正昊化纤新材料有限公司的竞争战略

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1、ABSTRACTWithChinaaccessiontotheWTO，thechemicalfiberindustryinthe】aainlandshallfacethecrucialcompetitioninglobalmarket，inwhichthepolyest口anditsfibersisthelargestbranchaccountingfor70％oftheindustry．After20yearsofdevelopment，China’SpolyesterproductioncapacitynOWranksfirstinthevorld．Inthecruelcompetit

2、ion，JinanZhenghaoAdvancedFiberCo．，Ltd．(Zhengh钔)，beingaSonemedium—scalestateownedenterprise，isnowintheimportantstrategicjunctures，thatGroffcalledas‘thestrategicturningpoint’．Howtodealwiththesituationandhowtomakefllivinganddevelopingaretheextremelyinportantsubjectsfortheenterprise’spolicymakers．Inth

3、ethesis，applyingtheth幻riesofdraftingenterprisestrategies，throughanalyzingextemalenvironmentand01]erationalcapabilityofZhenghaotofindoutopportunitiesandthreatsfromexternalenvironment．aswellasadvantagesanddisadvantagesoftheenterprise；al匐onthebasisofSWOTanalysis,proposingthecompetitionstrategyandmaki

4、ngevahationtodeterminetheimplementingwaysofthestrategyThisthesisincludesfiveparts．Firstpartisenterprisestrategytheories；Ⅳhichisthebasisofthisthesis；thesecondpartisthestatusanddevelopingtrendoflolyesterindustry；inthetllirdpart,analyzingextemalenvironmenttodiscriminate．hemostinfluenceablefactorinthe

5、polyesterindustryandgeneralouterenvironmettfactor；thefourthpartisenterprise’Soperationalcapability,inwhichbyexpertquesionnaire4山东大学硕士学位论文investigationtoevaluatetheadvantageanddisadvantageofZhenghao；thefifthpartisthecompetitivestrategyofZhenghao．basedontheanalysisofthetllirdandfourthpartsandSWOT,pr

6、oposingthedifferentiationcompetitivestrategypenetrmingbynewproductsdevelopment．Theemphasisofthisthesisis，combiningthedefinitionofopportunitiesandthremsofexternalenvironmentbyusingPorter’sindustry—analyzingtheoryandexpertquestionnaireinvestigationmethodwiththatofadvantagesanddisadvantagesofenterpri

7、secapability,proposingthedemiledstrategythinksandmeasurement．HopethethesiswillbehelpfulZhenghaotoadjustitsstrategy,andalsohopethatitcandosomehelptothosefactorieswhichhavethesimilarsituation．KEYWORDS：Polyester(PET