-I- 中文摘要 天然气产业是事关国计民生的支柱型产业，人们对天然气的需求日趋增高， 与此同时，同行业间的竞争者层出不穷，在此背景下，本文以H天然气销售公司 的发展为研究目标，对其战略选择进行研究，对于公司乃至整个天然气行业发展， 都具有重要的现实意义。 本研究在分析国内外战略发展相关文献资料的基础上，对H天然气销售公司 的发展战略问题展开研究。本研究主要从以下分析思路展开：首先对本文的选题 背景、国内外发展战略研究现状、本文的研究内容、技术路线和框架进行阐述。 其次，系统整理了本研究将涉及到的战略及发展战略相关理论，并对企业战略管 理分析工具进行介绍。再次，介绍H天然气销售公司概况，运用SWOT分析框架对 其内外部环境进行深入分析，并对公司发展的外部机遇和制约因素进行有效识别， 运用SWOT分析法构建战略分析矩阵。四是在明确战略定位和战略目标的基础之上， 通过对发展战略进行比较分析，提出适合H天然气销售公司的发展战略。五是对 公司发展战略实施过程进行设计，提出了战略实施的保障措施。以期通过上述研 究对H天然气销售公司新市场环境下的战略抉择提供助力。 关键词：天然气产业；战略选择；SWOT矩阵 黑龙江大学硕士学位论文 -II- Abstract The natural gas industry is a pillar industry related to the national economy and people's livelihood. People's demand for natural gas is increasing day by day. At the same time, competitors in the same industry are emerging one after another. Under this background, this paper takes the development of H Natural Gas Sales Company as the research objective and studies its strategic choice, which has important practical significance for the development of the company and even the whole natural gas industry. On the basis of analysis of relevant literature on strategic development at home and abroad, this research studies the development strategy of H Natural Gas Sales Company. This research is mainly carried out from the following analysis ideas: Firstly, the background of the topic selection, the research status of development strategy at home and abroad, the research content, technical route and framework of this paper are elaborated. Secondly, the related theories of strategy and development strategy involved in this study are systematically sorted out, and the analysis tools of enterprise strategic management are introduced. Thirdly, it introduces the general situation of H Natural Gas Sales Company, analyzes its internal and external environment in depth using SWOT analysis framework, and effectively identifies the external opportunities and constraints of the company's development, and constructs a strategic analysis matrix using SWOT analysis method. Fourth, on the basis of clear strategic positioning and strategic objectives, through comparative analysis of development strategies, the development strategy suitable for H natural gas sales company is put forward. The fifth is to design the implementation process of the company's development strategy and put forward safeguard measures for the implementation of the strategy. With a view to providing assistance to H Natural Gas Sales Company's strategic choice under the new market environment through the above research. Keywords：Natural gas industry; Strategic choice; SWOT matrix 目录 -III- 目录 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 绪论..................................................................................................................................1 一、研究背景..........................................................................................................1 二、研究目的及意义..............................................................................................2 （一）研究目的..............................................................................................2 （二）研究意义..............................................................................................2 三、国内外研究现状..............................................................................................3 （一）国外研究现状......................................................................................3 （二）国内研究现状......................................................................................5 （三）国内外研究现状述评..........................................................................6 四、研究内容、方法及技术路线..........................................................................7 （一）研究内容..............................................................................................7 （二）研究方法..............................................................................................8 （三）技术路线..............................................................................................9 第一章 相关理论概述..................................................................................................10 第一节 战略理论..................................................................................................10 一、战略和战略管理....................................................................................10 二、战略管理过程........................................................................................10 三、战略管理层次........................................................................................10 第二节 发展战略相关理论..................................................................................11 一、发展战略定义........................................................................................11 二、发展战略类型........................................................................................12 第三节 企业战略管理分析工具..........................................................................13 本章小结................................................................................................................13 黑龙江大学硕士学位论文 -IV- 第二章 H天然气销售公司概况及内外部环境分析..................................................15 第一节 H天然气销售公司概况..........................................................................15 一、公司概况................................................................................................15 二、经营概况................................................................................................16 三、人员概况................................................................................................17 第二节 H天然气销售公司的外部环境分析......................................................17 一、宏观环境分析........................................................................................17 二、天然气销售行业环境分析....................................................................24 三、外部环境机会与威胁分析....................................................................30 第三节 H天然气销售公司的内部环境分析......................................................31 一、内部情况................................................................................................31 二、内部环境优势与劣势分析....................................................................35 第四节 构建SWOT分析矩阵.............................................................................36 本章小结................................................................................................................37 第三章 H天然气销售公司发展战略的制定..............................................................38 第一节 发展战略指导思想和愿景......................................................................38 一、总体指导思想........................................................................................38 二、总体战略愿景........................................................................................39 第二节 发展战略定位及目标..............................................................................41 一、发展战略定位...............................................