山东青岛烟草有限公司竞争战略研究

发布时间：2018-01-06 16:08

本文关键词：山东青岛烟草有限公司竞争战略研究　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：烟草企业在国民经济体系中扮演着举足轻重的地位,长期以来烟草企业依赖行政垄断地位和消费者对卷烟产品的生理依赖性获得了稳健成长,但随着企业外部政策环境和社会环境的剧烈变化,烟草行业的竞争格局也随之改变,烟草企业在新环境背景下如何实现可持续发展成为理论界和实践界共同关注的命题。本文以山东青岛烟草有限公司为分析案例,在梳理国内外烟草企业相关文献的基础上,基于竞争战略理论、系统论、协同论等理论基础,分析了山东青岛烟草有限公司外部的政治环境、经济环境、社会环境和行业竞争格局,以及公司内部在组织结构、人力资源、企业文化等方面表现出的优势和劣势,利用IFEM和IFEM评价矩阵,探讨了山东青岛烟草有限公司的竞争战略,指出公司应选择差异化战略来规避外部政策环境、社会环境带给原始主营业务的成长威胁,借助外部市场环境提供的有利机会和自身优势,开展产品差异化和品牌差异化竞争策略,以谋取企业可持续成长。具体而言,研究结论包括：第一,山东青岛烟草有限公司外部环境中既包含着成长机会,也包含相应威胁。成长机会包括：上行的经济环境、巩固的行政垄断地位、居民消费能力的增强、较低的消费弹性、区域性品牌保护效应。外部威胁包括：政策环境约束、居民消费理念转变、媒体环境渲染效应、品牌竞争程度上升等。第二,山东青岛烟草有限公司自身具备良好的组织结构基础,拥有完善的文化体系,资金储备雄厚,这些要素构成了公司可持续发展的坚实基础。同时,公司在盈利模式方面过于单一,缺乏相应战略转型意识,人才储备结构不合理,这些要素可能会阻碍公司的进一步发展。第三,山东青岛烟草有限公司应选择差异化竞争战略,通过烟草相关产品差异化、非烟产品差异化、品牌差异化策略组合,规避社会环境和政策环境带来的主营业务威胁,发挥企业优势,在全面降低竞争风险的基础上,实现企业可持续成长。
[Abstract]:Tobacco enterprises play a pivotal role in the national economic system. For a long time, tobacco enterprises rely on the administrative monopoly status and the physiological dependence of consumers on cigarette products to gain steady growth. However, with the drastic changes of the external policy environment and social environment, the competition pattern of tobacco industry has also changed. How to realize the sustainable development of tobacco enterprises under the new environment background has become a common concern of the theoretical and practical circles. This paper takes Shandong Qingdao Tobacco Co., Ltd. as an analysis case. On the basis of combing the relevant literature of domestic and foreign tobacco enterprises, based on the theory of competition strategy, system theory, synergy theory, the paper analyzes the external political and economic environment of Shandong Qingdao Tobacco Co., Ltd. The social environment and industry competition pattern, as well as the internal company in the organizational structure, human resources, corporate culture and other aspects of the advantages and disadvantages, using IFEM and IFEM evaluation matrix. This paper probes into the competitive strategy of Shandong Qingdao Tobacco Co., Ltd., and points out that the company should choose the differentiation strategy to avoid the external policy environment and the threat of the growth of the original main business brought by the social environment. With the help of the favorable opportunities and advantages provided by the external market environment, the competitive strategies of product differentiation and brand differentiation are carried out in order to achieve the sustainable growth of enterprises. Specifically, the research conclusions include: first. The external environment of Shandong Qingdao Tobacco Co., Ltd. includes both growth opportunities and corresponding threats. The growth opportunities include: the upward economic environment, the consolidation of administrative monopoly position, and the enhancement of residents' consumption power. Low consumption elasticity, regional brand protection effect. External threats include: policy environment constraints, residents consumption concept change, media environment rendering effect, brand competition increased. Second. Shandong Qingdao Tobacco Co., Ltd. has a good organizational structure, a sound cultural system, a strong fund reserve, these elements constitute a solid foundation for the company's sustainable development. At the same time. Companies in the profit model is too single, lack of corresponding strategic transformation awareness, talent reserve structure is unreasonable, these elements may hinder the further development of the company. Third. Shandong Qingdao Tobacco Co., Ltd. should choose differentiation competition strategy, through tobacco related product differentiation, non-tobacco product differentiation, brand differentiation strategy combination. Avoiding the main business threats brought by social environment and policy environment, giving full play to the advantages of enterprises, and realizing the sustainable growth of enterprises on the basis of reducing the competition risk in an all-round way.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F272

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