本文在国内外企业战略研究现状的基础上，运用现代企业战略管理理论对秦皇
岛首秦金属材料有限公司（下称“首秦公司”）的经营现状进行了深入分析。通过
PESTEL 模型，对首秦公司外部宏观环境进行了分析；同时采用波特的五力模型对首
秦公司所处的行业环境进行了分析和评价；进而，从公司资源和能力层面出发对公
司内部环境做了评析，利用 SWOT 模型对首秦公司的优势、劣势、机会以及威胁进
行了全面分析并得出了公司备选的发展战略，这有助于企业把握有利时机，在竞争
中赢得主动权。
在全面分析和总结的基础上，结合当前市场形势和公司的经营实际，提出了公
司应采取差异化的产品战略，并针对今后发展战略提出了保障战略实施的一些策略。
这对于首秦公司今后参与市场竞争并保持长期稳定的发展都具有一定的理论和现实
意义。
关键词：发展战略； PESTEL 模型；五力模型；SWOT 分析；首秦公司
Abstract
As the key factor determining the success or failure of a company’s operation,
enterprise strategy is the overall plan for the enterprise to seek long term development. As
a matter of fact, study on enterprise strategy is of significant importance to the operation
and development of the enterprises. Among today’s highly developed global economy, the
competition between enterprises involving in market activities has ever become even
fiercer, which actually raises even higher objective demand for enterprises to seek
sustained growth and continuous acquisition of competitive advantages.
On the basis of recent research on enterprise strategy from both domestic and
overseas, this paper mainly makes deep analysis for the operation status quo of
Qinhuangdao Shouqin Metal Materials Co., Ltd (hereinafter called “Shouqin Company”)
with the utilization of modern enterprise strategy management theory. By adopting
PESTEL model, the paper analyzes the external macro environment that Shouqin
Company faces. Furthermore, by employing Porter’s Five Forces model, it elaborates the
industrial environment that Shouqin Company lays in. In addition, the paper digs the
company internal environment from company resources and capabilities and makes an
overall analysis for its strength, weakness, opportunity and threats by means of SWOT
model and obtains the stand-by development strategy, which helps to make use of good
opportunity to win the powder of initiative in the market competition.
On the foundation of overall analysis and summarization and with the consideration
of current market situation and the company operation, this paper puts forward that
Shouqin Company should adopt the strategy of products differentiation. It also raises some
strategy implementation that the company shall take in the future business operation. All
of these are of significantly theoretical and practical importance to Shouqin Company to
take part in the market competition and maintain long term and stable growth in the future.
Keywords: Development strategy; PESTEL model; Five forces model; SWOT analysis;
Shouqin Company
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