本文關鍵詞：撫順特鋼股份有限公司發(fā)展戰(zhàn)略研究　出處：《吉林大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 發(fā)展戰(zhàn)略 PEST分析 SWOT分析

【摘要】：2010年以來鋼鐵價格暴跌,特鋼行業(yè)面臨了調整結構、促進戰(zhàn)略性新興產(chǎn)業(yè)大發(fā)展的挑戰(zhàn)和機遇。撫順特鋼作為國家重要的國防、軍事用特殊鋼企業(yè),要在這次優(yōu)勝劣汰的產(chǎn)業(yè)革命中取勝,需要深刻意識到其自身發(fā)展階段性特征、宏觀經(jīng)濟環(huán)境、企業(yè)擁有的競爭優(yōu)勢等。為進一步在激烈的行業(yè)競爭過程中增加企業(yè)核心優(yōu)勢,企業(yè)必須明晰在下一階段的發(fā)展策略和發(fā)展規(guī)劃。因此,為探究和保持企業(yè)的競爭能力,本文將利用PEST分析模型,對企業(yè)發(fā)展過程中的政治、經(jīng)濟環(huán)境、社會背景和科技條件等因素進行分析,以明確企業(yè)所處環(huán)境中的有利或不利條件;采用波特五力模型對公司的產(chǎn)業(yè)環(huán)境進行詳細分析,得出如下主要結論:由于特鋼行業(yè)的進入門檻較高,其潛在競爭者威脅較弱;同樣的高品質專業(yè)化要求,其替代產(chǎn)品在短時間內也基本不會對特殊鋼產(chǎn)品構成威脅;現(xiàn)有競爭者趨于專業(yè)化、集團化,高科技、高品質、高產(chǎn)量與高投入將對撫順特鋼傳統(tǒng)品牌優(yōu)勢地位有所威脅;供應商的討價能力優(yōu)勢地位明顯,而還價能力相對較弱;而在購買者討價還價能力方面,撫順特鋼產(chǎn)品銷售過程中的定價能力存在分化,其中的中、低端產(chǎn)品價格上定價能力處于弱勢,而對于高端產(chǎn)品由于國內整體需求量較低,因此擁有相當?shù)亩▋r能力。文章運用SWOT分析把企業(yè)內外環(huán)境所形成的機會、風險、優(yōu)勢、劣勢四個方面的情況結合起來,制定出適合撫順特鋼實際情況的發(fā)展戰(zhàn)略:堅持創(chuàng)新引領企業(yè)發(fā)展的理念,在技術創(chuàng)新、服務創(chuàng)新、管理創(chuàng)新、機制創(chuàng)新方面持續(xù)投入;堅持以“品種、質量、效益”為經(jīng)營核心,堅持高端化、差異化、多樣化的產(chǎn)品發(fā)展方向;大力推進品種結構調整和市場開發(fā),重點發(fā)展以高溫合金、高強鋼、特冶不銹、高檔汽車鋼、高速鋼、高檔模具鋼以及風電、核電、鈦合金等主要產(chǎn)品;致力提高國防軍工、國民經(jīng)濟重點行業(yè)產(chǎn)品的保障能力,以科技創(chuàng)新為基點出發(fā),不斷增加國內外高端產(chǎn)品市場份額,努力建設國家級鋼鐵企業(yè)。最后,本文對順利完成撫順特鋼的發(fā)展戰(zhàn)略給出實施保障意見。
[Abstract]:Since 2010, the price of steel has plummeted, and the special steel industry has been faced with the challenge and opportunity of adjusting the structure and promoting the development of strategic emerging industries. Fushun Special Steel is an important national defense and military special steel enterprise. In order to win in this industrial revolution of survival of the fittest, we need to be deeply aware of its own stage of development characteristics, macroeconomic environment. In order to further increase the core advantages of enterprises in the process of fierce industry competition, enterprises must clarify the development strategy and development plan in the next stage. In order to explore and maintain the competitiveness of enterprises, this paper will use the PEST analysis model to analyze the political, economic environment, social background and scientific and technological conditions in the process of enterprise development. To clarify the favourable or unfavourable conditions in the environment in which the enterprise is located; Based on the analysis of the industrial environment of the company by Porter's five-force model, the main conclusions are as follows: due to the high entry threshold of the special steel industry, the threat of potential competitors is relatively weak; The same high quality specialized requirements, its replacement products in a short period of time will not pose a threat to special steel products; The existing competitors tend to be specialized, collectivized, high-tech, high quality, high output and high investment will threaten the traditional brand advantage of Fushun Special Steel; The bargaining power of suppliers is obvious, but the bargaining ability is relatively weak; But in the buyer bargaining power, Fushun special steel products in the process of pricing power differentiation, one of the low end of the price pricing ability is in a weak position. For high-end products because the overall domestic demand is low, so they have a considerable pricing power. This paper uses SWOT analysis to analyze the opportunities, risks, advantages of the internal and external environment of the enterprise. Four aspects of the inferiority combined to formulate a development strategy suitable for the actual situation of Fushun Special Steel: adhere to the concept of innovation to lead the development of enterprises in technological innovation service innovation management innovation. Continuous investment in mechanism innovation; Adhere to the "variety, quality, efficiency" as the core of business, adhere to high-end, differentiated, diversified product development direction; Vigorously promote variety structure adjustment and market development, focusing on the development of superalloy, high-strength steel, special stainless steel, high-grade automotive steel, high-speed steel, high-grade die steel and wind power, nuclear power, titanium alloy and other major products; We are committed to improving the support capability of the national defense military industry and the key industries of the national economy, starting from scientific and technological innovation, constantly increasing the market share of high-end products at home and abroad, and striving to build national steel enterprises. In this paper, the implementation of the development strategy of Fushun Special Steel is given.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.31;F272

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本文編號：1361142