A铝业公司发展战略研究

【作者】 李华；

【导师】 杜义飞；

【作者基本信息】 电子科技大学 ， 工商管理， 2010， 硕士

【摘要】 本论文研究的课题是A铝业公司在危机环境下的战略研究。公司现在正面临着外部和内部带来的双重危机:外部全球的金融危机以及公司内部没有研发、单一产品、设备不齐全等缺陷带来的内部危机。在这双重危机的迫使下,引发公司对目前战略和未来战略的思考。A铝业公司是一家中型铝箔加工企业。铝箔加工是铝深精加工行业的一个分支行业。铝箔加工产品广泛应用于汽车制造、电子工业、机电、航空航天业、包装、建筑、造船工业、纺织等。进入21世纪,受热传输、包装、电力电子、建筑、家用消费产业发展的需求与出口贸易的强劲拉动,中国铝加工业出现了前所未有的快速增长,铝箔工业更是取得了长足的发展,并且这种快速的发展势头仍在持续。然而铝箔行业的快速发展,并没有给A铝业公司带来发展的希望。为了探究其发生原因,本研究课题通过对A铝业公司的外部环境和内部环境进行分析研究,发现公司存在的问题,找到公司做出继续维持聚焦—低成本战略的原因。外部环境分析包括宏观环境分析和行业环境分析。宏观环境中金融危机的严重威胁,以及行业内强大竞争者、潜在竞争者和真空镀铝纸等替代品的威胁,使公司面临外部强大危机。从公司的产业链、内部价值链和核心能力的分析,得出公司虽然面临外部危机和内部问题,但是也有其优势让自身维持、生存和发展下去的动力。虽然A铝业公司目前继续维持、采用原有的聚焦—低成本战略这种按兵不动的策略,但是此战略不是其长久发展战略,此策略也不是其长久策略。面对公司内外忧困,尤其是聚焦的烟用铝箔被真空镀铝纸逐步替代,带来烟用铝箔总的市场份额的萎缩,使聚焦低成本战略已经危机到公司的生存。根据本论文的研究分析,建议公司未来三到五年可以采用以食品箔、药箔、PS板基为主导产品的相关产品多元化发展战略。因此在采用相关产品多元化发展战略的首要任务就是加快建立研发机制,设置研发机构,培养研发人员,和加大设备投资。更多还原

【Abstract】 The subject of this thesis is the Aluminum Company strategic research under the crisis. Companies are now faced with external and internal crisis caused by thedouble: the external global financial crisis and internal crisis caused by the company has no R&D,product is single, device does not complete and so on defects. In this double crisis forced, the firm re-thinks the current strategy and future strategy.Company is a medium-sized aluminum foil processingenterprise.Deepprocessing of aluminum foil is a branch of the Aluminum deep finishing industry. Aluminum foil is widely used in processed products, automobile manufacturing, textile, electronics, electromechanical, aerospace, packaging, construction, shipbuilding industry. The 21st century, heat transfer, packaging, power electronics, construction, household consumption of industrial development of strong export demand driven, the Chinese aluminum industry faces an unprecedented rapid growth. Aluminum foil industry achieved great development, and this kind of fast development momentum continues.However,the rapid development of aluminum industry does not bring hope of development to the company. In order to explore its causes, the research topic by the Aluminium Company,its external environment and internal environment analysis, and found the problem, find the company made to maintain focus - low-cost strategy reasons. Analysis of the external environment include macro-environmental analysis and industries environmental analysis. Macroeconomic environment, a serious threat to the financial crisis, as well as a strong competitor within the industry, potential competitors and Vacuum Metallized paper and so on the threat of substitutes, the company is facing strong external crisis. From analysis of industrial chain, the internal value chain and core competencies of the company, aithough the company is facing external crises and internal problems, but it has its advantages for themselves to power of sustain, survive and develop .Although the company continue using the original focus - low-cost strategies that inaction of the strategy, but this strategy is not its long-term development strategy, this strategy is not its long-term strategy. The face of difficulties concern both inside and outside the company, particularly cigarette foil market of focusing ,Vacuum Metallized paper was gradually replaced cigarette foil, bringing the total cigarette foil shrinking market share, low-cost strategy to focus the company has a crisis of survival. Based on the analysis suggests the company over the next three to five years can be used in food foil, pharmaceutical foil, PS plate base as the leading product development strategy of related product diversification. Therefore, related product diversification strategy with the primary task is to speed up setting up R &D agency and establishing R&D system, trainning developer; and increased investment in equipment.更多还原