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论文编号：	5694
作者编号：	2220110753
上传时间：	2013/12/2 15:34:14
中文题目：	云天化集团磷复肥产品差异化发展战略研究
英文题目：	Research on Differentiation Strategy for Phosphate Compound Fertilizer Product of Yuntianhua Group
指导老师：	马连福
中文关键字：	磷复肥产品；战略管理；差异化战略
英文关键字：	phosphate compound fertilizer product；strategic management；differentiation strategy
中文摘要：	中国用世界9%的土地养活了22%的人口，化肥作为粮食的“粮食”起到了重要作用。中国已成为世界上最大的化肥生产国和消费国，化肥用量已超过世界总用量的三分之一，居世界之首。目前，国内外磷复肥行业形势发生了深刻变化，市场呈现严重供大于求的局面，竞争日趋激烈，国内各种类型的磷复肥企业面对新变化开始不断寻求生存和发展的途径。云天化集团拥有高浓度磷复肥年产能760万吨，年经营磷复肥量近1000万吨，磷复肥产能规模居世界第二、亚洲第一，同时还生产经营工业级磷铵、饲料磷酸钙、牙膏级磷酸钙、工业级磷酸、食品级磷酸等精细磷酸盐产品。这就要求云天化集团必须深入细致分析国内外经济政治环境、磷复肥市场竞争环境、行业发展趋势等，洞察并顺应外部环境的变化，结合自身实际，明确企业所处的市场环境和地位，制定出有效的发展战略，并在战略指导下组织好投资、生产和经营等工作，通过不懈的努力以实现企业的可持续发展。本文通过分析国内外磷复肥市场基本情况，运用波特五力模型、供应链、SWOT等分析工具，深入、系统地对云天化集团磷复肥产业竞争力进行了研究，梳理出提升企业综合竞争力的策略，提出了云天化集团磷复肥产品的差异化发展战略，即：第一，充分发挥公司基础肥生产和供应的优势，做好专用肥、功能性肥料和新型肥料的产能配置；第二，加快产品结构调整，做好磷酸分级利用，提升磷的利用价值；第三，通过整合，加大对各地分销商的控制，拓宽营销渠道；第四，加强对磷矿资源、硫资源和合成氨原料的控制；第五，抓住新型农业合作社带来的新契机，培育和探索新的业务领域。这对保持并提升云天化集团磷复肥行业龙头地位具有战略性指导意义，必将对云天化磷复肥版块“转方式、调结构”，实现科学发展提供有力支撑。本文的研究不但能给云天化磷复肥产品的生产经营提供战略指引，还能为磷复肥行业的其它企业提供借鉴，因此具有重要的理论意义和实践意义。【关键词】：磷复肥产品；战略管理；差异化战略
英文摘要：	With fertilizer playing an important role as the “food” of food, China has managed to provide food for 22% of world population with 9% land of the world, which has become the world biggest fertilizer production and consumption country with its application amount of fertilizer surpassing one third of the world total amount and topping the list in the world. Profound changes are witnessed currently for the situation of foreign and domestic phosphate compound fertilizer industry with serious oversupply and severe competitions, and various kinds of domestic phosphate compound fertilizer enterprises have to constantly seek survival and development ways to face new changes. Ranking second in the world and first in Asia in terms of phosphate compound fertilizer output scale, Yuntianhua Group possesses an annual output capacity of 7.6 million tons of highly concentrated phosphate compound fertilizer and annual business capacity of 10 million tons of phosphate compound fertilizer while the group also produces and engages in business of industrial-class ammonium phosphate, feed-class calcium phosphate, toothpaste-class calcium phosphate, industrial-class phosphoric acid, food-class phosphoric acid and other fine phosphate products, etc. With the aim of realizing enterprise sustainable development through ceaseless effort, thus it is required for Yuntianhua Group to carry out in-depth analysis in detail towards foreign and domestic economic and political environment, phosphate compound fertilizer market competitive environment and industry development trend, etc., and it is also required for the group to observe and comply with changes of external environment and to set down effective development strategy and organize investment, production and business activities well under the strategy by combining its own situation and defining the market environment and position of the enterprise. With analysis towards foreign and domestic basic market situation of phosphate compound fertilizer and application of Potter's five forces model, supply chain, SWOT and other analytical tools, this article carries out in-depth and systematical research on the competitive power of phosphate compound fertilizer industry of Yuntianhua Group, sorts out strategy for promoting enterprise comprehensive competitive power and puts forward the differentiation development strategy for phosphate compound fertilizer product of Yuntianhua Group as follows: 1.bringing the production and supply advantages of the company base fertilizer into full play while allocating the capacity of special fertilizer, functional fertilizer and new-type fertilizer well 2.accelerating the product structure adjustment and properly doing the work of classification usage of phosphoric acid to improve phosphor value in use 3.enhancing control over distributors of all places and expanding marketing channels through integration 4.enhancing control over phosphate rock resources, sulfur resources and synthetic ammonia material 5. cultivating and exploring new business field through catching the new opportunity brought by the new agricultural cooperatives. These strategies possess strategical guiding significance for Yuntianhua Group to keep and promote its leading position in phosphate compound fertilizer industry, which would certainly provide strong support to “transforming the mode and adjusting the structure” in Yuntianhua phosphate compound fertilizer section to realize scientific development. The research in this article could not only provide strategical guide for production and business of Yuntianhua phosphate compound fertilizer product, but also provide references for other enterprises in phosphate compound fertilizer industry, thus it possesses important theoretical significance and practical significance. Key words: phosphate compound fertilizer product；strategic management；differentiation strategy
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