本文選題：戰(zhàn)略管理　切入點(diǎn)：發(fā)展戰(zhàn)略　出處：《上海交通大學(xué)》2015年碩士論文

【摘要】：目前,新能源、新材料、新能源汽車行業(yè)作為國(guó)家戰(zhàn)略新興產(chǎn)業(yè)與先導(dǎo)產(chǎn)業(yè),同時(shí)受國(guó)家“十二五”規(guī)劃及相關(guān)產(chǎn)業(yè)政策支持,具有巨大的發(fā)展空間。隨著各項(xiàng)支持新能源汽車產(chǎn)業(yè)發(fā)展的政策陸續(xù)出臺(tái),鋰離子電池作為新能源汽車的核心部件也迎來發(fā)展熱潮,而鋰離子電池產(chǎn)業(yè)的發(fā)展,離不開電解液這一關(guān)鍵材料的配套支持。為了適應(yīng)鋰離子電池產(chǎn)業(yè)快速發(fā)展的需要,滿足鋰離子電池的多元化要求,相關(guān)電解液產(chǎn)品的研究與開發(fā)顯得尤其重要。當(dāng)前,電解液等鋰離子電池關(guān)鍵材料的市場(chǎng)競(jìng)爭(zhēng)已日趨激烈。華榮公司作為國(guó)內(nèi)鋰離子電池電解液行業(yè)的先入者,在電解液產(chǎn)品的研發(fā)、生產(chǎn)、銷售等方面都已具備一定的優(yōu)勢(shì)。但隨著市場(chǎng)環(huán)境的快速變化和日趨激烈的市場(chǎng)競(jìng)爭(zhēng),如何抓住發(fā)展機(jī)遇,迎接市場(chǎng)挑戰(zhàn),已成為華榮公司管理層急需解決的重要課題。因此,加強(qiáng)公司的發(fā)展戰(zhàn)略研究,科學(xué)制定適應(yīng)新環(huán)境的發(fā)展戰(zhàn)略,對(duì)保持華榮公司目前的市場(chǎng)領(lǐng)先地位、推進(jìn)公司的進(jìn)一步發(fā)展具有十分重要的意義。本文以華榮公司的發(fā)展背景與當(dāng)前的行業(yè)發(fā)展現(xiàn)狀為依據(jù),以企業(yè)戰(zhàn)略管理相關(guān)理論為指導(dǎo),結(jié)合目前電解液市場(chǎng)的環(huán)境變化,分析華榮公司的發(fā)展空間,剖析華榮公司的競(jìng)爭(zhēng)能力,參照宏觀經(jīng)濟(jì)形勢(shì)以及相關(guān)行業(yè)的前景分析,理論與實(shí)踐相結(jié)合,運(yùn)用PEST分析模型和SWOT分析模型,對(duì)華榮公司所處外部環(huán)境進(jìn)行掃描,對(duì)華榮公司內(nèi)部的優(yōu)劣勢(shì)進(jìn)行分析,制定出新時(shí)期下的總體發(fā)展戰(zhàn)略和基本競(jìng)爭(zhēng)戰(zhàn)略,并有針對(duì)性地提出戰(zhàn)略實(shí)施的具體措施,以確保戰(zhàn)略的順利實(shí)施。華榮公司應(yīng)采取S(O+T)的組合發(fā)展戰(zhàn)略,充分利用外部環(huán)境機(jī)會(huì),進(jìn)一步發(fā)揮現(xiàn)有優(yōu)勢(shì),并在發(fā)揮優(yōu)勢(shì)的同時(shí)盡量規(guī)避外部威脅。在基本競(jìng)爭(zhēng)戰(zhàn)略層面,采取差異化戰(zhàn)略,特別是產(chǎn)品差異化,通過加強(qiáng)技術(shù)研發(fā)與新產(chǎn)品開發(fā),形成自身特色。同時(shí),結(jié)合華榮公司自身情況,為保障戰(zhàn)略的有效實(shí)施,從組織結(jié)構(gòu)、人力資源、技術(shù)創(chuàng)新與產(chǎn)業(yè)布局等方面提出了保障措施。
[Abstract]:At present, the automobile industry of new energy, new materials, new energy, as a national strategic emerging industry and a leading industry, is also supported by the national 12th Five-Year Plan and related industrial policies. With the introduction of various policies to support the development of new energy automobile industry, lithium ion battery as the core component of new energy vehicle also ushered in a boom, and the development of lithium ion battery industry, In order to meet the needs of rapid development of lithium ion battery industry and to meet the diversified requirements of lithium ion battery, the research and development of related electrolyte products is particularly important. The market competition for the key materials of lithium-ion batteries such as electrolytes has become increasingly fierce. Hua Rong Company, as the first entrant in the domestic lithium ion battery electrolyte industry, is developing and producing electrolyte products. However, with the rapid change of the market environment and the increasingly fierce market competition, how to seize the opportunity of development and meet the market challenge has become an important issue for the management of Hua Rong Company. Strengthening the company's development strategy research, scientifically formulating a development strategy to adapt to the new environment, will maintain Hua Rong's current market leading position. It is of great significance to promote the further development of the company. Based on the development background of Hua Rong Company and the current situation of industry development, and guided by the relevant theories of enterprise strategic management, this paper combines the environmental changes of the current electrolyte market. This paper analyzes the developing space of Hua Rong Company, analyzes the competitive power of Hua Rong Company, analyses the prospect of macroeconomic situation and related industries, combines theory with practice, and applies PEST analysis model and SWOT analysis model. Scanning the external environment of Hua Rong Company, analyzing the internal advantages and disadvantages of Hua Rong Company, working out the overall development strategy and basic competitive strategy in the new period, and putting forward specific measures for the implementation of the strategy. In order to ensure the smooth implementation of the strategy, Hua Rong Company should adopt the combined development strategy of Sino O T, make full use of the opportunities of the external environment, further develop the existing advantages, and try to avoid the external threats while taking advantage of the advantages. Adopt differentiation strategy, especially product differentiation, form its own characteristics by strengthening technology research and development and new product development. At the same time, in order to ensure the effective implementation of the strategy, according to Hua Rong's own situation, from the organizational structure, human resources, Technical innovation and industrial layout and other aspects of the protection measures.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6

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