X公司丙烯酸类产品经营策略研究

发布时间：2018-03-07 03:02

本文选题：经营策略　切入点：丙烯酸　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国经济在过去的30年飞速发展。X公司作为中国石化行业的领军者在过去的10年中,也取得了不菲的成绩,商品销售数量、销售收入、利润率、投资回报率等各项指标均令双方母公司满意。然而,近年来,随着中国的经济放缓,以及石化行业产能严重过剩、开工率不足、整体利润不断下滑。X公司丙烯酸类产品面临着严峻的竞争压力。面对丙烯酸产品产能过剩、利润急剧下滑至亏损状态,X公司的丙烯酸类产品应当采取何种经营策略和措施,确保丙烯酸产品在竞争中保持优势、赢取利润呢?本文通过分析X公司及丙烯酸产品所处的内外部环境,判断出其所面临的外部机会和威胁、拥有的内部优势和劣势,通过分析比较几种经营策略的可行性,最终确定X公司丙烯酸产品的经营策略应该为以总成本领先为基础的差异化策略。本文结合X公司丙烯酸类产品,主要研究的问题如下:1、考察产品经营的内外部环境,探讨丙烯酸类产品所面临的机会与挑战以及内部环境的优劣势2、在理论联系实际的基础上,结合内外部环境,对丙烯酸产品的策略进行探讨3、针对产品的策略,提出了保障措施。围绕上述主要研究的问题,本文采用的研究过程为:首先进行相关理论回顾,旨在为本文的研究寻求理论的支撑,然后针对具体的案例对内外环境进行了考察和分析,在上述基础上对丙烯酸产品提出了改进的策略,针对提出的改进策略,提出了管理措施和建议的思考。本文采取的研究方法主要有:理论联系实践,定性与定量分析等。本文共有五章组成,各章大致内容简介如下:第一章绪论,介绍了文章的选题背景和研究方法与框架;第二章介绍本文用到的相关理论,及以往研究成果;第三章考察X公司所处的外部环境,包括宏观经济、行业环境、竞争环境;第四章分析了企业的内部环境,包括公司的资源条件、生产经营能力、财务状况等;第五章策略制定和实施建议。本文得到的主要结论有:在外部环境分析中发现,丙烯酸产品面临的机会大于风险;在内部分析中,本文认为优势大于劣势;针对丙烯酸产品经营环境,本文提出低成本、差异化的经营策略。
[Abstract]:China's economy has developed rapidly in the past 30 years. X Company, as a leader in China's petrochemical industry, has also achieved remarkable results in the past 10 years, such as the quantity of goods sold, the sales revenue, the profit margin, Returns on investment and other indicators are satisfactory to both parent companies. However, in recent years, with China's economy slowing and the petrochemical industry overcapacity, the operating rate has been insufficient. The overall profits of the acrylic products of X Company are facing severe competitive pressure. Faced with the overcapacity of acrylic products, the profits have dropped sharply to the state of loss. What kind of management strategies and measures should be adopted by X Company's acrylic products? To ensure that acrylic products remain competitive and win profits? By analyzing the internal and external environment of X Company and its acrylic products, this paper judges the external opportunities and threats, the internal advantages and disadvantages, and compares the feasibility of several management strategies. Finally, it is determined that the operating strategy of acrylic products of X Company should be a differentiated strategy based on total cost leading. In this paper, combining with acrylic products of X Company, the main research questions are as follows: 1, to investigate the internal and external environment of product management. This paper discusses the opportunities and challenges faced by acrylic products and the advantages and disadvantages of internal environment. On the basis of integrating theory with practice and combining internal and external environment, the strategies of acrylic products are discussed. The research process adopted in this paper is as follows: firstly, the relevant theories are reviewed in order to provide theoretical support for the research. Then, the internal and external environment is investigated and analyzed in the light of specific cases. On the basis of the above, the improvement strategies for acrylic products are put forward, and the improvement strategies are put forward in view of the proposed improvement strategies. The research methods adopted in this paper are as follows: theory combined with practice, qualitative and quantitative analysis, etc. There are five chapters in this paper. The main contents of each chapter are as follows: the first chapter is introduction, Chapter two introduces the relevant theories used in this paper and the previous research results, the third chapter examines the external environment of X Company, including macroeconomic, industry environment, competition environment; Chapter 4th analyzes the internal environment of the enterprise, including the company's resource conditions, production and management capacity, financial situation, and 5th chapter on strategy formulation and implementation recommendations. The main conclusions of this paper are as follows: in the analysis of external environment, The opportunities of acrylic products are greater than the risks; in the internal analysis, the advantages are greater than the disadvantages; according to the operating environment of acrylic products, this paper puts forward a low-cost, differentiated business strategy.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.3;F426.72

【参考文献】