大连理工大学专业学位硕士学位论文
摘
要
作为公认的不可再生资源，世界已探明的石油储备量正随着各国的开采不断地减
少，我国作为富煤少油的能源消耗大国，大力开展煤化工产业以部分替代石油化工，不
仅可以缓解当前石油资源紧缺的局面，同时也可以作为能源技术储备来确保国家能源战
略的安全，而煤制烯烃项目在整个煤化工中扮演着至关重要的角色。A能源催化剂公司
作为煤制烯烃催化剂生产的开创企业，一直在行业内占据着举足轻重的位置。然而，随
着市场上新参与者的不断加入、可替代产品和工艺的研发以及行业内竞争态势的逐渐白
热化等，A公司的领先地位不断受到冲击和挑战。于此同时，随着煤炭价格的不断波动，
以及我国对能源产业规划政策中一直强调要大力发展环保和新型能源的趋势越来越明
显，A公司作为传统煤炭化工行业关联企业，其主要业务必将受到严重的冲击，A公司
必须要找到有效途径来迎接各方的挑战。因此，持续不断地提升企业的竞争力，建立有
效的竞争战略来保证市场占有率是A公司发展规划的重中之重，这也是本论文研究的意
义所在。
本论文全文共分为五个部分，分别是绪论、A公司的外部环境分析、内部环境分析、
竞争战略模型的建立与确定以及竞争战略方案的实施与保障，并按照发现问题、分析问
题和解决问题的思路系统地开展研究。运用PEST模型、波特五力模型、SWOT模型、价
值链模型、竞争战略等分析工具和理论，结合国内外文献和研究资料作为参考，保证制
定的竞争战略方案和保障措施的可靠性和适用性。
最终本论文提出A公司应该实施差异化竞争战略，分别从产品结构优化、技术服务
增值、品牌形象定位规划和前瞻性基础保障四方面的总体竞争战略出发，结合技术创新、
全面的市场调研、组织力量的整合以及合作共赢的保障措施助力A公司提高自身竞争实
力。
关键词：能源化工企业；竞争战略；差异化战略
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A能源催化剂公司竞争战略研究
Study on Competitive Strategy of A Energy Catalyst Compan
Abstract
As well-konwn petroleum is non-renewable resource, the world’s proven petroleum
reserves are steadily declining with the exploitation of different countries. China as a large
energy consuming country with rich coal and less petroleum, intensively develops the coal
chemical industry to partially replace petrochemicals, which not only can alleviate the current
shortage of petroleum resource, but also be used as an energy technology reserve to ensure the
safety of the national energy strategy, and the coal to olefin project plays a vital role in the
whole coal chemical industry. As a pioneering enterprise in the in the production of coal to
olefin catalyst, A energy catalyst company has always occupied a pivotal position in this
industry. However, with the continuous entry of new participants in the market, the research
and development of new alternative products and processes, and gradual intensification of
competition in the industry, the company’s leading position has been continuously impacted
and challenged Meanwhile, with the continuous fluctuation of coal prices and the increasingly
obvious trend of vigorously developing environmental protection and new energy in China's
energy industry planning policies, company a, as an affiliated enterprise in the traditional coal
chemical industry, its main business will be seriously impacted. Company A must find effective
ways to meet the challenges of all parties. Therefore, it is the top priority of Company A’s
long-term planning to continuously improve the competitiveness of enterprise and establish
effective competitiveness enhancement strategies to ensure its market share. This is also the
significance of thesis in this paper.
This paper is divided into five pa introduction, the external and internal environment
analysis of the Company A, the establishment, implementation and guarantee of the
competitive strategy, and systematic research in accordance with the ideas of discovering,
analyzing, raising and solving problems. This paper uses analysis tools and theoretical such as
PEST model, Porter's five forces model, SWOT model, Value chain model and competitive
strategy , combined with foreign literature and research materials as references, to ensure the
reliability and applicability of the formulated competitive strategy scheme and safeguard
measures.
Ultimately, this paper proposes that company A should implement differentiated
competition strategy, start from the overall competitive strategy of product structure
optimization, technical service value-added, brand image positioning planning and
forward-looking basic guarantee, combined with technological innovation, comprehensive
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大连理工大学专业学位硕士学位论文
market research, the integration of organizational strength and the guarantee scheme of
win-win cooperation help company A improve its own competitive strength.
Key Words：Energy chemical industry; competitive strategy; differentiation
strategy
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