A 塑料集团公司于 1988 年成立，是一家位于珠三角的国有控股的上市公司，主要
生产经营各种塑料薄膜及复合包装材料、人造革、塑料编织复合制品以及其它功能性高
分子新材料等产品。公司拥有多项核心技术，是国内生产规模最大、品种最齐全、出口
量最大、综合竞争力位居同行前列的塑料新材料生产企业。A 公司存在着缺乏规范的企
业文化、人力资源构成不合理、期间费用高居不下、产品缺乏规划等问题。随着行业竞
争越来越激烈，A 公司迫切需要重新制定战略发展计划，解决公司存在的问题。
本文首先通过 PEST 模型对 A 公司的外部宏观环境进行了分析，接着将 A 公司与行
业内的主要竞争企业进行了比较分析，然后对公司的内部环境进行了诊断，最后采用
SWOT 分析将公司的内外部环境做出了总结。根据对 A 公司内外部环境分析的结果，
论文最后提出了公司要以差异化战略为核心的总体战略规划，并从公司的管理方面、技
术项目储备方面、厂区规划方面以及产品发展规划方面提出了具体的建议。
关键词：塑料行业；企业诊断；战略诊断
ABSTRACT
In recent year the plastics industry develops rapidly, in 2010 plastic product total
industrial output value raise to 1,400,000,000,000 in our country, up 31% over the same
period last year. With our continuous improvement of living standards, the demand for plastic
products increases, the consumption in 2010 has surpassed the United States, Germany and
Japan, ranking the first in the world.
A Plastics Group, which is the state-controlled established in 1988, locates in Pearl River
Delta. It mainly produces all kinds of plastic film and composite packaging materials, leather,
plastic woven composite functional polymer products and other new materials and other
products. The company has a number of core technologies, it is the new plastic materials
manufacturer which has the largest production scale, most variety of products and the largest
export volume, and its comprehensive competitiveness is in the forefront among peers. With
the increasing competition in the industry, the problems that lacking of existing norms of the
company corporate culture, unreasonable human resources constitute, the cost staying
stubbornly high, the product lacking of planning raise in A company. Therefore, the company
needs to formulate strategic development plans urgently.
In this paper, the external macro-environment of A company is analyzed by the PEST
model, then a comparative analysis with the competitive companies is made, and then the
company's internal environment is diagnosed, finally a summary between the external and
internal environment is made by SWOT analysis. According to the analysis of internal and
external environment, the final of this paper advance the overall strategic planning with a
differential strategy as the core, and put forward specific recommendations on the company’s
management, technical project reserves, factory planning and product development plans.
Keywords: Plastic Industry; Enterprise Diagnosis; Stategy Diagnosis
==>>