本文以山东潍坊润丰化工有限公司(文中简称润丰化工)为研究对象,采用
战略管理理论和工具对润丰化工的发展战略进行研究。通过运用PKT宏观环境分
析、波特五力模型分析工具对企业的外部环境进行分析,归纳出企业外部环境的
机会和威胁;通过对企业内部的生产能力、研发能力、市场资源、人力资源、财
务资源等进行分析,归纳出企业内部环境的优势和劣势;然后运用SWOT理论建立
了一个外部机会威胁和内部优势劣势的SWOT 二维矩阵,并结合波士顿矩阵分析公
司业务,最终得出适合公司发展的战略:以总成本领先战略为基础,实行差异化
竞争战略和国际化竞争战略。
本论文研究成果既可用作为对于特定企业润丰化工的应用,又可作为广大中
国农化企业制定发展战略的参考。
关键词:SWOT;农药行业;企业战略管理
ABSTRACT
Since the accession to WTO, the giant international pesticide has been entering and
seizing the Chinese market one after another in the form of sole investment and joint
venture. The large domestic agricultural corporations also accelerated the integration of
small and medium-sized pesticide enterprises,which directly caused the domestic
pesticide market becoming intenser and intenser race. The most immediate problem in
the face of the domestic pesticide was how to meet challenges,how to make fiill use of
their own advantages and occupation and how to expand the market. Therefore,
formulating suitable strategy is the inevitable choice for the domestic pesticide
according to the development of internal and external environment and its resources
capacity.
This paper took the Shandong Weifang Rainbow Chemical Co. Ltd (Abbreviation as
Rainbow) as object of study and used the strategic management theory and tools to
research the development strategy of Rainbow. Firstly, we used PEST
Macro-environment and Baud's Five Solid Model Analysis approach to study
Rainbow's external environment and specify the opportunities and threats brought by its
external environment. Secoundly, we identified the advantages and disadvantages of
Rainbow's internal environment through analyzing its ability of production and research
and tis resources of market, manpower and finances. Thirdly this paper established the
SWOT Matrix of opportunities and threats from external environment and advantages
and disadvantages from internal environment using the theory of SWOT and analysised
business with the Boston Matrix. Finally we obtained the reasonable development
strategy for Rainbow that was the strategy of differention and international competition
on base of the overall cost-preferment.
The reseach results of this thesis were not only used for the application of the
specific Rainbow, but also provided the important reference to the most Chinese
agrochemical companies for making development strategy of reference.
Keywords: SWOT; Pesticide; Enterprise Strategic Management
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