【摘要】：本文依據(jù)競爭戰(zhàn)略理論,利用PEST分析、五力模型以及SWOT模型,對企業(yè)的競爭優(yōu)勢進行研究,在深入對企業(yè)現(xiàn)狀的了解,尋找企業(yè)存在的問題。在全球經(jīng)濟低迷的大背景下,煤炭產(chǎn)業(yè)的下游消費量下滑,銷售價格持續(xù)降低,煤炭企業(yè)利潤減少,嚴重影響了經(jīng)營效益。現(xiàn)今形勢下,找出如何扭轉(zhuǎn)困境,并獲得新的活力成為了煤炭企業(yè)的第一要務。兗州煤業(yè)股份有限公司(文中簡稱"兗州煤業(yè)"),主營業(yè)務是煤炭的開采、加工與銷售,是我國煤炭行業(yè)中的典型企業(yè)。本文從競爭戰(zhàn)略的理論基礎出發(fā),對兗州煤業(yè)的競爭戰(zhàn)略進行分析和研究。本文將財務分析方法與競爭戰(zhàn)略分析相結(jié)合,利用兗州煤業(yè)2012-2016年的企業(yè)財務數(shù)據(jù),選取兗州煤業(yè)的煤炭業(yè)務進行分析,并根據(jù)研究結(jié)論提出公司競爭戰(zhàn)略方面的建議。使用PEST模型,分析煤炭行業(yè)的外部環(huán)境;利用五力模型,分析了煤炭產(chǎn)業(yè)的狀況;運用SWOT模型,分析兗州煤業(yè)的自身優(yōu)劣勢、機遇和挑戰(zhàn)。與此同時,全面充分的評估企業(yè)競爭力;最后是企業(yè)的競爭戰(zhàn)略選擇,重點預測企業(yè)發(fā)展,提出適用的競爭戰(zhàn)略以及戰(zhàn)略實施的保障措施,對公司的未來道路進行規(guī)劃。通過對兗州煤業(yè)進行競爭戰(zhàn)略分析,最后確定,兗州煤業(yè)應選擇總成本領先戰(zhàn)略,盡量規(guī)避競爭者的威脅,將購買者的議價能力削弱,力求降低企業(yè)經(jīng)營風險,提高凈利率,保證企業(yè)的價值最大化。在日趨復雜的內(nèi)外部環(huán)境下,本文通過對兗州煤業(yè)的競爭戰(zhàn)略進行研究,為兗州煤業(yè)的未來發(fā)展提供建議,增加兗州煤業(yè)在煤炭行業(yè)中的競爭優(yōu)勢。
[Abstract]:According to the theory of competition strategy, this paper makes use of pest analysis, five-force model and SWOT model to study the competitive advantage of enterprises. Against the background of the global economic downturn, the downstream consumption of the coal industry has fallen, sales prices have continued to fall, and profits of coal enterprises have been reduced, which has seriously affected the operating efficiency. In the present situation, finding out how to reverse difficulties and gain new vitality has become the first priority of coal enterprises. Yanzhou Coal Industry Co., Ltd. (Yanzhou Coal Industry for short), the main business is coal mining, processing and sales, is a typical enterprise in China's coal industry. Based on the theory of competition strategy, this paper analyzes and studies the competitive strategy of Yanzhou coal industry. This paper combines the financial analysis method with the competition strategy analysis, using the enterprise financial data of Yanzhou coal industry from 2012 to 2016, selects the coal business of Yanzhou coal industry to analyze, and puts forward some suggestions on the competitive strategy of the company according to the research conclusion. This paper analyzes the external environment of coal industry by pest model, analyzes the status of coal industry by using five-force model, and analyzes the advantages and disadvantages, opportunities and challenges of Yanzhou coal industry by using SWOT model. At the same time, it is necessary to evaluate the competitiveness of the enterprise in an all-round way, and finally, to plan the future road of the company by choosing the competitive strategy, focusing on the forecast of the development of the enterprise, putting forward the applicable competition strategy and the safeguard measures for the implementation of the strategy. By analyzing the competitive strategy of Yanzhou Coal Industry, it is determined that Yanzhou Coal Industry should choose the leading strategy of total cost, avoid the threat of competitors, weaken the bargaining power of buyers, and strive to reduce the operating risk of enterprises and raise net interest rate. To ensure the maximum value of the enterprise. Under the increasingly complex internal and external environment, this paper studies the competitive strategy of Yanzhou coal industry, provides suggestions for the future development of Yanzhou coal industry, and increases the competitive advantage of Yanzhou coal industry in coal industry.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.21;F272

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