重庆四维瓷业（集团）股份有限公司发展战略研究
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摘要
建筑卫生陶瓷是主要用于卫生间和厨房的卫生清洁用设备，舒适、完美的卫生间和厨房是现代建筑物不可缺少的部分。近年来，随着国外知名品牌进入中国，以及国内知名品牌的形成，整个卫生陶瓷行业的发展有了大的飞跃，但卫生陶瓷行业是一个消费品行业，竞争非常激烈。
四维瓷业是一个国有企业改制而来的从事以卫生陶瓷为主业的上市公司，经过多年的滚动发展，目前已在中国的证券市场和陶瓷市场上有了一定的知名度，但是由于目前行业竞争十分激烈，再加上企业本身由国有企业脱胎而来，存在种种弊端，所以如何解决内部矛盾利用外部机会和条件，保持超常规大发展成为四维瓷业一个核心的问题，本课题主要运用战略分析方法拟对四维瓷业在卫生陶瓷市场发展的战略问题进行研究和探讨。
本文通过对四维瓷业内外部环境分析，找出影响过去企业发展的关键因素以及对企业未来起决定作用的因素，分析这些环境因素是相对静止还是变动的，以了解这些环境因素对企业战略的近期和长期的影响。对四维瓷业的外部环境情况，着重分析了进出口方面、政府政策、行业间现有企业的竞争、潜在的新竞争者、替代品、供应商和购物者的议价能力等因素，并进行了EFE评价矩阵分析，得出了四维瓷业若能利用外部环境因素，将面临非常大的发展机遇，从而取得比较显著的效果。对公司的内部环境情况，着重分析了销售策划和宣传、生产技术、财务管理等方面的优势，以及公司的组织结构、人力资源、信息技术信息系统等方面的劣势，最后进行了IEF评价矩阵，得出了目前公司在建筑卫生陶瓷产业中内部状况处于优势。
本文还对四维瓷业关键的机会、威胁、优势和弱点采用SWOT矩阵分析，得出了SO、WO、ST、WT战略。本文还建立了四维瓷业的SPACE矩阵，对财务优势、竞争优势、环境稳定性和产业优势进行了分析和评价，确立公司的向量在SPACE矩阵中的象限，由此确立了公司的战略类型。最后本文结合企业中长期目标和任务，根据战略分析的结果对企业战略的具体实施方案如组织结构的变化以及生产方式、营销理念、营销策略、产品结构的调整等提出了具体的意见和建议。
Architecture and sanitary ceramics are sanitation purgation facilities mostly used in toilet and kitchen, comfortable, perfect toilet and kitchen is indispensability parts of modern construction. Recent years, with the entrance of famous foreign brand products into Chinese market and form of domestic famous brand, development of entire sanitary ceramics industry had a great rush, but sanitary ceramics industry is a consumable industry with keen competition.
"swell ceramics" is a marketing company reformed from state enterprise engaged in sanitary ceramics, through over years roll development, she has already definite been well-known in stock market and ceramics market of china, but owing to the very keen competition of industry and variety malpractice coming from state-owned enterprise, how to solve internal contravention, impose external chance and condition, keep supernormal development if the core problems. This text study and discuss the strategies of Swell ceramics development in samitary ceramics market mostly applying the way of strategy analysis.
The text find out the key factors to have influenced the development of enterprise before and the crucial factors to decide the future of enterprise, and analyse these factors relatively still or fluctuant, through analysing the internal and external circustances, as well as to know the influence of these circustances factors on enterprise strategies in the near future and long term period. For the external circustance of "swell ceramics industry", emphatically analyse the import and export affairs, government policy, existing competition among the industry, potential new rival, substitute, ability of negotiation between supplier and purchaser, and execute the EFEestimation matrix analysis to know that "swell ceramics industry "will face a great opportunity of development and get remarkable effect from that, if she can make use of external factors. For internal circustances of the company, emphatically analyse the advantage including sale scheme, advertisement, manufacture, technology, financial management a
nd the inferior position including the organization of company, human resources, information technology and system, finally we concluded that the internal circustance of the company is in the green tree in the architecture sanitary ceramics industry, through analysing the IEF estimation matrix.
Moreover, in this text we adopted the analysis of SWOT to analyse the privotal
chance, threaten, advantage and weakness of swell ceramics industry, and educed so, wo, st, wt strategies. And in this text the SPACEmatrix of swell ceramics industry was established to analyse and estimate the advantages of financial, competition and stability of circustance and the advantage of industry, established the quadrant of vector of the company in SPACE matrix. And thereout established the strategy style of the company.
In the end of the text, specific opinions and suggestions have been raised about the implementation plan of strategy including change of organization and adjustment of production method, sales concepts sales strategy and products structure, according to the result of analysis combining with the target and task of company in the near future and long time period.
四维瓷业是一个国有企业改制而来的从事以卫生陶瓷为主业的上市公司，经过多年的滚动发展，目前已在中国的证券市场和陶瓷市场上有了一定的知名度，但是由于目前行业竞争十分激烈，再加上企业本身由国有企业脱胎而来，存在种种弊端，所以如何解决内部矛盾利用外部机会和条件，保持超常规大发展成为四维瓷业一个核心的问题，本课题主要运用战略分析方法拟对四维瓷业在卫生陶瓷市场发展的战略问题进行研究和探讨。
本文通过对四维瓷业内外部环境分析，找出影响过去企业发展的关键因素以及对企业未来起决定作用的因素，分析这些环境因素是相对静止还是变动的，以了解这些环境因素对企业战略的近期和长期的影响。对四维瓷业的外部环境情况，着重分析了进出口方面、政府政策、行业间现有企业的竞争、潜在的新竞争者、替代品、供应商和购物者的议价能力等因素，并进行了EFE评价矩阵分析，得出了四维瓷业若能利用外部环境因素，将面临非常大的发展机遇，从而取得比较显著的效果。对公司的内部环境情况，着重分析了销售策划和宣传、生产技术、财务管理等方面的优势，以及公司的组织结构、人力资源、信息技术信息系统等方面的劣势，最后进行了IEF评价矩阵，得出了目前公司在建筑卫生陶瓷产业中内部状况处于优势。
本文还对四维瓷业关键的机会、威胁、优势和弱点采用SWOT矩阵分析，得出了SO、WO、ST、WT战略。本文还建立了四维瓷业的SPACE矩阵，对财务优势、竞争优势、环境稳定性和产业优势进行了分析和评价，确立公司的向量在SPACE矩阵中的象限，由此确立了公司的战略类型。最后本文结合企业中长期目标和任务，根据战略分析的结果对企业战略的具体实施方案如组织结构的变化以及生产方式、营销理念、营销策略、产品结构的调整等提出了具体的意见和建议。
Architecture and sanitary ceramics are sanitation purgation facilities mostly used in toilet and kitchen, comfortable, perfect toilet and kitchen is indispensability parts of modern construction. Recent years, with the entrance of famous foreign brand products into Chinese market and form of domestic famous brand, development of entire sanitary ceramics industry had a great rush, but sanitary ceramics industry is a consumable industry with keen competition.
"swell ceramics" is a marketing company reformed from state enterprise engaged in sanitary ceramics, through over years roll development, she has already definite been well-known in stock market and ceramics market of china, but owing to the very keen competition of industry and variety malpractice coming from state-owned enterprise, how to solve internal contravention, impose external chance and condition, keep supernormal development if the core problems. This text study and discuss the strategies of Swell ceramics development in samitary ceramics market mostly applying the way of strategy analysis.
The text find out the key factors to have influenced the development of enterprise before and the crucial factors to decide the future of enterprise, and analyse these factors relatively still or fluctuant, through analysing the internal and external circustances, as well as to know the influence of these circustances factors on enterprise strategies in the near future and long term period. For the external circustance of "swell ceramics industry", emphatically analyse the import and export affairs, government policy, existing competition among the industry, potential new rival, substitute, ability of negotiation between supplier and purchaser, and execute the EFEestimation matrix analysis to know that "swell ceramics industry "will face a great opportunity of development and get remarkable effect from that, if she can make use of external factors. For internal circustances of the company, emphatically analyse the advantage including sale scheme, advertisement, manufacture, technology, financial management a
nd the inferior position including the organization of company, human resources, information technology and system, finally we concluded that the internal circustance of the company is in the green tree in the architecture sanitary ceramics industry, through analysing the IEF estimation matrix.
Moreover, in this text we adopted the analysis of SWOT to analyse the privotal
chance, threaten, advantage and weakness of swell ceramics industry, and educed so, wo, st, wt strategies. And in this text the SPACEmatrix of swell ceramics industry was established to analyse and estimate the advantages of financial, competition and stability of circustance and the advantage of industry, established the quadrant of vector of the company in SPACE matrix. And thereout established the strategy style of the company.
In the end of the text, specific opinions and suggestions have been raised about the implementation plan of strategy including change of organization and adjustment of production method, sales concepts sales strategy and products structure, according to the result of analysis combining with the target and task of company in the near future and long time period.
引文
[1] [美]弗雷德．R．戴维，李克宁译，战略管理，1997北京经济科学出版社
[2] 迈克尔．波特，竞争战略，华夏出版社，1997
[3] 刘冀生，企业经营战略，清华大学出版社，1996．12
[4] 秦远建，胡继灵，林根祥，企业战略管理，武汉理工大学出版社，2003．5
[5] 罗音，姜琼，赖清梅，上市公司基础知识与财务报告分析，2001．5 中信出版社
[6] 鲁雅文，重庆四维瓷业(集团)股份有限公司年产120万件高档出口卫生瓷技改项目可行性研究报告，国家建材局咸阳陶瓷研究设计院设计所，2003．3
[7] 谢志华，竞争的基础：制度选择，2003．4 中国发展出版社
[8] 李慧芳等，高中档卫生陶瓷产品市场分析报告建材规规字(1999)第23号中国建材工业规划研究院，1999．9
[9] 重庆四维瓷业(集团)股份有限公司，1999-2002年年报 迈克尔．波特，竞争优势，1997 华夏出版社
[11] 胡冰，竞争战略与核心能力，海南出版社，2002．9[12]中国证监会培训资料汇编上市公司部，中国证监会培训中心，1999．8
[13] 上市公司现代企业制度建设经验交流材料选编，中国证监会、国家经贸委，2002．12
[14] 梅慎实，现代公司机关权力构造论公司治理结构的法律分析，中国政法大学出版社，1996(8)
[15] 企业战略集团如何建立发展战略及搞好战略管理，广州商学院报，2000(8)
[16] 国家经济贸易委员会，建筑卫生陶瓷行业“十五规划”，2002．5
[17] 刘光溪，张汉林，WTO与中国经济，中共中央党校出版社
[18] 建筑卫生陶瓷，中国建筑卫生陶瓷协会主办，2002年第五期
[19] Rhonda M. Abrams. Successful Business Plan: Secrets and Strategies. Rhonda, Incorporated.1999
[20] Philip Kotler. Kotler on Marketing: How to Create, Win, and Dominate Markets.Simon & Schuster. 1999
[21] Linda Holbeche.Aligning Human Resources and Business Strategy. Butterworth-Heinemann.2002
[22] Mark A. Huselid, Dave Ulrich.The HR Scorecard: Linking People, Strategy, and Performance. Harvard Business School Publishing.2001
[23] Richard L. Daft. Organization Theory and Design. South-Western Thomson Learning.2000
[24] Michael Fullan. Leading in a Culture of Change.Wiley, John & Sons, Incorporated.2001
[25] Jim Collins. Good to Great: Why Some Companies Make the Leap...and Others Don't. HarperCollins Publishers.2001
[26] Larry Bossidy. Execution: The Discipline of Getting Things Done. Crown Publishing Group.2002.
[27] Jeffrey J. Fox.How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients. Hyperion Press.2000
[28] Richard Koch. 80-20 Principle: The Secret to Success by Achieving More with Less. Doubleday & Company, Incorporated. 1999
[29] Subir Chowdhury. The Power of Six Sigma: An Inspiring Tale of How Six Sigma Is Transforming the Way We Work. Dearborn Financial Publishing.2001
[30] James C. Collins. Built to Last: Successful Habits of Visionary Companies. HarperCollins Publishers.2002
[31] Joan Magretta. What Managemnet Is. Simon & Schuster Adult Publishing Group. 2002
[32] Alan Axelrod. Patton on Leadership: Strategic Lessons for Corporate Warfare. Prentice Hall Press.2001.
[33] Gerald A. Michaelson. Sun Tzu: The Art of War for Managers. Adams Media Corporation.2001
[2] 迈克尔．波特，竞争战略，华夏出版社，1997
[3] 刘冀生，企业经营战略，清华大学出版社，1996．12
[4] 秦远建，胡继灵，林根祥，企业战略管理，武汉理工大学出版社，2003．5
[5] 罗音，姜琼，赖清梅，上市公司基础知识与财务报告分析，2001．5 中信出版社
[6] 鲁雅文，重庆四维瓷业(集团)股份有限公司年产120万件高档出口卫生瓷技改项目可行性研究报告，国家建材局咸阳陶瓷研究设计院设计所，2003．3
[7] 谢志华，竞争的基础：制度选择，2003．4 中国发展出版社
[8] 李慧芳等，高中档卫生陶瓷产品市场分析报告建材规规字(1999)第23号中国建材工业规划研究院，1999．9
[9] 重庆四维瓷业(集团)股份有限公司，1999-2002年年报 迈克尔．波特，竞争优势，1997 华夏出版社
[11] 胡冰，竞争战略与核心能力，海南出版社，2002．9[12]中国证监会培训资料汇编上市公司部，中国证监会培训中心，1999．8
[13] 上市公司现代企业制度建设经验交流材料选编，中国证监会、国家经贸委，2002．12
[14] 梅慎实，现代公司机关权力构造论公司治理结构的法律分析，中国政法大学出版社，1996(8)
[15] 企业战略集团如何建立发展战略及搞好战略管理，广州商学院报，2000(8)
[16] 国家经济贸易委员会，建筑卫生陶瓷行业“十五规划”，2002．5
[17] 刘光溪，张汉林，WTO与中国经济，中共中央党校出版社
[18] 建筑卫生陶瓷，中国建筑卫生陶瓷协会主办，2002年第五期
[19] Rhonda M. Abrams. Successful Business Plan: Secrets and Strategies. Rhonda, Incorporated.1999
[20] Philip Kotler. Kotler on Marketing: How to Create, Win, and Dominate Markets.Simon & Schuster. 1999
[21] Linda Holbeche.Aligning Human Resources and Business Strategy. Butterworth-Heinemann.2002
[22] Mark A. Huselid, Dave Ulrich.The HR Scorecard: Linking People, Strategy, and Performance. Harvard Business School Publishing.2001
[23] Richard L. Daft. Organization Theory and Design. South-Western Thomson Learning.2000
[24] Michael Fullan. Leading in a Culture of Change.Wiley, John & Sons, Incorporated.2001
[25] Jim Collins. Good to Great: Why Some Companies Make the Leap...and Others Don't. HarperCollins Publishers.2001
[26] Larry Bossidy. Execution: The Discipline of Getting Things Done. Crown Publishing Group.2002.
[27] Jeffrey J. Fox.How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients. Hyperion Press.2000
[28] Richard Koch. 80-20 Principle: The Secret to Success by Achieving More with Less. Doubleday & Company, Incorporated. 1999
[29] Subir Chowdhury. The Power of Six Sigma: An Inspiring Tale of How Six Sigma Is Transforming the Way We Work. Dearborn Financial Publishing.2001
[30] James C. Collins. Built to Last: Successful Habits of Visionary Companies. HarperCollins Publishers.2002
[31] Joan Magretta. What Managemnet Is. Simon & Schuster Adult Publishing Group. 2002
[32] Alan Axelrod. Patton on Leadership: Strategic Lessons for Corporate Warfare. Prentice Hall Press.2001.
[33] Gerald A. Michaelson. Sun Tzu: The Art of War for Managers. Adams Media Corporation.2001