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论文编号：	5590
作者编号：	2220120504
上传时间：	2013/6/19 10:28:18
中文题目：	WQ公司的发展战略研究
英文题目：	Research on the development strategy of WQ company
指导老师：	马连福教授
中文关键字：	战略环境 发展战略 战略控制
英文关键字：	strategic environmental development strategy strategic control
中文摘要：	中文摘要　　　　　　　　　　　　　　　　　　　　随着改革开放的三十年，钢铁这一重要的生产资料作为商品进入流通市场后，很多企业凭借自身对当地市场高度熟悉以及比厂家驻地办事效率更高、成本更低的运行体系，比当地终端用户多出许多了解市场变化趋势的信息来源，对上承接厂家的钢材销售业务，对下服务本地终端用户，从而获得了生存空间和盈利。但是，随着钢铁行业的迅猛发展，市场大，门坎低，利润高，促使钢铁行业在近二十年得到高速的发展，从事钢铁贸易的企业竟达15万家，钢铁贸易总额占据GDP总值的10%，钢铁贸易行业发挥着越来越重要的作用，在市场格局的日趋完善和科学化、精细化发展的涌入，市场竞争日趋激烈，钢材价格“倒挂”，钢铁贸易商难以盈利，甚至处于难以生存的境界。　　　钢厂盲目投资，导致产能总量过剩，据估计，我国过剩钢铁产能总体规模已经高达1.5亿以上，产能过剩超过30%；高档关键的钢材仍需大量进口，创新能力不强；大部分钢铁企业分布在大中型城市，产业布局不合理；粗钢生产企业规模小，产业集中度低；国内的铁矿石资源自给率低，控制能力弱；加上国际金融危机对钢铁行业的冲击，钢铁价格下跌，产需下滑、很多企业面临倒闭、行业出现亏损，没有不好的行业，只有不好的企业，企业要发展就要顺势而发，危机和机会并存，只有认识企业现状，经营风险，盈利能力，财务状况，企业环视经济生命体，要获得生存，就要实现长期的发展和增长，对自身做出调整，战略上引导企业变化取得竞争优势，是企业命运关键之所在。没有明确的发展战略和措施，企业的生命力也不会持久。通过对上海物贸黑色分公司（简称WQ公司）的盈利能力、财务状况、进一步从外部市场环境和企业自身成长需求的一系列变化，提出现有的经营模式和管理体系对公司发展目标的压制，迫使公司统一部署发展战略，更好的应对经营困境，不断的把握发展机遇。　　首先介绍WQ公司的发展历程、现状，对公司的战略环境进行综合分析，利用PEST分析模型，加以波特五力模型，核心竞争力理论等发展战略理论为基础，结合钢铁行业的特点和趋势，通过SWOT分析模型对公司的内外部环境深入探讨，提出适应公司情况的发展战略，随着的发展战略目标的提出，策略措施和步骤的实施和战略控制使得公司的战略目标成为可能。　　本文具有针对性和实际的指导意义，不但对公司有着整体发展的意义，对业内的同类企业具有启迪和思考的作用。
英文摘要：	Abstract With the reform and opening up three decades, this important steel production into circulation as a commodity market, many companies with their own highly familiar with the local market as well as higher efficiency than the manufacturers resident, lower cost of operation system, than the local end users a lot more understanding of market trends sources of information on the steel manufacturers to undertake the sales of services under the local end users to gain a living space and profitability. However, with the rapid development of the steel industry, the market is large, low threshold, high profits, prompting the steel industry in the past two decades to get high-speed development, enterprise engaged in steel trading as high as 150,000, occupy total GDP of steel trade 10% of the steel trading industry is playing an increasingly important role in the market structure is becoming more perfect and scientific and meticulous development of the influx of increasingly fierce market competition, the steel price "upside down", steel traders difficult to profit, difficult to survive even in the realm. Steel blind investment, resulting in a surplus of production capacity, it is estimated that of the overall size of the excess steel production capacity has reached more than 150 million, more than 30% overcapacity; still a large number of high-grade steel imported key, innovation is not strong; most steel companies distributed in large and medium cities, irrational industrial distribution; crude steel production of small-scale enterprises, low industrial concentration; self-sufficiency rate of domestic iron ore resources, controlling weak; together with the international financial crisis on the impact of the steel industry, steel prices fall, declining production and demand, many enterprises are facing bankruptcy, industry losses, no bad sectors, only bad business, business is necessary to develop homeopathy and hair, crisis and opportunity exist, only to realize enterprise status, operational risk, profitability ability, financial condition, business surveying the economic life of the body, to get to survive, it is necessary to achieve long-term development and growth of their own to make adjustments, changes in strategy guide enterprises to gain competitive advantage is the key to the fate of the enterprise. No clear development strategy and measures the vitality of enterprises will not last long. Through the Shanghai Material Trading black branch (referred WQ company) profitability, financial condition, and further from the external market environment and business needs to grow their own series of changes put forward the existing business model and management system for the company's development targets of repression , forcing the company to deploy a unified development strategy to better cope with financial difficulties, continue to grasp opportunities for development. First introduced WQ company's development process, current situation, the company's strategic environment, a comprehensive analysis of the model using the PEST analysis, Porter's five forces model to be the core competitiveness theory development strategy based on the theory, combined with the characteristics and trends in the steel industry, through SWOT analysis model of the company's internal and external environment in-depth study and make the case to meet the company's development strategy, with the strategic objectives of the proposed development, strategic initiatives and steps to implementation and strategic control makes the company's strategic goals as possible. This focused and practical significance, not only for the overall development of the company has a significance to the industry has inspired similar enterprises and thinking role.
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