近几年来，我国经济呈现快速发展势头，伴随城乡一体化进程的加快，房地 产、电力、通信、航天、航空等领域对铜消费需求呈稳步上升的趋势，推动了铜 加工行业进一步发展。同时，随着国内外市场需求日益旺盛、产业标准提高、环 境保护日益关注，我国铜矿资源依赖海外进口、上下游产业链供应结构不匹配、 资源利用率低造成环境污染严重、创新科研水准远远不足等问题日益严峻，对我 国传统铜加工企业造成巨大冲击。 鹰潭G铜业公司是一家研发和生产铜基新材料的铜加工企业，主要生产焊料、 换向器、铜棒、铜带、铜线等铜产品。该公司位于我国主要的铜产业基地江西省 鹰潭市，拥有得天独厚的交通、资源、产业等外部环境优势。同时，作为传统的 铜加工企业，该公司主要通过粗铜加工等方式获取利润，盈利模式单一。在铜行 业出现激烈的内部竞争，铜加工产品呈现同质化的大趋势下，该公司也面临着市 场份额占比下降、产品核心技术薄弱、成本控制不足导致资源综合利用率较低等 一系列问题。 作者将战略管理作为研究方向，选取鹰潭G铜业公司作为本次论文的研究对 象，通过实地走访调研，选取当地铜产业行业数据、重点企业的相关素材，并合 理运用PEST分析、五力模型分析等多种分析模型对鹰潭G铜业公司所处的内外 部发展战略环境逐个进行研判。此外，通过运用SWOT分析工具对鹰潭G铜业公 司的优劣势、机会和威胁进行分析，分析对比出最适合鹰潭G铜业公司的战略选 择并制定出相应的战略措施，为公司管理者在企业未来发展战略的选择上扩充思 路，提供参考。 通过贯彻此次发展战略，便于鹰潭G铜业公司扬长避短，在充分发挥自身优 势的基础上，尽可能的降低外部威胁带来的弊端，实现公司稳健长足的发展；同 时，为其他中小规模铜加工企业在激烈的竞争中，如何制定适合自身的发展战略， 提供有益借鉴和参考。 关键词：铜加工企业；发展战略；PEST分析；波特五力模型；SWOT分析 Abstract Inrecentyears,ourcountryeconomypresentsthemomentumofrapid development,alongwiththespeedingupofurban-ruralintegration,realestate, electricity,communications,aerospace,aviation,etcshowedatrendofsteadilyrising demandforcopperconsumption,promotethefurtherdevelopmentofcopperprocessing industry.Atthesametime,alongwiththeincreasinglystrongmarketdemandathome andabroad,theindustrialstandardraiseconcern,environmentalprotection,thecopper oreresourcesinChinadependonoverseas,upstreamanddownstreamindustrychain supplystructuremismatchcausedseriousenvironmentalpollution,lowresource utilizationandinnovationofscientificresearchlevelisfarlessthanthetraditional copperenterprisesinChina. YingtanGCopperCo.,Ltd.isacopperprocessingenterprisethatdevelopsand producescopper-basednewmaterials,mainlyproducingsolder,commutator,copperrod, copperstrip,copperwireandothercopperproducts.Thecompanyislocatedinyingtan city,jiangxiprovince,whichisthemaincopperindustrybaseinChina,andenjoys uniqueexternalenvironmentaladvantagessuchastransportation,resourcesandindustry. Atthesametime,asatraditionalcopperprocessingenterprisesmainlythroughrough copperprocessingandotherwaystoobtainprofits,profitmodelissingle.Withfierce internalcompetitioninthecopperindustryandthegeneraltrendofhomogenizationof copperprocessingproducts,thecompanyisalsofacedwithaseriesofproblemssuchas adeclineinmarketshare,weakcoretechnologyofproducts,inadequatecostcontrol andlowercomprehensiveutilizationrateofresources. TheauthorchoosesstrategicmanagementastheresearchdirectionandYingtanG CopperCompanyasanepitomeofChina'scopperprocessingenterprises. Astheresearchobjectofthispaper,throughfieldvisitandresearch,therelevant dataoflocalcopperindustryandrelevantmaterialsofindividualenterprisesareselected, andPESTanalysis,FiveForcesModelandothermodelsarereasonablyusedtoanalyze theexternaldevelopmentstrategicenvironmentofYingtanGCopperCompanyoneby one.Inaddition,byusingSWOTanalysistooltoanalyzethestrengthsandweaknesses, opportunitiesandthreatsofYingtanGCopperCompany,analyzeandcomparethemost suitablestrategicchoiceofYingtanGCopperCompanyanddevelopthecorresponding strategicmeasures,forthecompany'smanagersinthechoiceoffuturedevelopment strategytoexpandideas,providereference. Throughtheimplementationofthisdevelopmentstrategy,itisconvenientforthe enterprisetomakefulluseofitsstrengthsandavoidweaknesses.Onthebasisof givingfullplaytoitsownadvantages,itcanreducethedisadvantagesbroughtby externalthreatsasfaraspossible,soastorealizethesteadyandlong-term developmentofthecompany.Atthesametime,itprovidesusefulreferenceforother smallandmedium-sizedcopperprocessingenterprisestoformulatetheirown developmentstrategiesinthefiercecompetition. Key-words:Copperprocessingenterprise;Developmentstrategy;PESTanalysis; Porter'sfiveForcesmode;SWOTanalysis 目录 I 目录 第1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...................................................................................................................................2 1.2国内外相关理论研究.............................................................................................3 1.2.1国外理论研究.............................................................................................................................3 1.2.2国内理论研究.............................................................................................................................3 1.2.3理论研究小结.............................................................................................................................5 1.3研究方法、内容与思路.........................................................................................5 1.3.1研究方法......................................................................................................................................5 1.3.2研究内容......................................................................................................................................6 1.3.3研究思路......................................................................................................................................6 第2章战略管理的基本理论和方法.............................................................................8 2.1战略管理理论综述.................................................................................................8 2.2战略管理分析工具..................................................................................................8 2.2.1PEST分析法................................................................................................................................8 2.2.2五力分析模型分析法.................................................................................................................9 2.2.3SWOT分析法.............................................................................................................................10 第3章鹰潭G铜业公司发展战略环境分析..............................................................12 3.1鹰潭G铜业公司基本情况..................................................................................12 3.2公司内部环境分析...............................................................................................14 3.2.1资源分析....................................................................................................................................14 3.2.2能力分析....................................................................................................................................16 3.2.3内部环境分析小结....................................................................................................................18 3.3外部环境分析.......................................................................................................18 3.3.1宏观环境因素分析（PEST模型分析）..................................................................................18 3.3.2行业环境因素分析（五力模型分析）.................................................................................22 3.4SWOT分析............................................................................