【摘要】：本文的研究目的在于結(jié)合曹妃甸港口公司市場(chǎng)競(jìng)爭(zhēng)環(huán)境及其自身特點(diǎn)，解析其所處市場(chǎng)處境、競(jìng)爭(zhēng)態(tài)勢(shì)，分析把握潛在市場(chǎng)機(jī)遇，為制訂相關(guān)發(fā)展戰(zhàn)略提供客觀依據(jù)，并對(duì)現(xiàn)有存在問題提出具體解決對(duì)策。根據(jù)論文特點(diǎn)，本文采取調(diào)查研究和資料分析、定性分析與定量分析、理論分析與實(shí)證分析相結(jié)合的研究方法。 文章詳細(xì)闡述了戰(zhàn)略管理相關(guān)理論(如PEST分析理論、波特五力模型、市場(chǎng)滲透理論、進(jìn)攻型理論)、SWOT分析方法、三次指數(shù)平滑法等內(nèi)容，這是進(jìn)行本課題研究的理論和方法基礎(chǔ)。論文首先在分析曹妃甸港口公司外部宏觀環(huán)境和行業(yè)環(huán)境以及企業(yè)內(nèi)部條件的基礎(chǔ)上，，對(duì)其面臨的戰(zhàn)略環(huán)境進(jìn)行了全方位剖析，以此更清晰地了解曹妃甸港口公司目前所面臨的戰(zhàn)略環(huán)境。在此基礎(chǔ)上，采用SWOT分析方法詳細(xì)闡述了曹妃甸港口公司的優(yōu)勢(shì)、劣勢(shì)、面臨的機(jī)會(huì)與威脅，并借助三次指數(shù)平滑法對(duì)曹妃甸港2007-2011年相關(guān)數(shù)據(jù)得出曹妃甸港2012-2016年在礦石、煤炭、鋼材、集裝箱、原油等方面的吞吐量，對(duì)曹妃甸港口公司進(jìn)行近期與遠(yuǎn)期的功能定位；基于此制定曹妃甸港口公司發(fā)展的總體戰(zhàn)略目標(biāo)與規(guī)劃。論文最后從轉(zhuǎn)變營銷觀念、推進(jìn)科技興港、擴(kuò)大開放、實(shí)現(xiàn)互惠互贏、培育先進(jìn)企業(yè)文化、推進(jìn)人才強(qiáng)港等方面提出曹妃甸港戰(zhàn)略的實(shí)施措施。
[Abstract]:The purpose of this paper is to analyze the market situation, competition situation and potential market opportunities of Caofeidian Port Company, combining with its market competition environment and its own characteristics, so as to provide an objective basis for the formulation of relevant development strategies. And put forward the concrete solution to the existing problems. According to the characteristics of the thesis, this paper adopts the research methods of investigation and data analysis, qualitative analysis and quantitative analysis, theoretical analysis and empirical analysis. In this paper, the relevant theories of strategic management (such as PEST analysis theory, Porter's five-force model, market penetration theory, offensive theory), SWOT analysis method, cubic exponential smoothing method, etc.) are described in detail. This is the theoretical and methodological basis for the study. Firstly, based on the analysis of the external macro environment, industry environment and internal conditions of Caofeidian Port Company, the paper analyzes the strategic environment it faces. In this way, a clearer understanding of Caofeidian port company is facing the strategic environment. On this basis, the advantages, disadvantages, opportunities and threats faced by Caofeidian Port Company are described in detail by using SWOT analysis method. With the aid of the cubic exponential smoothing method, the throughput of Caofeidian Port for 2012-2016 in ore, coal, steel, container, crude oil and so on is obtained by using the relevant data of Caofeidian Port from 2007 to 2011. To the Caofeidian port company to carry on the short-term and the long-term function localization; Based on this, the development of Caofeidian Port Company's overall strategic objectives and plans. Finally, the paper puts forward the implementation measures of Caofeidian port strategy from the aspects of changing the marketing concept, promoting science and technology to invigorate Hong Kong, expanding the opening up, realizing mutual benefit, cultivating advanced enterprise culture, and promoting talents to strengthen Hong Kong.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F272;F552.6

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