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论文编号：	2920
作者编号：	2220081007
上传时间：	2011/3/23 11:17:03
中文题目：	泉头集团产品升级战略研究
英文题目：	Analysis on Quantou Group Ltd.’s product upgrade strategy
指导老师：	张玉利
中文关键字：	关键词：发展战略，水泥行业，产品创新，产品升级
英文关键字：	Key words: development strategy, cement industry, product innovation, product upgrade.
中文摘要：	摘 要 企业战略是企业面对变化地经营环境，为求得长期生存和不断发展而进行的总体性规划。科学地分析企业面临的竞争环境和自身素质，制订科学合理的发展战略，是企业参与市场竞争、实现可持续发展的需要。 现代企业产品创新是建立在产品整体概念基础上以市场为导向的系统工程。从单个项目看，它表现为产品某项技术经济参数质和量的突破与提高，包括新产品开发和老产品改进；从整体考察，它贯穿产品构思、设计、试制、营销全过程，是功能创新、形式创新、服务创新多维交织的组合创新。突出产品创新的战略地位已成为现代工业企业的普遍特征。 本文运用企业战略理论和研究方法，分析和阐述了泉头集团的水泥发展战略，介绍了战略管理及创新相关理论，分析了我国水泥行业当前的发展特点，详细分析了目前我国水泥行业面临的宏观环境和企业的微观环境，采用PEST分析法、波特五力模型分析法和SWOT分析法对企业的内外部环境进行了分析，在此基础上确立了以发展新型干法水泥为泉头集团的产品升级发展战略，用2-3年的时间完成由机立窑水泥生产到新型干法水泥生产的过渡，不断加大技术人员、新型设备和新技术引进，快速形成企业的市场竞争力。 根据对公司战略方案的具体规划，明确了具体的实施对策和步骤，从而有效保障了公司战略的可行性。为实现公司发展战略，泉头集团应采取有效手段，加快技术进步，强化企业管理，发展循环经济，节能降耗，提高单位产品产量和质量，充分形成成本优势，确保在快速变化的市场竞争格局中求得生存与发展。以改善营销手段、强化人力资源管理、加强企业文化建设、建立风险管理意识等为保障措施，确保产品升级战略的顺利实施。 本文的研究工作为水泥企业在战略制定及发展新型干法水泥策略方面提供了良好的借鉴。
英文摘要：	Abstract Enterprise strategy is the planning made in response to the changing market environment and a sustainable development. Scientifically analyze the competition environment and self conditions, making scientific and comprehensive development strategy is required in the competing market and also for the enterprise’s future sustainable development. Innovation of modern products is a systematic project based on market orientated concept of holistic product. From micro perspective, it means a breakthrough or improvement of a certain technical and economic level, including research of new products and development of old products; From a macro perspective, it relates to the whole product chain- the concept, product design, product manufacturing and marketing, and is an innovation of the function, form and service. It is a characteristic of modern enterprises that product innovation’s and Strategic meaning is being well acknowledged and advocated. This paper used the enterprise strategic concept and investigation method, analyzed and stated the Quantou Group Ltd’s cement development strategy, introduced strategic management and innovation relative concepts, analyzed our country’s cement industry’s macro environment and micro environment, analyzed the enterprise’s self condition using PEST method 、Michael Porter's Five Forces Model and SWOT method. Based on this, the development of NSP cement was confirmed as part of Quantou Group Ltd.’s future development strategy. Within two-three year, finish the transformation from shaft kiln cement to NSP cement, increate the number of technical workers、import new equipments and new techniques to improve the competitive power in the market. According to the comprehensive strategic plan, implementation strategies and steps have been further confirmed, the feasibility of the strategic plan has been ensured. In order to accomplish the plan, Quantou Group Ltd. should adopt effective means, expedite technique development processes, reinforce the enterprise’s management, develop cyclic economy, look into energy saving, and improve company’s product quality and quantity, ensure g low cost, and seek survival and development in the fast changing market competition pattern. By improving marketing strategies, reinforcing human resource management, reinforcing enterprise cultural development, form risk management consciousness etc to ensure that the product upgrade strategy could be well implemented. Analysis in this paper provided the cement enterprise a reference for strategy establishment and the future NSP cement development.
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