现阶段，轮胎行业面临着粗放发展、产能过剩、产品同质化等问题。尤其是，中国 改革开放全面深化，我国的经济已进入高质量发展阶段，这给轮胎行业带来了挑战与机 遇，面对新的经济大环境和竞争日益激烈的市场，轮胎企业必须进行转型升级以适应新 的社会形势，从而得到更长远的发展。 本文的研究对象为HQ轮胎有限公司，公司以全钢载重子午线轮胎的制造和销售为 主业，是山东省东营市的名牌轮胎企业。相比于日新月异的经济大环境，研发创新能力 不足、生产智能化程度低、企业品牌价值低等问题，严重制约了公司的发展。另外，在 市场中的份额也低，在日益革新的竞争局面下，亟需转型升级。 经过研究相关文献，搜集关于HQ轮胎有限公司的资料，对宏观环境和公司内部情 况进行分析，先后对该公司进行了经营状况、组织结构和人员技术研发能力和制度进行 分析；然后通过SWOT对发展战略进行了分析和制定，得出最优战略。最后，以公司的 发展战略为蓝图，为确保战略的顺利实施，制定了相应的保障措施包括组织结构建设、 完善公司制度、提升信息化管理水平、建立健全人才保障体系和企业文化建设等。 关键词：HQ轮胎有限公司；发展战略；SWOT分析 哈尔滨工程大学工商管理硕士（MBA）学位论文 哈尔滨工程大学工商管理硕士（MBA）学位论文 ABSTRACT At present, the tire industry is facing extensive development, overcapacity, product homogeneity and other problems. In particular, China's comprehensive deepening of reform and opening up, China's economy has entered a high-quality development stage, which has brought challenges and opportunities to the tire industry, in the face of the new economic environment and increasingly competitive market, tire enterprises must carry out transformation and upgrading to adapt to the new social situation, so as to get more long-term development. The research object of this paper is HQ tire co., LTD., which is a famous tire enterprise in dongying city, shandong province. Compared with the ever-changing economic environment, the development of the company is severely restricted by the lack of r&d innovation ability, low degree of production intelligence, and low brand value. In addition, the market share is also low, in the increasingly innovative competitive situation, in need of transformation and upgrading. Through the study of relevant literature, collect the data about HQ tire co., LTD., analyze the macro environment and the internal situation of the company, and then analyze the company's operating status, organizational structure and personnel, technology research and development ability and system. Then the development strategy is analyzed and formulated by SWOT, and the optimal strategy is obtained. Finally, taking the development strategy of the company as the blueprint, to ensure the smooth implementation of the strategy, the corresponding safeguard measures are formulated, including the construction of organizational structure, the improvement of the company system, the promotion of information management level, the establishment and improvement of talent guarantee system, the construction of enterprise culture, etc. Key words: HQ tire co., LTD.; Development stratege; SWOT Analysis HQ轮胎有限公司发展战略研究 目 录 第1章 绪论..............................................................................................................................1 1.1研究背景目的及意义..................................................................................................1 1.1.1研究背景...........................................................................................................1 1.1.2研究目的及意义...............................................................................................2 1.2国内外研究现状..........................................................................................................2 1.2.1国外研究现状...................................................................................................2 1.2.2国内研究现状...................................................................................................5 1.2.3国内外研究评述...............................................................................................6 1.3 论文研究内容与研究方法.........................................................................................7 1.3.1论文研究内容...................................................................................................7 1.3.2研究方法...........................................................................................................9 1.4论文创新之处..............................................................................................................9 第2章 HQ轮胎有限公司发展现状及内部环境分析.........................................................10 2.1HQ轮胎有限公司简介及发展现状..........................................................................10 2.1.1公司简介.........................................................................................................10 2.1.2发展现状.........................................................................................................11 2.2 HQ轮胎有限公司内部环境分析.............................................................................11 2.2.1经营状况分析.................................................................................................11 2.2.2公司组织结构和人员分析.............................................................................13 2.2.3技术研发能力分析.........................................................................................15 2.2.4企业管理制度及管理系统分析.....................................................................16 2.3 HQ轮胎有限公司现有发展战略分析.....................................................................17 2.3.1公司现有发展战略.........................................................................................17 2.3.2公司现有发展战略存在的问题.....................................................................18 2.4本章小结....................................................................................................................18 第3章 HQ轮胎有限公司外部环境分析.............................................................................19 3.1宏观环境分析............................................................................................................19 3.1.1政策环境分析.................................................................................................20 3.1.2经济环境.........................................................................................................21 3.1.3社会文化环境.................................................................................................22 3.1.4技术环境.........................................................................................................22 3.2公司所在行业竞争分析............................................................................................23 3.2.1竞争对手分析.................................................................................................23 3.2.2潜在进入者分析.............................................................................................23 3.2.3供应商分析.....................................................................................................24 3.2.4购买者分析.....................................................................................................25 3.2.5替代品分析.....................................................................................................25 3.3 HQ轮胎有限公司SWOT战略分析........................................................................26 3.3.1优势.................................................................................................................26 3.3.2劣势.................................................................................................................26 3.3.3机会.................................................................................................................27 HQ轮胎有限公司发展战略研究 3.3.4威胁.................................................................................................................27 3.3.5 HQ轮胎有限公司S