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论文编号：	5028
作者编号：	2220080802
上传时间：	2013/2/27 10:29:21
中文题目：	森松（中国）集团多元化成长战略研究
英文题目：	Diversified Development Strategy Research on Morimatsu （China）Group
指导老师：	赵伟
中文关键字：	森松（中国）集团 资源与能力 多元化战略 国际化战略 战略实施
英文关键字：	Morimatsu (China) Group; Resources and Capabilities; Diversification Strategy; Internationalization Strategy; Strategy Implementation
中文摘要：	森松（中国）集团扎根中国二十多年，从一个制造简单的常压水箱的销售额几百万元的小型私营外资企业成长为年销售额三十多亿元，产品覆盖石油化工、精细化工、食品、制药、矿业、太阳能（多晶硅）、纺织化纤等行业，员工总数3000多人的大型企业集团。得益于中国经济的高速发展，发挥上海这个中国最具影响力的经济中心的地理优势，森松（中国）集团实现了跨越性的发展，在PVC反应釜、多晶硅还原炉、PTA大型主反应器、BDO高压反应器等领域占据一定市场份额，在行业内积累了相当的知名度。但随着公司的快速发展，国际经济下滑，国内产能过剩，竞争加剧，给公司发展提出了新的课题。另一方面，世界各个国家对于能源的需求急剧增长，在陆上和海上的石油天然气开采、非常规能源的开采和利用，海上FPSO的生产模块等领域，出现巨大的市场需求，但高端技术集中在美国、欧洲、新加坡等地。面对着国际国内的巨大的市场、技术的变化，为森松（中国）集团的发展带来巨大的挑战和机遇。本文根据森松（中国）集团资源状况，通过对公司的内外部环境分析，产业生命周期分析，以及分析企业内部价值链及具备的各项能力，理清企业的优势资源和核心竞争力，提出森松（中国）集团竞争战略制定的原则和具体公司战略：确定了技术驱动的市场-技术高度相关型的多元化战略、国际化战略，指出了集团公司的发展方向，确定了总体战略目标和战略实施的途径和保障措施。。本文运用波特的竞争战略理论和企业资源与能力的理论，结合森松（中国）集团的具体情况提出了公司的多元化、国际化的具体进程和目标，强调在稳固原有市场的基础上，深入挖掘已有市场客户资源，通过核心竞争力的加强和延伸、组合，打造新的技术能力和产品，占据行业的高端市场，并逐步成为从制造商到工艺、技术的提供商，并向着世界一流的工程服务提供商的远景努力。
英文摘要：	Morimatsu (China) Group has been taking root in China for over 20 years, growing from a small private foreign-funded enterprise manufacturing simple atmospheric water tanks with an annual sales of a few hundred million to a large company group with more than 3,000 employees making an annual revenue of 3 billion Yuan providing products for a variety of industries including but not limited to petrochemical, fine chemical, food, pharmaceutical, mining, solar (polysilicon), textile and chemical fiber industries. With China's rapid economic development and Shanghai being the most influential economic center in China, Morimatsu (China) Group has achieved leapfrog development and substantial market shares in PVC reactor, polysilicon deoxidzation furnace, PTA large main reactor, BDO high pressure reactor and other fields, thereby established its reputation within the industry. However, with the rapid development of the company, international economic downturn, together with increased domestic competition, the company faces a new challenge in the face of development. On the other hand, a sharp increase in the demand of energy is observed in various countries around the world. There is a huge market demand in areas such as onshore and offshore oil and gas exploitation, unconventional energy resources exploitation and utilization and offshore FPSO modules. Given that high-end technologies are concentrated in the United States, Europe, Singapore and other places, Morimatsu (China) Group is facing enormous challenges and opportunities in the time when domestic and international markets and technology are rapidly changing. With regard to Morimatsu (China) Group’s own circumstances, through analysis of the company's internal and external environments, industry life cycle analysis, and analysis of the company’s internal value chain and equipped capabilities, the company’s advantageous resources and core competitiveness are identified. The principles and specific strategies for the competitive development of Morimatsu (China) Group are proposed: a diversified, international strategy based on the model of technology-driven market in which technology is highly relevant, thereby pointing out the development direction for the company group and determining the overall strategic objectives and implementation of the strategies and safeguards. In this paper, the Porter's theory of competitive strategy and enterprise resources and capabilities theory are used, combined with Morimatsu (China) Group’s specific circumstances to propose the evolution and objectives for diversification and internationalization of the company. Based on the solid foundation of existing markets, customer resources are further explored. Through strengthening, extending and combining of the core competitiveness, new technological capabilities and products are spawned occupying the high-end market within the industry leading the company to gradually evolve from a mere manufacturer to a provider of process and technology heading towards the vision of a world-class provider of engineering services.
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