平。3 严格的质量检验和把关：生猪进厂后，由质检人员按照严格的生猪宰前检验规程，对生猪进行 检验，严格把 关，确保收购生猪必须是来自非疫区的；并严厉打击注水、 掺假等不法行为，从而保证了 收购生猪的质量。双汇集团的检验人员分布 在生产车间的各个加工环节，肩负着质量卫士 的重任，对生产加工的各个 环节进行严格的质量检验和把关，生产过程中对 “瘦肉精 ” 实行在线头头检 验，确保食品安全。4 严格的卫生管理制度

6、：所有从事食品作业者必须按照食品卫生法的有关要求，每年都要进行 健康检查。 工 人进入车间必须经过风幕屏障、 一次更衣、 淋浴、手洗消 毒、风淋、脚踏消毒等严格的 卫生消毒措施，有效控制了操作间与人员的 卫生。5 “冷链生产、冷链配送、冷链销售 ”：为了确保冷鲜肉的冷链不断，使广大消费者尽快吃上双汇放心肉，双汇 集团引进了先 进的全封闭式升降对接平台，并采用专门的制冷运输车，确 保冷鲜肉在装卸车时冷链不间 断，真正实现了 “冷链生产、冷链配送、冷链 销售 ”的全程冷链。“瘦肉精”事件结果：1 双汇集团连发两条公告向消费者道歉，济源双汇停产整顿，封存济源双汇产品。 农 业部会同国务院食品安全办、

7、 工信部、公安部、 商务部、 卫生部、工商总局、质检总局、 国家食药 局等部门将启动为期一年的 “瘦肉精 ”专项整治行动，出重拳、下狠招，严厉打 击违法生产、 销售 和使用 “瘦肉精”的犯罪行为， 全程强化 “瘦肉精”源头管理、生猪养殖、 生猪收购贩运、生猪屠 宰、肉品加工、肉品消费餐饮、肉品进出口等环节的监管，细化 措施，坚决杜绝 “瘦肉精 ”进入食品 产业链，保障人民群众消费安全。双汇“瘦肉精”事件分析总结：从双汇文化理念以及质量标准看来，说明双汇生产管理存在问题，物流管理存在问题，以及企业社会责任不明确。利益让企业对价值链，生产链，产生失控。根据分析，得出 许多深层次原因如下：1. 中国

8、的种粮格局、劳动力成本发生改变。养猪基地逐渐向北方粮食基地转移。造 成猪肉资源分 布不均衡，个别地区生猪收购困难的情况发生。2. 肉制品加工厂商过快扩张产能， 产能利用率不足， 加剧了生猪收购市场竞争状况。 如雨润 2007-2009 年生猪屠宰产能分别为 1405 万头、 1805 万头、 2550 万头， 而 2008 、 2009 年实际屠宰 数分别为 722 万头、 978 万头。产能年复合增速 22% ，2009 年产能利用率 38.35% 。加工企业在缺乏必备的安全检测和控制设施的情况下进行生产， 进行低质量 的恶性竞争。4. 粮食涨价，猪肉价格滞后，养猪成本过高。价格波动频繁，成

9、本控制难度很大。 猪农、猪贩为 了追求利润，都乐于养殖和贩卖这种价格更高的 “瘦肉猪 ”.5. 事件暴露出我国肉类食品检疫监管的漏洞， 走过场式的监管导致瘦肉猪堂而皇之 地进入市 场销售。综上看来，一个企业要想生存的更长远， 想做市场龙头， 就必须做好企业文化理念定位， 以及相关服 务营销，不可以贪图一个利字，违背市场诚信，违背人心道德，如果这样， 只会被市场淘汰。Shineway business ethics casestudies and culturalShuanghui 3.15 "lean" case:Pig farms in Henan and other p

10、laces used Mengzhou prohibited animal drug, "CL" raising pigs, toxic pork Jiyuan Shuanghui Food Co., Ltd. After the incident related to media exposure, caused widespread concern. March 25, 2011, the relevant reporter from the "lean" event of the State Council Joint Working Group

11、was informed, Henan, "CL" event made an important breakthrough in investigating the case in question, as of now, the incident of "lean" to identify the source of basic and found three "lean" manufacturing dens.At present, Henan province, "CL" sampling investig

12、ation work has been completed, the future of the State Council Food Safety Commission Office will also "lean" against the special issues of national activities to ensure food safety.Joint Working Group also reported that as of March 24, 2011, "CL" event in the control departments

13、 of Henan Province, Detention, the investigation has reached 68, including "lean" sales staff 26 people, with 33 farmers, seven pigs brokers, corporate procurement staff 2, and 43 public officials conducted an investigation and evidence collection. Relevant personnel said that at present,

14、Henan province, "CL" sampling investigation work has been completed, the future of the State Council Food Safety Commission Office will also "lean" against the special issues of national activities to ensure food safety.Shineway concept of corporate culture:Shuanghui Chain Co., L

15、td. is a commercial operation Shuanghui cold meat and meatbased, using the "cold chain production, cold chain, cold chain, sales, chainoperations," the meat marketing mode, set of industry, commerce, logistics in one of the "horizontal integration, vertical one-stop" new meat bus

16、iness conditions. Currently in the country built nearly 400 Shuanghui chain, the chain is the top ten in Henan, the national chain of hundred companies. Shuanghui chain "unified image, unified standards, unified service, unified distribution and unified management" of the "five unifie

17、d" model of development, to promote the brand of cold meat business, to achieve hot fresh meat, frozen meat, cold meat to change , traditional sales to chain transformation, change the traditional "street to Lane, warn meat" old model, not the end of the brand's history of Chinese

18、 meat, and guide the development direction of the industry, Shuanghui meat to create a Chinese brand, dual Department stores as "rest assured that Shop", "popular shops" and "livelihood shop." Shuanghui chain positioning is a "raw meat products as the core of the p

19、rofessional food store", but also around the "three meals a day" configuration of goods, sauces, cereals, oil and frozen food sales account for a large market in Henan share. With the transformation of consumption, milk, bread, casual food and beverage sales accounting for all gradual

20、ly improved. Operations in the future, we will continue to strengthen the family kitchen with associated products, development and introduction of high turnover of the instant merchandise.Shuanghui internal quality standards:A strict and effective quality management system:The entire production, pro

21、cessing, distribution links in strict accordance with ISO9001 and HACCP standards the United States, from the source to the end product, from hardware to software management to achieve convergence with international standards, the leading domestic level.2 advanced testing equipment:Shuanghui Group i

22、nvested several million dollars from abroad, high-performance liquid chromatography, rapid microbial detection and other advanced testing equipment and instruments, from the means of detection and monitoring capability has reached international advanced level.3 strict quality inspection and check:Pi

23、g into the plant, by the personnel according to strict quality ante-mortem inspection procedures pig, the pig inspection, strict checks to ensure the acquisition of pigs must be from non-infected areas; and crack down on water, adulteration and other illegal acts, which ensure the quality of the acq

24、uisition of live pigs. Shuanghui Group's inspectors are located in the various processing aspects of the production plant, shoulder the important task of quality guards on the production and processing of all aspects of testing and strict quality checks, the production process of "lean"

25、; head of the implementation of online testing, ensure food safety.4 strict health management system:All those engaged in food operations must be in accordance with the relevant requirements of food hygiene, health checks every year. Workers into the plant must be air curtain barrier, a change cloth

26、es, shower, hand disinfection, air shower, foot disinfection strict sanitation and disinfection measures, effective control of the operating room and staff health.5 "cold-chain production, cold-chain distribution, cold chain sales":In order to ensure continued cold meat cold chain, so that

27、 the majority of consumers to eat Shuanghui Meat, Shuanghui Group, the introduction of advanced docking platform for all closed down, and the use of special cooling trucks to ensure that the cold meat in the loading and unloading car uninterrupted cold chain, so that "coldchain production, dist

28、ribution cold chain, cold chain sales" of the entire cold chain. "Lean" event results:Shuanghui Group announced two bursts of 1 to apologize to consumers, Jiyuan Shuanghui suspend production for rectification, Jiyuan Shuanghui seal products. Ministry of Agriculture, Food Safety Office

29、 of State Council, the Ministry of Public Security, Ministry of Commerce, Ministry of Health, SAIC, AQSIQ, the State Food and Drug Administration and other departments will launch a one-year, "CL" special rectification action , punch, and the next Henzhao to crack down on illegal productio

30、n, sale and use of "lean" of the crime, to strengthen the whole "lean" source management, pig farming, pig acquisition trafficking, pig slaughtering, meat processing, meat consumption of food, meat and other aspects of import and export regulation, detailed measures to resolutely

31、 put an end to "lean" into the food chain, consumer safety and protection of the people.Shuanghui "lean" event analysis concluded:Philosophy and culture from the Shuanghui quality standards, no description Shuanghui production management problems, problems of logistics management

32、, and corporate social responsibility is not clear. Interest to business-to-value chain, production chain, resulting in loss of control.According to analysis, the number of deep-seated reasons are as follows:1 China's grain pattern, changes in labor costs. Gradually to the north base of pig food

33、 bases. Resulting in uneven distribution of resources, pork, pigs acquired some areas difficult to happen.(2) meat processing companies rapid expansion of production capacity, lack of capacity utilization, increased market competition in the acquisition of a pig. Rain run pig slaughtering capacity of 2007-2009 were 14.05 million, 18.05 million, 25.5 million, and actual slaughter numbers 2008 and 2009, respectively 7,220,000, 9,780,000. Capacity 22% compound a