【作者】 孙晶；

【导师】 冯文娜；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 烟草行业是国家财税收入的重要贡献者之一,在我国国民经济中一直占据着重要的地位。近年来,由于国内外形势复杂多变,宏观经济下行压力逐渐加大,烟草行业面临控烟运动形势高涨、规模增长空间受限、行业竞争形势严峻等诸多挑战,使得包括多元化企业在内的烟草企业高质量发展的难度越来越大。面对环境不断变化所带来的种种威胁,如何优化调整企业的战略,充分利用企业的资源和能力,达到规避风险、创造竞争优势的目标,是烟草多元化企业亟需思考的问题。本文以多元化战略和企业能力理论为指导,在借鉴国内外学者在相关理论的研究成果与先进实践经验的基础上,对烟草多元化集团企业---YZ集团的多元化战略优化问题进行研究。首先,本文对多元化战略和企业能力理论的国内外研究情况进行综述,为本论文写作提供理论支撑。其次,对YZ集团的发展历程和现状进行总结,明确了 YZ集团目前相关多元化业务和非相关多元化业务的具体发展情况。再次,本文利用PEST、波特五力模型等工具对YZ集团的外部环境进行分析,利用资源分析、能力分析等方法对YZ集团的内部环境进行分析。在此基础上,利用SWOT、波士顿矩阵、麦肯锡三层面分析模型等工具,明确了 YZ集团的战略方向以及具体业务的发展方向,为战略优化措施的制定提供支撑。然后,在前文分析结论的基础上,提出YZ集团战略优化措施如下:一是强力推进卷烟配套材料生产等核心业务的发展,二是加快培育新型烟草制品等明星产品,三是选择性投资发展烟用辅料、物业、地产等问题业务,四是整顿、淘汰失去竞争力的业务,五是布局发展高科技未来业务。最后,从优化人力资源配置、加强企业文化建设、积极推动科技创新、强化流程质量管理等方面提出实施多元化战略的保障措施。本论文根据YZ集团的资源、能力情况对其多元化战略进行优化调整,进一步拓展了企业能力理论的使用空间。同时,本论文以SWOT分析、波士顿矩阵分析的结论为依据,结合企业资源和能力提出了具有可操作性的战略优化举措和保障措施,一方面为YZ集团自身的高质量、可持续发展提供了思路,另一方面,可供烟草系统内其他多元化企业参考借鉴。更多还原

【Abstract】 The tobacco industry is one of the most important contributors to the country’s fiscal revenue,and has always occupied an important position in China’s national economy.In recent years,due to the complex and ever-changing situation at home and abroad,the downward pressure on the macro economy has gradually increased.The tobacco industry faces many challenges such as high tobacco control movements,limited space for scale growth,and severe competition in the industry,making it more difficult to achieve a high-quality development for tobacco enterprises,including diversified tobacco enterprises.Faced with the threats brought about by the ever-changing environment,how to rationally utilize the resources and capabilities to achieve the goal of avoiding risks and creating competitive advantages on the basis of clarifying their own advantages and disadvantages is an issue that tobacco diversified enterprises need to think about.Guided by the diversification strategy and enterprise capability theory,this paper studies the optimization of diversification strategy of YZ Group,a tobacco diversified group enterprise.First of all,this paper summarizes the research situation of diversification strategy and enterprise capability theory at home and abroad,providing theoretical support for the writing of this paper.Secondly,the development process and current situation of YZ Group are summarized to clarify the specific development situation of related diversified businesses and non-related diversified businesses of YZ Group.Thirdly,this paper analyzes the external environment of YZ Group with tools such as PEST and porter’s five forces model,and analyzes the internal environment of YZ Group with methods such as resource analysis and capability analysis.On this basis,SWOT,Boston matrix,McKinsey three-level analysis model and other tools are used to clarify the strategic direction and specific business development direction of YZ Group,providing support for the formulation of strategic optimization measures.Then,On the basis of the above analysis conclusion,YZ Group strategy optimization measures are put forward as follows:one is the strong promote the development of core business,such as cigarette auxiliary materials production,the second is to speed up cultivating new star products such as tobacco products,the third is selective investment cigarette auxiliary materials,property management,real estate business,problems such as the four business is rectified,eliminate lost competitiveness and develop high-tech future industries.Finally,it puts forward the guarantee measures to implement the diversification strategy from the aspects of optimizing the allocation of human resources,strengthening the construction of enterprise culture,actively promoting scientific and technological innovation,and strengthening the process quality management.From the perspective of dynamic resource-based view,this paper optimizes and adjusts the diversification strategy of YZ Group based on the evolution of resources and capabilities,and further expands the application space of enterprise capability theory.At the same time,this thesis by SWOT analysis,Boston matrix analysis on the basis of the conclusion,the combination of enterprise resources and ability to put forward the operable strategy optimization measures and safeguard measures,on the one hand,the high quality of YZ Group itself,the sustainable development provides a train of thought,on the other hand,can be used for reference in the tobacco system in other diversified enterprise.更多还原