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论文编号：	5712
作者编号：	2220110779
上传时间：	2013/12/3 12:55:33
中文题目：	三环中化市场需求波动引发的运营问题与策略研究
英文题目：	A research on the operation and strategy caused by market demand fluctuation —— a case study of Sanhuang Zhonghua Company
指导老师：	张金成
中文关键字：	化工企业 需求波动 产品控制 运营策略
英文关键字：	Chemical enterprises；Demand of turbulence；Product control；Operation strategy
中文摘要：	组织的存在就是创造价值，而运营涉及的正是创造价值的任务。在当代经济全球化和贸易全球化的趋势下，在生产经营的过程中必须紧扣市场的脉搏，不断加强运营管理和创新运营策略，才能在市场需求日益波动的经济环境中，求得生存和发展。本论文调查了三环中化在面对市场需求波动的情况下，为了企业的生存和发展，面对市场环境的不利影响，在生产经营各个环节探索应对策略，不断提高企业的竞争力和市场业绩。三环中化在企业的核心过程运营管理过程中，通过扩展供应链渠道，多种来源获取各种类型的原材料，最大限度的降低采购成本和保障供给需求。在生产环节，以质量为控制核心，通过对市场规律的研究，合理安排生产计划，及时提供优质产品，并在销售和生产环节精益管理，满足顾客需求。针对DAP产能严重过剩，市场需求急剧波动的影响，在原料供应――生产――销售环节，通过建造灵活机动的原料采供机制，联合销售商创新销售合作模式，扩大市场占有力，打造领先品牌。三环中化在面对市场环境造成的经营困难，认真研究解决困难的方法策略，这些从经营战略、市场营销等层面带来的影响和困难，最终在运营管理过程中通过运营策略的实施得到了解决。本论文归纳总结了三环中化应对市场采取的策略，符合现代运营管理的核心思想和理论，可给企业在生产经营过程中对运营管理的研究提供借鉴，具有创新性。关键词：化工企业 需求波动 产品控制 运营策略
英文摘要：	The existence of an enterprise is for value creation, which is the very task of enterprise operation. Along with the contemporary globalization of economy and trade, the enterprise must closely stick to the pulse of the market and continuously strengthens operations management and innovate operations strategy in the production and operation process. Thus an enterprise can survive and develop in the economic environment of increasingly volatile market demand. This paper is written based on the survey on Yunnan Three Circles-Sinochem Fertilizers Co.LTD (YNTCSC), who explores the coping strategies in the production and operation process to improve the competitiveness of enterprises and market performance, for the survival and development of the enterprise in the face of the negative impact of the market environment. In the core process of enterprise operations management, YNTCSC reduces procurement costs and ensures supply and demand to its fullest extent, through extending the channels of the supply chain to get various types of raw materials. In production process, taking the quality as control core, YNTCSC arranges the production plan reasonably, provides high-quality products timely and implements lean management on selling and production to satisfy customer demand by making a survey on the law of market. For serious DAP excess capacity and the influence of unstable market demand, YNTCSC joints distributors to innovate cooperation mode for sales to raise the market occupancy and create a leading brand in raw material supplies -production –sales chain by creating flexible mechanism of raw material purchasing and supply. Facing operational difficulties resulting from market circumstances, YNTCSC carefully works out ways and strategies to solve problems. Those impacts and difficulties from the aspects of business strategy, marketing, etc. are finally resolved through the implementation of operations strategy in the process of operations management. This paper, in line with the core ideas and theories of the modern operations management, summarizes strategies taken by YNTCSC to respond to the changing market. And in this innovative paper, reference can be applied for research on operation management in the process of production and operation. Key words：Chemical enterprises；Demand of turbulence；Product control；Operation strategy
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