摘要

高速公路的迅猛发展为改性沥青产业提供了广阔的市场,然而从2011年开始,

国家银行信贷收紧,高速公路建设资金短缺,很多改性沥青企业的货款无法正常

收回。受此影响,部分改性沥青企业由于应收账款较多,资金断链而停产;一些

规模较小、没有竞争优势的改性沥青企业也幵始退出市场。作为较早进入国内改

性沥青市场且具备一定实力的企业,青岛LF沥青公司为改性沥青产品的推广和使

用做出了很多贡献,在市场经验、品牌商誉上与其他公司相比存在一定的优势。

然而面对恶劣的市场变化,青岛LF沥青公司同样面临市场萎缩、竞争激烈、资金

不足等困难和问题。因此,研究并制定青岛LF沥青公司的市场竞争战略,对于帮

助青岛LF沥青公司走出困境,最终确立在国内改性沥青市场上的竞争优势具有积

极的意义。

本文从我国改性沥青的市场概况出发,通过各方面资料的收集、整理和汇总,

分析青岛LF沥青公司的市场情况、面临的困难和问题,引出本文研究的必要性,

即对企业进行竞争战略研究,帮助其走出困境。在对其战略研究之前本文首先对

战略管理的相关理论及研究进展进行综述,重点对竞争战略理论及主要分析工具

进行阐述。然后借助相关战略理论对青岛LF沥青公司的外部环境进行分析,包括

宏观环境分析和产业环境分析,宏观环境运用PEST进行分析,产业环境运用波特

五力模型进行分析;再借助相关战略理论对青岛LF沥青公司的内部环境进行分析,

重点分析企业的组织结构、人力资源、技术水平、生产能力、营错能力以及财务

状况。最后根据青岛LF沥青公司的发展现状及内外部环境分析建立SWOT模型并

进行战略可行性分析和选择,通过分析得出青岛LF沥青公司适合的竞争战略为目

标集聚战略,通过目标集聚战略同时实现了企业的低成本。为保障青岛LF沥青公

司的企业战略能够成功实施,本文提出了目标集聚战略的实施与保障,战略实施

包括:进行集中化定位,拓展目标市场;提升改性技术水平,形成核心竞争力;

建立服务目标市场的服务体系;优化企业关键价值链。战略保障包括:企业文化

建设;组织结构建设;加强应收账款回款工作。

关键词:改性沏青竞争战略目标集聚

山东大学硕士学位论文

ABSTRACT

The rapid development of the highway have been provided a huge market for the

modified asphalt industry. However, many modified asphalt enterprise cannot collect

the payment in time since 2011 due to the influence of some national policies like tight

credit of national bank, funds shortage of highway construction. As a result, some

modified asphalt enterprises are forced to stop prdoduction due to too much accounts

receivable and broken chain of funds. Some small modified asphalt enterprise without

competitive advantages also begans to withdraw from the market.To be a enterprise

enters into modified asphalt market earier and with a certain strenghs, , Qingdao LF

asphalt company has made great contributions for the use and pormotion of modified

asphalt. It has certain advantage in comparison to other companies in terms of market

experience and brand reputation. However, Qingdao LF asphalt company also faces the

dificulties and problems under severe market change,such as shrinking market,

insufficient funds. Intense competition etc. e. Therefore, It is quite positive to Qingdao

LF asphalt company to research and make the market competition strategy in terms of

helping the company out of the woods, and establishing competitive advantages in

domestic market.

Starting from analysing the market profile of the modified asphalt, through

collecting,sorting and summarising all aspects of data, the thesis introduces the

importance and necessities of the market research,which means to study the enterprise's

competition stratey and to helps it out in the end. The thesis summarised the relevant

theories of strategic management and research progress before the strategic research in

this paper, focused on competitive strategy theory and the main analysis tools. Then

analize the external enviroment of Qingdao LF asphalt company with the help of

competitive strategy theory, including the analysis of macro environment by PEST and

industrial environment by Michael Porter s Five Forces Model.Meanwhile, the thesis

analize the internal environment of Qingdao LF asphalt company with the competitive

strategy theory,which mainly analyzes company's organizational structure, human

resources, financial status, technical level, production capacity and marketing