浙江天润贸易有限公司的战略选择

上海交通大学硕士学位论文浙江天润贸易有限公司的战略选择姓名：刘兴全申请学位级别：硕士专业：工商管理(MBA)指导教师：黄沛20050109WTO--THESTRATEGYCHOICEOFZHEJIANGTIANYUNCO.,LTDABSTRACTWiththefastdevelopmentofournationaleconomy,theinfrastructureisrunningrapidlyinallthecountry.Inthemeantime,thecommunicationwithothercountriesisincreasingquickly.EspeciallychinaenterWTO,alotofforeignmanufacturearesurgetochinaatalargescale.Intheonehand,thelocalproducingofforeignmanufacturecompanyasksforacompressedstructureofthesalechannel.Theeffectofstock,whichisthemainfunctionofwholesalerbefore,isdecreasingdistinctly.Inanotherhand,alotofrealestatecompaniesgrowquickly.Theirscaleandbargainingpowerareenlargingcontinually.Theyareevenaskingforskipthewholesalerstoestablishthe“frompointtopoint”relationshipdirectly.Inthisneweconomysituation,thewholesalerscan’tkeepthemonopolizingagain.Wholesalersmustadjustthebusinessmodeandfunctiontoadaptthechangingmarketenvironment.ThroughthedeeplyanalysisandstudytheinteriorandexteriorenvironmentofZhejiangTianrunTradingCo.,Ltd,IwanttofindaproperdevelopmentstrategytohelpZhejiangTianrunTradingCo.,Ltdimplementingsustainabledevelopmentinfiercemarketcompetition.KEYWORDS:StrategicChoiceWholesalerIndustryofDecorationMaterials.2004123MBA1199855002003MBA2,Owens-Corning-195921 (1)(2)(3)ASTMULJC50392MBA31938Owens-I11inoisGlassCompanyCorningGlassWorks1998505003191995“”“”20032004620048120056MBA4(2-1)MBA5FIGURE1-1OpportunityAnalysisModelofInteriorandExteriorEnvironment(2-2)MBA6FIGURE2-2TheTheoryofCannikinABMBA7PESTPESTPoliticalEconomicSocialTechnological(3-1)(1)MBA8(2)(3)GDP(1)200420033.2%4.1%20032.9%20045.5%(2)103420101(3)1000MBA92004113310GDP1.22003920014%722483048302.7%16.6%13.2%8.9/51.1/40.07.8/52.5/39.71973013.2%3-2%920014.0%146925.9%483016.6%494738.1%315710.9%41641.5%1973013.2%315710.9%11.5%2000MBA1011.5%11579.8%269610.1%358.916.0%101.814.4%163.68.138.0%59.2%972.434.2%10725305330.1%19.7%2614237823.8%13.0%4.5%21.5%2.13.897.9%84295.1%695.39.7%180.811.5%106.912.0%73.910.6%8.76.0%767.68.1%·“”:3-3MBA11·“”??(),,,,.,.,,.,,?500,AOBDMBA122%“”“”14-15MBA13“”3-4MBA14425/525995mm362mm420mm332mm2.9mm--3.9mm35mm1012kg/45KG/MBA154550---60/20/MBA1615“”“”“”“”“”1990-20015.8%GDP1.65-2.00%“”57200522200162454626MBA17200137.6%43.3%1995-20011998,200119.3%30%20012.746266.2%2001201996GDP2001GDP6.4%200163111.5%662200115043.8%1996-200133%2001420006.2%199746.5%200024.2%199712.3%6.45%20002000376.63258.363326582000341.420002001183214222001-20056000MBA1813-5=-+++++++++++(2)3-60.1040.400.1020.200.1040.400.1050.500.1040.400.1540.600.1540.600.2030.601.003.703-6153.701—51—2.332.34—3.663.67—5.00MBA194-10%20%60%20%0%4-220%30%20%30%15%MBA2050010004-320%25%30%25%4-440%15%45%0%4-55%65%10%20%MBA214-684%16%0%(1)4-7MBA22=-+++++++++++(2)4-80.1540.600.1530.450.1030.300.2030.600.1030.300.1020.200.1040.400.1030.301.003.154-815MBA233.701—51—2.332.34—3.663.67—5.00MBA24-,5-1///FIGURE5-1TheMatrixOfIndustryGravitation-EnterpriseStrengthSWOT(Strengths)(Weakness)(Opportunities)(Threats)5-1MBA25O12345T1234S1234567W12MBA263456789101112—SWOTWTOMBA275-2SOMaxi-MaxiWOMini-MaxiSTMaxi-MiniWTMini-MiniStrengthWeaknessOpportunitySO1SO2SO3WO1WO2WO3WO4ThreatST1ST2ST3WT1WT2WT35-2MBA28FIGURE5-2TheChoiceTableofCorporationStrategy1+1212345123123456123-45MBA29MBA306-1(1)(2)(3)MBA316-1FIGURE6-1CostCurveofDifferentCompeteStrategy(1)(2)(3)/(4)(5)QMBA320QQ,QQ,200390%MBA33   (1)(2)(3)35%MBA345MBA35(1)(2)(3)(4)(1)PVC(2)(3)(1)MBA36(2)(3)(4)(5)(1)(2)MBA37(3)(4)(1)(2)MBA387-17-1FIGURE7-1InfectionFactorsofStrategyImplementMBA39MBA40WTOMBA41[1][]19971[2]20038[3]20031[4]20031[5]20011[6]·1998[7]200310[8]200182[9]200112[10]19997MBA42MBA43[1]—2004MBA200519305“”MBA200519浙江天润贸易有限公司的战略选择作者：刘兴全学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：c6dcad63-b1b2-4336-b4e4-9de801372376下载时间：2010年9月5日