中国水泥企业市场竞争模式研究

【作者】 周军；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 企业管理， 2005， 硕士

【摘要】 改革开放以来,伴随着中国水泥行业生产规模的扩大,包括规模结构、技术结构和产品结构在内的产业结构不合理成为制约中国水泥工业健康、可持续发展的主要障碍,水泥产量大、企业规模小、市场集中度低、技术工艺落后和产品质量低是目前中国水泥行业的主要特点。中国水泥特定的行业特点和市场环境决定了其市场竞争的复杂性和特殊性,水泥企业面临的市场竞争日益激烈,从而对企业的生存和发展能力形成严峻的考验,采用何种市场竞争模式成为水泥企业生存和发展的关键,因此研究中国水泥企业的一般性市场竞争模式并加以综合运用成为水泥工作者和研究者关心的重要课题。本文选择中国水泥企业竞争模式做为研究对象,其目的就是对中国水泥市场竞争的规律性进行剖析,总结出适合中国水泥市场特点的市场竞争模式,指导中国水泥企业的市场实践活动,使企业立足于中国水泥市场实际,建立并发展符合企业自身特点的竞争优势。 在文章中,作者运用纵向比较、横向比较和相关性分析等方法,以大量数据、图表和事例,对中国水泥市场结构进行系统的分析研究,然后依据企业竞争战略理论,对现代企业竞争战略选择的路径进行了理论构想,提出了当今中国水泥企业制定市场竞争战略的基本指导思想和一般性导向,在此基础上揭示了影响中国水泥企业市场竞争能力的关键因素,最后归纳出适合中国水泥市场特点的市场竞争模式,并就其在市场实践中的具体运用进行了详细阐释。 全文围绕“实践—理论—实践”这条主线而依次展开的,共分为六个部分,在前言中简单介绍了中国水泥市场的主要竞争特点和研究市场竞争模式的意义;第一章是中国水泥市场发展态势分析,分析了水泥市场的基本特点、世界水泥市场竞争格局和中国水泥市场的一般规律:第二章是市场竞争战略理论综述,阐述了关于市场竞争战略的基本观点和中国水泥企业在选择市场竞争战略时的一般性导向;第三章是中国水泥企业市场竞争模式战略选择,揭示了中国水泥市场的竞争结构、影响企业市场竞争能力的关键因素以及市场竞争模式的构建;第四章是市场竞争模式的具体运用,主要围绕在市场定位和市场营销组合中的运用而展开,最后形成结论。更多还原

【Abstract】 Since the reform and opening, along with the increase of production scale, unreasonable industry structure including scale structure, technology structure and product structure is the main obstacle restricting Chinese cement industry to develop healthily and continuously, large production quantity, small enterprise scale, low market convergence, backward technology and low product quality are the main characteristics of Chinese cement industry at present. The special industry characteristics and market circumstances of Chinese cement industry result in the complicacy and particularity of the market competition, The market competition faced by the cement enterprises is getting fiercer and fiercer, and has become the severe test to the survival and development capability of what market competition mode to choose has become the key to the survival and development of cement enterprises, therefore, for the cement operators and researchers, it has become the important tasks to research the universal market competition mode and use comprehensively .In this study, the purpose to choose the market competition mode as the research object is to analyze the law of Chinese cement market competition enterprises and conclude the market competition mode suitable to the characteristics of Chinese cement market, which is used to be the guidance to the market activities of Chinese cement enterprises , the enterprises will base themselves upon the fact of Chinese cement market to establish and develop the competition advantages suitable to the enterprises characteristics.In this study, with lots of data, diagrams and cases, the writer uses the methods such as vertical comparison, horizontal comparison and pertinence analysis to research Chinese cement market structure systematically, afterward, the means to choose the modern enterprises competition strategy, the basic guidance idea for Chinese cement enterprises to work out the market competition strategy have been brought forward, based on them, the key factors influencing the market competence of Chinese cement enterprises have been revealed, at last, the writer concludes the market competition mode suitable to the characteristics of Chinese cement market, and makes detailed explanation to the its use in the market activities.The study encircles the clue of "practice—theory—practice" including six parts. In the preface, the main competition characteristics of Chinese cement market and the meaning of researching the market competition mode are briefly introduced. The first chapter is the analysis of Chinese cement development situation, analyzing the basiccharacteristics of cement market, the competition situation of world cement market, the common law of Chinese cement market. The second chapter is the summarizing of market competition strategy theory, expounding the basic viewpoints about market competition strategy and the common guidance idea when Chinese cement enterprises choosing market competition strategy. The third chapter is the strategic selection of the market competition mode to Chinese cement enterprises, revealing the competition structure of Chinese cement market, the key factors influencing the market competence of enterprises and the establishing of market competition mode. The fourth chapter is the concrete use of market competition mode, mainly in the aspects of market position and marketing combination. The last is the conclusion.更多还原