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论文编号：	12680
作者编号：	2120192923
上传时间：	2021/6/21 10:42:43
中文题目：	VY公司增塑剂业务的竞争战略研究
英文题目：	Research on The Competitive Strategy of Plasticizer Business of VY Company
指导老师：	牛芳
中文关键字：	增塑剂;战略管理;竞争战略;低成本战略
英文关键字：	Plasticizer ;Competitive Strategy ;Strategic Management;Low-Cost Strategy;
中文摘要：	增塑剂，是一种能够增加材料塑性的聚合物，在精细化工领域和人们的日常生活中有着广阔的应用场景。近年来，增塑剂使用的健康问题引发了人们的关注，邻苯二甲酸酯类增塑剂由于存在致癌嫌疑和毒性，已被国外一些领域禁用。与此同时，随着国内化工安全生产要求逐渐正规化、严格化，增塑剂企业的运营不仅仅需要面对市场产能过剩竞争激烈的问题，还需要面临很多安全环保的压力，这对增塑剂生产企业发展造成了很大的挑战。所以本文选择了天津增塑剂生产企业VY公司作为研究对象，分析该类企业要选择怎样的战略，才能让企业在残酷的竞争中杀出重围。 本次研究以VY公司的增塑剂业务作为研究对象，以企业战略管理理论为切入点，运用PEST分析、五力模型分析法等工具，首先梳理了VY公司的发展情况，保证对企业的深度认知，找出企业拥有的资源和核心竞争力，也挖掘企业在运营过程中遇到了怎样的问题和困难。其次，以行业资料及公司运营数据为基础，进行宏观环境分析及产业环境分析，文中采取了分类讨论的方法探究适合VY公司增塑剂业务的战略方向，并得出最适合增塑剂业务的战略选择是低成本战略的结论。最后，为了保障VY公司增塑剂业务的低成本战略的实施，基于价值链理论，从VY公司的运营、营销、出厂物流、人力资源等具体活动着手，制定如扩大生产规模、推行节能降耗理念、保证安全环保措施达标、优化客户服务、增强技术储备等全方位的措施和方法，指导和保障公司战略有效执行和落实。 随着“双循环”经济发展方向的确立，国家和社会对增塑剂产业发展也会提出更高的标准和要求。VY公司在增塑剂行业里并不是龙头企业，与很多大型增塑剂企业相比还存在一定的差距。希望通过此次研究，可以为同类增塑剂生产企业的战略选择提供理论方向，也希望能为企业未来实际发展提供更多借鉴和参考。
英文摘要：	Plasticizers, a polymer that increases the plasticity of materials, have a wide range of application scenarios in the field of chemicals and people's daily lives. In recent years, the plasticizer-induced health issues have raised concerns, the use of phthalate plasticizers have been banned in some areas abroad due to carcinogenic suspicion and toxicity. At the same time, with the gradual standardization and the increasingly strictness of domestic chemical safety production requirements, the operation of plasticizer enterprises need not only face the problem of overcapacity and fierce competition in the market, but also need to confront a variety of safety and environmental protection challenges, which have posed a great obstacle to the development of plasticizer production enterprises. Therefore, this thesis chooses VY, a plasticizer manufacturer in Tianjin, as the object of study to analyze what strategy this type of enterprise has to implement in order to enable the enterprise to stand out from the competition. This thesis takes plasticizer business of VY company as the research object, takes the theory of enterprise strategic management as the entry point, and uses tools such as PEST analysis and the Five Forces Model analysis method to firstly, sort out the development of VY company to obtain a complete understanding of the company, to find out what resources and core competencies the company has, and also to learn the problems and difficulties the company has encountered in its operational process. Secondly, based on the industry information and the company's operational data, macro environment analysis and industrial environment analysis will be carried out. The research adopts the method of classification and discussion to explore the strategic direction suitable for VY, and concludes that the most suitable strategic choice for plasticizer business of VY company is the low-cost strategy. Finally, in order to ensure the successful implementation of VY's low-cost strategy, considering its operation, sales, logistics, human resources and others, the value chain theory is then applied to develop a comprehensive range of measures and methods, such as expanding production scale, promoting the concept of energy saving and consumption reduction, ensuring safety and environmental protection measures meet the standards, optimizing customer service, and enhancing technological reserves, to guide and ensure the effective implementation of the company's strategy. With the establishment of ‘dual circulation’ economic development methodology, the society and people will be raising its standard in evaluating the development of the plasticizer industry. VY is not a leading company in the industry, and there are still many gaps compared with large plasticizer companies in the field. We hope that this research can provide theoretical direction for the strategic choice of similar plasticizer manufacturers, and we also hope to provide more reference for the actual development of enterprises in the future.
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