华荣公司发展战略研究

发布时间：2018-03-25 04:25

本文选题：战略管理　切入点：发展战略　出处：《上海交通大学》2015年硕士论文

【摘要】：目前,新能源、新材料、新能源汽车行业作为国家战略新兴产业与先导产业,同时受国家“十二五”规划及相关产业政策支持,具有巨大的发展空间。随着各项支持新能源汽车产业发展的政策陆续出台,锂离子电池作为新能源汽车的核心部件也迎来发展热潮,而锂离子电池产业的发展,离不开电解液这一关键材料的配套支持。为了适应锂离子电池产业快速发展的需要,满足锂离子电池的多元化要求,相关电解液产品的研究与开发显得尤其重要。当前,电解液等锂离子电池关键材料的市场竞争已日趋激烈。华荣公司作为国内锂离子电池电解液行业的先入者,在电解液产品的研发、生产、销售等方面都已具备一定的优势。但随着市场环境的快速变化和日趋激烈的市场竞争,如何抓住发展机遇,迎接市场挑战,已成为华荣公司管理层急需解决的重要课题。因此,加强公司的发展战略研究,科学制定适应新环境的发展战略,对保持华荣公司目前的市场领先地位、推进公司的进一步发展具有十分重要的意义。本文以华荣公司的发展背景与当前的行业发展现状为依据,以企业战略管理相关理论为指导,结合目前电解液市场的环境变化,分析华荣公司的发展空间,剖析华荣公司的竞争能力,参照宏观经济形势以及相关行业的前景分析,理论与实践相结合,运用PEST分析模型和SWOT分析模型,对华荣公司所处外部环境进行扫描,对华荣公司内部的优劣势进行分析,制定出新时期下的总体发展战略和基本竞争战略,并有针对性地提出战略实施的具体措施,以确保战略的顺利实施。华荣公司应采取S(O+T)的组合发展战略,充分利用外部环境机会,进一步发挥现有优势,并在发挥优势的同时尽量规避外部威胁。在基本竞争战略层面,采取差异化战略,特别是产品差异化,通过加强技术研发与新产品开发,形成自身特色。同时,结合华荣公司自身情况,为保障战略的有效实施,从组织结构、人力资源、技术创新与产业布局等方面提出了保障措施。
[Abstract]:At present, the automobile industry of new energy, new materials, new energy, as a national strategic emerging industry and a leading industry, is also supported by the national 12th Five-Year Plan and related industrial policies. With the introduction of various policies to support the development of new energy automobile industry, lithium ion battery as the core component of new energy vehicle also ushered in a boom, and the development of lithium ion battery industry, In order to meet the needs of rapid development of lithium ion battery industry and to meet the diversified requirements of lithium ion battery, the research and development of related electrolyte products is particularly important. The market competition for the key materials of lithium-ion batteries such as electrolytes has become increasingly fierce. Hua Rong Company, as the first entrant in the domestic lithium ion battery electrolyte industry, is developing and producing electrolyte products. However, with the rapid change of the market environment and the increasingly fierce market competition, how to seize the opportunity of development and meet the market challenge has become an important issue for the management of Hua Rong Company. Strengthening the company's development strategy research, scientifically formulating a development strategy to adapt to the new environment, will maintain Hua Rong's current market leading position. It is of great significance to promote the further development of the company. Based on the development background of Hua Rong Company and the current situation of industry development, and guided by the relevant theories of enterprise strategic management, this paper combines the environmental changes of the current electrolyte market. This paper analyzes the developing space of Hua Rong Company, analyzes the competitive power of Hua Rong Company, analyses the prospect of macroeconomic situation and related industries, combines theory with practice, and applies PEST analysis model and SWOT analysis model. Scanning the external environment of Hua Rong Company, analyzing the internal advantages and disadvantages of Hua Rong Company, working out the overall development strategy and basic competitive strategy in the new period, and putting forward specific measures for the implementation of the strategy. In order to ensure the smooth implementation of the strategy, Hua Rong Company should adopt the combined development strategy of Sino O T, make full use of the opportunities of the external environment, further develop the existing advantages, and try to avoid the external threats while taking advantage of the advantages. Adopt differentiation strategy, especially product differentiation, form its own characteristics by strengthening technology research and development and new product development. At the same time, in order to ensure the effective implementation of the strategy, according to Hua Rong's own situation, from the organizational structure, human resources, Technical innovation and industrial layout and other aspects of the protection measures.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6

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