新汶矿业集团煤炭市场竞争战略研究

发布时间：2019-02-21 09:27

【摘要】：随着我国经济环境的变化和能源产业调整的深化,煤炭行业开始出现供大于求局面,煤炭企业开始面临更为激烈的市场竞争。特别是当前,在全球金融危机影响下,国内煤炭需求增长较慢,煤炭企业的退出壁垒较高,煤矿产能快速扩张的惯性使煤炭市场波动较大,煤炭销售压力开始加重,市场变数较多。同时,替代煤炭的能源品种增加,使煤炭市场竞争犹如雪上加霜；而外国的煤炭大量涌入国内市场,进一步加剧了煤炭企业竞争的程度。因此,研究煤炭企业的竞争战略显得十分重要和迫切。本文通过对新汶矿业集团有限责任公司煤炭市场竞争的研究,通过探讨其竞争现状中存在的不足和缺陷,为其分析寻找一种适合煤矿产业发展的竞争战略,具有重要的理论意义和参考价值。本文采用了文献研究与实践研究相结合的分析方法,在梳理一般竞争战略理论与蓝海战略理论的基础上,运用五力模型分析、SWOT分析、PEST分析、四步动作框架分析等工具,在对新汶矿业集团的内部条件和外部环境进行科学研判的情况下,为其设计了适合公司情况的竞争战略。本文的创新点是：为新汶矿业集团设计了与众不同的可操作性强竞争战略——有限差异化基础上的成本领先战略；并为该战略方案的实施提出了措施和保障条件。本文共有7章,第1章是导论,主要是提出研究的问题。第2章是相关理论分析,主要是对相关理论进行梳理,为制定竞争战略提供理论依据。第3章分析新汶矿业集团总体状况,发现其现存的问题与不足。第4章运用PEST分析工具和五种力量模型,对公司所面临的外部宏观环境、行业环境和客户环境进行分析,发现公司面临的机会与威胁。第5章运用SWOT分析和四步动作框架分析,为新汶矿业集团设计出新的市场竞争战略——有限差异化基础上的成本领先战略。第6章研究新战略的实施,并提出了竞争战略的实施措施和保障条件。第7章是结论与展望。
[Abstract]:With the change of our country's economic environment and the deepening of the adjustment of energy industry, the coal industry began to oversupply and the coal enterprises began to face more fierce market competition. Especially at present, under the influence of the global financial crisis, the domestic coal demand is growing slowly, the exit barriers of coal enterprises are high, the inertia of rapid expansion of coal production capacity makes the coal market fluctuate greatly, and the pressure on coal sales begins to increase. There are many market variables. At the same time, the increase in the variety of energy sources to replace coal makes the competition in the coal market worse, while the foreign coal flows into the domestic market in large numbers, which further intensifies the competition of coal enterprises. Therefore, it is very important and urgent to study the competitive strategy of coal enterprises. Through the study of the coal market competition of Xinwen Mining Group Co., Ltd., this paper discusses the shortcomings and defects in the present situation of its competition, and finds a competitive strategy suitable for the development of the coal industry for its analysis. It has important theoretical significance and reference value. Based on the general competitive strategy theory and blue sea strategy theory, this paper uses five force model analysis, SWOT analysis, PEST analysis, four-step action frame analysis and so on. Based on the scientific study of the internal conditions and external environment of Xinwen Mining Group, a competitive strategy suitable for the company is designed. The innovation of this paper is as follows: to design a unique and operable competitive strategy for Xinwen Mining Group, a cost leading strategy based on finite differentiation, and to put forward measures and guarantee conditions for the implementation of the strategy. This paper has 7 chapters, the first chapter is an introduction, mainly put forward the question of research. Chapter 2 is the related theoretical analysis, mainly to comb the relevant theories, to provide a theoretical basis for the formulation of competitive strategy. Chapter 3 analyzes the general situation of Xinwen Mining Group and finds out its existing problems and shortcomings. Chapter 4 analyzes the external macro environment, industry environment and customer environment by using PEST analysis tools and five force models, and finds out the opportunities and threats faced by the company. Chapter 5 uses SWOT analysis and four-step framework analysis to design a new strategy of market competition for Xinwen Mining Group, which is cost leading strategy based on finite differentiation. Chapter 6 studies the implementation of the new strategy, and puts forward the implementation measures and guarantee conditions of the competition strategy. Chapter 7 is the conclusion and prospect.
【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】：F271;F426.1

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