联系我们

论文查询结果	返回搜索

论文编号：	8164
作者编号：	2220130076
上传时间：	2016/5/27 14:44:56
中文题目：	华鲁恒升公司肥料产品竞争战略研究
英文题目：	The competitive strategy research of HUALU-HENGSHENG''S fertilizer products
指导老师：	白长虹
中文关键字：	华鲁恒升；竞争战略；肥料产品
英文关键字：	HUALU-HENGSHENG；competitive strategy；fertilizer products
中文摘要：	山东华鲁恒升化工股份有限公司（以下简称“华鲁恒升公司”）是在原德州化肥厂基础上发展起来的大型综合性化工企业，其中肥料产品是华鲁恒升公司传统和有较强竞争力的产品板块，多年来为企业的发展起到了关键的支撑作用。近年来，肥料产品行业面临着内外部环境的变化：产能过剩、行业亏损、优惠政策取消、新型肥料的替代和“互联网+”对传统渠道的冲击等。面对新的行业环境变化，华鲁恒升公司需要进一步明确公司在肥料产品的发展规划和竞争战略选择。 本文围绕着华鲁恒升公司肥料产品竞争战略研究这根主线，结合所学战略管理、营销管理相关理论知识，对肥料产品面临的宏观环境、行业竞争环境进行了全面分析，客观地认识到公司肥料产品在行业中存在的优势与劣势，认清了所面临的机遇与威胁。在此分析研究的基础上，归纳、总结并确定了公司在肥料产品上的竞争战略。同时就低成本竞争战略的实施在资源配置、风险规避和肥料产品营销策略支持等方面做了论述，以此作为指导公司未来在肥料产品上的努力方向，不断打造企业新的持续发展优势和竞争优势。 由于华鲁恒升公司与其他以化肥为主业的综合性化工企业相比也存在共性的一面，尤其在原料资源、生产工艺、外部环境等方面基本相同。因此，本论文的研究对解决化肥行业面临的困境将起到积极的作用，对以化肥为主业的其他企业将有一定的借鉴意义。
英文摘要：	SHANDONG HUALU-HENGSHENG CHEMICAL CO., LTD. (short for HUALU-HENGSHENG) is a large comprehensive chemical enterprise based on the development of DEZHOU FERTILIZER FACTORY which was its original name. The fertilizer products are HUALU-HENGSHENG’s traditional products with strong competitiveness, and they have been the crucial supporting roles of the development of this company for many years. In recent years the fertilizer industry has been facing the changes of the inner and outer environment, such as excess capacity, industry losses, preferential policies cancellation, the replacement of new fertilizers and the impact of “ INTERNET+”on traditional channels, etc., so HUALU-HENGSHENG should have its definite development planning and competitive strategy choice. This paper is mainly about the study of competitive strategy of HUALU-HENGSHENG’s fertilizer products, combining with the relative theoretical knowledge of strategic management and marketing management. It gives an objective analysis at the macro-environment and competitive environment of fertilizer products. All these show both advantages and disadvantages of HUALU-HENGSHENG in this whole fertilizer industry. It takes the opportunities as well as challenges. On the basis of this research, HUALU-HENGSHENG gives a decision on competitive strategy of its fertilizer products. Meanwhile, this paper discusses the implement of low cost competitive strategy in the allocation of resources, risk aversion and marketing strategy support, which will be its indication of the striving direction in the future fertilizer industry. HUALU-HENGSHENG will continue to create new advantage in developing and competing. HUALU-HENGSHENG has much in common with other comprehensive chemical enterprises, especially in raw materials, production technology and outer environment, so the study of this article will have positive effect to the difficulty of fertilizer industry, and other companies whose major products are fertilizer will learn some from this paper.
查看全文：	预览  下载(下载需要进行登录)