I 分类号，F061.3 学校代码，10697 密 级，公 开 学 号，201732167 专 业 学 位 硕 士 论 文 SPECIALIZED MASTER’S DISSERTATION SCE 公司多元化战略研究 学科名称， 工商管理 专业学位类别，工商管理硕士 作者，李民 指导老师，马晓强 西北大学学位评定委员会 二○一九年西北大学硕士学位论文 II摘要 III 摘要 2012 年以来，我国经济发展逐渐进入新常态。在由高速发展转入高质量发展的基本 经济发展基调下，我国煤炭企业及煤化工企业的结构性产能过剩的问题不断突显。实施 供给侧结构性改革、去产能、去库存等发展理念成为煤炭企业和煤化工企业的新发展方 向。同时，在煤化工领域，国家提出发展新型煤化工产业的具体发展要求。煤化工产业 在国民经济中的重要作用进一步得到突显，煤化工企业的深化改革也日趋重要。 SCE 公司作为我国西北地区的一家煤化工企业，多年来从事于甲醇的制造和销售。 在煤化工领域产能结构调整日渐频繁，市场竞争日趋激烈的发展环境下，SCE 公司受企 业多年来经营战略的影响，遇到了严重的企业发展瓶颈。企业战略是企业可持续发展的 重要保障，合适的企业发展战略不仅有助于企业当前竞争能力的提升，更有助于企业发 展目标的实现。 从专业化战略到多元化战略是制造业做大做强的一般选择。本文通过对 SCE 公司 所处行业环境、企业自身环境的分析，认为 SCE 公司具有实施相关多元化战略的条件。 也认为相关多元化战略是符合 SCE 公司发展需要的优势选择。 本文的主要研究内容如下，以 SCE 公司为研究对象，以其实施多元化战略的转型 发展之路为研究问题。从 SCE 公司的企业现状入手，对 SCE 公司基本情况及发展现状 进行了介绍。运用 PEST 分析法、五力模型、SWOT 分析法等分析工具对 SCE 公司面临 的外部环境、行业环境、企业自身环境进行了系统分析。得出了 SCE 公司在实施多元 化战略方面所具有的优势和劣势，面临的机会和威胁。在分析的基础上，本文结合 SCE 公司的自身特点，提出了具有较强针对性的相关多元化发展战略，并提出了相应的保障 措施。 通过研究，本文得出以下结论，实施从甲醇到乙醇、乙二醇的产品线拓展是 SCE 公司实施多元化战略的必然选择。打造煤化工技术培训业务是 SCE 公司将人力资源转 化为人力资本的重要选择，也是支撑产品线拓展的主要业务。建立煤化工科研成果转化 基地是 SCE 公司结合集团发展战略，发挥自身优势，支撑企业技术提高、降低企业经 营风险，实现协同发展的关键步骤。 本文认为，SCE 公司通过实施以上的相关多元化发展思路，能够实现企业从专业化 战略向多元化战略的转型，有效的帮助企业做大做强。本文是基于 SCE 公司当前的发 展环境进行研究，因此具有一定的阶段性和实效性，相信随着企业发展环境的不断变化，西北大学硕士学位论文 IV 还可以进一步展开研究，实现企业战略与环境的动态匹配。 关键词，SCE 公司 煤化工企业 甲醇 多元化战略摘要 V Abstract Since 2012, China's economic development has gradually entered a new normal. Under the basic economic development shift from high-speed development to high-quality development, the problem of structural overcapacity in China's coal enterprises and coal chemical enterprises has become increasingly prominent. The development concept of implementing supply-side structural reform, de-capacity, and destocking has become a new development direction for coal enterprises and coal chemical enterprises. At the same time, in the field of coal chemical industry, the state has proposed specific development requirements for the development of a new coal chemical industry. The important role of the coal chemical industry in the national economy has been further highlighted, and the deepening reform of coal chemical enterprises has become increasingly important. As a coal chemical company in the northwest of China, SCE has been engaged in the manufacture and sale of methanol for many years. Under the increasingly frequent development of the production structure of coal chemical industry and the increasingly fierce market competition, SCE has encountered serious bottlenecks in enterprise development due to the influence of its business strategy for many years. Corporate strategy is an important guarantee for sustainable development of enterprises. Appropriate corporate development strategy not only helps the company's current competitiveness, but also contributes to the realization of corporate development goals. From the specialization strategy to the diversification strategy is the general choice for the manufacturing industry to become bigger and stronger. Based on the analysis of the industry environment and the company's own environment, SCE believes that SCE has the conditions to implement the relevant diversification strategy. It is also believed that the relevant diversification strategy is the advantage choice that meets the development needs of SCE. The main research contents of this paper are as follows: SCE company is the research object, and the road of transformation and development of its diversification strategy is taken as the research problem. Starting from the current situation of SCE company, the basic situation and development status of SCE company were introduced. The PEST analysis method, the five-force model, the SWOT analysis method and other analytical tools were used西北大学硕士学位论文 VI to systematically analyze the external environment, industry environment and enterprise's own environment faced by SCE. It has drawn the advantages and disadvantages of SCE in implementing the diversification strategy, and the opportunities and threats it faces. Based on the analysis, this paper puts forward the relevant diversified development strategy with strong pertinence in combination with the characteristics of SCE company, and proposes corresponding safeguard measures. Through research, this paper draws the following conclusions: The implementation of product line expansion from methanol to ethanol and ethylene glycol is an inevitable choice for SCE to implement a diversification strategy. Creating a coal chemical technology training business is an important choice for SCE to transform human resources into human capital, and is also the main business supporting the expansion of product lines. Establishing a coal chemical research achievement transformation base is a key step for SCE to combine the Group's development strategy, give full play to its own advantages, support enterprise technology improvement, reduce business risk and achieve coordinated development. This paper believes that SCE can realize the transformation of the company from a specialized strategy to a diversified strategy by implementing the above diversified development ideas, effectively helping the company to become bigger and stronger. This paper is based on the current development environment of SCE company, so it has certain stage and effectiveness. It is believed that with the continuous change of the development environment of the enterprise, further research can be carried out to realize the dynamic matching of corporate strategy and environment. Key words: SCE Corporation Coal chemical company Methanol Diversification Strategy目 录 VII 目 录 第 1 章 绪论...............................................................................................................................1 1.1 研究背景与意义............................................................................................................1 1.1.1 研究背景..............................................................................................................1 1.1.2 研究意义..............................................................................................................2 1.2 研究思路与方法............................................................................................................3 1.3 研究内容与框架............................................................................................................4 1.4 本文贡献........................................................................................................................7 第 2 章 相关理论及文献综述...................................................................................................8 2.1 相关理论.......................................................................................................................8 2.1.1 相关多元化战略的内涵与类型..........................................................................8 2.1.2 相关多元化战略的利益与风险............