HK石化公司发展战略研究

发布时间：2018-03-02 06:11

本文关键词： 地炼企业可持续发展发展战略　出处：《中国石油大学(华东)》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内炼油产能持续增长,政府继续加快产业结构调整和过剩产能整治步伐,工业增长乏力,柴油需求停滞不前,成品油整体供大于求,国内成品油价格连续下调,汽柴油价格始终低位运行。在目前严峻形势下,HK石化公司为实现可持续发展,努力解决自身问题,应用制定战略的理论,结合定量的具体方法,系统研究公司的发展战略问题。论文共分为七章。首先在企业发展战略相关理论进行深入研究的基础上,提出本文的研究内容和研究思路。其次在简要介绍HK石化公司的基本情况后,结合HK石化公司目前的经营现状,对其存在的问题进行深入剖析,指出其存在油源不足、营销体系抗挫能力低、品牌知名度不高等劣势,并进一步提出HK石化公司制定发展战略的必要性。再次,论文对公司的外部环境进行宏观、微观和需求的分析,并同时对公司的企业资源、组织机构、企业文化等内部环境进行分析,明确了自身的实力,找出了存在的问题,从而把握了其自身的优势和劣势。在此基础上,本文应用SWOT矩阵分析法制定出若干战略备选方案。在综合研究的基础上提出HK石化公司的发展战略。最后,从油源渠道、融资渠道、创新、现代化营销模式等方面对所确定的战略方案的实施问题展开了讨论。
[Abstract]:With the continuous growth of domestic refining capacity, the government continues to speed up the pace of industrial restructuring and the rectification of excess production capacity. The industrial growth is weak, the demand for diesel oil has stagnated, the overall supply of refined oil has exceeded demand, and the prices of domestic refined oil products have been continuously lowered. The price of gasoline and diesel is always low. In order to realize the sustainable development and solve its own problems, in order to realize the sustainable development and solve its own problems, the HK Petrochemical Company has applied the theory of formulating strategy, combined with the concrete method of quantitative analysis, under the severe situation at present. The thesis is divided into seven chapters. Firstly, on the basis of in-depth research on the theory of enterprise development strategy, Secondly, after a brief introduction of the basic situation of HK Petrochemical Company, combined with the present operating situation of HK Petrochemical Company, the problems existed in HK Petrochemical Company are analyzed in depth, and the shortage of oil source is pointed out. The weak points of marketing system, such as low ability to resist setbacks and low brand awareness, are further pointed out that it is necessary for HK Petrochemical Company to formulate its development strategy. Thirdly, the paper analyzes the external environment of the company macroscopically, microscopically and needs. At the same time, it analyzes the internal environment of the company, such as enterprise resources, organization, corporate culture and so on, defines its own strength, finds out the existing problems, and thus grasps its own strengths and weaknesses. In this paper, SWOT matrix analysis method is used to work out some strategic alternatives. On the basis of comprehensive research, the development strategy of HK Petrochemical Company is put forward. Finally, from the oil source channel, financing channel, innovation, The implementation of the strategic plan is discussed in the aspects of modern marketing model.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F272

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