工业气体产品作为工业基础原料中的重要组成部分，已经在冶金、化工、航 空、航天、电子及新能源等多个领域广泛应用。近年来，我国的工业气体行业生 产技术、行业结构及市场需求等内容随着该领域的发展而不断前进，已逐步迈入 集约化发展的新时代。ZR气体公司是一家专业化工业气体生产企业，根据企业自 身发展实际，急需制定切实有效的发展战略，从而提升企业核心竞争力，在日益 激烈的市场竞争中占有一席之地，充分实现绿色可持续发展。 本文把ZR气体公司作为研究对象，利用PEST分析、波特五力分析对公司的 外部环境进行分析，探究公司面对的机遇与挑战；使用资源与能力分析法对ZR气 体公司的内部环境进行分析，得出公司具有的优势和劣势。最后通过SWOT分析矩 阵得出战略备选方案，最终选定一体化发展战略和成本领先与集中化相结合的竞 争战略，并通过气体业务和液体业务实施发展战略。同时，从组织结构调整、职 能管理优化和文化建设三个方面对公司的战略实施提供保障。 本文通过战略理论运用、相关行业数据分析以及工作实践检验，提出了ZR气 体公司的发展战略，一方面可以为ZR气体公司管理层进行战略选择提供参考，从 而抓住战略发展机遇，规避外部威胁，充分发挥自身资源和能力，实现公司的可 持续发展；另一方面可为其他同行业公司在面对全新竞争环境、制定发展战略时， 提供理论借鉴和现实指导。 关键词：工业气体，ZR气体公司，发展战略 II Abstract As an important part of industrial basic raw materials, industrial gas products have been widely used in metallurgy, chemical industry, aviation, aerospace, electronics, new energy and other fields. In recent years, Chinese industrial gas industry production technology, industry institutions and market demand and other contents have been developing with the development of this field, and have gradually entered a new era of intensive development. ZR gas company is a specialized industrial gas production enterprise. According to the actual development of the enterprise, it is urgent to formulate a practical and effective development strategy, so as to enhance the core competitiveness of the enterprise, occupy a place in the increasingly fierce market competition, and fully realize green and sustainable development. This paper takes the Hohhot ZR Gas Corporation as the object of study,using PEST anlysis and the Michael Porter Five Forces model to analyze the external environmengt of the company and explore the opportunities and challenges faced by the company.Analyze the internal environment of the company with the method of resouyce and capability analysis,and get the advantages and disadvantages of the company. Finally, through the SWOT Matrix, we get the strategic alternatives, and finally choose the integrated development strategy and the competitive strategy combining cost leadership and centralization, and implement the development strategy through the gas business and liquid business. At the same time, it provides guarantee for the implementation of the company's strategy from three aspects: the adjustment of organizational structure, the optimization of functional management and the construction of culture. Based on the application of strategic theory, data analysis of related industries and the test of work practice, this paper puts forward the development strategy of ZR gas company. On the one hand, it can provide reference for the management of ZR gas company to make strategic choice, so as to seize the strategic development opportunity, avoid external threats, give full play to their own resources and capabilities, and realize the sustainable development of the company; on the other hand, it can provide reference for the management of ZR gas company Other companies in the same industry provide III theoretical reference and practical guidance in the face of new competitive environment and development strategy. Key words: Industrial Gas,ZR Gas Company, Development Strategy IV 目 录 第一章 绪论 ........................................................ 1 1.1 研究背景 ..................................................... 1 1.2 研究目的及意义 ............................................... 1 1.2.1 研究目的 ............................................... 1 1.2.2 研究意义 ............................................... 2 1.3 相关理论回顾 ................................................. 2 1.3.1 早期战略思想 ........................................... 2 1.3.2 传统战略理论 ........................................... 3 1.3.3 竞争战略理论 ........................................... 3 1.3.4 动态竞争战略理论 ....................................... 4 1.4 分析工具 ..................................................... 5 1.4.1 PEST分析法 ............................................. 5 1.4.2 波特五力模型 ........................................... 6 1.4.3 SWOT分析 ............................................... 6 1.5 研究方法和内容 ............................................... 7 1.5.1 研究方法 ............................................... 7 1.5.2 研究内容 ............................................... 7 第二章 ZR气体公司发展现状 .......................................... 9 2.1 公司发展历程 ................................................. 9 2.2 公司发展现状 ................................................. 9 2.2.1 组织结构 .............................................. 10 2.2.2 主营业务 .............................................. 10 2.2.3 盈利情况 .............................................. 11 2.3 公司战略困惑 ................................................ 11 2.3.1 战略制定 .............................................. 12 2.3.2 战略执行 .............................................. 12 第三章 ZR气体公司外部环境分析 ..................................... 13 3.1 宏观环境分析 ................................................ 13 3.1.1 政策环境分析 .......................................... 13 V 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 .......................................... 17 3.2 行业环境分析 ................................................ 17 3.2.1 供应商的议价能力 ...................................... 17 3.2.2 购买者的议价能力 ...................................... 19 3.2.3 新进入者的威胁 ........................................ 20 3.2.4 替代品的竞争与威胁 .................................... 21 3.2.5 同行之间的竞争程度 .................................... 21 3.3 ZR气体公司面临的机会与威胁 .................................. 22 3.3.1 机会分析 .............................................. 22 3.3.2 威胁分析 .............................................. 23 第四章 ZR气体公司内部环境分析 ..................................... 24 4.1 资源分析 .................................................... 24 4.1.1 技术资质资源 .......................................... 24 4.1.2 财务资源 .............................................. 25 4.1.3 组织资源 .............................................. 26 4.1.4 声誉资源 .............................................. 26 4.1.5 人力资源 .............................................. 26 4.2 能力分析 .................................................... 27 4.2.1 生产能力 .............................................. 27 4.2.2 管理能力 .............................................. 27 4.2.3 运输能力 .............................................. 28 4.2.4 服务能力 .............................................. 28 4.3 ZR气体公司内部优势与劣势 .................................... 28 4.3.1 优势分析 .............................................. 28 4.3.2 劣势分析 .............................................. 29 第五章 ZR气体公司战略选择 ......................................... 30 5.1 ZR气体公司SWOT矩阵分析 ..................................... 30 5.2 ZR气体公司发展战略选择 ...................................... 32 5.2.1 总体定位 .............................................. 32 5.2.2 竞争战略选择 .......................................... 33 5.3 重点业务 .................................................... 33 VI 5.3.1 气体业务 .............................................. 34 5.3.2 液体业务 .............................................. 34 第六章 ZR气体公司战略实施保障措