【摘要】：本文依據(jù)競(jìng)爭(zhēng)戰(zhàn)略理論,利用PEST分析、五力模型以及SWOT模型,對(duì)企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)進(jìn)行研究,在深入對(duì)企業(yè)現(xiàn)狀的了解,尋找企業(yè)存在的問(wèn)題。在全球經(jīng)濟(jì)低迷的大背景下,煤炭產(chǎn)業(yè)的下游消費(fèi)量下滑,銷(xiāo)售價(jià)格持續(xù)降低,煤炭企業(yè)利潤(rùn)減少,嚴(yán)重影響了經(jīng)營(yíng)效益。現(xiàn)今形勢(shì)下,找出如何扭轉(zhuǎn)困境,并獲得新的活力成為了煤炭企業(yè)的第一要?jiǎng)?wù)。兗州煤業(yè)股份有限公司(文中簡(jiǎn)稱(chēng)"兗州煤業(yè)"),主營(yíng)業(yè)務(wù)是煤炭的開(kāi)采、加工與銷(xiāo)售,是我國(guó)煤炭行業(yè)中的典型企業(yè)。本文從競(jìng)爭(zhēng)戰(zhàn)略的理論基礎(chǔ)出發(fā),對(duì)兗州煤業(yè)的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行分析和研究。本文將財(cái)務(wù)分析方法與競(jìng)爭(zhēng)戰(zhàn)略分析相結(jié)合,利用兗州煤業(yè)2012-2016年的企業(yè)財(cái)務(wù)數(shù)據(jù),選取兗州煤業(yè)的煤炭業(yè)務(wù)進(jìn)行分析,并根據(jù)研究結(jié)論提出公司競(jìng)爭(zhēng)戰(zhàn)略方面的建議。使用PEST模型,分析煤炭行業(yè)的外部環(huán)境;利用五力模型,分析了煤炭產(chǎn)業(yè)的狀況;運(yùn)用SWOT模型,分析兗州煤業(yè)的自身優(yōu)劣勢(shì)、機(jī)遇和挑戰(zhàn)。與此同時(shí),全面充分的評(píng)估企業(yè)競(jìng)爭(zhēng)力;最后是企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略選擇,重點(diǎn)預(yù)測(cè)企業(yè)發(fā)展,提出適用的競(jìng)爭(zhēng)戰(zhàn)略以及戰(zhàn)略實(shí)施的保障措施,對(duì)公司的未來(lái)道路進(jìn)行規(guī)劃。通過(guò)對(duì)兗州煤業(yè)進(jìn)行競(jìng)爭(zhēng)戰(zhàn)略分析,最后確定,兗州煤業(yè)應(yīng)選擇總成本領(lǐng)先戰(zhàn)略,盡量規(guī)避競(jìng)爭(zhēng)者的威脅,將購(gòu)買(mǎi)者的議價(jià)能力削弱,力求降低企業(yè)經(jīng)營(yíng)風(fēng)險(xiǎn),提高凈利率,保證企業(yè)的價(jià)值最大化。在日趨復(fù)雜的內(nèi)外部環(huán)境下,本文通過(guò)對(duì)兗州煤業(yè)的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行研究,為兗州煤業(yè)的未來(lái)發(fā)展提供建議,增加兗州煤業(yè)在煤炭行業(yè)中的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:According to the theory of competition strategy, this paper makes use of pest analysis, five-force model and SWOT model to study the competitive advantage of enterprises. Against the background of the global economic downturn, the downstream consumption of the coal industry has fallen, sales prices have continued to fall, and profits of coal enterprises have been reduced, which has seriously affected the operating efficiency. In the present situation, finding out how to reverse difficulties and gain new vitality has become the first priority of coal enterprises. Yanzhou Coal Industry Co., Ltd. (Yanzhou Coal Industry for short), the main business is coal mining, processing and sales, is a typical enterprise in China's coal industry. Based on the theory of competition strategy, this paper analyzes and studies the competitive strategy of Yanzhou coal industry. This paper combines the financial analysis method with the competition strategy analysis, using the enterprise financial data of Yanzhou coal industry from 2012 to 2016, selects the coal business of Yanzhou coal industry to analyze, and puts forward some suggestions on the competitive strategy of the company according to the research conclusion. This paper analyzes the external environment of coal industry by pest model, analyzes the status of coal industry by using five-force model, and analyzes the advantages and disadvantages, opportunities and challenges of Yanzhou coal industry by using SWOT model. At the same time, it is necessary to evaluate the competitiveness of the enterprise in an all-round way, and finally, to plan the future road of the company by choosing the competitive strategy, focusing on the forecast of the development of the enterprise, putting forward the applicable competition strategy and the safeguard measures for the implementation of the strategy. By analyzing the competitive strategy of Yanzhou Coal Industry, it is determined that Yanzhou Coal Industry should choose the leading strategy of total cost, avoid the threat of competitors, weaken the bargaining power of buyers, and strive to reduce the operating risk of enterprises and raise net interest rate. To ensure the maximum value of the enterprise. Under the increasingly complex internal and external environment, this paper studies the competitive strategy of Yanzhou coal industry, provides suggestions for the future development of Yanzhou coal industry, and increases the competitive advantage of Yanzhou coal industry in coal industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.21;F272

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