I 摘要 近年来，专业化、信息化煤炭港口纷纷崛起，越来越多的客户对港口服务也提 出更高要求，这使煤炭港口间竞争呈白热化趋势。港口行业发展也进入了新的时代， 单纯的扩能或者配套设施的增加已不是提升企业核心竞争力的必然选择，智慧港口、 绿色港口建设正在引领新一轮港口转型升级，港口之间的竞争已经扩大到区域竞争、 通道竞争。采用科学合理的发展战略、审时度势的发展规划有助于企业占有更多的 市场份额和获得客户的青睐。 本文以国投曹妃甸港口有限公司（以下简称国投曹妃甸港）为案例，就当前该 港口的发展战略展开研究分析。采用理论研究法、个案分析法、定量分析法等研究 方法，结合煤炭港口行业的特点和发展趋势，对国投曹妃甸港的发展战略进行了分 析研究。国投曹妃甸港由于组建时间短，发展战略定位不清晰，面临选择发展方向、 优化配置资源、探索保持核心竞争力等一系列问题。 本文结合实践的基础上，运用竞争战略管理理论的相关原理，采用五力模型、 SWOT、PEST和企业价值链分析等方法，在对国投曹妃甸港面临的内部、外部战略 环境进行了全面细致的分析后,提出实施发展战略的必要性和具体实施方案，确定了 未来公司发展适用的品牌战略、营销战略、企业文化战略、人力资源战略、财务战 略等竞争战略，并提出了进一步提高港口物流链的发展优势；加强企业文化建设； 深化企业内部绩效管理；加强内部经营决策系统完善等具体的保障措施，促进发展 战略获得有效实施。同时，因提出的对策举措具有普遍性特点，因此希望本研究不 仅能够为同行业的公司提供有价值的实证参考，而且能为国投集团其他项目的经营 发展提供有意义的参考。 关键词：曹妃甸港；发展战略；竞争环境；策略 燕山大学工商管理硕士学位论文 II Abstract Inrecentyears,specializedandinformationizedcoalportshaveemerged,andmore andmorecustomershaveputforwardhigherrequirementsforportservices,whichhas madethecompetitionamongcoalportswhite.Itisunwisefortheportindustrytorelyon blindexpansionofportcapacityorincreasethescaleofsupportingfacilities.Itneedsto activelyadapttoenvironmentalchangesunderthenewsituation,adoptscientificand rationaldevelopmentstrategies,andenhancethecorecompetitivenessofenterprises,with aviewtooccupyingmoreThemarketshareandthefavorofcustomershaveenabledthe companytoachieverapiddevelopmentandremaininvincibleinthefiercemarket competition. ThisarticletakesSDICCaofeidianPortCo.,Ltd.(hereinafterreferredtoasSDIC CaofeidianPort)asanexampletoconductresearchandanalysisonthecurrent developmentstrategyoftheport.Usingtheoreticalresearchmethods,caseanalysis methods,quantitativeanalysismethodsandotherresearchmethods,combinedwiththe characteristicsanddevelopmenttrendsofthecoalportindustry,thedevelopmentstrategy ofSDICCaofeidianPortwasanalyzed.Duetotheshortset-uptimeandtheunclear developmentstrategy,SDICCaofeidianPortfacesaseriesofproblemssuchasselecting thedevelopmentdirection,optimizingtheallocationofresources,andexploringand maintainingcorecompetitiveness. Basedonthepracticeofthethesis,usingtherelevantprinciplesofcompetitive strategymanagementtheory,usingthefive-forcemodel,SWOT,PESTandenterprise valuechainanalysis,theinternalandexternalstrategicenvironmentfacedbySDIC CaofeidianPortwascomprehensivelyandmeticulouslyAftertheanalysis,itputsforward thenecessityandspecificimplementationplanofimplementingthedevelopmentstrategy, anddeterminesthecompetitivestrategyofbrandstrategy,marketingstrategy,corporate culturestrategy,humanresourcestrategyandfinancialstrategyapplicabletothefuture developmentofthecompany,andproposestofurtherimprovetheportlogisticschain.The Abstract III developmentadvantages;strengthentheconstructionofcorporateculture;deepenthe internalperformancemanagementofenterprises;strengthenthespecificsafeguard measuressuchastheimprovementofinternalbusinessdecision-makingsystem,and promotetheeffectiveimplementationofdevelopmentstrategies.Atthesametime, becausetheproposedcountermeasureshaveuniversalcharacteristics,itishopedthatthis researchcannotonlyprovidevaluableempiricalreferenceforcompaniesinthesame industry,butalsoprovidemeaningfulreferenceforthedevelopmentofotherprojectsof SDICGroup. Keywords :CaofeidianPort;developmentstrategy;Thecompetitiveenvironment; Strategy 燕山大学工商管理硕士学位论文 IV 目录 摘要............................................................................................................................I Abstract .......................................................................................................................II 第1章绪论........................................................................................................-1- 1.1研究的背景和意义...................................................................................-1- 1.1.1研究背景........................................................................................-1- 1.1.2研究意义........................................................................................-2- 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................................................................................-4- 1.2.3国内外研究现状评述....................................................................-6- 1.3研究的主要内容及方法.........................................................................-6- 1.3.1研究主要内容..............................................................................-6- 1.3.2研究方法......................................................................................-7- 第2章国投曹妃甸港行业外部环境分析..........................................................-9- 2.1国投曹妃甸港发展状况...........................................................................-9- 2.1.1国投曹妃甸港基本情况................................................................-9- 2.1.2股东实力........................................................................................-9- 2.2宏观环境分析.........................................................................................-10- 2.2.1政治环境......................................................................................-10- 2.2.2经济环境......................................................................................-10- 2.2.3社会文化......................................................................................-11- 2.2.4技术环境......................................................................................-12- 2.3行业竞争环境分析——五种竞争力量.................................................-13- 2.3.1购买者议价能力..........................................................................-13- 2.3.2供应方讨价还价能力..................................................................-15- 2.3.3替代品的压力..............................................................................-15- 2.3.4新进入者......................................................................................-16- 目录 V 2.3.5现有的主要竞争对手..................................................................-17- 2.4国投曹妃甸港面临的机会和威胁.........................................................-19- 2.4.1机会..............................................................................................-19- 2.4.2威胁..............................................................................................-19- 2.5本章小结.................................................................................................-20- 第3章国投曹妃甸港内部环境分析..................................................................-21- 3.1公司资源能力分析.................................................................................-21- 3.1.1港口硬件条件分析......................................................................-21- 3.1.2组织结构分析..............................................................................-21- 3.1.3人力资源分析..............................................................................-22- 3.1.4经济效益分析..............................................................................-24- 3.1.5营销能力分析..............................................................................-25- 3.1.6生产状况与技术设备分析...............