年产1.2亿块烧结页岩砖项目经营战略研究及项目可行性分析
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摘要
本论文根据我国关于在大中型城市限制和禁止使用普通粘土烧结砖的产业
政策，针对☆☆企业集团拟投资兴建的新型建筑墙体材料（页岩烧结多孔保温
砖）大型项目——天津☆☆页岩制品有限公司，从地区、行业和企业发展的环
境、趋势和市场的需求及风险各方面进行了全方位的展望和评估，提出和选择
了一条科学的企业经营发展战略，并以此为基础对该建设项目进行了科学的可
行性分析，提高了项目可行性分析的全面性和可靠性。论文最后得出结论：天
津☆☆页岩制品有限公司应采用市场开发、产品开发、技术改造和一体化经营
战略。该项目符合国家环保、节能及可持续发展的相关产业政策；设备和工艺
先进、技术上可行；经济上市场需求潜力大、投资回收快、收益好，是个较好
的、可行的投资项目。
本文将企业发展战略的设计融入建设项目的可行性分析，力图克服对建设
项目“重上马，轻经营”的弊病，以回避投资风险，提高投资的经济和社会效
益。本论文企业经营战略设计部分采用企业外部因素评价矩阵法（EFE）和企
业内部因素评价矩阵法（IFE）进行企业发展内外部要素的确定和评价，采用
SWOT 分析法进行企业经营战略备选方案的制定，继而用定量战略计划矩阵
（QSPM）法对已拟定的可行备选战略进行评价，为战略的选择提供依据，然
后根据评价结果进行企业经营战略的选择。项目可行性分析部分根据原国家计
委《关于建设项目进行可行性研究的试行管理办法》和国家计委与建设部联合
发布的《建设项目经济评价方法与参数》进行该项目的可行性分析。在各部分
的分析与评价中，采用了企业战略学、管理经济学、工程经济学、管理会计学
等学科相关的技术工具。
According to the industrial policy that restricts and eliminates the use of the
clay-sintered brick in the big and medium sized city and in allusion to Tianjin **
Shale Product Company, a large sized project of the new architectural wall material
(the shale-sintered multi-hole refractory brick) invested and founded by ☆☆
company group, the thesis makes the all-around prospect and the evaluation in the
aspect of the environment, the trend, the market demand and the risk of the local,
industrial and enterprise development and presents and chooses a scientific
development strategy on the management of the enterprise. Based on that, the thesis
gives this project a scientific feasibility analysis, so the integrality and the reliability
of the project’s feasibility analysis is improved. The conclusion of the thesis is that
Tianjin ** Shale Product Company should adopt a management strategy of
developing the market, developing the products, innovating the technique and
integration. The project is consistent with the relevant national industrial policy on
the environment protection, the power saving and the sustainable development. The
equipment and technique is advanced and the technology is workable. The potential
market demand is big, the investment repayment is fast and the profit is good. All of
them contribute to a relative good and workable investment project. The thesis richen
the project’s feasibility analysis with the enterprise’s development strategy in order to
overcome such a drawback of the project as “emphasizing the start of the project
while neglecting the management of it” so as to evade the investment risk and
increase the economy and the social benefit of the investment.
The part of the thesis about the design of the enterprise’s management strategy
adopts the External Factors Evaluation (EFE) Matrix and the Internal Factors
Evaluation (IFE) Matrix to fix and evaluate the internal and external factors affecting
the enterprise’s development, the Strength Weak Opportunity Treating (SWOT)
Method to decide the alternative plan of the enterprise’s management strategy and at
last the Quantitative Strategic Planning Matrix (QSPM) to evaluate the fixed
alternative strategies. Thus it supplies a foundation for the choice of the strategy so
that, later on, the enterprise can choose its management strategy in accordance with
the consequence of the evaluation. The part on the feasibility analysis of the project is
in the light of the second version of the ‘Economic Evaluation and Parameters on the
Construction Project’ issued jointly by the National Planning Committee and the
National Construction Department. In every parts of the analysis and the evaluation,
relevant technological tools in kinds of subjects such as the Enterprise Strategy, the
Management Economics, the Engineering Economics and the Management
Accounting are used.
政策，针对☆☆企业集团拟投资兴建的新型建筑墙体材料（页岩烧结多孔保温
砖）大型项目——天津☆☆页岩制品有限公司，从地区、行业和企业发展的环
境、趋势和市场的需求及风险各方面进行了全方位的展望和评估，提出和选择
了一条科学的企业经营发展战略，并以此为基础对该建设项目进行了科学的可
行性分析，提高了项目可行性分析的全面性和可靠性。论文最后得出结论：天
津☆☆页岩制品有限公司应采用市场开发、产品开发、技术改造和一体化经营
战略。该项目符合国家环保、节能及可持续发展的相关产业政策；设备和工艺
先进、技术上可行；经济上市场需求潜力大、投资回收快、收益好，是个较好
的、可行的投资项目。
本文将企业发展战略的设计融入建设项目的可行性分析，力图克服对建设
项目“重上马，轻经营”的弊病，以回避投资风险，提高投资的经济和社会效
益。本论文企业经营战略设计部分采用企业外部因素评价矩阵法（EFE）和企
业内部因素评价矩阵法（IFE）进行企业发展内外部要素的确定和评价，采用
SWOT 分析法进行企业经营战略备选方案的制定，继而用定量战略计划矩阵
（QSPM）法对已拟定的可行备选战略进行评价，为战略的选择提供依据，然
后根据评价结果进行企业经营战略的选择。项目可行性分析部分根据原国家计
委《关于建设项目进行可行性研究的试行管理办法》和国家计委与建设部联合
发布的《建设项目经济评价方法与参数》进行该项目的可行性分析。在各部分
的分析与评价中，采用了企业战略学、管理经济学、工程经济学、管理会计学
等学科相关的技术工具。
According to the industrial policy that restricts and eliminates the use of the
clay-sintered brick in the big and medium sized city and in allusion to Tianjin **
Shale Product Company, a large sized project of the new architectural wall material
(the shale-sintered multi-hole refractory brick) invested and founded by ☆☆
company group, the thesis makes the all-around prospect and the evaluation in the
aspect of the environment, the trend, the market demand and the risk of the local,
industrial and enterprise development and presents and chooses a scientific
development strategy on the management of the enterprise. Based on that, the thesis
gives this project a scientific feasibility analysis, so the integrality and the reliability
of the project’s feasibility analysis is improved. The conclusion of the thesis is that
Tianjin ** Shale Product Company should adopt a management strategy of
developing the market, developing the products, innovating the technique and
integration. The project is consistent with the relevant national industrial policy on
the environment protection, the power saving and the sustainable development. The
equipment and technique is advanced and the technology is workable. The potential
market demand is big, the investment repayment is fast and the profit is good. All of
them contribute to a relative good and workable investment project. The thesis richen
the project’s feasibility analysis with the enterprise’s development strategy in order to
overcome such a drawback of the project as “emphasizing the start of the project
while neglecting the management of it” so as to evade the investment risk and
increase the economy and the social benefit of the investment.
The part of the thesis about the design of the enterprise’s management strategy
adopts the External Factors Evaluation (EFE) Matrix and the Internal Factors
Evaluation (IFE) Matrix to fix and evaluate the internal and external factors affecting
the enterprise’s development, the Strength Weak Opportunity Treating (SWOT)
Method to decide the alternative plan of the enterprise’s management strategy and at
last the Quantitative Strategic Planning Matrix (QSPM) to evaluate the fixed
alternative strategies. Thus it supplies a foundation for the choice of the strategy so
that, later on, the enterprise can choose its management strategy in accordance with
the consequence of the evaluation. The part on the feasibility analysis of the project is
in the light of the second version of the ‘Economic Evaluation and Parameters on the
Construction Project’ issued jointly by the National Planning Committee and the
National Construction Department. In every parts of the analysis and the evaluation,
relevant technological tools in kinds of subjects such as the Enterprise Strategy, the
Management Economics, the Engineering Economics and the Management
Accounting are used.
引文
[1]迈克尔·波特,竞争优势（陈小悦）,北京:华夏出版社,1998
[2]迈克尔·波特,竞争战略（陈小悦）,北京:华夏出版社,1998
[3]中华人民共和国建设部,1996—2010 中国建筑技术政策,北京:中国城市
出版社,1998
[4]中国工程建设年鉴编委会,中国工程建设年鉴,北京:中国建筑工业出版
社,2002
[5]赵国杰,于海洋,企业发展战略的选择,天津:天津大学出版社,2000
[6]王北辰,李士瀛,张雯野,现代企业经营与发展战略,北京:经济管理出版
社,1987
[7]孙海鸣,刘乃全,企业战略高级教程,上海:上海人民出版社,2002
[8]包政,战略营销管理,北京:中国人民大学出版社,1997
[9]休·考特尼,不确定性管理,北京:中国人民大学出版社,2000
[10]项保华,企业战略管理—概念、技能与案例,北京:科学出版社,1994
[11]王迎军,战略杠杆,天津:天津人民出版社,1997
[12]王方华,吕巍,企业战略管理,上海:复旦大学出版社,1997
[13]刘冀生,企业经营战略,北京:清华大学出版社,1995
[14]弗雷德·R·戴维,战略管理（李克宁）,北京:经济科学出版社,2001
[15]解培才,徐二明,西方企业战略,北京:中国人民大学出版社,1992
[16]赵国杰,MBA＆MPA 丛书,天津:天津大学出版社,2003
[17]S·卡利斯·莫瑞斯,克利斯多弗·R·托马斯,核心能力战略,大连:东北
财经大学出版社,2001
[18]于春晖,管理经济学,北京:立信会计出版社,1998
[19]安德鲁·坎贝尔,凯瑟琳·萨默斯·卢斯,核心能力战略,大连:东北财经
大学出版社,1999
[20]圣丁,哈佛商学院 MBA 教程,北京:经济日报出版社,1997
[21]戴维·贝赞可,戴维·德雷诺夫,马克·尚利,公司战略经济学,北京:北
京大学出版社,1999
[22]马士华,林勇,陈志祥,供应链管理,北京:机械工业出版社,2000
[23]MBA 必修核心课程编译组,经营战略,北京:中国国际广播出版社,2003
[24] David J.Collis and Cynthia A.Montgomery, “Creating Corporate
Advantage ”,Harvand Bussiness Review,May-June 1998.
[25] Orit Gadiesh and James L. Gilbert, “Profit Pools: A Fresh look at
Strategy” ,Harvard Business Review, May-June 1998.
[26]Bruce Kogut ,“What Makes Company Global ?” Harvard Business
Review,,Junuay –February 1999.
[27]W.Chan Kin and Renee Mauborgne , “Strategy,Value Innovation, and the
Knowledge Economy ”,Sloan Management Review,Spring 1999.
1
[28] Cary P. Pisano and Steven C.Wheelwright,“The New Logic of High-Tech
R&D”,Harvard Business Review,September-October 1995.
[29] Gerry Johnson,Strategic Change and the Management Process,Black-well
Publishers 1987.
[30] 加布里埃尔·哈瓦维尼,克劳德·维埃里,经理人员财务管理（王
全喜）,北京:机械工业出版社,2000
[31] 赵国杰,建设项目经济评价,天津:天津科技翻译出版公司,1989
[32] 王维才等,投资项目可行性分析与项目管理,北京:冶金工业出版社，
2000
[2]迈克尔·波特,竞争战略（陈小悦）,北京:华夏出版社,1998
[3]中华人民共和国建设部,1996—2010 中国建筑技术政策,北京:中国城市
出版社,1998
[4]中国工程建设年鉴编委会,中国工程建设年鉴,北京:中国建筑工业出版
社,2002
[5]赵国杰,于海洋,企业发展战略的选择,天津:天津大学出版社,2000
[6]王北辰,李士瀛,张雯野,现代企业经营与发展战略,北京:经济管理出版
社,1987
[7]孙海鸣,刘乃全,企业战略高级教程,上海:上海人民出版社,2002
[8]包政,战略营销管理,北京:中国人民大学出版社,1997
[9]休·考特尼,不确定性管理,北京:中国人民大学出版社,2000
[10]项保华,企业战略管理—概念、技能与案例,北京:科学出版社,1994
[11]王迎军,战略杠杆,天津:天津人民出版社,1997
[12]王方华,吕巍,企业战略管理,上海:复旦大学出版社,1997
[13]刘冀生,企业经营战略,北京:清华大学出版社,1995
[14]弗雷德·R·戴维,战略管理（李克宁）,北京:经济科学出版社,2001
[15]解培才,徐二明,西方企业战略,北京:中国人民大学出版社,1992
[16]赵国杰,MBA＆MPA 丛书,天津:天津大学出版社,2003
[17]S·卡利斯·莫瑞斯,克利斯多弗·R·托马斯,核心能力战略,大连:东北
财经大学出版社,2001
[18]于春晖,管理经济学,北京:立信会计出版社,1998
[19]安德鲁·坎贝尔,凯瑟琳·萨默斯·卢斯,核心能力战略,大连:东北财经
大学出版社,1999
[20]圣丁,哈佛商学院 MBA 教程,北京:经济日报出版社,1997
[21]戴维·贝赞可,戴维·德雷诺夫,马克·尚利,公司战略经济学,北京:北
京大学出版社,1999
[22]马士华,林勇,陈志祥,供应链管理,北京:机械工业出版社,2000
[23]MBA 必修核心课程编译组,经营战略,北京:中国国际广播出版社,2003
[24] David J.Collis and Cynthia A.Montgomery, “Creating Corporate
Advantage ”,Harvand Bussiness Review,May-June 1998.
[25] Orit Gadiesh and James L. Gilbert, “Profit Pools: A Fresh look at
Strategy” ,Harvard Business Review, May-June 1998.
[26]Bruce Kogut ,“What Makes Company Global ?” Harvard Business
Review,,Junuay –February 1999.
[27]W.Chan Kin and Renee Mauborgne , “Strategy,Value Innovation, and the
Knowledge Economy ”,Sloan Management Review,Spring 1999.
1
[28] Cary P. Pisano and Steven C.Wheelwright,“The New Logic of High-Tech
R&D”,Harvard Business Review,September-October 1995.
[29] Gerry Johnson,Strategic Change and the Management Process,Black-well
Publishers 1987.
[30] 加布里埃尔·哈瓦维尼,克劳德·维埃里,经理人员财务管理（王
全喜）,北京:机械工业出版社,2000
[31] 赵国杰,建设项目经济评价,天津:天津科技翻译出版公司,1989
[32] 王维才等,投资项目可行性分析与项目管理,北京:冶金工业出版社，
2000