深圳中船燃公司竞争战略研究

发布时间：2018-04-29 21:47

本文选题：船舶燃料 + 竞争战略　；参考：《兰州大学》2015年硕士论文

【摘要】：近年来,受全球经济持续不景气影响,国际、国内航运市场低迷,船舶燃料供应行业作为航运业的配套产业,市场需求持续萎缩,行业内竞争也越来越激烈。深圳中船燃公司作为中船燃总公司在深圳港的下属公司,受航运市场低迷、市场竞争激烈等因素影响,公司经营停滞不前,本文研究的课题就是如何适应外部环境,利用自身优势资源打造企业的竞争优势,使得深圳中船燃公司在激烈船舶燃料市场竞争中脱颖而出。本文从深圳中船燃公司的内外部环境出发,运用战略管理的理论和方法,深入研究了深圳中船燃公司竞争战略问题。运用PEST分析、五力模型分析以及外部环境评价矩阵(EFE矩阵)采取定性描述和定量分析相结合,对深圳中船燃公司所面临的宏观环境、行业环境进行了详细分析；同时运用内部环境评价矩阵(IFE矩阵)对深圳中船燃公司的内部资源与能力进行了深入解析。在此基础上运用SWOT分析工具,制定了可供选择的竞争战略方案,并通过定量战略计划矩阵(QSPM矩阵)分析确定深圳中船燃公司竞争战略—成本领先战略。在竞争战略实施方面,论文提出了3大重点任务,即建立桂山船舶燃料调和中心、扩大桂山转关模式供应范围以及扩建桂山油库罐区；并从6个方面提出了具有可操作性的保障措施包括：构建良好的企业生态环境、建立供应商战略联盟、加强油品调和技术研发、注重发挥品牌效应、改革营销体制以及加强人力资源建设。本文研究对深圳中船燃公司制定更加科学合理的竞争战略,提升公司竞争力,使公司在日益激烈的市场竞争中取得竞争优势具有较为重要的现实意义,同时也为同行业内其他企业发展提供参考和借鉴。
[Abstract]:In recent years, under the influence of the global economic depression, the international and domestic shipping market is depressed. The ship fuel supply industry, as a supporting industry of shipping industry, the market demand continues to shrink, the competition in the industry is becoming more and more fierce. As a subsidiary of CNTC in Shenzhen Port, Shenzhen China Shipboard Ignition Co., Ltd. is affected by the downturn of shipping market and fierce competition in the market, and its operation is stagnant. The topic of this paper is how to adapt to the external environment. Making use of its own advantage resources to create the competitive advantage of the enterprise, make Shenzhen Zhongzhou-Shipfuel Company stand out in the fierce competition of ship fuel market. Based on the internal and external environment of Shenzhen Zhong Shipfire Company, this paper makes a thorough study on the competitive strategy of Shenzhen Zhong Shipbuilding Combustion Company by using the theory and method of strategic management. By using PEST analysis, five-force model analysis and external environment evaluation matrix, this paper combines qualitative description with quantitative analysis to analyze the macro environment and industry environment faced by Shenzhen Zhongzhou-Shipbuilding and Combustion Company in detail. At the same time, the internal resources and capability of Shenzhen Zhong Shipbuilding Company are deeply analyzed by using the IFE matrix of the internal environment evaluation matrix. On the basis of this, the competitive strategy scheme is made by using SWOT analysis tool, and the competitive strategy-cost leading strategy is determined by quantitative strategic planning matrix and QSPM matrix. In the implementation of competitive strategy, the paper puts forward three major tasks, that is, to establish a ship fuel reconciliation center in Guishan, to expand the supply range of the customs mode in Guishan and to expand the oil storage tank area in Guishan; And put forward the feasible safeguard measures from six aspects, including: constructing the good enterprise ecological environment, establishing the supplier strategic alliance, strengthening the research and development of the oil product and technology, paying attention to the brand effect, Reform the marketing system and strengthen the construction of human resources. The research in this paper is of great practical significance to the establishment of a more scientific and reasonable competitive strategy, the promotion of the competitiveness of the company, and the gaining of competitive advantage in the increasingly fierce market competition. At the same time also for the development of other enterprises in the same industry to provide reference and reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.2

【参考文献】