發(fā)布時間：2018-03-07 03:02

  本文選題：經(jīng)營策略　切入點：丙烯酸　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中國經(jīng)濟在過去的30年飛速發(fā)展。X公司作為中國石化行業(yè)的領(lǐng)軍者在過去的10年中,也取得了不菲的成績,商品銷售數(shù)量、銷售收入、利潤率、投資回報率等各項指標均令雙方母公司滿意。然而,近年來,隨著中國的經(jīng)濟放緩,以及石化行業(yè)產(chǎn)能嚴重過剩、開工率不足、整體利潤不斷下滑。X公司丙烯酸類產(chǎn)品面臨著嚴峻的競爭壓力。面對丙烯酸產(chǎn)品產(chǎn)能過剩、利潤急劇下滑至虧損狀態(tài),X公司的丙烯酸類產(chǎn)品應(yīng)當采取何種經(jīng)營策略和措施,確保丙烯酸產(chǎn)品在競爭中保持優(yōu)勢、贏取利潤呢?本文通過分析X公司及丙烯酸產(chǎn)品所處的內(nèi)外部環(huán)境,判斷出其所面臨的外部機會和威脅、擁有的內(nèi)部優(yōu)勢和劣勢,通過分析比較幾種經(jīng)營策略的可行性,最終確定X公司丙烯酸產(chǎn)品的經(jīng)營策略應(yīng)該為以總成本領(lǐng)先為基礎(chǔ)的差異化策略。本文結(jié)合X公司丙烯酸類產(chǎn)品,主要研究的問題如下:1、考察產(chǎn)品經(jīng)營的內(nèi)外部環(huán)境,探討丙烯酸類產(chǎn)品所面臨的機會與挑戰(zhàn)以及內(nèi)部環(huán)境的優(yōu)劣勢2、在理論聯(lián)系實際的基礎(chǔ)上,結(jié)合內(nèi)外部環(huán)境,對丙烯酸產(chǎn)品的策略進行探討3、針對產(chǎn)品的策略,提出了保障措施。圍繞上述主要研究的問題,本文采用的研究過程為:首先進行相關(guān)理論回顧,旨在為本文的研究尋求理論的支撐,然后針對具體的案例對內(nèi)外環(huán)境進行了考察和分析,在上述基礎(chǔ)上對丙烯酸產(chǎn)品提出了改進的策略,針對提出的改進策略,提出了管理措施和建議的思考。本文采取的研究方法主要有:理論聯(lián)系實踐,定性與定量分析等。本文共有五章組成,各章大致內(nèi)容簡介如下:第一章緒論,介紹了文章的選題背景和研究方法與框架;第二章介紹本文用到的相關(guān)理論,及以往研究成果;第三章考察X公司所處的外部環(huán)境,包括宏觀經(jīng)濟、行業(yè)環(huán)境、競爭環(huán)境;第四章分析了企業(yè)的內(nèi)部環(huán)境,包括公司的資源條件、生產(chǎn)經(jīng)營能力、財務(wù)狀況等;第五章策略制定和實施建議。本文得到的主要結(jié)論有:在外部環(huán)境分析中發(fā)現(xiàn),丙烯酸產(chǎn)品面臨的機會大于風(fēng)險;在內(nèi)部分析中,本文認為優(yōu)勢大于劣勢;針對丙烯酸產(chǎn)品經(jīng)營環(huán)境,本文提出低成本、差異化的經(jīng)營策略。
[Abstract]:China's economy has developed rapidly in the past 30 years. X Company, as a leader in China's petrochemical industry, has also achieved remarkable results in the past 10 years, such as the quantity of goods sold, the sales revenue, the profit margin, Returns on investment and other indicators are satisfactory to both parent companies. However, in recent years, with China's economy slowing and the petrochemical industry overcapacity, the operating rate has been insufficient. The overall profits of the acrylic products of X Company are facing severe competitive pressure. Faced with the overcapacity of acrylic products, the profits have dropped sharply to the state of loss. What kind of management strategies and measures should be adopted by X Company's acrylic products? To ensure that acrylic products remain competitive and win profits? By analyzing the internal and external environment of X Company and its acrylic products, this paper judges the external opportunities and threats, the internal advantages and disadvantages, and compares the feasibility of several management strategies. Finally, it is determined that the operating strategy of acrylic products of X Company should be a differentiated strategy based on total cost leading. In this paper, combining with acrylic products of X Company, the main research questions are as follows: 1, to investigate the internal and external environment of product management. This paper discusses the opportunities and challenges faced by acrylic products and the advantages and disadvantages of internal environment. On the basis of integrating theory with practice and combining internal and external environment, the strategies of acrylic products are discussed. The research process adopted in this paper is as follows: firstly, the relevant theories are reviewed in order to provide theoretical support for the research. Then, the internal and external environment is investigated and analyzed in the light of specific cases. On the basis of the above, the improvement strategies for acrylic products are put forward, and the improvement strategies are put forward in view of the proposed improvement strategies. The research methods adopted in this paper are as follows: theory combined with practice, qualitative and quantitative analysis, etc. There are five chapters in this paper. The main contents of each chapter are as follows: the first chapter is introduction, Chapter two introduces the relevant theories used in this paper and the previous research results, the third chapter examines the external environment of X Company, including macroeconomic, industry environment, competition environment; Chapter 4th analyzes the internal environment of the enterprise, including the company's resource conditions, production and management capacity, financial situation, and 5th chapter on strategy formulation and implementation recommendations. The main conclusions of this paper are as follows: in the analysis of external environment, The opportunities of acrylic products are greater than the risks; in the internal analysis, the advantages are greater than the disadvantages; according to the operating environment of acrylic products, this paper puts forward a low-cost, differentiated business strategy.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F272.3;F426.72

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本文編號：1577630