【作者】 李智勇；

【导师】 周少华；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2014， 硕士

【摘要】 湖南天沅化工集团公司作为一个刚重组成立的氮肥企业,适应市场经济的要求,克服了重重困难,取得了一定的成绩。但公司要发展壮大,当务之急就是尽快制定符合公司自身实际的切实可行的长远发展战略。本文基于战略管理、运营管理、管理经济学等理论,运用PEST分析法、SWOT分析法、五力模型分析法等战略管理工具,从公司所处的环境和拥有的资源分析为切入点,深入分析研究国家对化工产业的政策和化肥行业的发展现状及未来目标,分析湖南天沅化工集团公司的现状和未来发展趋势,找出公司发展战略的关键优势和机遇,改进内部劣势,回避外部威胁。结合战略管理的新观念、新特点,提出湖南天沅化工集团公司应该实施增长型发展战略,坚持低成本竞争战略。实施“靠大联强,区域集中,以煤化电热产业链一体化为核心的低成本发展战略”。对公司的客户、产品、区域市场进行了明确的战略定位。本文指出,公司要通过合作联营,整合资源,控制上游原材料,拓展下游销售网络;要加强内部管理,降低成本,调整产品结构和规模,延伸产业链,主攻液氨系列、尿素、甲醇等产品。提出了在实施公司发展战略中可能遇到的各种风险,以及相应的保障措施,讨论了公司实施发展战略可能产生的预期效果。本文的研究结果,对同类型的氮肥企业在制定企业发展战略具有一定的参考和借鉴价值。更多还原

【Abstract】 Hunan Tian Yuan Chemical Group Company as a newly reorganized nitrogenous fertilizer enterprises,adapt to the requirements of market economy,to overcome the difficulties,and achieved certain results.But the company should be developed,a pressing matter of the moment is in line with the company’s actual and feasible long-term development strategy as soon as possible.In this paper,strategic management,operations management,management economics,based on the theory,using the PEST analysis,SWOT analysis,Five Forces model analysis tools of strategic management,analysis from the point of the environmental and resources as the starting point,in-depth analysis of research and development status of chemical industry of the state policy and the fertilizer industry and the future goal the analysis,present situation and the future development of Hunan Tian Yuan Chemical Group Company trend,find out the development strategy of the company’s key strengths and opportunities,improve the internal weaknesses,to avoid external threats.Combined with new ideas,new characteristics of strategic management,put forward Hunan Tian Yuan Chemical Group Company should implement growth oriented development strategy,adhere to the low cost competitive strategy.The implementation of the "on a grand coalition,regional focus,low cost development strategy in coal electric industry chain integration as the core".On the regional market customers,products,a clear strategic positioning.This article points out,companies through cooperation,integration of resources,the control of upstream raw materials,developing the downstream sales network;to strengthen internal management,reduce the cost,the adjustment of product structure and scale,extend the industrial chain,the main liquid ammonia,urea,methanol and other products series.The risks in the implementation of corporate development strategy,and the corresponding security measures,discusses the expected effect,implementing the development strategy of the possible.The results of this study,the same type of nitrogenous fertilizer enterprises have some reference value in the formulation of an enterprise development strategy.更多还原