唐山W鋼鐵有限公司競爭戰(zhàn)略研究
發(fā)布時間：2018-12-14 07:02
【摘要】：鋼鐵工業(yè)是唐山市最重要的支柱產(chǎn)業(yè),鋼鐵產(chǎn)業(yè)的興衰直接關系到唐山市經(jīng)濟的發(fā)展,多年來唐山經(jīng)濟能夠快速增長,主要得益于鋼鐵產(chǎn)業(yè)的發(fā)展。自2001年開始,隨著國家進入重工業(yè)快速發(fā)展的新階段,唐山鋼鐵產(chǎn)業(yè)也借助這個難得的發(fā)展機會,得到了飛速的發(fā)展。唐山W鋼鐵公司成立于2002年,經(jīng)過十幾年的發(fā)展,W鋼鐵公司已成為具有唐山區(qū)域特色的鋼鐵行業(yè)企業(yè)群中的重要一員。2009年,W鋼鐵公司響應國家政策號召,與國內(nèi)知名重工集團L集團重組新生,技術裝備水平大幅提高,市場競爭力逐步增強。但是依然存在著企業(yè)規(guī)模偏小,結構不合理等問題,并且伴隨著經(jīng)濟全球化的浪潮席卷而來,上游原燃料價格飛漲,下游終端客戶利潤擠壓,鋼鐵企業(yè)發(fā)展舉步維艱。同時,供給側結構性改革與鋼鐵、煤炭去產(chǎn)能兩大政策的持續(xù)深化,使鋼鐵企業(yè)的處境雪上加霜,W公司作為其中一員也遇到了同樣的困境。求改變、求創(chuàng)新、求合作、求發(fā)展成為W公司未來的戰(zhàn)略方針。在激烈的市場競爭中,只有根據(jù)現(xiàn)實修正發(fā)展模式的企業(yè),才能存活和壯大。本文重點研究W公司目前所面臨的問題,以競爭戰(zhàn)略管理理論作為依據(jù),利用“五力競爭模型”與PEST分析法作為衡量工具,從環(huán)境、政策、技術等多個維度分析W鋼鐵公司所面臨的困境,為下一步尋找原因與解決方法奠定基礎;同時,從不同方面測評公司內(nèi)部管理水平也至關重要。其中,生產(chǎn)能力、銷售能力、人才管理能力與財務管理能力是硬實力,公司文化是軟實力。W鋼鐵公司在以上方面均表現(xiàn)良好,頗具優(yōu)勢。但是,W公司存在硬傷,也就是技術創(chuàng)新能力和資源獲取渠道以及鐵礦石的供應不穩(wěn)定成為制約該公司壯大的頭號因素。以公司外部環(huán)境及公司內(nèi)部條件分析作為基礎,利用SWOT矩陣分析法,結合公司現(xiàn)狀對低成本、差異化、集中化三種競爭戰(zhàn)略進行分析,可基本得出適合W鋼鐵公司的競爭策略:注重工藝創(chuàng)新、淘汰落后設備,加強產(chǎn)品研發(fā),從而降低成本;在營銷方面,加強合作,擴大渠道,提升銷售量;這是低成本的競爭策略,是目前而言最適合W公司,風險最小,也最為可行的辦法。之后,根據(jù)現(xiàn)狀與戰(zhàn)略對策,制定具體的競爭戰(zhàn)略實施方案:強化企業(yè)內(nèi)部管理,降低管理成本;優(yōu)化人力資源管理,提升人力資源效益;多渠道籌借資金,提高資金使用效率;推進設備升級,降本增效;提高供應鏈經(jīng)管力度,降低原料采購成本等。本文在研究W公司生產(chǎn)與銷售現(xiàn)狀的基礎上,利用科學的理論研究與實用的衡量工具,找出了問題背后的原因,并著力于提出具有可操作性的方法,以改變W公司目前所處的困境。
[Abstract]:Iron and steel industry is the most important pillar industry in Tangshan City. The rise and fall of iron and steel industry is directly related to the economic development of Tangshan City. Over the years, Tangshan economy can grow rapidly, mainly thanks to the development of iron and steel industry. Since 2001, with the country entering a new stage of rapid development of heavy industry, Tangshan iron and steel industry has also obtained rapid development with the help of this rare development opportunity. Tangshan W Iron and Steel Company was founded in 2002. After more than ten years of development, W Steel Company has become an important member of the iron and steel industry group with the characteristics of Tangshan region. In 2009, W Steel Company responded to the national policy call. With the domestic well-known heavy industry group L restructuring, technology and equipment level significantly improved, market competitiveness gradually enhanced. However, there are still some problems, such as small scale and unreasonable structure. With the tide of economic globalization, the price of raw fuel in upstream is skyrocketing, the profit of downstream terminal customer is squeezing, and the development of iron and steel enterprise is very difficult. At the same time, the two policies of supply-side structural reform and iron and steel, coal production capacity continue to deepen, making the situation of iron and steel enterprises worse, W company as one of them encountered the same plight. Seek change, seek innovation, seek cooperation, seek development become the strategic policy of W company in the future. In the fierce market competition, only in accordance with the reality of the modification of the development model of enterprises, can survive and grow. This paper focuses on the problems faced by W Company, based on the competitive strategic management theory, using the "five forces competition model" and PEST analysis as a measurement tool, from the environment, policy, Technology and other dimensions of the analysis of the difficulties faced by W Iron and Steel Company, for the next step to find the causes and solutions to lay a foundation; At the same time, it is very important to evaluate the internal management level of the company from different aspects. Among them, production capacity, sales ability, talent management ability and financial management ability are hard strength, and company culture is soft power. But W has a bruise of technological innovation and access to resources, as well as instability in the supply of iron ore, which is the number one constraint on the company's growth. Based on the analysis of the external environment and internal conditions of the company, this paper analyzes the three competitive strategies of low cost, differentiation and centralization by using SWOT matrix analysis method and combining with the current situation of the company. The competitive strategy suitable for W steel company can be obtained: pay attention to technological innovation, eliminate backward equipment, strengthen product research and development, and thus reduce the cost; In marketing, strengthen cooperation, expand channels, increase sales volume; this is a low-cost competitive strategy, is currently the most suitable for W company, the least risk, but also the most feasible approach. Then, according to the present situation and the strategic countermeasure, the author formulates the concrete competitive strategy implementation plan: strengthens the enterprise internal management, reduces the management cost, optimizes the human resources management, enhances the human resources benefit; To raise funds through multiple channels to improve the efficiency of fund use; to promote the upgrading of equipment, reduce costs and increase efficiency; to improve supply chain management; to reduce the cost of raw materials procurement, and so on. On the basis of studying the current production and sales situation of W Company, this paper makes use of scientific theoretical research and practical measurement tools to find out the reasons behind the problems, and puts forward an operable method. To change W's current predicament.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.31;F271
本文編號：2378150
[Abstract]:Iron and steel industry is the most important pillar industry in Tangshan City. The rise and fall of iron and steel industry is directly related to the economic development of Tangshan City. Over the years, Tangshan economy can grow rapidly, mainly thanks to the development of iron and steel industry. Since 2001, with the country entering a new stage of rapid development of heavy industry, Tangshan iron and steel industry has also obtained rapid development with the help of this rare development opportunity. Tangshan W Iron and Steel Company was founded in 2002. After more than ten years of development, W Steel Company has become an important member of the iron and steel industry group with the characteristics of Tangshan region. In 2009, W Steel Company responded to the national policy call. With the domestic well-known heavy industry group L restructuring, technology and equipment level significantly improved, market competitiveness gradually enhanced. However, there are still some problems, such as small scale and unreasonable structure. With the tide of economic globalization, the price of raw fuel in upstream is skyrocketing, the profit of downstream terminal customer is squeezing, and the development of iron and steel enterprise is very difficult. At the same time, the two policies of supply-side structural reform and iron and steel, coal production capacity continue to deepen, making the situation of iron and steel enterprises worse, W company as one of them encountered the same plight. Seek change, seek innovation, seek cooperation, seek development become the strategic policy of W company in the future. In the fierce market competition, only in accordance with the reality of the modification of the development model of enterprises, can survive and grow. This paper focuses on the problems faced by W Company, based on the competitive strategic management theory, using the "five forces competition model" and PEST analysis as a measurement tool, from the environment, policy, Technology and other dimensions of the analysis of the difficulties faced by W Iron and Steel Company, for the next step to find the causes and solutions to lay a foundation; At the same time, it is very important to evaluate the internal management level of the company from different aspects. Among them, production capacity, sales ability, talent management ability and financial management ability are hard strength, and company culture is soft power. But W has a bruise of technological innovation and access to resources, as well as instability in the supply of iron ore, which is the number one constraint on the company's growth. Based on the analysis of the external environment and internal conditions of the company, this paper analyzes the three competitive strategies of low cost, differentiation and centralization by using SWOT matrix analysis method and combining with the current situation of the company. The competitive strategy suitable for W steel company can be obtained: pay attention to technological innovation, eliminate backward equipment, strengthen product research and development, and thus reduce the cost; In marketing, strengthen cooperation, expand channels, increase sales volume; this is a low-cost competitive strategy, is currently the most suitable for W company, the least risk, but also the most feasible approach. Then, according to the present situation and the strategic countermeasure, the author formulates the concrete competitive strategy implementation plan: strengthens the enterprise internal management, reduces the management cost, optimizes the human resources management, enhances the human resources benefit; To raise funds through multiple channels to improve the efficiency of fund use; to promote the upgrading of equipment, reduce costs and increase efficiency; to improve supply chain management; to reduce the cost of raw materials procurement, and so on. On the basis of studying the current production and sales situation of W Company, this paper makes use of scientific theoretical research and practical measurement tools to find out the reasons behind the problems, and puts forward an operable method. To change W's current predicament.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.31;F271
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