I 摘要 “5.12”特大地震后，四川地区蓬勃发展的基础设施建设、居高不下的房价、愈加严 格的环保督察带动了水泥的旺盛需求。大大小小的水泥企业建成投产、快速发展，产 量不断增长。四川G水泥有限公司作为四川盆地北部新兴的水泥企业，面对着日益凸 显的行业竞争等问题。怎样不断发展壮大自身，在竞争激烈的行业中屹立不倒，成为 G水泥有限公司当下的工作重点，最首要的是要对自身竞争力水平作出客观合理的评 价，并针对性地提出竞争力提升策略。 本文运用PEST分析模型和波特五力模型等方法，从外部、内部环境出发，定性 分析G水泥有限公司基本情况，并选取合理的指标建立评价体系，采用因子分析定量 比较G水泥有限公司与同一地区主要竞争对手的竞争力水平。分析结果表明，G水泥 有限公司的综合实力在同一地区的5个水泥企业中处于下游，与同地区的先进企业有 较大差距。其盈利能力、发展能力、资金实力和资源情况都未在单项拔得头筹，资源 情况和资金实力都处于单项最末。所以在制定提升竞争力策略时，应着重发展能力和 资金管理等方面。根据G水泥有限公司存在的短板，本文从资金管理、技术创新、品 牌管理等几个方面提出竞争力提升策略，并分为近期、中期、长期三个阶段，分别提 出了核心策略。 关键词：PEST分析模型；波特五力模型；竞争力提升 论文类型：应用研究(ApplicationResearch) 西南科技大学硕士学位论文 II ABSTRACT Afterthe5.12WenchuanEarthquake,theboominginfrastructureconstruction,high housingpricesandincreasinglystricterenvironmentalsupervisioninSichuanhavedriven thestrongdemandforcement.Largeandsmallcemententerpriseshavebeenputinto operationanddevelopedrapidlywiththeiroutputincreasingcontinuously.Asanemerging cemententerpriseinnorthernSichuanBasin,SichuanGCementCo.,Ltd.isfacing increasinglyprominentindustrialcompetitionandotherproblems.Howtocontinuously developandstrengthenitselfandstandfirminthecompetitiveindustryhasbecomethe currentfocusofGCementCo.,Ltd.Themostimportantthingistomakeanobjectiveand reasonableevaluationofthelevelofitscompetitiveness,andtoputforwardstrategiesto enhanceitscompetitiveness. Inthispaper,PESTanalysismodel,MichaelPorter'sFiveForcesModelandother methodsareusedtoqualitativelyanalyzethebasicsituationofGCementCo.,Ltd.fromthe externalandinternalenvironment,andreasonableindexesareselectedtoestablishan evaluationsystem.Also,factoranalysisisusedtoquantitativelycomparethe competitivenesslevelofGCementCo.,Ltd.withmajoritscompetitorsinthesameregion. Accordingtotheanalysisresults,thecomprehensivestrengthofGCementCo.,Ltd.isinthe downstreamofthe5cemententerprisesinthesameregion,andthereisabiggapwiththe advancedenterprises.Itsprofitability,developmentability,capitalstrengthandresourcesare notinthefirstplace,anditsresourcesandcapitalstrengthareattheendofthesingleitem. Therefore,whenformulatingstrategiestoenhancecompetitiveness,weshouldfocuson developingcapabilitiesandfundmanagement.AccordingtotheshortcomingsofGCement Co.,Ltd.,thispaperputsforwardthestrategyofimprovingcompetitivenessfromseveral aspectsincludingcapitalmanagement,technologicalinnovationandbrandmanagement,and itputsforwardcorestrategiesforshortterm,mediumtermandlongterm,respectively. KEYWORDS:PESTanalysismodel；MichaelPorter'sFiveForcesModel；Competitiveness improvement TYPEOFTHESIS:ApplicationResearch 目录 III 目录 第一章绪论.......................................................................................................................1 1.1研究背景及意义.............................................................................................................1 1.1.1选题背景..................................................................................................................1 1.1.2研究意义..................................................................................................................1 1.2研究思路与方法.........................................................................................................2 1.2.1研究思路..................................................................................................................2 1.2.2研究方法..................................................................................................................2 1.3国内外研究现状.........................................................................................................3 1.3.1国外关于竞争力评价的研究..................................................................................3 1.3.2国内关于竞争力评价的研究..................................................................................3 第二章基本概念及理论.......................................................................................................10 2.1竞争力及其分析工具...................................................................................................10 2.1.1竞争力的界定........................................................................................................10 2.1.2竞争力分析工具....................................................................................................12 2.2竞争力提升理论...........................................................................................................13 2.2.1竞争战略理论........................................................................................................13 2.2.2核心竞争力理论....................................................................................................13 2.2.3执行力理论............................................................................................................14 2.2.4激励理论................................................................................................................14 第三章G水泥有限公司外部环境分析...............................................................................15 3.1G水泥有限公司概况....................................................................................................15 3.2G水泥有限公司外部环境............................................................................................15 3.2.1宏观环境分析........................................................................................................15 3.2.2行业环境分析........................................................................................................16 第四章G水泥有限公司内在优、劣势分析........................................................................18 4.1G水泥有限公司内在优势............................................................................................18 4.1.1自有原材料优势....................................................................................................18 4.1.2区位及市场优势....................................................................................................18 4.1.3技术优势................................................................................................................18 4.1.4国有企业背景优势................................................................................................19 4.2G水泥有限公司的自身局限.......................................................................................19 4.2.1产品差异化不明显................................................................................................19 4.2.2人力资源与发展需求尚有差距............................................................................19 4.2.3研发能力较弱........................................................................................................19 西南科技大学硕士学位论文 IV 4.2.4产品创新程度较低................................................................................................20 4.2.5运输成本较高........................................................................................................20 第五章G水泥有限公司的竞争力评价.............................................................................21 5.1竞争力指标体系选择...................................................................................................21 5.1.1评价指标体系选取的原则....................................................................................21 5.1.2构建竞争力评价指标体系....................................................................................21 表5-1水泥企业竞争力评价体系.....