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论文编号：	404
作者编号：	052073
上传时间：	2008/1/10 22:54:44
中文题目：	中国烟草总公司竞争优势研究
英文题目：	China National Tobacco Corpora
指导老师：	周建
中文关键字：	中国烟草总公司，世界贸易组织，
英文关键字：	China National Tobacco Corpora
中文摘要：	随着我国经济的高速发展和国家政策的有效推动，我国烟草行业自建国以来取得了长足的发展，产业规模不断壮大，经济效益不断提高，为国家创造了大量的财富，上缴利税连创新高，成为国民经济的主要支柱产业。目前，我国已成为全球最大的卷烟消费市场，而且在社会经济发展和居民可支配性收入不断增长的双重驱动下，我国烟草市场容量还将继续稳步增长。伴随着巨大的商机，中国市场成为世界瞩目的焦点，全球主要跨国烟草公司无一不对中国市场垂涎欲滴，运用各种方式和手段渗入我国卷烟市场，WTO时代的到来更加速了这种扩张。随着“特种烟零售许可证”的取消以及WTO规则在国内市场的普遍实施，我国较为严格的烟草管制开始出现松动，可以预见，在不远的将来国外的烟草巨头们势必会大举来犯，抢占市场份额，给我国烟草企业带来沉重的打击。此刻中国烟草总公司也深刻感受到来自国外竞争对手的强大压力，无论是产品科研水平，还是品牌规模、营销手段等方面与国外同行相比仍有很大差距。如何在今后的市场中找准自己的位置，如何通过战略管理的方法来创造和维持自己的竞争优势，抓住入世的机遇，迎接国际竞争的挑战，这些问题摆在了中国烟草总公司的面前。本文回顾了国内外烟草行业发展趋势，通过解读WTO规则和烟草入世承诺，分析“入世”给烟草行业带来的影响，运用战略分析方法，深入挖掘中国烟草总公司竞争优势的表现形式和来源，并揭示了其制约因素，力求寻找一条符合中国烟草总公司可持续发展的道路。 本文共分为六部分，第一章引言主要阐述论文选题的背景意义、研究目的、研究方法等；第二章为竞争优势相关理论观点，主要回顾企业竞争优势理论的分类和发展；第三章主要回顾国内外烟草行业的发展历程，行业特点及发展趋势；第四章主要介绍了WTO背景及烟草入世承诺，“入世”对行业的影响及现状；第五章主要通过波特的“五力竞争模型”对烟草行业产业环境进行了分析，运用SWOT矩阵阐述了中国烟草总公司的竞争优势、发展机会及制约因素和威胁；结论和启示主要总结了本文关于竞争优势研究的一些结论，描述了发展战略目标及具体实施措施。
英文摘要：	With the high speed development of the Chinese economy and effective promotion of the national policies, the tobacco industry of China has made quite great progress since the foundation of the People’s Republic of China, with constant expansion of the scale, continuous improvement of the economic benefit, creating a lot of fortunes for the country, paying taxes increasingly year by year, so it has become a main dominant industry in the national economy. At present, China has become the largest cigarette consumption market; moreover, with the double drivers of social and economic development and the constant growth of the disposable incomes of the residents, the Chinese tobacco market capacity still continues to increase steadily. With the huge commercial opportunities, the Chinese market has become the focus of the world. And all the main world international tobacco companies have been coveting the Chinese market, and applying various methods and means to invade the Chinese cigarette market, and such expansion has been accelerated since the era of the WTO. Along with the cancellation of the “Special Tobacco Retailing License”, and the general implementation of the WTO regulations in the domestic market, the tobacco management once having been strict becomes relaxed in China, so it can be predicted that the numerous foreign tobacco giants may invade in the near future, and occupy the market share, and then it may cause heavy strike to the Chinese tobacco enterprises. Presently, the China National Tobacco Corporation has profoundly realized the strong pressure from the foreign rivals, and the quite large gaps no matter on the science and research level, or the brand scale, marketing methods, and etc. with the foreign same industry. How to accurately find its position in the market, how to create and maintain its competitive advantages through the strategic management method, how to seize the opportunities of entering into the WTO, how to cater to the challenges of the international competitions, all these issues are facing the China National Tobacco Corporation. The thesis reviews the development trends of the domestic and foreign tobacco industries, analyzes the influences to the tobacco industry by the “Entry into the WTO” through analyzing the WTO rules and the WTO promise by the tobacco industry, deeply researches the expression method and source of the competitive advantages of the China National Tobacco Corporation by applying the strategic analysis method, and finally reveals the restriction factors, so as to try to find a sustainable development way suitable for the China National Tobacco Corporation. The thesis is divided into six chapters: The first chapter Introduction mainly expatiates about the background significance of the selected subject, research purpose, research method, etc. of the thesis; the second chapter introduces the relevant theories and views of the competitive advantages, and mainly reviews the classification and development of the competitive advantage theory of the enterprise; the third chapter mainly reviews the development histories of the domestic and foreign tobacco industry, industry characteristics and development trend; the fourth chapter mainly introduces the background of the WTO and the promise for entry into the WTO by the tobacco industry, the influence to the industry and its current situation after the entry into the WTO; the fifth chapter mainly analyzes the environment of the tobacco industry based on the Porter's Five Forces Model, expatiates about the competitive advantages, development opportunities, restriction factors and threats to the China National Tobacco Corporation by applying the SWOT matrix; the conclusion and reveal mainly summarizes some conclusions after the research on the competitive advantages, and describes the developing strategic goals and the concrete implementing measures.
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