摘要 氟化工产业作为战略性新兴产业之一，自20世纪90年代以来一直保持着强劲的 发展势头。ZYD集团作为一家生产绿色环保制冷剂、含氟高分子材料及相关氟化工 产品的精细化工企业，一直沿着科技、环保、国际化的发展方向，已发展为亚洲规模 最大的氟化工生产基地、中国氟硅行业的龙头企业。近些年来全球经济继续低位运行， 国内经济增速放缓。结构性产能过剩带来的竞争加剧、高端氟化工产品依赖进口的现 实使氟硅行业的发展面临很大的压力。面对日益激烈的市场竞争，ZYD集团氟化工 产业缺乏核心竞争力及抗风险能力不强，如何在不断增长的市场中扩大市场份额、提 高利润率、获得企业的可持续健康发展，是ZYD集团目前所面临的重大问题。 本文以ZYD集团为研究对象，采用理论结合实际的方法，对ZYD集团竞争战略 的制定和选择展开了深入研究。首先，采用文献研究法，对企业竞争战略和理论工具 进行了深入分析，为论文研究奠定了理论基础；然后，采用调查研究法，对ZYD集 团所处的内外部环境进行分析，发现集团存在的优势与劣势、机遇与挑战；最后，采 用定性与定量分析法，在SWOT分析和QSPM矩阵评价的基础上，对成本领先战略、 差异化战略、集中化战略进行分析，科学地选择了差异化竞争战略，并制定了产品差 异化、服务差异化、市场差异化三方面的实施路径，提出了管理资源、人力资源保障 措施，为企业差异化竞争战略的实施奠定了基础。通过对ZYD集团发展现状进行分 析，从而判断出对集团有利的内部条件，得出适合的竞争战略。 关键词：竞争战略；差异化战略；氟化工 山东理工大学硕士学位论文ABSTRACT ABSTRACT Asoneofthestrategicemergingindustries,fluorinechemicalindustryhasmaintained astrongmomentumofdevelopmentsincethe1990s.ZYDgroup,asafinechemical enterpriseproducingenvironmentalfriendlyrefrigerants,fluoropolymermaterialsand relatedfluorochemicalproducts,hasbeendevelopinginthedirectionofscienceand technology,environmentalprotectionandinternationalization,andhasbecomethelargest fluorinechemicalproductionbaseinAsiaandtheleadingenterpriseinChina'sfluorine siliconindustry.Inrecentyears,theglobaleconomycontinuestooperateatalowlevel,and thedomesticeconomicgrowthslowsdown.Thefiercecompetitionbroughtbystructural overcapacityandthefactthathigh-endfluorinechemicalproductsdependonimports makethedevelopmentoffluorinesiliconindustryfacegreatpressure.Inthefaceof increasinglyfiercemarketcompetition,thefluorinechemicalindustryofZYDgroupis lackofcorecompetitivenessandantiriskability.Howtoexpandmarketshare,improve profitrateandobtainsustainableandhealthydevelopmentofenterprisesinthegrowing marketisamajorproblemZYDgroupisfacingatpresent. ThispapertakesZYDgroupastheresearchobjectandadoptsthemethodof combiningtheorywithpracticetocarryoutanin-depthstudyontheformulationand selectionofZYDgroup'scompetitivestrategy.Firstofall,usingthemethodofliterature research,thispaperanalyzesthecompetitivestrategyandtheoreticaltoolsofenterprises, whichlaysatheoreticalfoundationfortheresearchofthispaper;Then,byusingthe methodofinvestigationandresearch,theinternalandexternalenvironmentofZYDgroup isanalyzed,andtheadvantagesanddisadvantages,opportunitiesandchallengesofZYD grouparefound;Finally,onthebasisofSWOTanalysisandQSPMmatrixevaluation,this paperanalyzesthecostleadingstrategy,differentiationstrategyandcentralizationstrategy, scientificallyselectsthedifferentiationcompetitionstrategy,andformulatesthe implementationpathofproductdifferentiation,servicedifferentiationandmarket differentiation,andputsforwardthemanagementresourcesandhumanresources guaranteemeasuresTheimplementationofdifferentiatedcompetitivestrategylaysthe foundation.ThroughtheanalysisofthedevelopmentstatusofZYDgroup,wecanjudge thefavorableinternalconditionsforthegroupandgetthesuitablecompetitivestrategy. Keywords：CompetitiveStrategy;DifferentiationStrategy;FluorosiliconMaterial 山东理工大学硕士学位论文目录 目录 摘要...................................................................................................................................I ABSTRACT..........................................................................................................................II 目录................................................................................................................................III 第一章引言....................................................................................................................5 1.1研究背景和意义......................................................................................................5 1.1.1研究背景........................................................................................................5 1.1.2研究意义........................................................................................................6 1.2国内外研究文献综述..............................................................................................6 1.3研究内容、研究方法与基本框架..........................................................................8 1.3.1研究内容........................................................................................................8 1.3.2研究方法........................................................................................................9 1.3.3论文的基本框架............................................................................................9 第二章竞争战略相关理论................................................................................................11 2.1竞争战略理论........................................................................................................11 2.1.1竞争战略的内涵及发展..............................................................................11 2.1.2基本竞争战略类型......................................................................................12 2.2竞争战略理论分析工具........................................................................................13 2.2.1PEST分析法.................................................................................................13 2.2.2五力模型分析法..........................................................................................14 2.2.3SWOT分析法...............................................................................................15 第三章ZYD集团内外部环境分析...................................................................................16 3.1公司发展概况........................................................................................................16 3.2宏观环境分析........................................................................................................16 3.2.1政治环境......................................................................................................16 3.2.2经济环境......................................................................................................17 3.2.3社会文化环境..............................................................................................18 3.2.4技术环境......................................................................................................19 3.3行业环境分析.........................................................................................................20 3.3.1现有企业之间的竞争..................................................................................20 3.3.2潜在进入者的分析......................................................................................22 3.3.3供应商的议价能力......................................................................................23 3.3.4客户的议价能力..........................................................................................25 3.3.5替代品的威胁..............................................................................................26 3.4公司内部资源分析................................................................................................27 3.4.1组织结构资源..............................................................................................27 3.4.2人力资源状况..............................................................................................28 3.4.3财务资源......................................................................................................30 3.4.4营销资源...................................................