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MBA毕业论文_厦门华润燃气有限公司分布式能源市场战略研究DOC

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I 摘要 我国城镇燃气行业发展迅速,垄断与竞争并存,随着国内天然气大规模开 发,引进国外资源及国家大力推行清洁能源政策,我国城镇燃气行业走向天然 气时代。城镇燃气行业处于天然气供应链的下游,主营业务为天然气销售,由 于燃气市场自身的特点,受行业及地方政策、上游气源供应、下游用户需求及 其他替代能源等因素影响较大。 随着国家供给侧结构性改革的持续加快推进,政府将从打破垄断、放松管 制等方面加大燃气行业改革的力度,这给城镇燃气企业带来了一定的压力和挑 战。2017 年发布的《关于加强配气价格监管的指导意见》、《加快推进天然气 利用的意见》强调了天然气市场将一进步放开,天然气价格的市场化改革也将 加速落地。随着国家产业政策的频繁出台、天然气市场竞争的加剧,城镇燃气 企业面临的市场环境日趋复杂,发展前景机遇与挑战并存。城镇燃气企业如何 提升企业的核心竞争力、主动创新转型,明确发展战略方向在此刻至关重要。 本文从政治、经济、社会、技术环境等方面入手,剖析厦门华润燃气有限 公司所处的宏观环境,并通过城镇燃气行业概况分析及五力模型分析解释了厦 门华润燃气有限公司的行业环境。运用内部因素评价矩阵分析厦门华润燃气有 限公司的天然气资源、管网资源、品牌资源、人力资源、技术、信息系统资源 等内部资源,进而分析厦门华润燃气有限公司的各项能力,并对厦门华润燃气 有限公司的核心竞争力进行识别和评价。其次,本文引出了公司战略目标的选 择依据,从而确认厦门华润燃气有限公司分布式能源市场战略。最后,本文从 组织架构重组、人力资源培养、探索创新投资模式,提出了厦门华润燃气有限 公司分布式能源市场战略实施方案。本文认为,公司应根据政策和市场环境的 特点科学制定适合自身发展的分布式能源战略,以便于公司根据环境变化及时 调整发展重点,助力公司由单一燃气供应商向综合能源服务商转型。本研究不 仅对厦门华润燃气有限公司的发展有着重要的现实意义,从某种程度上也有利 于城镇燃气行业某些普遍性问题的解决,希望本研究能为整个城镇燃气行业的 发展提供有益的借鉴与参考。 关键词,城镇燃气行业 分布式能源 核心竞争力华侨大学硕士学位论文 II Abstract The urban gas industry in China is developing rapidly, with coexisting monopoly and competition. With the large-scale exploration of domestic natural gas, the introduction of foreign gas resources, and the vigorous implementation of clean energy policy, China's urban gas industry is moving into the natural gas era. The urban gas industry is downstream of the natural gas supply chain. Its main business is natural gas sale. Because of the characteristics of the gas market itself, it is greatly affected by factors such as industrial and local policies, upstream gas supply, downstream user demand, and other alternative energy sources. In China, as the structural reform of the supply side will continue to accelerate, the government will also promote deregulation and reforms to break monopoly. This brings pressure and challenge to the urban gas enterprises. Two files issued in 2017, “Suggestions on Strengthening the Regulation of Gas Distribution Price” and “Suggestions on Promoting the Utilization of Natural Gas”, both emphasized that the natural gas market will be open to competition and the market-oriented reform on natural gas price determination will accelerate. With the frequent introduction of new policies and the intense competition in the natural gas market, the market environment is becoming more and more complex, in which opportunities and challenges coexist. How to improve the core competitiveness of enterprises, how to take the initiative to innovate and transform, and how to clarify the direction of future development are three crucial questions needs to be answered at this moment. By analyzing the political, economical, cultural, and technical environment, etc., this dissertation describes the macro environment of China Resources Gas (Xiamen) Co., Ltd. and depicts its Industry environment by using the “Five-force” model. By using the Internal Factor Evaluation Matrix (IFE) analysis, the internal resources of China Resources Gas ( Xiamen) Co., Ltd., such as natural gas resources, natural gas pipeline network resources, brand resources, human resources, technical resources, information system resources, etc., are analyzed, which lead to the analyzation of the company capabilities by identifying and evaluating itsAbstract III core-competitiveness. Secondly, this dissertation introduces the basis for the company's strategic selection, thus confirming the distributed energy market strategy of China Resources Gas ( Xiamen) Co., Ltd.. Finally, based on organizational restructuring, human resource development, exploring innovative investment model, this dissertation proposes the implementation plan of the distributed energy market strategy. In our opinion, the company develops the distributed energy strategy, which is suitable for the company's own development according to the characteristics of the policy and market environment. With this strategy, the company can adjust the development focus quickly according to market environment changes. Also the strategy can help the company transform from a gas supplier to an integrated energy service provider. This research is practically significant, not only for the development of China Resources Gas (Xiamen) Co., Ltd. but also to some common problems in the urban gas industry. We hope this research can help with the development of the urban gas industry by provide useful insights and references. Keywords: Urban Gas Industry Distributed Energy Core-Competitiveness目录 V 目 录 第 1 章 绪论 ...............................................................................................................1 1.1 研究的背景和意义 ..........................................................................................1 1.1.1 研究的背景 ...............................................................................................1 1.1.2 研究的意义 ...............................................................................................3 1.2 研究的内容及思路 ..........................................................................................4 1.2.1 研究的内容 ...............................................................................................4 1.2.2 研究方法及技术路线 ...............................................................................5 1.3 文献综述 ..........................................................................................................6 第 2 章 相关理论基础 ...............................................................................................9 2.1 相关概念及理论基础 ......................................................................................9 2.1.1 战略管理理论 ...........................................................................................9 2.1.2 市场战略 ...................................................................................................9 2.1.3 核心竞争力 ...............................................................................................9 2.1.4 资源基础理论 .........................................................................................10 2.2 战略分析的常用方法 ....................................................................................11 2.2.1 PEST 分析法 ...........................................................................................11 2.2.2 GE 矩阵分析法 .......................................................................................11 第 3 章 厦门华润燃气有限公司外部环境分析 .....................................................12 3.1 公司宏观环境分析 ........................................................................................12 3.1.1 政治环境分析 .........................................................................................12 3.1.2 经济环境分析 .........................................................................................14 3.1.3 社会环境分析 .........................................................................................16 3.1.4 技术环境分析 .........................................................................................19 3.2 分布式能源行业环境分析 ............................................................................21 3.2.1 厦门天然气分布式能源行业概况 .........................................................21 3.2.2 厦门市分布式能源行业五力模型分析 .................................................23 3.2.3 分布式能源现有竞争者的竞争能力 .....................................................23华侨大学硕士学位论文 VI 3.2.4 分布式能源替代品的替代能力 .............................................................23 3.2.5 分布式能源潜在竞争者进入的能力 .....................................................25 3.2.6 分布式能源供应商的议价能力 .............................................................26 3.2.7 分布式能源购买者的议价能力 .............................................................27 第 4 章 厦门华润燃气有限公司内部资源和能力分析 .........................................28 4.1 厦门华润燃气有限公司概况 ........................................................................28 4.2 公司资源分析 ................................................................................................28 4.2.1 公司天然气资源分析 .............................................................................28 4.2.2 公司天然气管网资源分析 .....................................................................31 4.2.3 公司品牌资源分析 .................................................................................32 4.2.4 公司人力资源分析 .................................................................................33 4.2.5 公司技术、信息系统资源分析 .............................................................34 4.3 公司能力分析 ................................................................................................35 4.3.1 公司技术能力分析 .................................................................................35 4.3.2 公司营销、产品开发能力分析 .............................................................36 4.3.3 公司生产能力分析 .................................................................................38 4.3.4 公司管理能力分析 .................................................................................38 4.4 厦门华润燃气有限公司分布式能源市场核心竞争力的识别和评价 ........39 4.4.1 厦门华润燃气有限公司分布式能源市场核心竞争力的识别 .............39 4.4.2 厦门华润燃气有限公司分布式能源市场核心竞争力的评价 .............40 第 5 章 厦门华润燃气有限公司分布式能源市场战略选择 .................................42 5.1 厦门华润燃气有限公司分布式能源市场战略 GE 矩阵分析 .....................42 5.1.1 各影响因素的定义 .................................................................................42 5.1.2 各影响因素的定性和定量分析 .............................................................43 5.2 厦门华润燃气有限公司分布式能源市场战略的确定 ................................44 5.2.1 公司分布式能源战略的 GE 矩阵标注 ..................................................44 5.2.2 公司分布式能源市场战略的确定 .........................................................45 第 6 章 厦门华润燃气有限公司分布式能源市场战略实施 .................................47 6.1 组织架构重组和优化 ....................................................................................47 6.2 加强人才培养,提高企业组织能力 ............................................................48目录 VII 6.3 案例分析——探索创新投资模式 ................................................................50 6.3.1 翔安工业园区概况 .................................................................................51 6.3.2 翔安工业园区分布式能源项目初步构想 .............................................53 6.3.3 翔安工业园区分布式能源项目投资概算及模式 .................................57 第 7 章 结论与展望 .................................................................................................60 7.1 结论 ................................................................................................................60 7.2 本文的创新点 ................................................................................................60 7.3 存在的不足 ....................................................................................................60 7.4 展望 ................................................................................................................60