I 摘要 随着国民经济的快速发展，中国生活用纸市场快速发展，产业结构升级调整，其中 行业龙头企业在扩大生产规模的同时，不断调整产品结构、提升产品质量；中小企业也 在进行设备升级换代，生活用纸产量、质量得到进一步提升。同时，近年来环保政策不 断趋严，也对生活用纸生产企业提出更高要求。在产能释放和环保压力双重作用下，中 小企业如何选择发展战略成为必须解决的问题。本文以河北金博士卫生用品有限公司为 研究对象，在研究国内外相关文献基础上，运用战略管理的相关理论和方法，通过对其 内外部环境进行分析，制定出符合企业实际发展需求的发展战略。 河北金博士卫生用品有限公司是保定地区一家以生产厕用卫生纸、抽取式纸巾纸等 生活用纸为主要产品的小型民营企业。本文先通过对企业内部组织机构、人力资源、生 产能力和财务能力进行分析，总结企业自身发展所具备的优势和劣势；并运用 PEST 分 析法和波特五力模型分别对企业所处的外部宏观环境和行业环境进行分析，总结企业发 展所面临的机会和威胁。通过 SWOT 矩阵分析，制定出公司发展战略的备选方案，然 后结合企业战略目标，对企业发展战略进行了选择。就短期目标而言，可以通过发挥自 身优势、把握外部机会的增长型战略实现，因此选择了前向一体化战略；从中长期战略 目标角度来看，资金、产品等主要劣势将成为企业发展的阻碍，对企业内部条件加以改 善将有利于战略目标的实现，因此为企业中长期目标的实现选择了横向一体化战略。 通过本文的研究，制定了适合河北金博士卫生用品有限公司的发展战略，研究结论 对企业有一定的应用价值，同时对其它中小型生活用纸生产企业同样具备借鉴意义，有 利于中小型生活用纸生产企业的长期发展。 关键词 生活用纸 金博士卫生用品有限公司 发展战略 一体化战略河北大学硕士学位论文 II Abstract China's tissue market develops rapidly with the rapid development of national economy, and following the upgrading and adjustment of industrial structure, leading enterprises in the industry are constantly adjusting product structure and improving product quality while expanding production scale; small and medium-sized enterprises are also upgrading equipment, and the output and quality of tissue are further improved. In addition, in recent years, the environmental protection policy has become increasingly strict, which puts forward higher requirements for domestic paper production enterprises. Under the dual effects of capacity release and environmental protection pressure, how to choose development strategy for small and medium-sized enterprises has become a true problem that must be solved. Based on the research of domestic and foreign related documents, we take Hebei Jinboshi sanitary products Co., Ltd. as the research object,use the relevant theories and methods of strategic management to analyze the internal and external environment,and formulate the development strategy which accord with the actual situation of the enterprise. Hebei Jinboshi Sanitary Products Co., Ltd. is a small private enterprise in Baoding area that produces toilet paper, removable tissue paper and other household paper as its main products.In this paper,through the analysis of the internal organization, human resources, production capacity and financial capacity, summarize the strengths and weeknesses of the enterprise's own development; then PEST analysis and Porter's five-force model are used to analyze the external macro environment and industry environment of the enterprise, and summarize the opportunities and threats faced by the enterprise development.We plan the development strategy through SWOT analysis and select the development strategy by combining the strategic goals.Considering the short-term goal can be achieved through a growth strategy that uses its internal strengths and external opportunities,we choose a forward integration strategy;Considering the major disadvantages such as capital and products will become obstacles to the long-term development of the enterprise, improving the internal conditions of the enterprise will be conducive to the realization of strategic goals,we chooseAbstract III the horizontal integration strategy for the realization of the medium and long-term goals of the enterprise. Through the research of this paper, the development strategy suitable for Hebei Jinboshi sanitary products Co., Ltd. is formulated.The research conclusion has certain application value to the enterprise,and can also be used for reference to other small and medium-sized paper production enterprises, and is conducive to the long-term development of small and medium-sized paper production enterprises. Keywords Tissue paper Jinboshi sanitary products Co., Ltd. Development strategy Integration strategy河北大学硕士学位论文 IV 目 录 第一章 绪 论...........................................................................................................................1 1.1 研究背景和意义........................................................................................................1 1.1.1 研究背景.........................................................................................................1 1.1.2 研究意义.........................................................................................................1 1.2 研究现状....................................................................................................................2 1.2.1 国外研究现状.................................................................................................2 1.2.2 国内研究现状.................................................................................................3 1.3 研究思路与研究内容................................................................................................4 1.3.1 研究思路.........................................................................................................4 1.3.2 研究内容.........................................................................................................4 1.4 研究方法与创新点....................................................................................................5 1.4.1 研究方法.........................................................................................................5 1.4.2 创新点.............................................................................................................5 第二章 战略管理的理论概述.................................................................................................6 2.1 战略管理的概念和特征............................................................................................6 2.2 战略管理层次............................................................................................................6 2.2.1 公司战略.........................................................................................................7 2.2.2 经营战略.........................................................................................................8 2.2.3 职能战略.........................................................................................................8 2.3 企业实行战略管理的必要性....................................................................................9 2.4 战略管理分析模型....................................................................................................9 第三章 河北金博士卫生用品有限公司内部环境分析.......................................................11 3.1 河北金博士卫生用品有限公司概况......................................................................11 3.2 公司组织机构分析..................................................................................................12 3.3 公司人力资源分析..................................................................................................13 3.4 公司生产能力分析..................................................................................................14目 录 V 3.4.1 生产设备分析...............................................................................................14 3.4.2 其它生产要素分析.......................................................................................15 3.5 公司财务能力分析..................................................................................................15 第四章 河北金博士卫生用品有限公司外部环境分析.......................................................18 4.1 宏观环境分析..........................................................................................................18 4.1.1 政策环境分析...............................................................................................18 4.1.2 经济环境分析...............................................................................................19 4.1.3 社会文化环境分析.......................................................................................20 4.1.4 技术环境分析...............................................................................................21 4.2 行业环境分析..........................................................................................................22 4.2.1 生活用纸行业概况.......................................................................................22 4.2.2 行业竞争结构分析.......................................................................................23 第五章 河北金博士卫生用品有限公司发展战略分析和选择...........................................28 5.1 战略因素分析..........................................................................................................28 5.1.1 优势分析.......................................................................................................28 5.1.2 劣势分析.......................................................................................................29 5.1.3 内部因素评价...............................................................................................30 5.1.4 机会分析.......................................................................................................31 5.1.5 威胁分析.......................................................................................................32 5.1.6 外部因素评价...............................................................................................32 5.2 公司 SWOT 矩阵分析............................................................................................ 33 5.3 河北金博士卫生用品有限公司发展愿景和战略目标..........................................35 5.4 河北金博士卫生用品有限公司发展战略选择......................................................36 5.4.1 前向一体化...................................................................................................36 5.4.2 横向一体化...................................................................................................37 5.5 河北金博士卫生用品有限公司战略实施保障措施..............................................38 5.5.1 组织结构保障...............................................................................................38 5.5.2 人力资源保障...............................................................................................39河北大学硕士学位论文 VI 5.5.3 财务运营保障...............................................................................................41 5.5.4 技术保障.......................................................................................................42 第六章 结 论.........................................................................................................................43 6.1 研究结论..................................................................................................................43 6.2 研究不足和展望......................................................................................................44