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论文编号：	5005
作者编号：	2220090964
上传时间：	2013/2/27 10:10:23
中文题目：	江苏永林油脂化工有限公司经营战略研究
英文题目：	Research on Business Strategy of Jiangsu Yonglin Oleochemical Co., Ltd.
指导老师：	赵伟
中文关键字：	经营战略，战略管理，油脂化工产业
英文关键字：	Business Strategy; Strategic Management; Oleochemical Industry
中文摘要：	随着全球化进程和市场竞争演进的加剧，许多规模较大的科技型民营制造企业面临着“如何更好地实现持续成长”这一重要的经营发展问题。一方面，随着世界范围的经济危机及产业变革影响的加剧，国内民营制造企业面临着前所未有的生存压力；另一方面，随着近年来节能减排趋向的深化，各国高度重视推动石化产业向绿色化方向发展，这为相关企业带来了机遇，更带来了巨大挑战。油脂化工产业是与国民生计息息相关的重要产业，其直接和衍生产品是许多生活生产资料产品的原料和必须品。近年来，我国油脂化工行业持续发展，企业间的竞争也越来越激烈。作者所在的江苏永林油脂化工有限公司，就是处于这样一个重要行业的在全国乃至东南亚地区规模最大的企业。毫无例外，永林公司也正面临着如何在新的复杂形势下进一步制定和实施有效的经营战略，从而切实地推进企业生存和成长的问题。为此，本研究特以永林油脂化工有限公司为对象，深入探讨我国大型油脂化工企业的经营战略及其实施对策问题。论文简析了全球一体化、经济危机、知识经济、节能减排、绿色环保等相关时代背景，梳理并运用PEST法、五力模型法、SWOT法等战略分析方法，分析了江苏永林油脂化工有限公司的发展沿革、组织及业务概况，在此基础上，对公司所处的行业情况和市场需求情况等进行了考察，分析了永林公司的竞争对手、市场环境以及其他的内外部利益相关者情况，概括了公司自身的优势和劣势，分析了公司面临的机遇与威胁，进而确立了公司经营战略防线，提出了推进现有主业的低成本战略，以及促进未来产业升级与组合的差异化战略，阐明了具体的业务战略部署，进而，从市场、科技、文化和管理四个方面提出并探讨了公司实施战略的保障措施。论文研究成果对永林公司基于有效战略实现企业再成长具有现实的指导作用，同时，对我国民营制造企业，特别是油脂化工行业的企业的战略设计与实施具有借鉴意义。
英文摘要：	With the development of the globalization and the intensification of market competition, many large-scaled high- tech private manufacturing enterprises are facing the important business issue of how to achieve sustained growth more efficiently. On one hand, the worldwide economic crisis and the revolution of industrial transformation aggravate domestic private manufacturing enterprises’ living space; on the other hand, in recent years the idea of energy saving deeply rooted among people, and many countries attached great importance to promoting the green petrochemical industry, and this will bring opportunities as well as challenges for related businesses. Oleochemical industry is an important industry related to the national life. Its direct and derivative products are the primary materials and essential ingredient for many consumption goods. Chinese enterprises in oleochemical industry are engaged in more and more intense competitions, with Jiangsu Yonglin Oleochemical Co., Ltd (short for “Yonglin” below) included. Yonglin is the largest oleochemical enterprise in China and even in the Southeast Asia. And she is also faced with the problems of how to further the development in the new complex situation, and how to implement effective business strategy to practically promote her survival and growth. For this purpose, this research takes Yonglin as a case study to examine the issues of business strategy and its implementation for large-scaled oleochemical enterprises in China. This thesis has briefly analyzed the research background of globalization, economic crisis, knowledge-based economy, energy conservation, green economy and environmental protection. By applying the theories of PEST Analysis, Five Forces Model, SWOT Analysis and so on, this thesis has analyzed Yonglin’s developing history, organization and business profile. Base on this, Yonglin’s industry and market demand conditions are also examined. This thesis has also analyzed Yonglin’s competitors, market environment as well as other stakeholders, summed up the company’s strengths, weaknesses, opportunities and threats, and then established a business strategy of defense correspondingly. The main business’s low cost strategy and the differentiation strategy are put forward, which are aim at promoting industrial upgrading and combination. And the detailed business strategy is delineated in this thesis, including the guarantee methods of market, technology, culture and management. The outcomes of this research will provide practical guidance for Yonglin’s further development based on effective strategy. And at the same time, this research has offered references about strategy design and implementation for Chinese private manufacturing enterprises, especially for the ones in oleochemical industry.
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