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论文编号：	8729
作者编号：	2120142915
上传时间：	2016/12/7 20:08:04
中文题目：	GS公司竞争战略研究
英文题目：	Competitive Strategy Research of GS Company
指导老师：	武立东教授
中文关键字：	竞争战略、经营战略、战略定位、进攻型战略、化学品。
英文关键字：	Competitive strategy, business strategy, strategic positioning, offensive strategy, chemicals.
中文摘要：	摘要 随着科技的不断进步，各个行业都演变成一个个的细分市场。航运业服务业也是如此，短短的近百年的发展，内燃机的广泛应用并伴随着技术的提高，促使全世界的货物流通，通过船只可以快速到达任意一个港口。随即使船舶量随之增加，当然船舶运行需要的海事产品以势如破竹之势迅速发展，这使得海事化学品的应用也成为了航运服务业中不可或缺的一个细分领域。纵观全球海事化学品市场，欧洲和美国等发达国家在此领域中有了充分的发展，相比较而言，国内的发展水平就相对比较落后。 本文致力于GS公司海事化学品这个细分行业怎样进行竞争战略的分析，定位和实施的研究，从公司背景，产业背景，以及新领域精细化工方便深入的分析研究，以便适应于GS公司发展与宏观大环境，市场竞争相适应，以便促进GS公司的发展。同时希望通过研究GS公司发展给我国海事化学品发展给出一定的现实性意义，并能促进海事化学品方面的进步和发展。 本文以GS公司战略发展为研究对象，通过对GS公司内外部环境，以及SWOT分析，而制定出公司的战略定位，战略实施部署，以及战略保证等内容，继而来推进GS公司的发展。本文着重于竞争战略分析研究的角度对专注于海事化学品的GS公司进行了分析并根据实际的分析情况拟定了相关的战略计划。本文主要分为七个部分，在第一章中绪论部分主要将航运的发展史怎么样诞生这个细分市场，就其来源进行了说明和阐述。主要采用调查法，定性分析法，以及经验总结的方式分析航运业的发展背景，为未来航运业发展给予指导。在第二章理论基础部分是对运用的战略理论以及战略工具的介绍，本文主要运用波特竞争战略，迈尔斯和斯诺的战略两大战略和战略分析工具来分析GS公司发展，其中波特战略包括成本领先，差异化，以及集中化方便来介绍波特竞争战略，迈尔斯和斯诺的战略包括防御型战略，进攻型战略，以及分析型战略的内容介绍，以及战略分析工具方面包括SPET 分析，SWOT 分析，以及QSPM矩针评价法的解释和说明。在第三章主要针对于GS 公司环境的分析，其中包括内部环境，外部环境，以及GS公司SWOT 的分析，就外部环境而言，对其国内的政策法律和法律，社会环境和文化，经济环境以及科技环境是否有利于GS公司产品的发展的影响做了相关说明；同时将企业内部资源能力，以及企业内部核心竞争力也进行分析，综合内外部因素，运用SWOT战略分析就国内国际同行业竞争对手的相关情况从市场推广，产品质量以及技术服务等方面进行全面的比较，并参照其公司的使命、愿景、目标确定了GS公司总体战略为增长型战略。第四章重点在介绍GS公司的战略定位与内容，从市场规模以及机遇方面分析，已经给出明确的定位，从竞争对手方面来深入分析出具体的盈利目标，跟随科技进步设置了创新目标。同时制定出GS 公司的战略原则，包括坚持公司理念和价值观原则，扬长避短的原则以及持续创新的原则。其中介绍GS公司的战略定位包括信息输入阶段，匹配阶段，以及决策阶段。第五章主要细分化的介绍GS公司的战略实施，主要分为三步走战略，其中第一步是战略发动与计划阶段，包括是公司战略的实施动员，中长期战略计划，以及短期计划。第二步是战略运作阶段，有关于怎么样进行战略实施并落实到具体的公司活动当中，在依据战略框架理论逐步剖析，明确了经营战略的优先级顺序，并制定了战略阶段的具体实施。通过对具体时间以及营业额实施战略一二三个阶段来进行。继而就是对战略控制与评估阶段，其中包括战略控制系统，战略绩效评估，以及评估后的战略的调整和纠正。第六章主要是针对实施以上战略需要充分的后盾支持，其中包括差异化策略保障，企业人力资源保障，企业合作与联盟经营策略保障。针对GS公司寻找到国内品牌和国际品牌的之间的差异化空间地带，考虑品牌的差异化致力于塑造品牌形象，鉴于服务营销的差异化致力于技术服务与指导。当然企业人力资源的保障也不容忽视，需要大力落实人力资源管理体制，建立和完善人才培养体制，以及科学设计绩效考核与薪酬激励体系，能够人才得以持续发展，人才不外流，公司处于良性平稳发展。然而要想是公司常处于不败之地，公司的科技创新也是关键，可以通过与资深公司合作，建立深度生产联盟，进一步达到销售联盟，最大程度结合资源，充分利用资源，为公司长效持久发展奠定基础。最后一部分主要是针对公司竞争战略的分析研究，给出了深刻的总结，提出发展的更好的愿景和希望，更明确了定位以及发展目标。 经过一系列的理论和数据的说明，本文从战略角度分析GS公司环境，目标定位，实施，保障方便做了一体化的深入研究和分析，得出了具体发展方向和目标，并制定有利于GS公司的健康发展战略规划势必对于公司长期的发展起到积极的作用，增强了公司坚定不移的稳步前行，为公司能够成为行业标杆企业奠定了坚实的基础。因为作者的水平的局限性，针对于战略在实际的运用，在具体的操作和实践当中如何选择正确的方式来解决问题；在后面的实施当中，如何保障战略实施仍然面临非常大的挑战，并且战略的调整在公司发展的进程中也应当审时度势，制定最最有利的实施方案。 关键词：竞争战略、经营战略、战略定位、进攻型战略、化学品。
英文摘要：	Abstract With the constant progress of science and technology, various industries have evolved into small segments.So do shipping services. Nearly one hundred years of development, the wide application of internal combustion engine and accompanied by improvements in technology, promptly moves goods around the world. Ships can quickly reach any port,make the ship quantity increase.Of course, maritime ship operation needs products developing rapidly by sweeping trend , which makes the maritime chemical application has become the indispensable niche in shipping service industry.Throughout the world maritime chemical market, Europe ,the United States and other developed countries has fully developed in the field, in comparison, the domestic development level is relatively backward. This thesis is dedicated to the GS company maritime chemical subdivision industry how to make competitive strategy analysis, positioning and implementation of research, from the company background, industry background, and new field fine chemical industry convenient in-depth analysis and research, development and macro environment, in order to make GS company adapt to market competition, so as to promote the development of GS company.At the same time hope that the GS company development are of realistic significance to the development of China's maritime chemicals, and can promote the progress and development aspect of maritime chemicals Based on GS company strategy development as the research object, through the GS company internal and external environment, as well as SWOT analysis, and develop the company's strategic positioning, strategic implementation, and strategic guarantee, etc, and then to promote the development of GS company.This thesis focuses on competitive strategy analysis research on the company which focuses in terms of the GS of the maritime chemicals .According to the analysis of the actual situation to formulate the relevant strategic plan.This thesis is divided into seven parts, the first chapter is the introduction part,it mainly represents shipping about the history of the birth of this market segment, illustrates and describes. With respect to its source, it aimed at using the survey method, qualitative analysis, and experience summary analysis of the development of shipping industry background, shipping industry development to give guidance for the future.In the second chapter theory is part of the strategy theory and the introduction of strategic tools, this thesis use Poter competitive strategy, strategic Miles and Snow's development strategy and strategic analysis tools to analyze GS company, Poter strategy, including cost leadership, differentiation, and focus,is convenient to introduce porter competitive strategy, Miles and Snow's strategy includes defensive strategy, attacking strategy, and analysis strategy content is introduced, and the strategic analysis tools including SPET analysis, SWOT analysis, and QSPM matrix evaluation method of explanation and illustration.In the third chapter focuses on analysis of the environment in the GS company, including the internal environment and external environment, as well as the GS company SWOT analysis, in terms of the external environment, law and legal in its domestic policy, social and cultural environment, economic environment and technology environment .In favor of GS company product development made the influence of related instructions;At the same time the enterprise internal resources ability, and enterprise core competence were analyzed, and the integrated internal and external factors, SWOT strategic analysis on domestic and international relevant situation of the same industry competitors from marketing, product quality and technical services and so on to conduct a comprehensive comparison, and with reference to their company's vision, mission, goals determine the GS company's overall strategy for growth strategy.The fourth chapter focuses on the strategic orientation and content about GS company, as for the size of the market and the analysis of the opportunities, it has given a clear positioning, from the aspects of competitors to in-depth analysis of a specific profit target, the progress of science and technology set up the innovation goal.At the same time develop a GS company strategic principles, including adhere to the principle of corporate philosophy and values, the principle of foster strengths and circumvent weaknesses, as well as the principle of continuous innovation.Introduces GS company's strategic positioning including information input stage, matching stage, and the decision-making stage.Main differentiation of the fifth chapter introduces GS strategy implementation of the company, it mainly divided into three steps strategy, the first step is the strategy and planning phase, the mobilization is the implementation of the strategy of company, long-term strategic plan, and short-term plans.Strategic operation phase, the second step is about how to make strategic implementation and carry out activities to a specific company, the strategic framework theory gradually, has been about the management strategy of priority order, and formulate the specific implementation of the strategic stage.Based on the specific time turnover implementation strategy to three stages.Then is the strategic control and evaluation phase, including strategic control system, the strategic performance evaluation, and assessment of strategic adjustment and correction.The sixth chapter mainly implements this strategy requires full support system, including the differentiation strategy, enterprise human resources guarantee, business cooperation and alliance strategy.With reference to GS company looking for to differentiate between domestic brands and international brands of space area, considering the brand differentiation is committed to shape the brand image, in view of the differentiation of service marketing is committed to technical service and guidance.Enterprise human resources safeguard also allow to ignore, of course, need to vigorously implement the human resources management system, set up and improve the system of personnel training, and scientific design of performance appraisal and salary incentive system, can the sustained development of talent and talent outflow, the company is in stable benign development.however, the company always in the invincible position, the company's scientific and technological innovation is the key, you can through the cooperation with senior company, a depth production alliance, to achieve a marketing alliance, the greatest degree combined with the resources, make full use of resources, long-lasting development lay the foundation for the company.Last part of the company's competitive strategy mainly for the analysis and research, gives a profound summary, puts forward the development of better vision and hope, the more clear the orientation and development goals. After discussing a series of theory and data, this article from the perspective of strategic analysis of GS company environment, target positioning, implementation, to ensure convenient and has made the integration of research and analysis,and concludes that the concrete development direction and goals, and is conducive to the healthy development of the GS company strategic planning is bound to play a positive role for the company long-term development, enhances the company unswervingly moving along, lays a solid foundation to make it to be the industry benchmark. Key words: Competitive strategy,business strategy, strategic positioning, offensive strategy, chemicals.
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