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论文编号：	11217
作者编号：	2320170579
上传时间：	2019/12/9 13:35:44
中文题目：	海兴一诺化工有限公司竞争战略研究
英文题目：	Research on Competitive Strategy of Haixing Eno Chemical Co., Ltd
指导老师：	任兵
中文关键字：	中小民营企业; 竞争战略; 集中差异化
英文关键字：	Small and Medium-sized Private Enterprise; Competitive Strategy; Focused Differentiation
中文摘要：	国内民营化工企业以中小型规模为主，普遍面临基础建设薄弱、管理不规范、制度不健全、营销策略缺位、企业主赚快钱、疏于战略规划等问题。如今的产能过剩、环保安监督查，正倒逼中小化工企业思考生死存亡的问题。面对日益收紧的产业政策，激烈的国内外竞争环境，民营化工企业急需打造独特的竞争优势，明确自身的竞争战略。 一诺化工公司主要生产钠法次氯酸钙产品，用于游泳池和饮用水等水处理领域杀菌消毒。企业从2012年成立至今，虽在市场营销方面锐意进取，销售收入稳步提高，但是始终受到开工率不足、生产成本较高、利润率较低、年年亏损的困扰。日益严峻的安全、环保形势导致企业投入持续增加，成本进一步上升，何时扭亏为盈收回投资成为待解的难题。在总经理亲自推动下，公司意识到盲目发展和无序竞争的代价，开始从战略角度分析企业面临的种种问题。 本文以一诺化工公司为研究对象，综合运用案例研究法、文献研究法和调查研究法，研究中小民营企业的竞争战略问题并给出可行性方案。本文以竞争战略理论为核心，结合企业所处实际，利用PEST分析法、波特五力模型对公司的外部环境进行分析，结果发现有影响企业和所在产业的10项机会与7项威胁。通过 SWOT分析发现企业有9项优势与6项劣势，利用QSPM 模型对企业内外环境核心要素进行定量分析后发现集中战略得分最高，因此得出结论，一诺化工公司的竞争战略为集中战略，并可通过产品和服务两方面体现出集中差异化。最后从加强组织建设、人才建设、研发创新、数字化重塑四个方面提出了对集中差异化战略的保障措施，希望成功实施竞争战略，期待本文对国内中小化工企业的可持续发展具有一定的帮助和参考价值。
英文摘要：	Domestic private chemical enterprises are mainly small and medium-sized, which are generally faced with problems such as weak infrastructure, irregular management, imperfect regime, absence of marketing strategies, business owners to make a fast buck and neglect of strategic planning. Currently, excess capacity, environmental protection and safety supervision are forcing small and medium-sized chemical enterprises to think about the survival issue. Confronted with increasingly tightening industrial policies and fierce competition home and abroad, private chemical enterprises are in urgent need of creating unique competitive advantages and specifying their competitive strategies. Eno Chemical company mainly produces sodium process calcium hypochlorite, used as disinfectant for swimming pool and drinking water treatment. Since its establishment in 2012, the company has been forging ahead in marketing and sales revenue has been steadily improved. However, it has always been plagued by low operating rate, high production cost, low profit margin and annual losses. The increasingly severe situation of safety and environmental protection leads to additional enterprise investment, creating a further rise in cost. When to turn the deficit into a profit and take all investment back remains an open question. Under the personal promotion of the general manager, the company has realized the cost of blind development and disorderly competition and it starts to analyze various problems faced by the enterprise from a strategic perspective. This thesis takes Eno Chemical company as the research object, and uses case study method, literature study method and investigation method comprehensively to study the competitive strategy of Small and Medium-sized Private enterprise and provide a feasible proposal. Based on the company’s background and competitive strategy as core theories, in conjunction with the actual situation of the company, the thesis analyzes the external environment of the company by taking advantage of PEST analysis and Porter's five forces model. As a result, it finds 10 opportunities and 7 threats that affect the company and the industry. SWOT analysis shows the company has 9 strengths and 6 weaknesses. By means of quantitative analysis of the core elements through QSPM model, the highest score is Focus Strategy. Thus it is concluded that the competitive strategy of Eno Chemical company is Focus Strategy, which can be reflected by focused differentiation of products and services. In the end, specific guarantee measures are proposed from four aspects of strengthening organizational construction, talents development, R&D innovation and digital remodeling, hoping to successfully implement the competitive strategy. It is expected that this thesis is of assistance and reference value for the sustainable development of small and medium-sized chemical enterprises domestically.
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