B公司纤维素醚产业的竞争战略研究

发布时间：2018-02-07 09:30

本文关键词： 波士顿矩阵 PSET 波特五力模型 SWOT分析　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国四大水溶性纤维素醚包括羧甲基纤维素(CMC)、甲基纤维素/羟丙甲基基纤维素(MC/HPMC)、羟乙基纤维素(HEC)、乙基纤维素(EC),近几年纤维素醚消费的年平均增长率维持在约5.0%,随着国外企业逐步进驻中国建厂,国内竞争日益激烈,本文希望通过B公司的纤维素醚产业发展战略的研究,使其得到进一步发展,指导未来几年公司在该领域的经营管理活动。纤维素醚类产品作为B公司传统优势产业,经过多年的发展,CMC、MC/HPMC、HEC、EC都形成了一定的生产规模,为做大做强纤维素醚类产品,本文拟从B公司的实际环境出发,根据企业发展的内外环境和自身资源能力,重点分析B公司现有产业范围:羧甲基纤维素(CMC)、甲基纤维素/羟丙甲基基纤维素(MC/HPMC)、羟乙基纤维素(HEC)、乙基纤维素(EC)产品综合情况,并采取对应的战略。通过对B公司情况简介,结合所处内、外部环境资源分析,利用战略管理理论和企业发展战略的研究工具,使用PEST分析宏观环境,波特的五力模型分析工具来行业环境和竞争环境,归纳出外部环境的威胁和机遇;然后进行内部生产能力,研发能力,市场营销,人力资源,财务资源的分析,总结优势和劣势的内部环境;接着用SWOT分析,建立一个由外部的威胁,内部的优势组成的二维矩阵,最后经过波士顿矩阵分析,结合公司业务的特点,最终得出公司的发展战略:MC/HPMC,CMC产品采取成本领先战略;EC,HEC产品实施产品差异化竞争战略。
[Abstract]:The four major water-soluble cellulose ethers in China include carboxymethyl cellulose (CMC), methyl cellulose / hydroxypropyl methyl cellulose (MC / HPMCN), hydroxyethyl cellulose (HEC), ethyl cellulose (EC), and the average annual growth rate of cellulose ether consumption in recent years has been maintained at about 5.0%. As foreign enterprises step by step into China to build factories, Domestic competition is becoming more and more intense. This paper hopes to further develop the cellulose ether industry strategy of company B through the research of its development strategy. The cellulose ether products, as the traditional dominant industry of Company B, have formed a certain scale of production after years of development, in order to make cellulose ether products bigger and stronger. This paper intends to proceed from the actual environment of Company B, according to the internal and external environment of the development of the enterprise and its own resource capacity. This paper focuses on the analysis of the current industry scope of company B: carboxymethyl cellulose (CMC), methylcellulose / hydroxypropyl methyl cellulose (HPMC), hydroxyethyl cellulose (HEC), ethyl cellulose (EC), and adopts corresponding strategies. Combined with the analysis of internal and external environment resources, using the strategic management theory and the research tools of enterprise development strategy, using PEST to analyze the macro environment, Porter's five-force model analysis tool to the industry environment and competition environment, Summarize the threats and opportunities of the external environment, then analyze the internal production capacity, R & D capabilities, marketing, human resources, financial resources, summarize the strengths and weaknesses of the internal environment, and then use SWOT analysis, To establish a two-dimensional matrix consisting of external threats and internal advantages. Finally, through the Boston matrix analysis, combined with the characteristics of the company's business, Finally, we get the development strategy of the company: MCR / HPMCN CMC products adopt the cost leading strategy and implement the product differentiation competition strategy of ECHEC products.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.7

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