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论文编号：	15831
作者编号：	2320213708
上传时间：	2025/12/10 17:30:20
中文题目：	BH公司丙烯业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Propylene Business of BH Company
指导老师：	柳茂平
中文关键字：	竞争战略;集中差异化;价值链
英文关键字：	Competitive Strategy;Focusing-Differentiation Strategy;Value Chain
中文摘要：	随着我国工业化进程的开展，我国对基础化工品的需求量不断扩大。采用油制丙烯、煤制丙烯、甲醇制丙烯等传统工艺进行丙烯生产的方式通常存在着产品转化率低、副产物较多、污染相对较重的问题。但2013年引进中国的“丙烷脱氢制丙烯（PDH）”工艺因其转化率高、污染少及副产物为清洁能源氢气的优势受到了人们的广泛关注。然而随着PDH丙烯生产行业的快速发展，整个产业快速步入成熟期，企业间的竞争日益激烈。作为采用PDH工艺生产丙烯企业的先驱者，本文拟以波特竞争战略理论为出发点，探讨BH公司应如何面对行业中的挑战和威胁，并采取何种竞争战略保障其在行业内持续领先。 本文从BH公司丙烯业务入手，探讨BH公司竞争战略的选择及优化思路。本文首先通过PEST分析法，在政治、经济、社会、技术四个层面上分析PDH行业所处的一般环境，如政策环境、经济环境、社会变革、技术进步等方面分析影响行业未来发展的主要宏观因素，为预测整个行业未来的发展趋势提供参考。再通过对产业环境当中的产业演变和战略分组进行分析，以及通过波特五力模型分析BH公司在行业中的5个竞争力，即来自供应商议价能力、买方议价能力、潜在进入者威胁、替代品威胁和行业内现有竞争，进而分析BH公司目前所处的竞争状况，并综合识别竞争内外部环境，发现行业变革、供应链以及市场需求对于BH公司的机遇及威胁。从而针对BH公司提出集中差异化的战略建议，并重点通过识别公司经营、生产活动、工艺研发，仓储与物流和销售服务等各个环节的稀缺一组稀缺价值，并围绕这一组稀缺价值，识别细分活动和驱动因素，打造一组竞争对手难以模仿的价值链，使顾客愿意为围绕该组稀缺价值打造的价值链支付更高溢价，并最终形成差异化竞争优势，在目标市场当中，形成其他竞争对手难以模仿的竞争优势。 通过对BH公司竞争战略的深入研究，旨在帮助其充分挖掘和利用自身的资源优势以及先天禀赋，明确行业定位并选择以差异化为核心竞争战略，围绕该战略打造其自身的价值链，并最终目标是帮助BH公司在激烈的市场竞争中建立持续的竞争优势，实现稳步发展和长期价值提升。
英文摘要：	As China’s industrialization progresses, the domestic demand for basic chemical products continues to expand. Traditional propylene production processes such as oil-based, coal-based, and methanol-to-propylene routes generally suffer from low product conversion rates, significant by-product generation, and relatively heavy pollution. In contrast, the propane dehydrogenation (PDH) process, introduced into China in 2013, has attracted wide attention for its high conversion efficiency, lower emissions, and the advantage of producing hydrogen-a clean energy source-as a by-product. However, as the PDH-based propylene industry has developed rapidly, the entire sector has quickly entered a mature stage, and competition among enterprises has intensified. As one of the pioneers adopting the PDH process for propylene production, this study takes Porter’s competitive strategy theory as a starting point to explore how BH Company can address industry challenges and threats and determine what competitive strategies will enable it to maintain sustainable leadership. Focusing on BH Company’s propylene business, this thesis analyzes the selection and optimization of its competitive strategy. It first applies the PEST analysis framework-examining political, economic, social, and technological factors-to assess the macroenvironment of the PDH industry, including policy conditions, economic trends, social changes, and technological advances, in order to provide a reference for forecasting the industry’s future development. It then analyzes industry evolution and strategic groupings, and employs Porter’s Five Forces model to evaluate BH Company’s competitive position in terms of supplier bargaining power, buyer bargaining power, the threat of potential entrants, the threat of substitutes, and the intensity of existing rivalry. Through this comprehensive assessment of both internal and external environments, the study identifies opportunities and threats arising from industry transformation, supply chain dynamics, and market demand. On this basis, the thesis proposes a focused differentiation strategy for BH Company, emphasizing the identification of a set of scarce values across key operations-such as management, production activities, process R&D, warehousing and logistics, and sales services. Around these scarce values, the study identifies detailed activities and driving factors to build a value chain that competitors will find difficult to imitate, thereby motivating customers to pay a premium for the unique value it delivers and ultimately creating a differentiated competitive advantage in the target market. By conducting an in-depth analysis of BH Company’s competitive strategy, the goal of this research is to help the company fully leverage its resource strengths and inherent capabilities, clarify its industry positioning, and implement a differentiation-centered strategy. In doing so, BH Company can construct its own value chain and establish a sustainable competitive advantage, enabling steady growth and long-term value enhancement in an increasingly fierce market environment.
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