MC润滑油公司发展战略研究

发布时间：2018-11-14 17:58

【摘要】：MC公司是一家专业从事润滑油生产制造的石化企业,业务模式以OEM代工与自有品牌为主。近年来,MC公司细分市场增量放缓,润滑油市场需求下降,产品创新乏力,国内大中型润滑油企业陆续进入MC所从事细分市场领域,竞争局面异常激烈,经销商为获得高利润开始仿制MC品牌,OEM客户也开始寻找更低成本的制造商,导致市场份额下降。同时,随着上海打造全球影响力的科创中心城市的定位,越来越不利于传统制造企业发展。在此形势下,MC公司未来该如何发展,成为企业必须思考面对的核心课题。本文结合MC所处经济以及润滑油产业发展环境,对外资、国企、民营企业在产业中的行业竞争状况全面分析,结合外部与内部环境,运用五力模型、SWOT分析法对MC所拥有的资源、能力、行业竞争强度进行剖析,提出与MC适合的聚焦定位、专业化、差异化、价值链发展战略,确定可持续发展目标,构建可执行的实施策略。
[Abstract]:MC is a petrochemical company specializing in the production and manufacture of lubricating oil. Its business model is OEM and its own brand. In recent years, MC company subdivision market increment slows down, the lubricating oil market demand drops, the product innovation is weak, the domestic large and medium-sized lubricating oil enterprise enters the market segment market domain engaged in by MC one after another, the competition situation is extremely fierce. Dealers began copying the MC brand for high profits, and OEM customers started looking for lower-cost manufacturers, leading to a drop in market share. At the same time, as Shanghai becomes the center city of global influence, it is more and more unfavorable to the development of traditional manufacturing enterprises. Under this situation, how to develop MC company in the future becomes the core subject that enterprises must think about. Combined with the economic and lubricant industry development environment of MC, this paper comprehensively analyzes the competition situation of foreign, state-owned and private enterprises in the industry, combines external and internal environment, and applies the five-force model. SWOT analysis analyzes the resource, ability and competition intensity of MC, and puts forward the strategy of focusing, specialization, differentiation and value chain development with MC, determines the sustainable development goal, and constructs the implementable implementation strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F426.72

【相似文献】