基于核心竞争力的R烟草公司多元化经营战略研究

发布时间：2018-06-16 10:40

本文选题：企业战略 + 核心竞争力　；参考：《中国海洋大学》2014年硕士论文

【摘要】：近年来，烟草行业深入贯彻落实科学发展观，坚持把行业的改革发展建立在扎实的工作基础和市场基础之上，保证了烟草行业的健康持续发展。但随着形势的发展和市场经济体制的完善，烟草行业面临的压力和挑战日益凸现，吸烟人口比重逐步下降，市场空间逐步饱和；世界反吸烟浪潮日益高涨，国家控烟力度逐步加大；市场经济体制逐步完善，专卖专营体制面临严峻考验。应对这些压力和挑战，最有效、最现实的选择就是全面推进“卷烟上水平”，提升核心竞争力，，推进企业多元化战略，分散企业经营风险。该研究以Ｒ烟草公司为研究对象，采取文献阅读与调查研究相结合、定性分析与定量分析相结合、规范研究与实证研究相结合的研究方法，借鉴国内外战略管理、核心竞争力、多元化经营理论的研究成果，提出Ｒ烟草公司在核心竞争力基础上实施多元化经营的战略设计。首先，对战略管理、核心竞争力和多元化经营战略等相关理论进行了概述，为R烟草公司多元化战略的相关研究提供理论依据。其次，在对国际烟草业、国内烟草业发展现状和发展趋势进行梳理的基础上，分析阐述了R烟草公司核心竞争力的现状及存在的主要问题。再次，分析并总结其多元化经营的现状和存在的主要问题。最后，在综合分析的基础上，提出了基于核心竞争力的R烟草公司多元化经营战略规划设计和实施保障措施。由单一到多元是企业发展壮大的一般模式。基于核心竞争力的Ｒ烟草公司多元化经营战略研究，解决了Ｒ烟草公司多元化经营的战略定位模糊、发展目标不明、发展思路不清等问题，创新之处和主要成果体现三个方面：一是明确了正确的多元化经营战略是建立在与企业相匹配的核心竞争力基础之上，要将核心竞争力从核心业务扩展到关联业务是多元化经营成功的发展路径；二是寻找企业核心竞争力可以发挥作用的经营领域是多元化战略成功与否的关键要素，进一步明确了企业多元化经营的目标市场；三是明确了Ｒ烟草公司核心竞争力是5种能力的综合，应围绕5种能力的延伸确定R烟草公司多元化经营发展规划和保障措施。多元化作为一种重要的企业成长战略，随着多元化经营理论创新和企业多元化经营的实践发展，必将得到更为全面的发展。
[Abstract]:In recent years, the tobacco industry has carried out the concept of scientific development in depth, insisted on the reform and development of the industry on the basis of solid work and market, to ensure the healthy and sustainable development of the tobacco industry. However, with the development of the situation and the perfection of the market economy system, the pressure and challenge faced by the tobacco industry are becoming increasingly prominent, the proportion of the smoking population is gradually decreasing, the market space is gradually saturated, and the tide of anti-smoking in the world is rising day by day. National tobacco control gradually increased; the market economy system gradually improved, monopoly system is facing a severe test. To deal with these pressures and challenges, the most effective and realistic choice is to comprehensively promote the "cigarette level", enhance the core competitiveness, promote the diversification strategy of enterprises, and disperse the business risks. This research takes R Tobacco Company as the research object, adopts the research method of combining literature reading and investigation, qualitative analysis and quantitative analysis, normative research and empirical research, and draws lessons from domestic and foreign strategic management, core competitiveness. Based on the research results of diversification theory, the paper puts forward the strategic design of R tobacco company to implement diversification on the basis of core competence. First of all, the related theories such as strategic management, core competence and diversification strategy are summarized, which provides theoretical basis for R tobacco company diversification strategy research. Secondly, on the basis of combing the current situation and development trend of international and domestic tobacco industry, this paper analyzes and expounds the present situation and main problems of the core competitiveness of R tobacco company. Thirdly, it analyzes and summarizes the present situation and main problems of diversification. Finally, on the basis of comprehensive analysis, this paper puts forward the strategic planning, design and implementation measures of R tobacco company diversification based on core competence. From single to pluralistic is the general mode of enterprise development and growth. The research of R tobacco company's diversification strategy based on core competence solves the problems of R tobacco company's fuzzy strategic orientation, unclear development goal, unclear development ideas, and so on. There are three aspects of innovation and main achievements: first, it is clear that the correct diversification strategy is based on the core competitiveness matching with the enterprise. To extend the core competence from the core business to the related business is the development path of the success of diversification, and the second is to find the key elements of the success of the diversification strategy to find the business field in which the core competence of the enterprise can play a role. Thirdly, it is clear that the core competence of R tobacco company is the synthesis of five kinds of abilities, and the development plan and guarantee measures of R tobacco company should be determined around the extension of five kinds of abilities. Diversification as an important enterprise growth strategy, with the diversification of the theory of innovation and the practice of diversification development, will be more comprehensive development.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.3;F426.8

【参考文献】