摘 要
当全球各经济体仍然在后金融危机时代艰难前行之时, 从 2011 年 9 月份开始，随
着我国国内经济增长的再次持续性放缓探底，我国钢铁工业的主要消费需求增长也凸显
疲弱乏力。国内钢铁行业产能的结构性生产能力过剩、规划非常不合理不科学的产业生
产力布局、含有较低附加值和技术含量的低端产品充斥市场以及仍然十分脆弱的上游铁
矿资源控制力等等，这些都是我国钢铁行业必须正确分析，并亟待解决的棘手问题。尤
其在当前的金融危机阴影还未散去大环境下,不但国内钢铁出口需求前景仍不甚乐观,
钢铁企业期待已久的国内下游行业的需求启动也形势堪忧。更让国内钢铁行业雪上加霜
甚为担忧的是就在全球经济的“雾霭”尚未消散之时，2013 年新春伊始，我国华北、华
东地区连续出现大面积非常罕见的雾霾天气，影响范围之大、空气污染之重、雾霾持续
时间之长，建国以来极为罕见。此次雾霾污染是不堪重负的环境对我们的又一次警告，
已经引起全社会的高度重视。随着党的十八大将生态文明建设提到新的国家发展战略高
度，再加上社会公众环境意识的不断增强，各级政府对环保工作的重视程度日益提高。
钢铁企业作为能源消耗、污染产生和排放的主要来源之一，在企业经营中将面临力度空
前的环保压力！H 钢铁集团特钢公司加入 H 钢铁集团以后，如何适应钢铁市场竞争的严
峻形势，发挥自身优势，科学制定并有效实施企业竞争战略，冲出“雾霭雾霾”，实现
持续快速健康发展是本文主要研究和探讨的问题。
本文通过采用 PEST 分析方法、迈克尔·波特的五力分析模型以及 IFE 矩阵和 EFE
矩阵分析理论研究了H钢铁集团特钢公司面临的外部环境,分析了企业当前面临的政治、
经济环境和竞争环境,找出了企业的外部机会和威胁；同时依据 Robert M. Grant 的相
关资源理论对 H 钢铁集团特钢公司内部环境进行了研究,分析了企业的有形资源、无形
资源、人力资源以及组织效能,找出了企业的内部优势和劣势。论文最后利用 SWOT 分析,
通过对H钢铁集团特钢公司所处的外部环境面临的机会和威胁以及特钢公司内部自身优
势和劣势的综合分析,制定了H钢铁集团特钢公司的竞争战略,企业应该釆取的竞争战略
是:以差异化、专业化为目标，始终坚持走特色、绿色发展之路，在有效控制成本的基
础上整合资源,规模化研发生产高技术含量、高品质、高附加值特钢产品,在占据以华北
山东为中心的京津冀市场龙头地位基础上，继续深耕有着高端产品开发“桥头堡”的作
用的华东市场，继而辐射其他精品特殊钢需求聚集区。在此基础之上,制定了竞争战略实施的基本思路、实施措施,以技术研发、生产经营、市场营销作为具体实施战略措施,
以组织结构、人力资源、财务管理和管理信息系统应用等作为保障,为该公司竞争战略
的选择实施提供了有一定价值的参考建议和思路对策。
关键词：特钢 竞争战略 高附加值
Abstract
When the global economy is still in the post financial crisis era difficult when, from the
beginning of 2011 September, with China's domestic economic growth slowed again
persistence bottom, growth mainly consumer demand in China's iron and steel industry also
highlights the anaemic. The domestic steel industry production capacity of structural
overcapacity, planning is very unreasonable scientific industry productivity layout, with low
added value and technical content of the low-end products flooding the market and is still
very fragile upstream iron ore resource control and so on, these are the correct analysis must
be China's iron and steel industry, problems and solve. Particularly in the current financial
crisis has not yet dispersed environment, not only the domestic steel export demand prospects
are not very optimistic, iron and steel enterprises long-awaited domestic demand for the
downstream industry starting situation. Let the domestic steel industry one disaster after
another worried is just in the global economy mist has not dissipated when, in 2013, at the
beginning of the new year, North China, East China area for large area very rare haze weather,
the impact of large, air pollution, heavy fog haze duration, since the founding of the pole for
the rare. The haze pollution is overwhelmed by the environment to once again warned us, has
attracted the attention of the whole society. With the construction of ecological civilization
eighteen general party mentioned height of new national development strategy, plus the public
environmental awareness growing, all levels of government attaches great importance to
environmental protection work in increasing degree. Iron and steel enterprises as energy
consumption, pollution and emissions from the main one, facing unprecedented
environmental pressure in business will! After the H steel group special steel companies to
join the H iron and Steel Group, how to adapt to the severe situation of iron and steel market
competition, to play their own advantages, scientific and effective implementation of the
enterprise competition strategy, out of fog haze, achieve sustained rapid and healthy
development of the main purpose of this thesis is the research and the discussion question.
In this paper, by using PEST analysis method, Michael Potter's five forces model and IEF
matrix and EFE matrix on the face H iron and Steel Group Special Steel Company's external
environment analysis theory, analyzes the enterprise facing the political, economic
environment and competitive environment, the enterprise's external opportunities and threats;
at the same time, according to the related theory of resource Robert M. Grant has conducted
the research to the H iron and steel group special steel company internal environment,
analysis of the enterprise's tangible resources, intangible resources, human resources and
organizational effectiveness, find out the internal strengths and weaknesses. Analysis of
SWOT by using the comprehensive analysis on the face, through H iron and Steel Group
Special Steel Company's external environment opportunities and threats, internal strengths
and weaknesses of the group, established the H iron and steel group special steel company
competition strategy, should take the competition strategy is: the poor dissimilation,
specialization as the goal, always adhere to the take the characteristics, the road of green
development, integration of resources based on the effective control of cost, scale content,
high technology R & D and production of high-quality, high value-added steel products,
based on to North Shandong as the center of Beijing Tianjin Hebei market leading position,
continue to devote a high-end product development bridgehead effect of East China market,
and other high-quality special steel demand radiation zone. On this basis, establish the
competition strategy implementation of the basic ideas, measures and safeguard measures, in
technology research and development, production, marketing as a specific implementation
strategy, the organization structure, human resources, financial management and management
information system applications such as security, provides some valuable reference
suggestions and Countermeasures the company's strategic choice to implement.
Key Words: Special Steel; Competitive Strategy; Additional Value