I 摘要 竞争战略对企业来说意义重大，关乎企业的生死存亡。适时选择正确的竞争战略， 可以使企业有效应对激烈的市场竞争，谋得企业的长远发展。本文的研究对象SDCY 碳材料公司是以生产铝电解用预焙阳极为主的企业，在企业发展初期，通过适用低成 本的竞争战略，企业快速的获得了发展壮大。但近几年，行业产能过剩，竞争日趋激 烈，公司原有的竞争战略已无法抵御激烈的市场竞争。为了积极应对发展颓势，企业 急需重新选择和制定新的竞争战略，以获得长久稳健的发展。 本文在竞争战略相关理论的基础上，结合SDCY碳材料公司的实际，对其企业 竞争战略方案设计进行了系统研究，以期为企业确立差异化竞争战略提供参考。本文 按照“调查发现问题、深入分析原因、提出解决方案”这一路线展开研究。首先，梳 理有关企业战略的国内外研究成果理论，归纳总结出能够借鉴的理论基础；其次，通 过梳理内外环境，具体运用PEST分析模型和波特五力模型，初步得出企业自身的优 势劣势和面临的机遇威胁；再者，通过SWOT分析法建立竞争战略备选方案的分析 矩阵，利用战略方位角确定了备选战略，为实施备选战略设计了三类竞争战略方案。 同时，结合公司实际，对三类竞争战略进行了可行性分析，并通过QSPM矩阵分析 工具进行了定量性的研究验证。最后，针对所选择的差异化竞争战略做出具体战略实 施内容，并进一步明确提出战略保障措施。本文的研究对改善SDCY碳材料公司的 经营状况，应对在日益激烈的市场竞争中保持优势具有一定的指导意义。 关键词：碳材料；SWOT分析；差异化竞争战略 山东理工大学硕士学位论文ABSTRACT II ABSTRACT Competitivestrategyisofgreatsignificancetotheenterprise,whichisrelatedtothe survivaloftheenterprise.Choosingtherightcompetitivestrategyattherighttimecan enabletheenterprisetoeffectivelycopewiththefiercemarketcompetitionandseekthe long-termdevelopmentoftheenterprise.Theresearchobjectofthispaper,SDCYcarbon materialsco.,ltd.isanenterprisemainlyengagedintheproductionofpre-bakedanodefor aluminumelectrolysis.Intheearlystageoftheenterprise'sdevelopment,theenterprise rapidlygainedstrengthbyapplyingthelow-costcompetitivestrategy.Butinrecentyears, theindustryovercapacity,increasinglyfiercecompetition,thecompany'soriginal competitivestrategyhasbeenunabletoresistthefiercemarketcompetition.Inorderto activelyrespondtothedecliningtrendofdevelopment,enterprisesurgentlyneedtochoose andformulatenewcompetitivestrategiestoachievelong-termandsteadydevelopment. BasedonthetheoryofcompetitivestrategyandthepracticeofSDCYcarbon materialsco.,LTD.,thispapermakesasystematicstudyonthedesignofdifferentiated competitivestrategyofSDCYcarbonmaterialsco.,LTD.,soastoprovideareferencefor theestablishmentofdifferentiatedcompetitivestrategy.Thispaperconductsresearch accordingtotherouteof"findingproblems,analyzingcausesandproposingsolutions". Firstofall,thedomesticandforeignresearchachievementsoftheenterprisestrategy theory,summedupthetheoreticalbasisforreference;Secondly,bysortingouttheinternal andexternalenvironment,andspecificallyusingPESTanalysismodelandporter'sfive forcesmodel,theadvantagesanddisadvantagesoftheenterpriseandthethreatsto opportunitiesarepreliminarilyobtained.Furthermore,SWOTanalysisisusedto establishtheanalysismatrixofcompetitivestrategyalternativesandtoscreenthe feasibilityofalternativestrategies.Atthesametime,throughtheconstructionofinternal andexternalenvironmentalfactorsevaluationmatrix,theSWOTanalysisofquantitative research,toverifythecompany'schoiceofdifferentiatedcompetitivestrategyscientific andaccurate.Finally,accordingtotheselecteddifferentiatedcompetitionstrategytomake aspecificstrategyimplementationcontent,andfurtherclearlyputforwardthestrategic safeguardmeasures.Theresearchinthispaperhascertainguidingsignificancefor improvingtheoperationstatusofSDCYcarbonmaterialscompanyandmaintainingits advantagesintheincreasinglyfiercemarketcompetition. Keywords:Carbonmaterial;SWOTanalysis;Differentiatedcompetitivestrategy 山东理工大学硕士学位论文目录 III 目录 摘要....................................................................................................................................I ABSTRACT..............................................................................................................................II 目录................................................................................................................................III 第一章绪论......................................................................................................................1 1.1研究背景和意义.....................................................................................................1 1.1.1研究背景......................................................................................................1 1.1.2研究意义......................................................................................................1 1.2国内外文献综述.....................................................................................................2 1.2.1竞争战略的概念和发展..............................................................................2 1.2.2影响竞争战略选择的因素..........................................................................2 1.2.3差异化竞争战略对公司的影响..................................................................3 1.2.4差异化竞争战略的制定与实施..................................................................3 1.2.5差异化竞争战略实例研究..........................................................................4 1.2.6研究评述......................................................................................................4 1.3研究内容和方法.....................................................................................................4 1.3.1研究内容......................................................................................................4 1.3.2研究方法......................................................................................................5 1.3.3技术路线......................................................................................................5 第二章竞争战略的理论基础及研究方法........................................................................7 2.1竞争战略理论.........................................................................................................7 2.1.1总成本领先战略..........................................................................................7 2.1.2差异化战略..................................................................................................7 2.1.3集中化战略..................................................................................................7 2.2竞争战略分析工具.................................................................................................8 2.2.1PEST分析模型.............................................................................................8 2.2.2“波特五力”模型.......................................................................................9 2.2.3SWOT分析模型..........................................................................................10 2.2.4外部/内部因素评价(EFE/IFE)矩阵........................................................10 第三章SDCY公司内部发展环境分析.............................................................................11 3.1SDCY公司概况.....................................................................................................11 3.2SDCY公司内部环境分析.....................................................................................11 3.2.1公司组织结构............................................................................................11 山东理工大学硕士学位论文目录 IV 3.2.2公司人力资源情况....................................................................................12 3.2.3生产及研发情况........................................................................................15 3.2.4产品情况....................................................................................................16 3.2.5公司财务情况............................................................................................17 3.2.6市场营销情况............................................................................................17 3.3内部因素