2012年以后，我国磷复肥行业进入了产能严重过剩的时代，市场竞 争激烈，产品价格低位徘徊；企业倒闭、兼并重组的步伐加快。尤其是 2017年以来 ，行业发展的环保压力和要素成本约束日益突出。 以磷复肥生产为主的安徽六国化工股份有限公司，面临可持续发展 的迫切要求。公司主导产品为磷酸二铵、磷酸一铵、复合肥 ，产业结构 和产品结构单一，面临产品同质化严重、市场竞争激烈的严重局面，盈 利能力下降明显。研究并制定公司发展战略，对于加速公司新的产业体 系的建立，引导公司朝 着正确的方向发展，具有非常积极的意义。 论文主要采用定性研究和定量分析相结合的方法，结合经典战略管 理理论，按照寻找、分析、解决问题的逻辑与思路，首先，使用 PEST分 析法、五力模型分析法对公司所处的宏观环境、行业竞争环境进行分析， 得出公司面临的机遇与威胁；然后，通过对公司内部资源与能力的分析， 找出公司的优势与劣势 。之后，通过SWOT矩阵分析法将公司的优势与 劣势与其所处外部环境的机会和威胁逐一匹配，制定出公司的收缩战略。 最后，结合公司实际情况，从资产处置、研发与生产、组 织结构调整、 人力资源管理、财务管控和资本运作五个方面制定出战略实施的保障措 施。 关键词：环境分析，磷复肥行业，收缩战略，战略实施 THE RESEARCH ON DEVELOPING STRATEGY OF LIUGUO CHEMICAL COMPANY ABSTRACT Starting from 2012, China’s phosphate & compound fertilizer industry has entered into the era of severely excess capacity, with fierce market competition and low product prices. The pace of plant closures, mergers and reorganizations has been accelerated. Especially from 2017, the pressure from environmental protection and the constraints from key costs for the industrial development have become increasingly prominent. Anhui Liuguo Chemical Co., Ltd., which mainly produces phosphate& compound fertilizers, faces the urgent demand for sustainable development. The main products of the company include diammonium phosphate, monoammonium phosphate and compound fertilizers. Its industrial structure and products structure are undiversified, facing severe situation of serious products homogenization and fierce market competition, bringing significant profitability decreases. To study and formulate the company's development strategy has great significance for accelerating the establishment of its new industrial system and guiding itself to the right development direction. This paper mainly adopts the method of integrating qualitative and quantitative analysis. Combining with classical strategic management theories and referring to the logic and ideas of searching for, analyzing and then solving the problem, it firstly employs PEST and Porter’s five forces model to analyze the macro environment, industrial competition environment, putting forward the opportunities and threats facing by the company. Then, the advantages and disadvantages of the company are found out through the analysis of internal resources and capabilities. And then, with SWOT matrix analysis, the company's strengths and weaknesses are correspondingly matched with the opportunities and threats in the external environment, formulating the company's retrenchment strategy. Finally, based on the actual situation of the company, support measures for strategy implementation are formulated from the following five aspects: asset disposal, R&D and production, organizational structure adjustment, human resource management, financial control and capital operation. KEY WORDS：Environmental Analysis, Phosphate & Compound Fertilizer Industry, Retrenchment Strategy, Strategy Implementation 目 录 第一章 绪论 ............................................................................................................................................. 1 1.1 研究背景和意义....................................................................................................................... 1 1.1.1 六国化工 公司的基本概况 ........................................................................................... 1 1.1.2 六国化工公司面临的发展困境 ................................................................................... 2 1.1.3 研究意义 ...................................................................................................................... 4 1.2 研究目的、内容与方法 ........................................................................................................... 4 1.2.1 研究目的 ...................................................................................................................... 4 1.2.2 研究内容 ...................................................................................................................... 4 1.2.3 研究方法 ...................................................................................................................... 6 第二章 公司外部环境分析 ..................................................................................................................... 7 2.1 宏观环境分 析........................................................................................................................... 7 2.1.1 政治环境 ...................................................................................................................... 7 2.1.2 经济环境 .................................................................................................................... 10 2.1.3 社会、人口环境 ........................................................................................................ 13 2.1.4 技术环境 .................................................................................................................... 14 2.2 磷复肥行业现状和趋势分析 ................................................................................................. 15 2.2.1 行业发展现状 ............................................................................................................ 15 2.2.2 行业发展趋势 ............................................................................................................ 17 2.3 磷复肥行业五力模型分析 ..................................................................................................... 17 2.3.1 现有竞争者分析 ........................................................................................................ 18 2.3.2 潜在的进入者分析 .................................................................................................... 20 2.3.3 替代产品的分析 ........................................................................................................ 20 2.3.4 供应商情况分析 ........................................................................................................ 21 2.3.5 购买商情况分析 ........................................................................................................ 22 2.4 外部关键因素评价矩阵 ......................................................................................................... 23 第三章 公司内部环境分析 ................................................................................................................... 25 3.1 公司资源分 析......................................................................................................................... 25 3.1.1 品牌资源分析 ............................................................................................................ 25 3.1.2 特殊的自然资源分 析................................................................................................. 26 3.1.3 人力资源分析 ............................................................................................................ 26 3.1.4 组织资源分析 ............................................................................................................ 28 3.2 公司能力分 析......................................................................................................................... 29 3.2.1 技术和研发能力分 析................................................................................................. 29 3.2.2 市场营销能力分析