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\分类号密级ＵＤＣ编号10520硕士学位论文湖北中烟工业公司发展战略研究研究生姓名：唐雪菲指导教师姓名、职称：胡立君教授学科门类：专业名称：研究方向：二○一一年十一月1摘要烟草是我国经济健康发展的支柱行业之一，随着现代经济的发展，特别是中国加入WTO后，以及全球经济一体化的逐渐形成，烟草行业打破垄断、引入竞争就成为必然。这从客观上要求烟草企业必须将自身的发展提到一个全新的高度，实施可持续发展，在实现社会经济健康、稳步发展的同时保持企业的经久不衰。如何采取有效的战略以使企业在激烈的竞争环境中立于不败之地，是湖北中烟工业公司必须解决的重要课题。以湖北中烟工业公司作为研究对象，本文首先梳理了相关文献；接着对湖北中烟工业公司发展的现实基础进行了识别，对湖北中烟工业公司发展的外部环境和内部环境进行了具体分析；进而采用SWOT分析法对湖北中烟工业公司内部条件的优势与劣势和外部环境的机会与威胁进行了探讨，并针对湖北中烟工业公司提出了应采取的扩展战略、多元化战略和绿色战略，三种发展战略路径选择；最后就湖北中烟工业公司发展战略的实施提出了建设的具体建议。本研究为湖北中烟工业公司的发展战略调整提供了基本思路与框架，也为战略管理理论的研究提供了实证支持。关键词：湖北中烟工业公司；发展战略1AbstractTobaccoisoneofthepillarindustriesofChina'seconomy.Withthedevelopmentofmoderneconomy,especiallyafterChinaaccessingtoWTO,andthegradualformationofglobaleconomicintegration,itisinevitabletobreakmonopolyandintroducecompetitiontothetobaccoindustry.Tobaccocompaniesarerequiresdevelopingatahigherlevelandimplementsustainabledevelopment.AsaleaderofHubeitobaccoindustry,itisimportantforChinaTobaccoHubeiIndustrialCorporationtoadopteffectivestrategiesandmaintaininvincibleinthefiercecompetitiveenvironment.ChinaTobaccoHubeiIndustrialCorporationwasthestudyobjectofthepaper.First,relevantliteratureswerereviewed.Theninordertoidentifythecompany'srealisticbasis,internalenvironmentandexternalenvironmentofthecompanywereanalyzedindetail.TheSWOTanalysisofChinaTobaccoHubeiIndustrialCorporationwascarriedoutandsinceitsstrengthswerestrongerthanweaknesses,andopportunitieswerebiggerthanthreats,concentricdiversificationstrategywasproposed.Finallyspecificsuggestionsonstrategyimplementationwereproposed.ThepaperprovidestheideaandframeworkforstrategicmanagementofChinaTobaccoHubeiIndustrialCorporationandempiricalsupportonstrategytheoryresearch.Keywords：ChinaTobaccoHubeiIndustrialCorporation；DevelopmentStrategy目录摘要...........................................................................................................................1ABSTRACT...........................................................................................................................1目录...............................................................................................................................1导论.............................................................................................................................1一、研究背景与研究意义···························································1二、国内外研究综述·································································2三、研究方法与研究内容···························································5第一章湖北中烟工业公司的外部环境分析...............................................................7第一节宏观环境分析·····································································7一、政策法规环境分析······························································7二、金融危机对烟草行业的冲击·················································11三、社会文化环境分析·····························································12四、技术环境分析···································································13第二节国内烟草行业发展现状························································14一、烟草行业集中度································································14二、中国卷烟市场的新特征·······················································16三、中国卷烟市场趋势分析·······················································17第二章湖北中烟工业公司内部环境分析.................................................................21第一节湖北中烟工业公司发展现状··················································21第二节湖北中烟工业公司发展的有利条件分析··································23一、领导创新优势···································································23二、规模优势·········································································24三、得天独厚的原料优势··························································25四、较强的产学研相结合实现自主创新的能力·······························25五、内外协同、以价值重塑营销力，具有较强的营销创新能力··········27六、以管理催生适应力，培育市场导向企业··································29七、黄鹤楼品牌自身的优势·······················································30第三节湖北中烟工业公司发展的问题分析········································32一、对品牌发展战略的重要性和长期性认识不足····························32二、产品线过长使得品牌定位还不够清晰·····································32三、品牌文化建设还有待加强····················································322四、品牌管理机构还不够健全····················································33五、品牌适应市场需求变化的创新能力还需要加强·························33第三章湖北中烟工业公司的战略定位与战略目标.................................................34第一节湖北中烟工业公司的战略定位与战略模式·······························34一、战略指导思想···································································34二、战略定位—黄鹤楼品牌培育·················································35三、战略模式·········································································35第二节湖北中烟工业公司的战略目标···············································39一、总体目标·········································································39二、规模预测·········································································39第四章湖北中烟工业公司的战略措施.....................................................................42第一节加大科技创新，提升产品品质···············································42第二节加强烟叶原料基地的建设··············································