I 摘要 随着山东新旧动能转换综合试验区建设正式成为国家战略，山东开始全面 实施新旧动能转换。在此背景下，作为山东经济支柱的地炼行业的转型升级显 得更加迫切和重要，山东万通石化集团作为一家民营炼化企业在此严峻形势下， 应努力解决自身问题，应用制定战略的理论，结合科学的分析方法，系统研究 公司的发展策略问题。 本文以山东万通石化集团作为研究对象，指出企业在管理模式、生产模式、 财务管理、科研投入、多元化发展方面存在诸多问题。本文依据现代战略管理 理论，在新旧动能转换的政策背景下，运用PEST、SWOT、波特五力模型等工具 分析了企业的发展环境，在此基础上得出了优化的企业发展战略：炼化一体化 战略、差异化发展战略、战略联盟或兼并重组战略。本文最后分析了企业为实 现发展目标而采取的保障措施，除去政策支持以外，公司应该进行组织管理创 新、重视人力资源管理、进行营销创新、科研创新、实施稳健的财务管理，建 立科学的现代管理体系。本文希望对万通石化集团的可持续发展提供重要的借 鉴和参考。 关键词：民营地炼；新旧动能转换；发展战略 Abstract II Abstract Withtheconstructionofthecomprehensiveexperimentalzoneforthe conversionofoldandnewkineticenergyinShandongofficiallybecominganational strategy,Shandonghasstartedtoimplementtheconversionofoldandnewkinetic energyinanall-roundway.Inthiscontext,asthepillarofShandongeconomy,the transformationandupgradingoftherefiningindustryismoreurgentandimportant. Asaprivaterefiningandchemicalenterprise,ShandongWantongPetrochemical Groupshouldstrivetosolveitsownproblems,applythetheoryofstrategymaking, combinedwithscientificanalysismethods,andsystematicallystudythedevelopment strategyofthecompany. TakingShandongWantongPetrochemicalGroupastheresearchobject,this paperpointsoutthattherearemanyproblemsinmanagementmode,production mode,financialmanagement,scientificresearchinvestmentanddiversified development.Basedonthemodernstrategicmanagementtheory,underthepolicy backgroundofthenewandoldkineticenergytransformation,thispaperanalyzesthe developmentenvironmentoftheenterprisebyusingpest,SWOT,Porter'sfiveforces modelandothertools,andonthisbasisobtainstheoptimizedenterprisedevelopment strategy:refiningandchemicalintegrationstrategy,differentiateddevelopment strategy,strategicallianceormergerandreorganizationstrategy.Inadditiontopolicy support,thecompanyshouldcarryoutorganizationalmanagementinnovation,attach importancetohumanresourcemanagement,carryoutmarketinginnovation, scientificresearchinnovation,implementsoundfinancialmanagement,andestablish ascientificmodernmanagementsystem.Thispaperhopestoprovideanimportant referenceforthesustainabledevelopmentofWantongPetrochemicalGroup. Keywords:privaterefining；conversionofnewandoldkineticenergy； developmentstrategy 目录 III 目录 摘要..............................................................................................................I Abstract.......................................................................................................II 目录...........................................................................................................III 第一章绪论.............................................................................................1 第一节研究背景及意义....................................................................................1 一、研究的背景......................................................................................................................1 二、研究的意义......................................................................................................................2 第二节国内外研究综述....................................................................................2 一、国外研究综述..................................................................................................................2 二、国内研究综述..................................................................................................................5 第三节研究的内容和方法................................................................................7 一、研究的内容......................................................................................................................7 二、研究方法..........................................................................................................................9 第二章理论基础...................................................................................10 一、新旧动能转换................................................................................................................10 二、战略管理理论................................................................................................................10 第三章山东万通石化集团发展现状及存在的问题..........................12 第一节山东地炼行业及公司概况....................................................................12 一、山东地炼行业简介........................................................................................................12 二、山东万通石化集团公司概况........................................................................................13 第二节公司现有发展策略..............................................................................14 目录 IV 一、现有炼化板块的业务延伸与拓展................................................................................14 二、尝试多元化发展............................................................................................................15 第三节公司管理及发展存在的问题................................................................15 一、传统民营企业管理模式不适应企业持续发展............................................................15 二、财务管理不稳健，企业面临“失血”境地.....................................................................17 三、科研投入不足导致企业发展缺乏后劲........................................................................17 四、现有生产模式面临被市场淘汰的风险........................................................................18 五、盲目多元化未给企业带来新的利润增长点................................................................19 第四章山东万通石化集团发展环境分析..........................................20 第一节内部条件分析......................................................................................20 一、组织结构........................................................................................................................20 二、人力资源管理................................................................................................................21 三、营销能力........................................................................................................................21 四、生产能力........................................................................................................................22 五、财务管理........................................................................................................................22 六、企业文化........................................................................................................................23 第二节外部环境分析......................................................................................24 一、宏观环境分析（PEST）...............................................................................................24 二、炼化经济特性分析........................................................................................................28 三、行业竞争结构分析（波特五力模型）........................................................................28 四、新旧动能转换背景下山东地炼行业的发展趋势........................................................33 第三节企业SWOT分析.................................................................................36 一、优势................................................................................................................................37 二、劣势................................................................................................................................38 三、机会...........................................................................................................