晨鸣纸业发展战略研究

发布时间：2018-04-14 19:19

本文选题：晨鸣纸业 + 发展战略　；参考：《山东大学》2014年硕士论文

【摘要】：晨鸣纸业有限公司是一家中国老牌纸企,经过几十年发展,已经成为中国地区最有影响力的造纸厂商之一,可以说它的发展史就是中国造纸工业发展史的缩影。十年前晨鸣实施的快速扩张策略,曾经被视为造纸行业快速布局的经典案例,但是随着企业增长势头大大降低,之前被整合的公司也渐渐成为了企业沉重的负担,且由于近年来整个行业的不景气,造成了企业利润的下滑和负债的不断攀升,在整个社会都在转方式调结构的时期,晨鸣纸业不得不考虑之前的快速扩张是否是明智的。但是2011-2013年晨鸣在做了两年“减法”(出售或关停了多家子公司)后,于2013年又投资了多个项目,这不禁让人怀疑,晨鸣的未来会不会重滔覆辙。本文首先对战略管理相关理论进行了概述,然后主要利用"PEST"方法对晨鸣纸业所面临的内外部环境进行具体分析。对于外部环境,笔者主要通过宏观环境、行业内竞争态势和战略群体进行系统分析,再通过产业链分析明确纸品的经济特性,然后从产品结构、组织结构、人力资源、资源和能力等方面对公司内部情况进行诊断,根据企业的使命和愿景,结合晨鸣纸业的SWOT矩阵和对晨鸣可选的多个发展战略的分析作出对行业发展趋势的预测,最后提出晨鸣纸业的发展战略。然后,本文尝试制定了保障战略实施的举措,确保发展战略得以落地实施。本文从产业理论发展角度出发,试图找出资源消耗型企业实现可持续发展战略的理论依据。通过对晨鸣纸业可持续发展战略的战略分析、战略选择以及战略实施步骤的研究,提出中国造纸企业的根本出路是走循环经济、专业化和林、浆、纸一体化的道路。
[Abstract]:Chenming Paper Industry Co., Ltd. is an old Chinese paper enterprise, after decades of development, has become one of the most influential paper manufacturers in China, it can be said that its history is the epitome of the history of China's paper industry.The rapid expansion strategy implemented by Chenming a decade ago was once regarded as a classic example of the rapid layout of the papermaking industry, but as the growth momentum of the enterprises has been greatly reduced, the previously integrated companies have gradually become a heavy burden on the enterprises.And because of the recession of the whole industry in recent years, resulting in a decline in corporate profits and rising liabilities, in the whole society is changing the structure of the period, Chenming paper industry has to consider whether the rapid expansion before the wisdom.But after two years of "subtraction" (selling or closing several subsidiaries) in 2011-2013, Chenming invested in a number of projects in 2013, raising questions about whether Chenming's future could be reversed.In this paper, the related theories of strategic management are summarized, and then the internal and external environment of Chenming paper industry is analyzed by using "PEST" method.For the external environment, the author carries on the system analysis mainly through the macroscopic environment, the competition situation and the strategic group in the industry, then through the industry chain analysis clarifies the paper product economic characteristic, then from the product structure, the organization structure, the human resources,According to the mission and vision of the company, combining the SWOT matrix of Chenming Paper Industry and the analysis of several optional development strategies of Chenming Paper, the author forecasts the development trend of the industry.Finally, the paper puts forward the development strategy of Chenming Paper Industry.Then, this paper tries to formulate the measures to ensure the implementation of the development strategy.From the angle of industrial theory development, this paper tries to find out the theoretical basis for the sustainable development strategy of resource-consuming enterprises.Based on the strategic analysis, strategic choice and strategy implementation steps of the sustainable development strategy of Chenming Paper Industry, the paper points out that the fundamental outlet of Chinese paper enterprises is to take the road of circular economy, specialization and integration of forest, pulp and paper.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.83

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