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论文编号：	9916
作者编号：	2220130078
上传时间：	2018/5/29 17:51:56
中文题目：	青岛碱业公司发展战略研究
英文题目：	The Study on Development Strategy of Qingdao Soda Ash Industrial Development co., LTD
指导老师：	薛有志
中文关键字：	苯乙烯产业；发展战略；战略选择；战略实施
英文关键字：	styrene industry; development strategy; selection and implementation of strategy
中文摘要：	青岛碱业发展有限公司（简称：青岛碱业）原是一家生产纯碱、化肥、农药的大型综合性化工企业，其主导产业一直是纯碱产业。2015年底，公司纯碱生产装置停产，全面启动搬迁工作，跨行业投资建设苯乙烯生产装置，转型进入石化行业。其苯乙烯产业运营是否成功，直接决定了青岛碱业的生存。本论文以青岛碱业苯乙烯产业战略研究为核心，研究了青岛碱业的发展战略。 近十年来，国内苯乙烯产业产能呈现快速增长的态势，苯乙烯产量一直保持着年均6%以上的增长率，预示着不久的将来国内苯乙烯产业内将会发生激烈的竞争；青岛碱业作为该产业的新进入者，进行产业发展战略研究，刻不容缓。 论文通过运用迈克尔?波特的五种竞争力量模型，系统地分析了国内苯乙烯产业主要的竞争压力和主要的竞争对手；在对青岛碱业苯乙烯产业外部环境、内部资源和能力进行深入的分析的基础上，运用SWOT分析模型研究了青岛碱业苯乙烯产业的资源能力和劣势、面临的机会和外部威胁。 论文的主要结论和成果是：（1）青岛碱业苯乙烯产业由于苯乙烯产品在国内市场供不应求，需要国外进口来平衡，产业保持着较好的利润率，因此产业整体吸引力较强，现有企业之间的竞争较弱。但随着产业产能的快速提升，产业内的竞争会越来越激烈，并且因为退出成本较高，其竞争的特点将表现为刚性竞争，购买商的讨价还价能力也会逐步走强；（2）青岛碱业苯乙烯产业有特定的资源能力，但面临一定的威胁，尤其是原料供应方面；（3）通过外部环境与内部资源能力的匹配，提出了青岛碱业的发展战略（苯乙烯产业发展战略）应采用多元化战略，并且该多元化战略的直接特征是相关多元化；其产品的竞争战略应采用低成本集中战略；（4）对青岛碱业发展战略（苯乙烯产业发展战略）的实施措施进行了简要地探讨。
英文摘要：	Qingdao Soda Ash Industrial Development Company Limited (hereafter referred to as “Qingdao Soda”) previously was a large-sized comprehensive chemical enterprise for production of sodium carbonate, fertilizers and pesticides, whose leading industry had always been sodium carbonate. The sodium carbonate plant of Qingdao Soda was shut down at the end of 2015 and the relocation was completely initiated. It started to invest in construction of EBSM and was transformed to be specialized in petrochemical industry. Survival of Qingdao Soda directly depends upon successes of the operation of styrene industry. Considering the styrene industry of Qingdao Soda as the core, this paper studied the development strategy of Qingdao Soda. Domestic styrene has presented a tendency of rapid development over the past ten years and the styrene output has always been maintaining above 6% annual average growth rate, indicating that domestic styrene industry will undergo fierce competition in the near future. As a new practitioner of styrene industry, it is of great urgency for Qingdao Soda to carry out study of industry development strategy. The paper systematically analyzed the main competitive pressure and main competitors in domestic styrene industry by adopting Michal Porter’s five models of competitiveness; On the basis of profound analysis of the external environment, internal resources and capability in the styrene industry of Qingdao Soda, the paper studied the resource capability and disadvantages as well as opportunities and external threats in the styrene industry of Qingdao Soda with SWOT analytic model. Main conclusions and achievements of the paper: (1) As the styrene is in short supply at domestic market in China and it needs to be balanced through import from foreign countries, the styrene industry of Qingdao Soda maintains favorable profitability, therefore, generally speaking, the industry has strong attraction and the competition among existing enterprises is weak. However, with rapid rising of the capacity in styrene industry, the completion within industry will get fiercer and fiercer. Besides, due to higher cost of quit, the characteristics of completion will manifest as rigid competition and the buyer’s bargaining power will be gradually intensified. (2) The styrene industry of Qingdao Soda shows specific capability of resources, but it is faced with certain threats, especially in terms of feedstock supply. (3) Through matching of external environment with internal resource capability, the paper proposed that Qingdao Soda should adopt diversification strategy for development (the development strategy of styrene industry) and the direct characteristics of this diversification strategy should be related diversification. Low cost focus strategy should be adopted for its product competition strategy. (4) Brief discussions were conducted for the implementation measures of the development strategy (the development strategy of styrene industry) of Qingdao Soda.
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