中国的橡胶制品业随着经济的升级在不断发展进步。就衡水地区而言，橡胶企业 直接推动了地方经济的发展，拉动地方产业升级进步，并为税收作出了卓越贡献。并 且由于国家“一带一路”政策的提出，以及政府多次支持民营企业发展，都鼓励了地 方民营经济不断深入，不断改革进步。但就当前制造业转型升级形势看，橡胶企业仍 亟待需要改善品牌意识差，产品缺乏竞争优势，污染严重等一系列问题。发展任然受 到瓶颈限制并且相比于其他更为发达的省份，河北衡水地区中小民营经济发展仍有很 大差距。众所周知，而想要做出转型很大一方面就是为本地区中小橡塑民营企业的长 远发展提供一份可行的，有计划性的发展战略。 本文以国内外公司战略的相关管理理论为支撑，采用理论研究，逻辑框架，实例 研究等方法。以衡水方舟工程材料有限公司（以下简称方舟公司）作为着手点，对其 公司战略进行分析和研究并制定出新的具有可行性的发展战略。第一步，先介绍本文 研究的方法及技术路线，确定论文研究背景和意义。第二步，基于本文研究介绍战略 发展的相关理论，并将国内外学者相关研究进行了总结。一方面使公司发展战略理论 研究更加具体，另一方面对国内外研究进行综述使之富有逻辑性。第三步，对方舟公 司战略实施效果进行评估。采用无量纲化模型分析出各个指标影响程度，运用功效系 数法将近五年财务指标进行了综合评估。并根据战略实施现状分析出当前存在的问 题。第四步，说明橡胶行业发展现状，运用 PEST 分析法分析当前公司所处的市场， 社会，技术行业的环境。明确当前方舟公司当前环境下的机遇和挑战。并对方舟公司 进行 SWOT 评估，从内外环境，自身机遇和挑战进行入手。根据 IE 模型评估结果重新 对方舟公司进行战略组合，提出可行性和实用性的战略计划。第五步，制定出适合方 舟公司新的发展战略，确定了战略规划，战略目标，选择适合方舟公司的发展战略类 型并对具体内容进行描述。第六步，为了保证发展战略能合理有效地实施，提出了相 应的保障措施，从而使公司的生产发展更加顺利有效。本文针对方舟公司的发展战略 研究，可以帮助管理层抓住生产经营的关键因素。认清当前发展现状，进行综合的分 析和判断，并为重新设计方舟公司的发展战略提供新的研究背景，在分析评估的基础 上来制定公司的战略路线和方针。帮助公司在未来环境中产生较强的适应力，并对促 进衡水地区小微民营企业的长久进步具有关键的指导意义。 关键字：小微企业民营经济 小微企业发展战略 小微企业多元化经营ABSTRACT China's rubber and plastic goods is developing with the development of regional economies. In the case of Hengshui, the development of the local economy has increase by rubber and plastic enterprises that become an important pillar of the local economy and benefits to the local tax revenue. Moreover, both the “Belt and Road” policy and the establishment of the government supports are encourage the continuous improvement of local economies. Unfortunately, the rubber and plastic enterprises still facing their products have no competitive force and environmental pollution, etc. The development of private economy in Hebei is still limited by the bottleneck and there is still a big gap compared with other developed provinces, so far as it goes. As we all know, to make a correct transition is to provide a feasible, planned development strategy for the long-term development of local rubber and plastic private enterprises. In this report, there are several mainly research methods, there are Literature review、 Logical framework、Case study and index analysis. Hengshui Ark Engineering Materials Co. , Ltd. (hereinafter referred to as Ark) is taken as the research object, supported by relevant strategic theories at home and abroad, analyze and evaluate them and work out new feasible development strategy. The first step is to introduce the research method and the technical route, and determine the research background and significance. The second step is to explain the theoretical basis of this study and then to make a review of the theories and methods of corporate strategy both at home and abroad. The third step is to evaluate the effect of Ark's strategy implementation. The dimensionless model is used to analyze the influence degree of each index, and the efficiency Coefficient method is used to evaluate the financial index in recent five years. And according to the strategy implementation present situation analyzes the present existence question. The fourth step, explains the rubber industry development present situation, uses the PEST analysis law to analyze the current company place market, the society, the technical industry environment. Identify Opportunities and challenges in the current environment of Ark. And carries on the SWOT appraisal to the ARK Company, starts from the internal and external environment, own opportunity and the challenge. According to the evaluation result of IE model, the strategic combination of Ark Company is made again, and the feasible and practical strategic plan is put forward. The fifth step, make out the new development strategy for ArkCompany, define the strategic plan, strategic objectives, select the type of development strategy for Ark Company and describe the specific content. The sixth step, in order to ensure the development strategy can be reasonable and effective implementation, put forward corresponding safeguard measures, so that Fangzhou company's production development more smoothly and effectively.The research on strategic management of Ark Company in this paper will help Ark Company to focus on the key factors and work links that affect its operation, and urge Ark Management to recognize the current internal and external environment and strategic management, especially for the lack of analysis and summary, in order to re-design the Ark Company's development strategy to provide a research background, based on the analysis of corporate strategy to formulate the line. In order to make the company in the future environment has a strong adaptability to promote the development of the company has important practical significance. KEYWORDS: Small and micro enterprises private economy small and micro enterprises development strategy small and micro enterprises diversification目 录 摘要.....I Abstract.............................II 第一章 绪论...............- 1 - 1.1 研究背景及意义...- 1 - 1.2 主要研究内容.......- 3 - 1.3 研究方法与技术路线......................... - 5 - 1.3.1 研究方法.....- 5 - 1.3.2 技术路线.....- 5 - 1.4 论文的创新点.......- 7 - 1.5 本章小结...............- 7 - 第二章 企业战略管理理论基础及国内外研究现状..............- 8 - 2.1 企业发展战略管理基础理论.............- 8 - 2.2 企业战略分析和战略评价方法.......- 10 - 2.2.1 PEST 分析法............................- 10 - 2.2.2 SWOT 分析法..........................- 11 - 2.2.3 IE 矩阵模型..............................- 12 - 2.3 国内外研究现状综述 ................... - 13 - 2.3.1 国外研究现状综述................. - 13 - 2.3.2 国内研究现状综述................. - 15 - 2.3.3 国内外研究现状评述............. - 17 - 2.4 本章小结.............- 17 - 第三章 方舟公司发展战略实施效果评估..........................- 18 - 3.1 公司简介.............- 18 - 3.2 公司生产经营现状分析................... - 18 - 3.2.1 营销市场“价格”战略.........- 18 - 3.2.2 家族式企业管理模式............. - 19 - 3.2.3 人力资源成本现状................. - 19 - 3.2.4 产业结构现状......................... - 20 - 3.3 公司战略实施效果评估................... - 20 - 3.3.1 指标体系及评估方法选择.....- 20 - 3.3.2 战略目标达成度分析与评估.- 24 - 3.3.3 公司战略管理存在的主要问题............................- 26 - 3.4 本章小结.............- 27 - 第四章 方舟公司战略制定的内外部环境分析..................- 28 - 4.1 橡胶制品行业分析........................... - 28 - 4.2 方舟公司外部环境分析................... - 29 -4.2.1 政治法律环境......................... - 29 - 4.2.2 经济环境...- 30 - 4.2.3 社会环境...- 30 - 4.2.4 技术环境...- 30 - 4.3 方舟公司内部环境分析................... - 31 - 4.4 方舟公司战略制定的模型分析.......- 32 - 4.4.1 优势分析...- 32 - 4.4.2 劣势分析...- 33 - 4.4.3 机遇和挑战分析..................... - 34 - 4.4.4 IE 模型分析..............................- 35 - 4.5 本章小结.............- 36 - 第五章 方舟公司发展战略分析与制定..............................- 38 - 5.1 方舟公司发展战略规划................... - 38 - 5.3 方舟公司发展战略类型选择........... - 39 - 5.4 多元化发展战略具体内