H钢铁集团特钢公司竞争战略研究

发布时间：2018-01-28 13:48

本文关键词： 特钢竞争战略高附加值　出处：《河北经贸大学》2014年硕士论文　论文类型：学位论文

【摘要】：当全球各经济体仍然在后金融危机时代艰难前行之时,从2011年9月份开始，随着我国国内经济增长的再次持续性放缓探底，我国钢铁工业的主要消费需求增长也凸显疲弱乏力。国内钢铁行业产能的结构性生产能力过剩、规划非常不合理不科学的产业生产力布局、含有较低附加值和技术含量的低端产品充斥市场以及仍然十分脆弱的上游铁矿资源控制力等等，这些都是我国钢铁行业必须正确分析，，并亟待解决的棘手问题。尤其在当前的金融危机阴影还未散去大环境下,不但国内钢铁出口需求前景仍不甚乐观,钢铁企业期待已久的国内下游行业的需求启动也形势堪忧。更让国内钢铁行业雪上加霜甚为担忧的是就在全球经济的“雾霭”尚未消散之时，2013年新春伊始，我国华北、华东地区连续出现大面积非常罕见的雾霾天气，影响范围之大、空气污染之重、雾霾持续时间之长，建国以来极为罕见。此次雾霾污染是不堪重负的环境对我们的又一次警告，已经引起全社会的高度重视。随着党的十八大将生态文明建设提到新的国家发展战略高度，再加上社会公众环境意识的不断增强，各级政府对环保工作的重视程度日益提高。钢铁企业作为能源消耗、污染产生和排放的主要来源之一，在企业经营中将面临力度空前的环保压力！H钢铁集团特钢公司加入H钢铁集团以后，如何适应钢铁市场竞争的严峻形势，发挥自身优势，科学制定并有效实施企业竞争战略，冲出“雾霭雾霾”，实现持续快速健康发展是本文主要研究和探讨的问题。本文通过采用PEST分析方法、迈克尔·波特的五力分析模型以及IFE矩阵和EFE矩阵分析理论研究了H钢铁集团特钢公司面临的外部环境,分析了企业当前面临的政治、经济环境和竞争环境,找出了企业的外部机会和威胁；同时依据Robert M. Grant的相关资源理论对H钢铁集团特钢公司内部环境进行了研究,分析了企业的有形资源、无形资源、人力资源以及组织效能,找出了企业的内部优势和劣势。论文最后利用SWOT分析,通过对H钢铁集团特钢公司所处的外部环境面临的机会和威胁以及特钢公司内部自身优势和劣势的综合分析,制定了H钢铁集团特钢公司的竞争战略,企业应该懫取的竞争战略是:以差异化、专业化为目标，始终坚持走特色、绿色发展之路，在有效控制成本的基础上整合资源,规模化研发生产高技术含量、高品质、高附加值特钢产品,在占据以华北山东为中心的京津冀市场龙头地位基础上，继续深耕有着高端产品开发“桥头堡”的作用的华东市场，继而辐射其他精品特殊钢需求聚集区。在此基础之上,制定了竞争战略实施的基本思路、实施措施,以技术研发、生产经营、市场营销作为具体实施战略措施,以组织结构、人力资源、财务管理和管理信息系统应用等作为保障,为该公司竞争战略的选择实施提供了有一定价值的参考建议和思路对策。
[Abstract]:When the global economy is still in the post crisis era the hard way, from the beginning of 2011 September, with China's domestic economic growth slowed again sustained growth mainly dip, consumer demand in China's iron and steel industry also highlights the weak. The structural excess production capacity of the domestic steel industry capacity, industry productivity layout is not reasonable scientific, with low added value and technical content of low-end products in the markets and is still very fragile upstream iron ore resources control and so on, these are must be the correct analysis of China's iron and steel industry, and difficult problems to be solved. Especially in the current financial crisis has not yet dispersed environment, not only in China steel export demand outlook is still not optimistic, the iron and steel enterprises long-awaited domestic demand for the downstream industry to start the situation worrying. Let the domestic iron and steel industry What is worrying is one disaster after another in the global economy "has yet to dissipate the mist", from the beginning of 2013, North China, East China area for large area is very rare and haze, the impact of large, heavy air pollution, haze lasted for a long time, since the founding of the haze pollution is extremely rare. Is overwhelmed by the environment on once again warned us, has attracted the attention of the whole society. With the construction of ecological civilization eighteen generals party mentioned the height of a new national development strategy, coupled with the social public environmental awareness is growing, all levels of government attaches great importance to environmental protection work of the increasing degree of iron and steel enterprises as energy consumption. And the main source of pollution, emissions, facing unprecedented environmental pressure in business will! After the H steel group special steel company joined the H iron and Steel Group, how to adapt to the steel The grim situation of iron market competition, to play their own advantages, scientific development and effective implementation of enterprise competitive strategy, out of the fog haze, to achieve sustained rapid and healthy development of this paper is mainly studied and discussed.
By using the PEST analysis method in this paper, on the face of H iron and Steel Group Special Steel Company's external environment of Michael Porter's five forces model and IFE matrix and EFE matrix analysis theory, analyzes the enterprise facing the political, economic environment and competitive environment, the enterprise's external opportunities and threats; at the same time, according to the relevant theory of Robert M. Grant resources study is made of H steel group special steel company internal environment, analyzes the tangible resources, intangible resources, human resources and organizational effectiveness, find out the internal advantages and disadvantages. Finally, using the SWOT analysis, a comprehensive analysis of the internal face by H iron and Steel Group Special Steel Company's external environment and opportunities the steel company and the threat of their own advantages and disadvantages, making the H iron and Steel Group Special Steel Company's competitive strategy, enterprises should take the competition strategy is Zhi In differentiation, specialization as the goal, always adhere to the characteristics, green development, integration of resources based on the effective control of cost, scale content, high technology R & D and production of high-quality, high value-added steel products, based in Shandong as the center of the North China to occupy the leading position of Tianjin market, continue cultivating there is a high-end product development "bridgehead" role of the East China market, and other radiation quality of special steel demand gathering area. On this basis, to develop the basic ideas, the implementation of the strategy implementation measures in technology research and development, production, marketing as a specific implementation strategy, organizational structure, human resources, financial management and the application of management information system as a guarantee, has provided some valuable suggestions and Countermeasures for the company's strategic choice and implementation.

【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F272

【引证文献】