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论文编号：	1464
作者编号：	2220070806
上传时间：	2010/1/19 9:04:57
中文题目：	基于价值链的恒联美林经营战略研究
英文题目：	基于价值链的恒联美林经营战略研究
指导老师：	柳茂平
中文关键字：	生活用纸行业 广泛化差异化战略 经营战略 价值链 顾客导向
英文关键字：	Household tissue industry； Broad and differentiation strategy； Business strategies；Value chain；Customer Orientations
中文摘要：	随着经济的日益全球化，企业之间的竞争远远超出了本地区、本国的范围，面对市场竞争出现的新态势和知识经济时代的新特点，企业要想在全球化的市场中获得长久的竞争优势，发展战略的研究与设计显得极为重要而迫切。然而，作为一家由国有企业改制而来的中等规模的生活用纸企业，恒联美林公司却没有制定系统的企业发展战略。本文的研究目的旨在通过对恒联美林生活用纸公司内外部环境分析，帮助企业制定发展战略，提高企业经营决策的有效性，对于恒联美林生活用纸公司的长远发展具有十分重要的现实意义。本文对其它生活用纸企业的战略分析和制定也具有一定的参考价值。 本文基于恒联美林公司所处的外部环境和产业内部环境以及全球市场经营环境的竞争格局，利用波特竞争理论，系统分析了恒联美林品种纸和吸水纸差异化发展战略定位的必要性，进而深入剖析了该企业基于品种纸和吸水纸差异化战略的价值链构建，细分活动的结构性驱动因素和其中的重点匹配性问题。对恒联美林生产运营中所存在的相应问题，给出了具体的改善建议和解决对策。另一方面，从顾客导向出发分析价值链的构成，包括对顾客需求的进一步认识和产品创新、相应的企业关键活动的系统匹配和关键流程的分析。 通过本文的分析和研究，希望有助于发现潍坊恒联美林在目前战略定位和运营过程中，实际所存在的主要问题和深层次原因，通过具体解决对策的理论分析和论证，找到今后运营过程中所应改善和提高的途径，从而不断提升恒联美林的市场竞争力，以有效面对激烈的生活用纸行业内部的超强竞争，进一步实现长远健康发展。相信本文的观点和具体主张，能够为恒联美林今后的高层政策制定，战略实施等工作起到一定的参考和借鉴作用。
英文摘要：	With the development of economic globalization, competition among the different enterprises becoming head and shoulders above the local area and country bound. Facing to the new situation in market competition,the development of strategic research and design becomes important and urgent for the enterprise who want to keep leader in the global market.Unluckily,weifang lancel hygiene products ltd ,a middle size enterprise of life tissue developed from state enterprise. The thesis aimed to make development strategies and improve the effectiveness of business decision-making for the enterprise through the internal and external environmental analysis.This will do valuable contribution for the Lancel’s long-term develop.Besides,it will do good for other similar enterprise strategies. Based on the internal and external environment and global market environment competition situation, using theory of Porter's competitive,the thesis analyse the necessity of the variety of diaper tissue and end products, then give the in-depth analysis of the enterprise based on different tissue value chain construction, the structural breakdown of the activities of drivers and one of the key matching issues. For Weifang Lancel Hygiene Products ltd,it gives the corresponding advice and solutions.On the other hand, i do the analysis about the compsition of the value chain starting from the customer-oriented theory,including the further understanding of customer needs , products innovation, the corresponding business-critical activities and the systems’ analysis for the key processes. Through the thesis,I hope to find the main issues and deep-seated reasons lied in Lancel’s present Strategic positioning and operational processes. Through specific measures to resolve the theoretical analysis and feasibility studies, we find the coming operation to improve and enhance the Lancel market competitiveness continuously,keep the leadship in the fierce competition to have the long-term healthy development.Looking to the future,according to this thesis,I belive it will do good for the future high-level policy formulation and strategy implementation.
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