上海石化乙烯发展战略研究

上海交通大学硕士学位论文上海石化乙烯发展战略研究姓名：邵明永申请学位级别：硕士专业：工商管理指导教师：杨忠直20070128PESTSWOTTHERESEARCHOFSPCFORSTRATEGYOFETHLENEDEVELEPMENTABSTRACTStrategyisoneimportantpartofcorporatemanagement.Astonativepetrochemicalcompanies,theresearchofstrategyismoreimportant.Asanimportantpartofcorporatestrategy,strategyplaysaparamountroleincorporategrowth.Theobjectiveofstrategicplanistocontinuouslycreateandchangecorporateproductsandbusinessinordertogetobjectiveprofitsanddevelopment.Theprocessofplanningstrategyistoanalysesthewholeenvironment,researchconsumers,segmentmarket,defineobjectivemarket,selectreasonablemarketobjective,takecorrectcompetitivestrategyanddrawupthegoalofthiscompany..Asafamousnativepetrochemicalcompany,ShanghaiPetrochemicalCo.Ltd,similartoothernativepetrochemicalcompanies,isfacingthetoughproblem:petrochemicalmarketgrowsquicklywithhugedevelopingspace,butcompetitionbecomesmoreandmorefiercelyandmarketbecomesmoreandmorerisky.ThispaperanalysesthestrategyofShanghaiPetrochemicalCo.Ltdandmakesrecommendationsbyanalysisofexternalandinternalenvironmentandusingmodernmarketingmanagementtheories.Thispaperisdividedintosixparts.Inthefirstpart,wesimplyintroducethebackground,importance,methodsandtheoriesoftheresearch.Inthesecondpart,wecarryoutexternalenvironmentanalysis.WefirstlyconductPESTanalysis,thenweanalysesinternationalandnationalethyleneindustry.Finallywemakecompetitiveenvironmentalanalysiswithfiveforcesmodel.Inthethirdpart,wecarryoutinternalenvironmentanalysisincludingorganizationalstructure,generaloperationsituation,resourceandcapability.Inthefourthpart,wecompareexternalenvironmentwithinternalenvironment.WithSWOTAnalysis,weselectcorporatestrategicpositioning.Inthefifthpart,weintroducestrategytheoryandmakestrategicplanthroughfeatureofpetrochemicalindustry.Inthelastpart,wemakeaconclusionandpointoutthemeaningofthispaper.TheimportanceofthispaperisthatwecarryoutShanghaiPetrochemicalstrategicplanbyanalyzingenvironment,researchingtheoriesandtakingcorporatesituationandgroup’sstrategicobjectiveintoaccount.Itcanhelpcompanydrawupstrategicplan.Asforothernativepetrochemicalcompanies,italsocanhelpthemcarryoutstrategyplanandpreparetodealwithmorefiercecompetitionbyenvironmentalandindustrialanalysis.KEYWORDS:ShanghaiPetrochemical,EthyleneIndustry,StrategyManagement,PetrochemicalIndustry.200612162006121620061216MBA11.1……208015%-9.4721400955109513820052682.5524,32721WTO,()MBA2ExxonDupontDowChemicals,Shell,BASFBP,BayerMBA31.21.31.3.1?SWOTMBA41.3.21PESTPESTPESTPoliticalEconomicSocialTechnologicalPESTPESTMBA51-1PEST2(MichaelPorter)80MBA61-23SWOTSWOTSWOTStrengthsWeaknesses(Opportunities)(Threats)SWOTSWOTSWOTSWOTSOSTWOWTMBA7SWOTSOWOSTWTMBA8?2.1PEST2.1.1PESTPESTPESTPolitical(Economic)Social(Technological)MBA91WTO2006500BPWTOMBA10280GDP”“”30.1%“”2.12005200011.2%80.2%5340“”50%75.5%171/3755.560.8%MBA1120058733.5200096.0%14.4%13.2%3.32000153.4%20.4%13.5%37082000185.6%23.4%25.8%2-11980GDPGDP;0.977GDP02000040000600008000010000012000014000016000018000020000019801982198419861988199019921994199619982000200220040100200300400500600700800GDP2-1GDP101991~19981.5%MBA1220GDP21978~1998GDP1.3330-50204015-161.54“”443410654600MDIDCCCPPARGGMBA1390%,302005187640.21335.3142.5109.485SBS2.1.21MBA142006111.174404%2005111.1291173311291110781094310703100609403442213134240643657020004000600080001000012000140002006.1.12005.1.12004.1.12003.1.12002.1.12001.1.12000.1.101002003004005006007002-22-22000/20012001/20022003/2004134202134422005200330042005150130MBA15/31608451236355449424443010814112235114392396293575811013441436240601000200030004000--2004.1.12005.1.12006.1.1232000-20051002910462109841113511247116318988904795409867104291044689.686.586.888.692.789.802000400060008000100001200014000200020012002200320042005828486889092942-42000-2005200492.7%85%-90%198019954.7%199620044%MBA164.3%/2010133462-1/200020052010)2000-20052005-2010210.7160.5175.5-5.31.82596.13306.95136.659.3645.5714.8770.52.11.5655.81118.2270011.319.33336.23485.53600.80.90.7400.3455.1626.32.66.62184.52389.82512.51.8110029.111630.615549.236212-2200410.26%200510566.71.16%MBA172-22000-20052000-20052000200120022003200420052000-2005%10029.110462.310984.311135.211247.211630.638988.39046.69539.89866.810428.910445.93.189.686.586.888.692.789.8898953.38988.294999854.910456.110566.73.44SRI2000-20053.0%3.4%92.7%89.8%2006,2-1200530%28%21%379%81%20051117REACHREACHSRI2000-20051.8%0.9%3.0%2005-20100.7%1.0%6.0%2000-20055.0%11.3%2005-20109.3%19.3%20103900/90%MBA1833%23%17%16%2-6200563.2%1315.5/11.0%500/75910.9/50.8%80/200526045.1/199637.1/22%2060~7030/80~9060/80/100~130/90/Joffre127/20055160/2011208060/7.5~8/15~16/21/17.5/KBR28/SRT-X30/MBA192729/95%2000-20051600/44%29%20054360/90/1100/2006-20103919/47%40%2090800/20051118.2/19801%10%672.8/2010600/20052005110/Marun100/AryaSasol132/Jam104.5/2006~2007122/3MBA2020101500/2700/2005141.5%17%2007120/130/2010PTT100/200990/2010252003-0960/100/200584/45.1/37.8/2004200510%MBA21OCT45284142200780/21999200020012002200320042005448.8490490560630650765435.01470.01480.67541.4611.8626.6755.5%13.448.052.2712.6313