摘要
山东东岳轮胎有限公司始建于1970年,是原化工部轮胎定点生产企业。2001年
经当地政府批准改制为民营企业。公司以生产农业轮胎为主,另外也生产斜交载重轮
胎、工程轮胎和特种轮胎。经过44年的发展,公司基本确立了以农用轮胎为主导产
品的发展道路。在2005年以前,在中国农业机械发展的历史上,东岳轮胎一直为中
国农业机械提供各种规格型号的农业轮胎,和中国农业机械同步发展,在各个主机生
产厂家的占有主要的供货份额,是中国农业轮胎的最大的生产基地。近十年来,伴随
着农业机械的快速发展,作为农业轮胎当年的龙头企业,山东东岳轮胎有限公司没有
正确深入分析国家的产业政策调整带来的变化,特别是国家农业机械补贴政策带动的
农业机械化的巨大发展,以及由此带动的农业轮胎行业需求发展变化,没有相应制定
和实施公司的发展规划和发展目标,企业没有得到同步发展,造成目前供货能力严重
不足,市场地位大幅度下降。
本文以山东东岳轮胎有限公司的发展战略为研究对象,以战略管理的基本理论和
方法为基础,釆用SWOT分析法等分析工具,深入分析研究影响山东东岳轮胎有限
公司发展的外部环境和内部因素,对公司所面临的机会和威胁、自身具有的优势和劣
势进行了较为全面的分析。通过分析,得出了与该公司发展相适应的发展战略,即釆
用增长型的发展战略。制定了该企业中短期和长期的发展目标,在农业胎领域,建设
中国一流企业和基业常青的企业。进一步制定了该公司的战略实施措施及战略保障措
施,主要的战略实施措施有:发挥企业产品质量和品牌优势;进一步提高技术水平,
提升核心竞争力;扩大生产规模,提高交付能力;加强销售队伍建设。主要的战略保
障措施有:完善人力资源管理;投资新设备;加大技术研发的投入;加强企业文化建
设;提升营销能力。
关键词:东岳轮胎;农业轮胎;发展战略山东人学硕丄学位论文
ABSTRACT
Shandong Dongyue Tyre Co., Ltd was founded in 1970. It was the specialized tyre
company belong to the original Ministry of Chemical Industry. In 2001, approved by the
local government the company was restructured to be private enterprise. Its main product
is agriculture tyres and also produce bias truck tyre、otr tyre and special tyre. After 44
years' development, this company has established the agriculture tyre as leading product in
future. Before 2005,Dongyue tyre had supplied the agriculture tyre to many kinds of farm
machinery all the time along with de development of Chinese farm machinery. This
company had got the main market of agriculture tyre, and become the main production
base of agriculture tyre in China. During the passed lOyears,China government has
adjusted the industrial policy and taken agriculture machinery subsidies policy, these
policies has made the agriculture machinery very fast and significant development. But
Shandong Dongyue Tyre Co., Ltd hasn't analyzed the government policy changes and
hasn't made the new development program and development target, so the enterprise
hasn't made the same development as agriculture machinery during the passed ten years.
Now the company has a serious shortage of the supply ability and sharp drop of market
status.
This article takes the development strategy of Shandong Dongyue Tyre Co.Ltd as the
main research object, based on the basic theory and method of strategy management. It
adopts the method of SWOT analysis tools, examines the external environment and
internal factors which influence the development of Shandong Dongyue Tyre Co.,Ltd. It
identifies the opportunities and threats the company is facing as well as the advantages and
disadvantages of the company itself. Through analysis, it is concluded that the company
should adopt the development strategy of growth. This article also set the medium-term
and long-term development goals for this company, in the field of agriculture tires, it will
be developed as the Chinese first-class enterprises and built to last. It further made the
company's strategic implementation measures and safeguarding measures. The main
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