摘要

近年来,为保护耕地、节约资源和保护环境,我国加大了禁止生产使用实心

粘土砖的工作力度。同时不断积极推广新型墙体材料,以促进资源综合利用。大

批企业响应号召,抓住有利时机,纷纷投资新型墙体材料行业。一些企业科学决

策,强化管理,不断做大做强,成为行业的代表。但也有些企业盲目决策,管理

落后,因为内部和外部原因而倒闭。

本文采用案例研究的方法,以蓝盛公司(化名)作为研究对象。该公司按照

政府要求停止生产实心粘土砖后,准备抢占先机,转型生产新型墙体材料。经过

市场调研,该企业决定生产免烧砖。在寻找合伙人、购买生产设备等前期工作准

备就绪的情况下,免烧砖厂立即投入生产运营。该企业顺利从诞生进入到成长阶

段,本来按照投资人的预期,企业会快速发展到辉煌时期。但是天有不测风云,

经历过短暂的成长阶段后,正在企业向成熟期冲刺的时候,却遇到难以解决的困

难和问题,发展形势峰转直下。该企业立即进入到衰退时期,并最终走向死亡。

蓝盛公司转型生产免烧砖,踌躇满志地投资建厂,却令人意外的走向失败。

通过对该企业投资建厂过程的内部和外部环境进行认真分析,总结归纳投资失败

的原因。其中,主要的外部原因是替代产品实心粘土砖继续生产运行、“免烧砖”

企业良莠不齐破坏行业形象、人们思想观念一时无法接受和认可免烧砖”。主

要内部原因是投资管理落后、投机心态、盲目自信、风险意识不足、没有认真进

行调查研究和缺乏核心技术。最后,本文针对该企业投资失败的案例,认真总结

了蓝盛公司投资失败的经验教训,对中小企业投资新型墙体材料行业提出了意见

建议,并希望人们在投资时要加强市场调研,做好科学决策;增强风险意识,加

强风险管控;提升自身素质,提高企业核心竞争力。

关键字:免烧砖新型墙体材料投资

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Abstract

Abstract

In recent years,in order to save resources and protect environment for the protection of arable

land,China has increased the intensity to ban the production and use of solid clay bricks..And

continue to actively promote the new wall materials. A large number of enterprises respond to the

call,have invested in new wall materials industry. Some enterprises have overcomed a lot of

difficulties,and becomed the representative of the industry.but also have large quantities of such

enterprises go bankrupt.

In this paper,the method of case study in enterprises of unburned brick in Lan Sheng Co. (a

pseudonym) as the research object,this paper introduce the process of this enterprise from

investing and building to the final failure. Through the analysis of investment on the enterprise

internal and external environment, summarized the reasons for the failure of investment Among

them,the external reason is mainly that the solid clay brick has not completely shut down,some

bad enterprises of unburned brick have damaged the image of the industry, people have not

accepted the unburned brick. The main internal reason is speculative mentality, blind

self-confidence, lacking of risk consciousness, lacking of deeply investigation and

study.Finaly,this paper put forward opinions and suggestions to promote the development of new

wall materials industry, hoping the people enhance the awareness of risk in the investment ,

making scientific decision.,and improving the core competitiveness of enterprises.

Keywords: unburned brick new wall materials investment

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