-I- 摘要 烟草行业是一个对国家经济起到重要作用的产业，长久以来对我国的经济发展 形成了极大作用。烟草机械制造企业作为烟草行业里一个重要的组织机构，对推进 整个烟草行业的发展更是有着重要作用。随着市场竞争的不断变化，烟草机械企业 面临着更加严峻的挑战。 秦皇岛烟机公司是中国烟草直属行业内唯一一家提供制丝设备的企业，得益于 中国烟草总公司对国产烟机发展的大力支持，秦皇岛烟机公司发展十分迅速，然而 近年来受宏观环境影响，卷烟厂、复烤厂技术改造逐渐减少，秦皇岛烟机公司面临 需求下滑、竞争加剧等诸多困难。企业如何提升核心竞争力，成为秦皇岛烟机公司 亟需解决的问题。 本文以秦皇岛烟机公司为研究对象，通过文献研究、定量定性分析等研究方法， 分析企业外部和内部环境，制定了适合秦皇岛烟机公司发展的战略方案及实施对策。 首先，基于国内外战略管理研究现状，概括战略管理的相关理论，为论文研究奠定 理论基础。其次，对秦皇岛烟机公司外部环境和内部环境进行分析。利用PEST分析 方法和波特五力模型对秦皇岛烟机公司宏观环境和行业竞争环境进行分析，找到企 业外部环境中面临的机会与威胁，并根据秦皇岛烟机公司现有的资源与能力，找到 企业内部的优势和劣势，为秦皇岛烟机公司战略制定做准备。再次，基于SWOT 矩 阵进行秦皇岛烟机公司战略方案设计与选择，确定公司战略方针与战略目标。最后， 从企业市场化建设、优化生产管理、加强人才队伍建设、强化全员参与意识以及成 立战略控制委员会等制定战略实施对策。 关键字：烟草机械；战略管理；环境分析；PEST；SWOT矩阵 燕山大学工商管理硕士学位论文 -II- Abstract Tobacco industry is an industry that plays an important role in national economy and has been playing an important role in China's economic development for a long time. As an important part of the tobacco industry, tobacco machinery company plays an important role in the development of the whole tobacco industry in China. With the continuous changes of market competition, tobacco machinery enterprises are facedwithmorerigorous challenges. Qinhuangdao machine company is directly under China's tobacco industry the only company providing silk equipment enterprises, thanks to the China national tobacco corporation to support the development of domestic cigarette machine, Qinhuangdao machine in the rapidly growing company in recent years, however, affected by the macro environment, cigarette factories, Leaf clover factory technical reform gradually reduce, Qinhuangdao machine company faced with falling demand, competition, and many other difficulties. How to improve the core competitiveness of the enterprise has become an urgent problem for Qinhuangdao machine company. This paper takes Qinhuangdao machine company as the research object, analyzes the external and internal environment of the enterprise through literature research, quantitative and qualitative analysis and other research methods, and formulates the strategic plan and implementation countermeasures suitable for the enterprise development. First, based on the current situation of strategic management research at home and abroad, summarize relevant theories of strategic management, and lay a theoretical foundation for the research. Secondly, the internal and external environment of Qinhuangdao machine company is analyzed. Using PEST analysis method and the model of porter five to Qinhuangdao machine company analyze the macro environment and industry competition environment, to find the external opportunities and threats, and according to Qinhuangdao machine company's existing resources and capabilities, find internal advantages and disadvantages, preparing for Qinhuangdao machine company strategy development. Thirdly, based on the SWOT matrix, design and select the strategic plan of Qinhuangdao machine company, and Abstract -III- determine the company's strategic policy and strategic goal. Finally, the strategy implementation countermeasures are formulated from the aspects of enterprise marketization construction, production management optimization, talent team construction, strengthening the sense of full participation and setting up the strategic control committee. Keywords：tobacco machinery;strategic management;environmental analysis;PEST;the SWOT matrix 目 录 -V- 目 录 摘要 ....................................................................................................................................... I? ABSTRACT ......................................................................................................................... II?? 第1章绪论 .......................................................................................................................... 1? 1.1 研究的背景及意义 .................................................................................................. 1? 1.1.1 研究背景 ........................................................................................................... 1? 1.1.2 研究意义 ........................................................................................................... 1? 1.2 国内外研究现状 ...................................................................................................... 2? 1.2.1 国外研究现状 ................................................................................................... 2? 1.2.2 国内研究现状 ................................................................................................... 3? 1.2.3 国内外研究评述 ............................................................................................... 5? 1.3 研究内容与研究方法 .............................................................................................. 5? 1.3.1 研究内容 ........................................................................................................... 5? 1.3.2 研究方法 ........................................................................................................... 6? 第2章相关理论概述 .......................................................................................................... 7? 2.1 企业战略管理的含义及过程 .................................................................................. 7? 2.1.1 企业战略管理的含义 ....................................................................................... 7? 2.1.2 企业战略管理的作用 ....................................................................................... 8? 2.1.3 企业战略管理的特点 ....................................................................................... 8? 2.1.4 企业战略管理的原则 ....................................................................................... 9? 2.1.5 企业战略管理的过程 ....................................................................................... 9? 2.2 战略分析工具 ........................................................................................................ 11? 2.2.1 PEST分析方法 ................................................................................................ 11? 2.2.2 五力模型分析法 ............................................................................................. 11? 2.2.3 SWOT分析法 .................................................................................................. 12? 2.3 本章小结 ................................................................................................................ 14? 第3章秦皇岛烟草机械有限责任公司外部环境分析 .................................................... 15? 燕山大学工商管理硕士学位论文 -VI- 3.1 秦皇岛烟草机械有限责任公司宏观环境分析 .................................................... 15? 3.1.1 政治环境 ......................................................................................................... 15? 3.1.2 经济环境 ......................................................................................................... 16? 3.1.3 社会文化环境 ................................................................................................. 18? 3.1.4 科技环境 ......................................................................................................... 18? 3.2 行业竞争环境分析 ................................................................................................ 20? 3.2.1 行业总体