大连理工大学专业学位硕士学位论文
摘
要
2018年 3月以来，新一轮的中美贸易摩擦开始，并在随后两年内反复发酵，对国际
贸易产生了长期负面的影响。而与其发展息息相关的集装箱航运业，更是在外部环境的
变化之下起起伏伏。在国际贸易不断走弱的背景下，大连港的临港产业受到了剧烈的冲
击，出现了吞吐量下降、营收增速放缓甚至亏损的局面。集装箱海运公司、集装箱码头、
集装箱场站等临港产业下的各个行业，都面临着生存的考验。
本文选取 S集装箱公司作为研究对象，聚焦大连港中小规模集装箱场站的生存现状，
遵循企业战略管理研究的规律，运用战略管理工具，围绕目标企业所处的内外部环境展
开研究。从宏观环境 PEST分析、行业环境五力模型分析、企业自身的能力资源等方面
入手，梳理出公司目前所面临的机会、威胁，以及自身存在的优势、劣势。通过对内外
部环境关键因素的总结，结合相关人员构成的专家组赋权打分，形成公司的 SWOT 矩
阵和战略汇总。然后再使用定量战略计划矩阵，对各个战略进行吸引力的评分，最终得
出现阶段适合公司发展的战略选择。本文使用平衡记分卡作为战略实施评价的工具，从
财务、客户、内部流程以及学习与成长四个方面遴选出相关指标，对战略实施的效果进
行跟踪。最后结合公司经营实际形成战略地图，突出战略地图在打造公司软实力，将无
形资产转化为有形成果方面的重要作用，以及对战略实现起到的指导意义。
通过研究发现：现阶段，外部环境的变化及行业格局的重构，对大连港中小规模的
集装箱场站形成了极大冲击。S集装箱公司应充分发挥自身的特点，通过混合一体化的
战略实现降本增效、能力优化来提高市场份额，扭转现在的不利局面。希望通过本文的
论述，给其他中小规模企业的战略管理提供有益的借鉴，帮助类似企业找到适合自己的
生存发展之路。
关键词：战略管理；SWOT矩阵；PEST分析；集装箱场站
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S集装箱公司的发展战略研究
A study of the development strategy of S container company
Abstract
Since March 2018, a new round international trade friction between China and USA
begun and lasted to 2019, which has had a long-term negative impact on international trade.
The shipping industry, which is closely related to the international trade, has experienced ups
and downs with the complex changes of international trade. Under this context, the port
industry of Dalian port suffered severely impact, resulting in throughput declined, slowdown
in revenue growth and even losses. Shipping companies, terminals, container yards and other
industries were all facing surviving ordeal.
This thesis selects S company as object of study, focuses on the survival status of small
and medium size container yards in Dalian port, follows the rules of strategic management,
uses strategic management tools, carry out the research on the external and internal
environments of S company. This thesis combs out the opportunities and threats faced by the
company, as well as its own advantages and disadvantages, from the PEST analysis, five
forces model analysis, capacities and resources owned by S company. Through the summary
of key factors in internal and external environment, and the score by experts, obtained the
SWOT matrix of S company. Then score the attractiveness of each strategy with QSPM, and
finally get the suitable strategy for the company`s development in the emerging stage. This
thesis uses BSC as evaluative tool for strategic implementation, and tracks its effects in four
aspects: finances, customers, internal process, learning and growth with relevant indicators.
Finally, combined with actual of the company highlight the functions of strategic map in
building soft power and transforming intangible assets into tangible results, as well as the
guiding significance for the realization of the strategy.
It is found that at this stage, the change of external environment and the reconstruction of
industry pattern cause a great impact on the small and medium-sized container yards of
Dalian port. S container company should give full play to its own characteristics, reduce cost,
increase efficiency and optimize capacity through the mixed integration strategy, so as to
improve market shares and reverse the current adverse situations. It is hoped that through the
discussion of this thesis, it can provide useful reference for the strategic management of other
small and medium-sized enterprises and help similar enterprises find their own way of
survival and development.
Key Words：Strategic management; SWOT matrix; PEST analysis; Container yard
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.2 研究内容与方法............................................................................................... 2
1.3 研究思路与技术路线....................................................................................... 3
2 研究理论方法及工具.................................................................................................. 5
2.1 企业发展战略研究成果分析........................................................................... 5
2.1.1 企业发展战略制定的原则及阶段........................................................ 6
2.1.2 国内外关于集装箱场站行业研究成果分析........................................ 8
2.2 战略分析工具................................................................................................... 8
2.2.1 PEST分析理论...................................................................................... 8
2.2.2 波特五力模型分析理论........................................................................ 9
2.2.3 内部因素评价矩阵 IFE....................................................................... 10
2.2.4 外部因素评价矩阵 EFE...................................................................... 11
2.3 战略选择工具................................................................................................. 11
2.3.1 SWOT矩阵理论.................................................................................. 11
2.3.2 定量战略计划矩阵 QSPM.................................................................. 11
2.4 战略评价工具................................................................................................. 12
2.4.1 平衡记分卡 BSC ................................................................................. 12
2.4.2 战略地图.............................................................................................. 13
3 S集装箱公司的内外部环境分析............................................................................. 14
3.1 大连港集装箱场站行业概况及 S公司简介................................................. 14
3.2 S公司主营业务.............................................................................................. 16
3.3 外部宏观环境分析......................................................................................... 18
3.3.1 政治政策环境分析.............................................................................. 18
3.3.2 宏观经济环境分析.............................................................................. 19
3.3.3 社会环境分析...................................................................................... 20
3.3.4 行业技术环境分析.............................................................................. 22
3.4 大连港集装箱场站行业竞争环境分析......................................................... 23
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。。。以下略