本文選題：船舶燃料 + 競爭戰(zhàn)略��； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：近年來,受全球經(jīng)濟(jì)持續(xù)不景氣影響,國際、國內(nèi)航運(yùn)市場低迷,船舶燃料供應(yīng)行業(yè)作為航運(yùn)業(yè)的配套產(chǎn)業(yè),市場需求持續(xù)萎縮,行業(yè)內(nèi)競爭也越來越激烈。深圳中船燃公司作為中船燃總公司在深圳港的下屬公司,受航運(yùn)市場低迷、市場競爭激烈等因素影響,公司經(jīng)營停滯不前,本文研究的課題就是如何適應(yīng)外部環(huán)境,利用自身優(yōu)勢資源打造企業(yè)的競爭優(yōu)勢,使得深圳中船燃公司在激烈船舶燃料市場競爭中脫穎而出。本文從深圳中船燃公司的內(nèi)外部環(huán)境出發(fā),運(yùn)用戰(zhàn)略管理的理論和方法,深入研究了深圳中船燃公司競爭戰(zhàn)略問題。運(yùn)用PEST分析、五力模型分析以及外部環(huán)境評價矩陣(EFE矩陣)采取定性描述和定量分析相結(jié)合,對深圳中船燃公司所面臨的宏觀環(huán)境、行業(yè)環(huán)境進(jìn)行了詳細(xì)分析；同時運(yùn)用內(nèi)部環(huán)境評價矩陣(IFE矩陣)對深圳中船燃公司的內(nèi)部資源與能力進(jìn)行了深入解析。在此基礎(chǔ)上運(yùn)用SWOT分析工具,制定了可供選擇的競爭戰(zhàn)略方案,并通過定量戰(zhàn)略計(jì)劃矩陣(QSPM矩陣)分析確定深圳中船燃公司競爭戰(zhàn)略—成本領(lǐng)先戰(zhàn)略。在競爭戰(zhàn)略實(shí)施方面,論文提出了3大重點(diǎn)任務(wù),即建立桂山船舶燃料調(diào)和中心、擴(kuò)大桂山轉(zhuǎn)關(guān)模式供應(yīng)范圍以及擴(kuò)建桂山油庫罐區(qū)；并從6個方面提出了具有可操作性的保障措施包括：構(gòu)建良好的企業(yè)生態(tài)環(huán)境、建立供應(yīng)商戰(zhàn)略聯(lián)盟、加強(qiáng)油品調(diào)和技術(shù)研發(fā)、注重發(fā)揮品牌效應(yīng)、改革營銷體制以及加強(qiáng)人力資源建設(shè)。本文研究對深圳中船燃公司制定更加科學(xué)合理的競爭戰(zhàn)略,提升公司競爭力,使公司在日益激烈的市場競爭中取得競爭優(yōu)勢具有較為重要的現(xiàn)實(shí)意義,同時也為同行業(yè)內(nèi)其他企業(yè)發(fā)展提供參考和借鑒。
[Abstract]:In recent years, under the influence of the global economic depression, the international and domestic shipping market is depressed. The ship fuel supply industry, as a supporting industry of shipping industry, the market demand continues to shrink, the competition in the industry is becoming more and more fierce. As a subsidiary of CNTC in Shenzhen Port, Shenzhen China Shipboard Ignition Co., Ltd. is affected by the downturn of shipping market and fierce competition in the market, and its operation is stagnant. The topic of this paper is how to adapt to the external environment. Making use of its own advantage resources to create the competitive advantage of the enterprise, make Shenzhen Zhongzhou-Shipfuel Company stand out in the fierce competition of ship fuel market. Based on the internal and external environment of Shenzhen Zhong Shipfire Company, this paper makes a thorough study on the competitive strategy of Shenzhen Zhong Shipbuilding Combustion Company by using the theory and method of strategic management. By using PEST analysis, five-force model analysis and external environment evaluation matrix, this paper combines qualitative description with quantitative analysis to analyze the macro environment and industry environment faced by Shenzhen Zhongzhou-Shipbuilding and Combustion Company in detail. At the same time, the internal resources and capability of Shenzhen Zhong Shipbuilding Company are deeply analyzed by using the IFE matrix of the internal environment evaluation matrix. On the basis of this, the competitive strategy scheme is made by using SWOT analysis tool, and the competitive strategy-cost leading strategy is determined by quantitative strategic planning matrix and QSPM matrix. In the implementation of competitive strategy, the paper puts forward three major tasks, that is, to establish a ship fuel reconciliation center in Guishan, to expand the supply range of the customs mode in Guishan and to expand the oil storage tank area in Guishan; And put forward the feasible safeguard measures from six aspects, including: constructing the good enterprise ecological environment, establishing the supplier strategic alliance, strengthening the research and development of the oil product and technology, paying attention to the brand effect, Reform the marketing system and strengthen the construction of human resources. The research in this paper is of great practical significance to the establishment of a more scientific and reasonable competitive strategy, the promotion of the competitiveness of the company, and the gaining of competitive advantage in the increasingly fierce market competition. At the same time also for the development of other enterprises in the same industry to provide reference and reference.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F271;F426.2

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本文編號：1821707