【摘要】：YH海運(yùn)為一家成立僅五年的民營(yíng)中小航運(yùn)企業(yè),在公司開(kāi)業(yè)后沒(méi)多久國(guó)內(nèi)外經(jīng)濟(jì)和航運(yùn)市場(chǎng)就開(kāi)始下滑,船舶運(yùn)力增長(zhǎng)過(guò)快,供求嚴(yán)重失衡,市場(chǎng)競(jìng)爭(zhēng)進(jìn)一步加劇,眾多航運(yùn)企業(yè)深陷低谷,舉步維艱。YH海運(yùn)從公司成立開(kāi)始基本上都處于艱難經(jīng)營(yíng)的狀態(tài),公司該如何重新定位,未來(lái)該怎么發(fā)展是公司的管理層一直在思考的問(wèn)題。論文對(duì)YH海運(yùn)進(jìn)行科學(xué)全面的分析,選擇適合公司當(dāng)前狀況的發(fā)展戰(zhàn)略,并且制定具體的實(shí)施措施,對(duì)YH海運(yùn)的生存和發(fā)展具有重大的現(xiàn)實(shí)意義。 首先,論文在數(shù)據(jù)、報(bào)告和相關(guān)文獻(xiàn)等資料的基礎(chǔ)上,運(yùn)用企業(yè)戰(zhàn)略管理的基本分析思路和方法,對(duì)YH海運(yùn)的外部環(huán)境進(jìn)行PEST分析和波特五力模型分析,論文從政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境、社會(huì)文化環(huán)境和行業(yè)競(jìng)爭(zhēng)環(huán)境五個(gè)方面進(jìn)行具體分析；通過(guò)對(duì)YH海運(yùn)內(nèi)部環(huán)境和各種資源的分析,明確公司的競(jìng)爭(zhēng)優(yōu)勢(shì)和當(dāng)前存在的劣勢(shì)和不足。確定公司面臨的外部環(huán)境的機(jī)遇和威脅,以及公司自身的競(jìng)爭(zhēng)優(yōu)勢(shì)和薄弱環(huán)節(jié)。 然后,運(yùn)用SWOT分析法制定了YH海運(yùn)發(fā)展的備選戰(zhàn)略,再進(jìn)一步選用QSPM(定量戰(zhàn)略計(jì)劃矩陣)進(jìn)行定量分析,最后選定WT防御性戰(zhàn)略作為公司的發(fā)展戰(zhàn)略,以渡過(guò)公司的困難時(shí)期,為下一階段的發(fā)展做好準(zhǔn)備。 最后,在既定戰(zhàn)略的基礎(chǔ)上,制定公司的戰(zhàn)略實(shí)施策略,以及戰(zhàn)略實(shí)施的保證措施,確保公司既定的戰(zhàn)略決策能夠如期有效實(shí)現(xiàn)。 論文研究結(jié)果可以指導(dǎo)YH海運(yùn)現(xiàn)階段的生存和發(fā)展,論文的分析方法、分析過(guò)程和研究結(jié)論對(duì)臺(tái)州以及國(guó)內(nèi)民營(yíng)中小航運(yùn)企業(yè)的戰(zhàn)略制定和實(shí)施具有一定的借鑒意義。
[Abstract]:YH sea is a private small and medium-sized shipping enterprise founded only five years ago. After the opening of the company, the domestic and foreign economic and shipping markets begin to decline, the ship capacity increases rapidly, the supply and demand are seriously unbalanced, the market competition is further aggravated, and many shipping enterprises are mired in the low ebb and difficulty. YH maritime transport is basically in difficult operation since the establishment of the company, how to relocate the company, how to develop in the future is the company's management has been thinking about the problem. This paper makes a scientific and comprehensive analysis of YH maritime transportation, selects the development strategy suitable for the current situation of the company, and develops concrete implementation measures, which has great practical significance to the survival and development of YH maritime transportation. Firstly, on the basis of data, report and relevant literature, the paper analyzes the external environment of YH sea by carrying out PEST analysis and Porter's five-force model analysis on the external environment of YH sea by using the basic analysis thought and method of enterprise strategic management. This paper makes a concrete analysis of five aspects of environment, social culture environment and industry competition environment, and makes clear the competitive advantages and disadvantages of the company by analyzing the internal environment and various resources of YH maritime transportation. Insufficient. Identify opportunities and threats to the external environment facing the company, as well as the company's own competitive advantages and weaknesses Then, using SWOT analysis method, the paper establishes an alternative strategy for YH maritime development, further selects QSPM (quantitative strategic plan matrix) for quantitative analysis, and finally selects WT's defensive strategy as the company's development strategy to cross the company. a difficult period of time for the next stage Finally, on the basis of the established strategy, formulate the strategy implementation strategy of the company and guarantee measures implemented by the strategy to ensure the established strategic decision of the company The research results of this paper can guide the survival and development of YH maritime transportation, the analysis method, the analysis process and the research conclusion of the paper on the strategic development of Taizhou as well as the domestic private small-and medium-sized shipping enterprises.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F552;F272

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