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论文编号：	12755
作者编号：	2320190504
上传时间：	2021/12/8 10:33:02
中文题目：	TW公司有色金属进口业务竞争战略研究
英文题目：	Research on the Competitive Strategy of TW Company''s Non-ferrous Metal Import Business
指导老师：	柳茂平副教授
中文关键字：	TW公司；有色金属；进口贸易；竞争战略；价值链
英文关键字：	TW Company；Nonferrous Metals；Import Trade；Competitive Strategy；Value Chain
中文摘要：	有色金属在国民经济发展中的地位非常重要，是关键的基础材料。它不仅是世界上重要的国防建设材料，同时也广泛应用于航空、航天、电力、建筑、汽车、家电、通讯、机械制造等领域，与人类生活息息相关，不可或缺。随着工业化城镇化进程加快、碳中和政策的持续推进、新基建的持续投入以及居民收入的不断增长，国内对于有色金属的需求持续扩张，我国需要大量进口有色金属。TW公司作为国内一流的贸易型企业，对于公司有色金属进口业务竞争战略进行研究，具有非常重要的现实意义，有利于企业抵抗来自竞争对手的压力，扩大市场份额，在特定经营领域获取和维持竞争优势。 首先，本文对TW公司有色金属进口业务内外环境进行分析。包括通过PEST分析工具依次围绕政治、经济、社会与技术维度解读TW公司的一般环境；通过进行产业的战略分组和产业细分，运用波特五力模型，围绕潜在进入者的进入威胁与进入障碍、替代品的威胁、目前来自产业内同行竞争者的威胁、供应商和买方的议价水平这五个方面以及从产业演变的角度对TW公司所处的产业环境进行分析；从企业内部经营现状和存在问题角度对TW公司进行内部环境的分析。其次，本文通过解读TW公司的战略目标，以及对产品市场范围和竞争优势进行分析，确定公司现阶段适合选择采用集中低成本战略，并分析了该竞争战略在产业五力结构中的竞争地位。最后，本文对TW公司有色金属进口业务价值链细分的经济技术特性和驱动因素进行识别，做好价值链细分，提出价值链构建的系统措施，分析构建措施的一致性和难以模仿性。 本文通过对TW公司有色金属进口业务内外环境进行分析，制定战略目标与竞争战略，最终通过价值链构建得出相应的竞争战略措施，为与TW公司类似的企业在竞争战略的选择和实施上提供了借鉴思路和参考意见。关键词：TW公司；有色金属；进口贸易；竞争战略；价值链
英文摘要：	Non-ferrous metal is in a vital position of the national economic development, it is a key basic material. It is not only an important national defense construction material in the world, but also widely used in aviation, aerospace, electric power, construction, automobiles, home appliances, communications, machinery manufacturing and other fields，closely related to human life and is indispensable. China needs to import a large number of non-ferrous metals due to the acceleration of industrialization and urbanization, the promoting of carbon neutral policies, the continuous investment in new infrastructure and the continuous growth of residents' income, and the domestic demand for non-ferrous metals continues to expand. As a first-class trading enterprise in China, it is of great practical significance to study the competitive strategy of the company's non-ferrous metal import business, which is beneficial to the company to resist pressure from competitors, increase market share, obtain and maintain competition advantage in specific business areas. Firstly, this thesis analyzes the internal and external environment of TW company's non-ferrous metal import business. It includes analyzing the general environment of TW company from four aspects of politics, economy, society and technology by using PEST's analysis idea. Through strategic group and industry segments, the Potter five forces model and the industry evolution are used to analyze the industrial environment of TW company; The internal environment of TW company is analyzed from the perspective of internal operation status and existing problems. What’s more, through the analysis of TW company's strategic objectives, as well as product market scope and competitive advantage, it is determined that the company chooses to adopt the centralized low-cost strategy at this stage. And it analyzes the competitive position of the competitive strategy in the industrial five forces structure. Finally, it identifies the economic and technical characteristics and driving factors of value chain subdivision of TW company's non-ferrous metal import business, subdivides the value chain, puts forward the overall and key measures of value chain construction and analyzes the overall matching and inimitability of the construction measures. This thesis analyzes the internal and external environment of the non-ferrous metal import business of TW company, establishes strategic objectives and competitive strategies, and finally obtains the corresponding competitive strategic measures through the construction of value chain. It provides reference ideas and suggestions for companies similar to TW company in the selection and implementation of competitive strategy. Key Words：TW Company；Nonferrous Metals；Import Trade；Competitive Strategy；Value Chain
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