安特道材公司发展战略研究

华中科技大学硕士学位论文安特道材公司发展战略研究姓名：张宗钦申请学位级别：硕士专业：工商管理指导教师：陈荣秋20051022I1999NVPHALT20002001620022004200534SWOTSWOTIIAbstractInthemid1990s,Chinabeganconstructingsuperhighway,whichdemandsalargeamountofhigh-powerasphaltum.Alltheinvestorsroundtheworldlookhighlyuponthisfield,thenmostfamousasphaltumenterpriseenteredintoChinesemarket.Underthisenvironment,NVPHALTcameintobeing,ItisajointventurerunbyShenZhenZhongHangXinginvestcompanyandNVPHALT.Afteroneyear’spreparation,thecompanybeganitsoperationinJune,2001.Themainproductsispolymermodifiedasphaltumwhichusedinthesurfacesofhighwayorairportandsomeotherroadsurfacematerialsrelatedtoasphaltum.Thecompanygainedarapiddevelopmentduringtheperiodofyear2002to2004.ThescalebecomelargerandlargerandrankedthesecondplaceinChina’smodifiedasphaltumsupplier.However,withthechangingofmarketingenvironmentandmanagement,thecompanywasbesidethebrinkofbankruptcy.Sothestockholderchangedforthebreakdownofthecapitalchain.Thenewstockholderurgentlyneedsreformandnewdevelopmentstrategy.Thisistheobjectiveofthisarticle.Agoodenterprisestrategycanfacilitatethecoordinationofinteriorandexteriorenvironments,elucidateitsobjectiveanddevelopmentdirection.Weallknowthattheinteriorandexteriorenvironmentsanalysisisnecessarytoestablishanenterprisestrategy.Firstly,thearticleanalyzedthesituationoftheenterpriseandthebackgroundoftheitswriting,thenconstruedthemacro-environmentsandfieldenvironmentsthecompanyfaced,analyzedthefivecompetitionofthefieldindetail.Onthisbasisensuredthecompany’sopportunityandthreat.Insection3,thevaluechainisusedtoanalyzetheinteriorresourceconditions,thestrategy-factormatrixisusedintheanalysisofenvironmentsandinteriorconditions.Insection4,thecompany’sstrategyisestablishedbytheuseofSWOTmatrixandstrategy-factormatrix.Theobjectiveofthecompanyisredefined.Finally,somesuggestionssuchasorganizationalstructure,humanresourcemanagement,marketingstrategyareproposedtoimplementthestrategy.KeywordsDevelopmentstrategy;Environmentanalysis;SWOTanalysis□_____□√111.12060D.AlfredD.ChandlerJr.[1]PE2199930NVPHALT8515200020016500SBSNVNV200160000224030002002ISO90000203“”200410“”021000403520042020%703SHRPSHRP058201001111031000046017%,15%800105450%20004360%88%1.58001.2SWOTSWOTStrengthsWeaknessesOpportunitiesThreatsSO1-1SWOT[2]51-1SWOTSWOSOWOTSTWT12319701980SCPPIMS61-21-22090Resource-BasedView—RBVCoreCompetenceResourcesCapabilitiesCoreCompetenceRBV7[3]20901.310EFASEFAS510IFAS3SWOTSOSTOWWTSFASSWOT8922.12.1.12005,GDP3.8%4.9%1.9%/GDP6%75%102005865/1979(IEA)2004200517720042.2%20412IT200120022032002~20030.6%7.1%200418.8%20053.8%2006SBS4581120043.416100019881719984000200329.527%GDPGDP20%GDP8%10%2008005200450020201441%5202050%7.4891230004000“”19901998200487%200712200579182.1.2.6132.1.3SBS2080902004151.5829.9534,28833,522231,715335,347880,954354,835441,680184,555257,125455,281973,700710405020031450.200382992002207933.4%20032300200530002.22.2.11153019901019982003200515200902535104200300580300050005859021816810/342.2.217918“7918”8.56.81.78.52.91.6434%19%47%0.81.12.13023900520010900202020101400201020201000(1)3.540%(2)20074.2“”(3)201055.560%1.82.01.61.71.61.87918200520204000100085002501001202000102001172020024012201020102221520022003200420052006200720082009201045801201502002503003504007850253325201714230%20042005SBS601204182005,SK802.2.31200420101200200581020101700SK22030040301912004F104200498“”804116511305150923615200317322.590020102000203SKSKSK900410SKSK10SKSKSKSKSK40SK200707SKSK04SK4500SK513SK30SKSK51010SK419143580421604——75SKSK2222SK2328023SBS320042620.44%10941.52%10.86%SKSK4SBSSBSSBS51345SBSSBRPE5SBRPESBSSBRPESBS51246011%18%12%59%2126030152025371019996Stylink®KochMicrosurfacingKochSlurrySealKochSEMISHRPSuperpave05.SK2.2.41220TPI262.310ExternalFactorsAnalysisSummary,EFAS2-32-368SKSKEFAS2723(EFAS)SK0.0530.1530.1530.1530.150.0530.1530.1530.1530.1579180.2541.0051.2541.0041.000.1030.3030.3040.4030.300.0540.2030.1530.1540.200.2010.2051.0051.0020.400.0520.1030.1530.1520.100.1020.2040.4040.4020.200.0540.2030.1530.1550.250.1020.2040.1540.4030.301.002.703.853.953.052833.120002001100203315090293102043220532053.281120323.3333333120052010020%2005701820234100701000285123458%10SBS34316t/h40t/h258510100402SBS5107040204SHRPNOVOPHALT1974PESBS30Polyphalt3556200431043.55187020047230040.44,2.055.5%,0533631200412316100000.0075000000.0024500000.006450000.0015533300.0015800000.00356700.002300000.0046490000.006500000.00106050000.0037000000.0037000000.008800000.008800000.0087110000.00114850000.009500000.0077610000.0082800000.0031200000.005000000.00108810000.002450000.002000000.0013300000.0092250000.001500000.0014800000.00207100000.00207100000.003.43788201002581003-2SK32(IFAS)SK0.2051.0030.6040.8040.800.1040.4030.3030.3040.400.0540.2020.1010.0540.200.1040.4030.3040.4050.500.0540.2020.1030.1540.200.1010.1550.5050.5020.200.2020.4051.0051.0030.600.1030.3030.3030.3040.400.0530.1530.1540.2050.250.0520.1050.2540.2030.151.003.303.603.903.70380.2850.2323944.14.1.1SWOTSWOTEFASIFASSWOTEFASIFAS20EFASIFASSFAS3-131SFAS21EFAS22IFAS113379180.2040.800.2010.200.0520.100.1550.750.1040.4