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论文编号：	14160
作者编号：	2320213689
上传时间：	2023/12/7 14:20:13
中文题目：	K公司浙江工厂选址战略研究
英文题目：	Research On Site Location Strategy Of Zhejiang Plant of Company K
指导老师：	任兵
中文关键字：	选址战略；涂料产业；工厂运营；供应链
英文关键字：	site location strategy; coating industry; Plant operation
中文摘要：	随着新冠疫情的结束，全球经济形势开始慢慢恢复，我国也把发展经济放在首位，积极制定相应政策，来刺激经济发展。制造业是我国经济稳定与发展的重要产业支柱。机械制造业更是工业制造之基础，机械制造业可以说涉及到多个行业的多个角落，在当前国家政策的积极鼓励支持下，机械制造业以及其辅助行业也必然会迎来很大的发展。 在此种背景下，本文选取K公司为代表，K公司的主要产品是涂料，其客户群体包含汽车，轮船，飞机，风电等重要机械制造业，作为上述机械制造行业的主要辅助行业，涂料行业随着机械制造业的发展也必然水涨船高，迎来新一轮产业发展。K公司是德国独资公司，2006年在我国首先注册了贸易公司，以单纯进口涂料为主要经营范围，由于其产品优秀的质量保障，深受客户群体的认可，因此在2013年成立了在我国第一家工厂。当时该工厂主要承担简单加工的任务。辅助贸易公司完成产品销售。年销售量仅有千吨左右，但部分产品还是依靠贸易公司进口。随着我国市场的逐步壮大，产品需求量急速上升，过度依赖进口产品的高成本问题成为K公司巨大劣势。经过德国总部商讨决定，K公司2022年正式追加投资，建设新厂，新厂主要战略任务是除覆盖当前国内客户需求，满足客户需求量诉求，同时，新厂还将增加特殊产品存储仓库，缓解K公司多处异地仓库的租赁成本。新厂还要考虑与老厂和贸易公司以及周边国家其他兄弟工厂的协同作用。本文正是基于以上背景，针对新工厂的选址战略做深度剖析与阐述。 本文通过阅读相关理论研究、研究文献、搜集信息等基础上，结合行业特殊性质并参照多种战略分析工具，尝试对K公司新工厂选址战略做出分析。本文逻辑结构如下：论文第一章介绍研究背景意义和分析框架；从论文第二章开始对相关理论进行阐述，回顾经典的战略理论及工具，并对涂料产业概念进行解释，限定本文的讨论范畴；第三章重点阐述K公司的当前状态并重要强调遇到的困难与问题，分析出新厂成立的必要性。第四章对K公司的内外部环境进行分析，通过使用战略分析工具PEST,波特五力模型,IFE,VRIO等阐述K公司所面临的产业变化挑战和机遇，以及宏观环境和自身能力的状况；第五章将阐述浙江工厂在选址方面要考量的因素，第六章将总结浙江工厂选址战略中的潜在风险与对冲措施。最后一章为对论文的分析做总结归纳。 笔者希望通过文章的梳理分析，尝试为处于经济变化、经营面临挑战的K公司以及在传统制造行业中面临同样新厂选址的同行业企业提供分析框架梳理思路。
英文摘要：	With the end of the Covid-19 epidemic, the global economy has begun to recover slowly, China has also taken economic growth as the first target and actively formulated positive policies to stimulate the recovery of economic growth. Manufacturing is an important industrial pillar of China's economic stability and growth. Machinery manufacturing industry is the basis of industrial manufacturing, which can be seen to be involved multiple corners of multiple industries, under the positive encouragement and support of the government policy, machinery manufacturing industry, and its auxiliary industry would be given big development. In this context, Company K is selected as an example in this thesis,coatings are products of company K,whose customer family includes, automobiles, ships, aircraft, wind power and other important machinery manufacturing industry, as the main auxiliary industry of the mentioned machinery manufacturing industry above, the coating industry could rise surely with the development of machinery manufacturing industry, ushering in a new round of economic growth. Company K is a German-owned company, the first trading company was registered in 2006 in our country, to simply import coatings, and were deeply recognized by customer groups because of its excellent quality, so the first factory was established in 2013 in China. At that time, the factory was only responsible for simple processing. Assist trading companies to support sales team of trade company. The annual sales volume is only about 1,000 tons at the beginning, while some products rely on trading companies to import. With the gradual growth of China's market, the market demand has risen rapidly, and the high cost of over-reliance on imported products has become a huge disadvantage of Company K. After discussion from German headquarter, Which decides officially increase investment in 2022 to build a new factory, whose task is to meet the domestic customer needs, at the same time, the new factory would also increase the capacity of warehouse for special products to alleviate the leasing cost of many remote warehouses. and new plant would also consider synergies effect with original factories and trading companies, as well as other factories in neighboring countries. Based on the above background, this thesis gives an deep analysis of the selection strategy of the new plant (Zhejiang plant). Based on collection of relevant theoretical research, literature, etc. This thesis attempts to analyze the site location strategy of Zhejiang factory based on coating industry character and under the help of strategic analysis tools. The logical structure of this thesis is following: the first chapter is to introduce the research background significance and paper framework; in the second chapter, the relevant theories are reviewed, the classic strategic theories and tools are reviewed the main content of this thesis are defined in this chapter; The third chapter focuses on the current state of Company K, like highlights, difficulties and problems encountered, and analyzes the necessity of establishing a new plant. Chapter 4 analyzes the internal and external environment of Company K, and expounds the challenges and opportunities of industrial faced by Company K through the usage of strategic analysis tools PEST, FIVE FORCES, IFE, VRIO, etc.,the macro environment and its own capabilities are explained too; Chapter 5 explain the factors to consider in terms of site location strategy for a new plant, and Chapter 6 gives the potential risk and its correct action explanation for the site location strategy.the final conclusion and summarizing for this thesis is given in the last chapter with best expectation for the following research over this topic. Through the analysis of this site location strategy, the author hopes to provide an analysis framework for Company K which is in the middle of economic changes and facing operational challenges, as well as enterprises in the same industry facing the similar situation in the traditional manufacturing industry.
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