搜索
浙江大学MBA硕士学位论文-１-摘要本文在综述企业竞争分析方法、竞争战略和核心竞争能力理论的基础上，分析了贵州红枫铁合金股份有限公司（以下简称红枫公司）所面临的宏观环境、行业环境、自然资源状况等外部环境；分析了企业内部条件，同时对红枫公司与主要竞争对手的相对竞争优势作了比较分析。在对竞争环境分析后，作者拟定了红枫公司的战略目标定位，结合公司的行业特征制订了三种备选的战略方案：低成本、差异化和一体化战略。文章运用联合分析法对三种战略增强和提升红枫公司核心竞争能力的贡献大小和效用进行了评价分析。提出了对三种战略的合理组合方案，即红枫公司应以低成本竞争战略为主，差异化战略为辅，纵向一体化战略应与上述两种战略配合，近期以创造条件为一体化准备的企业发展战略。文章最后提出了如何实施提升企业核心竞争能力的发展战略的一组方案和措施。关键词：铁合金，发展战略，红枫公司浙江大学MBA硕士学位论文-２-AbstractThisthesisanalyzestheinsideconditionsoftheGuizhouHongFengFerroalloyLtd.,Co.aswellasitsoutsideenvironmentsasfollows:themacroenvironment,thetradeenvironment,naturalresources,etc,onthebasisofsummarizingupanalyticalmethodsofenterprises’competition,competitivestrategiesandthetheoryofkeycompetitivepower,anditalsostudythecorporation’srelativecompetitiveedgebycomparingitwiththatofitsmainopponents.Afteranalyzingthecompetitiveenvironmentofthecorporation,theauthordrawsupastrategicaim,workingoutthreeoptionalstrategies:lowcost,discrepancyandintegrationinthelightofitstradefeatures.Moreover,thisthesisevaluateshowtheseschemeseffectivelystrengthenthekeycompetitivepoweroftheGuizhouHongFengFerroalloyLtd.,Co.,putsforwardsaschemetocombinethethreestrategiesreasonably,namelyadevelopingstrategyrelyingmainlyonthelowcostcompetitivestrategywhilemakingthediscrepancyonesubsidiary,cooperatingtheverticalintegrationwiththetwoabove-mentionedkindsandpreparingfortheintegrationbycreatingfavorableconditionsinthenearfuture.Attheendofthisthesis,someplansandmeasuresareputforwardtoputthedevelopingstrategiesforimprovingthekeycompetitivepowerofanenterpriseintoeffect.Keywords:Ferroalloy,developingstrategy;theGuizhouHongFengFerroalloyLtd.,Co浙江大学MBA硕士学位论文-３-目录1引言...............................................................１1.1问题的提出................................................................................................................１1.2本文的研究方法和论文结构...................................................................................２2企业战略研究的文献综述...............................................３2.1企业竞争与战略理论综述........................................................................................３2.1.1行业竞争理论.....................................................................................................３2.1.2企业竞争战略理论............................................................................................４2.2企业核心竞争力理论综述.......................................................................................６2.2.1核心竞争力的含义............................................................................................６2.2.2核心竞争力的基本特征....................................................................................８2.2.3核心竞争力的培育途径....................................................................................９3企业内外部环境的SWOT分析.........................................１１3.1红枫公司情况简介................................................................................................１１3.2外部环境分析........................................................................................................１１3.2.1宏观环境分析................................................................................................１１3.2.2行业环境分析................................................................................................１４3.2.3自然资源环境分析.........................................................................................２２3.3企业内部条件分析...............................................................................................２６3.3.1企业内部状况................................................................................................２６3.3.2红枫公司内部优势........................................................................................２７3.3.3红枫公司内部劣势.........................................................................................２９3.4企业竞争态势的SWOT分析..............................................................................２９3.4.1红枫公司竞争力专家评估............................................................................２９3.4.2红枫公司竞争环境的SWOT分析................................................................３２4红枫公司发展战略的构建与组合.......................................３４4.1红枫公司的竞争性定位研究...............................................................................３４4.2红枫公司发展战略的构建...................................................................................３４4.2.1低成本的竞争战略方案................................................................................３５4.2.2产品差异化的竞争战略方案.........................................................................３７4.2.3纵向一体化的战略........................................................................................３８4.3对战略的评价、选择和组合...............................................................................３８浙江大学MBA硕士学位论文-４-4.3.1联合分析的原理和步骤................................................................................３９4.3.2对红枫公司备选战略的联合分析................................................................４０4.3.3红枫公司的战略组合....................................................................................４３5培育红枫公司的核心竞争力...............................