抚顺特钢股份有限公司发展战略研究

发布时间：2017-12-31 19:26

本文关键词：抚顺特钢股份有限公司发展战略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：2010年以来钢铁价格暴跌,特钢行业面临了调整结构、促进战略性新兴产业大发展的挑战和机遇。抚顺特钢作为国家重要的国防、军事用特殊钢企业,要在这次优胜劣汰的产业革命中取胜,需要深刻意识到其自身发展阶段性特征、宏观经济环境、企业拥有的竞争优势等。为进一步在激烈的行业竞争过程中增加企业核心优势,企业必须明晰在下一阶段的发展策略和发展规划。因此,为探究和保持企业的竞争能力,本文将利用PEST分析模型,对企业发展过程中的政治、经济环境、社会背景和科技条件等因素进行分析,以明确企业所处环境中的有利或不利条件;采用波特五力模型对公司的产业环境进行详细分析,得出如下主要结论:由于特钢行业的进入门槛较高,其潜在竞争者威胁较弱;同样的高品质专业化要求,其替代产品在短时间内也基本不会对特殊钢产品构成威胁;现有竞争者趋于专业化、集团化,高科技、高品质、高产量与高投入将对抚顺特钢传统品牌优势地位有所威胁;供应商的讨价能力优势地位明显,而还价能力相对较弱;而在购买者讨价还价能力方面,抚顺特钢产品销售过程中的定价能力存在分化,其中的中、低端产品价格上定价能力处于弱势,而对于高端产品由于国内整体需求量较低,因此拥有相当的定价能力。文章运用SWOT分析把企业内外环境所形成的机会、风险、优势、劣势四个方面的情况结合起来,制定出适合抚顺特钢实际情况的发展战略:坚持创新引领企业发展的理念,在技术创新、服务创新、管理创新、机制创新方面持续投入;坚持以“品种、质量、效益”为经营核心,坚持高端化、差异化、多样化的产品发展方向;大力推进品种结构调整和市场开发,重点发展以高温合金、高强钢、特冶不锈、高档汽车钢、高速钢、高档模具钢以及风电、核电、钛合金等主要产品;致力提高国防军工、国民经济重点行业产品的保障能力,以科技创新为基点出发,不断增加国内外高端产品市场份额,努力建设国家级钢铁企业。最后,本文对顺利完成抚顺特钢的发展战略给出实施保障意见。
[Abstract]:Since 2010, the price of steel has plummeted, and the special steel industry has been faced with the challenge and opportunity of adjusting the structure and promoting the development of strategic emerging industries. Fushun Special Steel is an important national defense and military special steel enterprise. In order to win in this industrial revolution of survival of the fittest, we need to be deeply aware of its own stage of development characteristics, macroeconomic environment. In order to further increase the core advantages of enterprises in the process of fierce industry competition, enterprises must clarify the development strategy and development plan in the next stage. In order to explore and maintain the competitiveness of enterprises, this paper will use the PEST analysis model to analyze the political, economic environment, social background and scientific and technological conditions in the process of enterprise development. To clarify the favourable or unfavourable conditions in the environment in which the enterprise is located; Based on the analysis of the industrial environment of the company by Porter's five-force model, the main conclusions are as follows: due to the high entry threshold of the special steel industry, the threat of potential competitors is relatively weak; The same high quality specialized requirements, its replacement products in a short period of time will not pose a threat to special steel products; The existing competitors tend to be specialized, collectivized, high-tech, high quality, high output and high investment will threaten the traditional brand advantage of Fushun Special Steel; The bargaining power of suppliers is obvious, but the bargaining ability is relatively weak; But in the buyer bargaining power, Fushun special steel products in the process of pricing power differentiation, one of the low end of the price pricing ability is in a weak position. For high-end products because the overall domestic demand is low, so they have a considerable pricing power. This paper uses SWOT analysis to analyze the opportunities, risks, advantages of the internal and external environment of the enterprise. Four aspects of the inferiority combined to formulate a development strategy suitable for the actual situation of Fushun Special Steel: adhere to the concept of innovation to lead the development of enterprises in technological innovation service innovation management innovation. Continuous investment in mechanism innovation; Adhere to the "variety, quality, efficiency" as the core of business, adhere to high-end, differentiated, diversified product development direction; Vigorously promote variety structure adjustment and market development, focusing on the development of superalloy, high-strength steel, special stainless steel, high-grade automotive steel, high-speed steel, high-grade die steel and wind power, nuclear power, titanium alloy and other major products; We are committed to improving the support capability of the national defense military industry and the key industries of the national economy, starting from scientific and technological innovation, constantly increasing the market share of high-end products at home and abroad, and striving to build national steel enterprises. In this paper, the implementation of the development strategy of Fushun Special Steel is given.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.31;F272

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