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华中科技大学硕士学位论文贝特尔涂料公司发展战略研究姓名：黄日东申请学位级别：硕士专业：工商管理指导教师：石林芬20080101IPEST“——”SWOTSWOTSWOTPESTSWOTIIAbstractTheBEITEERcoatingcorporationisacoatingcompanyinminiature,whichliesintheZHUJIANGDELTAwhichisthemostdevelopedareaofChina.Thecompanyhasbeenfacingthetoughchallengebecauseoftherisingpriceofthechemicalmaterials,thetransportationandtheenergywhichresultfromthegloballyrisingpriceofrawoil.Applicationofstrategicplanningtheory,scientificallyformulateBEITEERcoatingcompany'sdevelopmentstrategytoenablethecompanytogrowintoacompetitivepowdercoatingenterprise,inadominantpositioninthedifferentiatedmarket,inkeepingupwiththemarketleaderinthesamefield,awell-knownpowdercoatingenterprise,andenabletheBEITEERcoatingcompanytobecomesustainabledevelopment,comparativeadvantage,forcustomers,shareholders,employeescreatethebestvalueofthecompany.Thatisthepurposeofthisthesis.Themethodofcombinationofthetheoryandempiricalanalysisisused.Thethesissystematicallyreviewesthebasictheoryoftheenterprisedevelopmentstrategy,applicationPESTanalysisanalyzethebusinessenvironment;applicationofMichaelPorter'sFiveForcesModeltoanalyzethecompetitiveenvironment;accordingtoresources-capacity-thecorecompetitivenessframeworkanalyzethestatusoftheenterprise;applicationofSWOTAnalysisandtoframethecompany'sdevelopmentstrategyandtheimplementationofthisstrategyformulatedcorrespondingmeasures.SWOTmatrixisawell-knowntheoryofbusinessstrategyformulationandstrategicchoice.Theinnovationliesinthethesis:applicationoffuzzyevaluationtoevaluatetheinternalandexternalfactorswhichimpactthecompany'sdevelopmenttodeterminethecompany'sstrengths,weaknessesandcorporatedevelopmentopportunities,challenges;applicationofSWOTmatrixtochooseexpansion-BusinessstrategyandtheIIIachievementofthecorporatestrategyofcostleadershipstrategy,differentiatedstrategy,decentralizationstrategy.Theformulationofcorporatestrategybasedonsolidtheoreticalfoundationandin-depthempiricalanalysisandtheimplementationofthestrategywillsignificantlyimprovethecompany'scompetitiveness.Independentinnovationstrategyshouldbethemostimportantexpansion-Businessstrategy.Howtoimplementthisstrategyinasmallcompanyisclearlyanimportantareathatthisthesiscan'tdealwith.Keywords:companystrategy;PESTanalysis;MichaelPorter'sFiveForcesModel;SWOTmatrix;expansionstrategy□_____□“√”111.1200594120042003250080%2004410%220059“”“”10551231040080%21.2“”,,2001WTO,“”,,,,,,,100/200/10,2001200/2004300/3,20042006100,500,,,,,,,,,,,31.32060,,,,,[1],SWOT(),,[2][3],4,[4]1959(1970)--(SCP)1980:,“”[5]:,,,,[6](1998),[7]“”“”,“”[8],[9],1984(Resource-BasedTheory,RBT),[10],,5,,,,[11],,RBT,[12],90———(Capability-BasedTheory,CBT),,[13]90,,,[14],,,,[15],[16],,,DyerSingh(1998),,[17]Hitt,,[18]:,6,,“”———;,[19],,,,,[2122],,,,,,,(1998),,[23],,[24][23],[25],,,7,,,[26],,,:,,,,DasTeng:,,;,,,,(learningalliance),,,“(learningrace)”8,:,,,,[27],,,[28],;,,,[29]1.4“————”1-1PESTSWOT91-1PESTSWOT(PEST)()SWOT1022.1207080VOCCleanAirAct,CAATALuftRegulation,TLREnvironmentalProtectionAct,EPAMSLVOC1992[30]2003213RoHS(2002/95/EC2005/618/ECRoHS200671PAHSVOC96%[31]1130GDP10%2008WTO12..(),“”132.22.2.120301952KnapsackGreenstein206020702-119804516118801982521712149519846528132312919867530134216019881114415412111990140531852262199216568206031319941951042310542719962251332517455719982901602211973664200033517524144120798200132516025169114793200450010014701571550200140%8196020022715%20%1982452005200080%42-45%35-38%[32]2-22002200320042005()27344251%/25.923.421.42.2.2152-1[33]2-11020042-3162-320051500050001600024003000300025002007200008000220042003500420042003200%3360374640402830200442-4172-442005100371810020040520000192033.1[34]3-1213.23.2.13-12007121138247.38422568.56128716.4037865.002434267.87543831.642285200.00285200.003434267.87543831.64314100.0021000.004143836.00190265.00420505.6131861.015224931.14335679.045372.20619400.0017999.3163350.512334.8371060682.391510343.557351872.52378260.848351872.52378260.848359600.00400630.00:923857.7472268.839500000.00500000.0010335742.26328361.1710444552.13960443.8811335742.26328361.1711944552.131460443.88121296424.651838704.72121296424.651838704.72223-22007121299638.933412775.762228756.482605084.9233560.0040157.634962.1012359.80566360.35755173.416726111.57275329.858-316.86-992.99940565.64480836.5510350.00111240565.64480486.551311666.8838344.721428898.76442141.83=/=3412775.76/543831.64=6.3=/=3412775.76/[(1060682.39+1510343.55)/2]=2.7=/=3412775.76/[(1296424.65+1838704.72)/2]=2.2=/=378260.84/1838704.72=20.6%23=(-)/=(3412775.76-2605084.92-40157.63)/3412775.76=22.5%=/=442141.83/3412775.76=13.0%=/=442141.83/[(1296424.65+1838704.72)/2]=28.2%[35]10121135ISO9002210400350243.2.23.32544.1SWOTOpportunity(Threat)4-1(SO)(WO)(WT)(ST)(Strength)(Weakness)264.1.110-150.0-1.011-41234412.54-1:274-14-12.202.5030.060.1840.040.1640.040.1630.020.0640.100.4030.100.3030.080.24Strength30.060.1810.090.0910.150.1510.150.1510.090.09Weakness20.020.041.102.20284.1.210-150.0-1.011-41234412.54-2294-23.162.5040.100.4040.100.4040.100.4040.120.4840.120.4830.120.36Opportunity30.060.1810.100.1020.090.1820.050.102