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目录
Subject ：StrategicResearchDevelopmentofShaanxiEcologicalCement
Corporation
Specialty ：Masterofbusinessadministration
Name ：Zhaojing (Signature
Instructor Chentiehua (Signature
：
ABSTRACT
Cement industry, an important basic raw materials industry for economic and social
development,playsanirreplaceableroleinthenationaleconomyintermofbasicconstruction,
industrial construction and other related infrastructure fields.Since 2012, the decline of
nationalmacroeconomic,ononehand,hasdecreasedeconomicgrowthrate,andthusthereis
a serious excessive capacity on cement industry. On the other hand, energy consumption of
this industryretains high and it leadsto seriousenvironmentalpollution.Both ofthese cause
an overall industry downturn. Shaanxi Ecological cement Corporation Limited tends to be
passive in fierce market competition. It faces a list of tremendous tasks: design the
developmentstrategy,respondactivelytothefiercecompetitionpattern,reversethedeclineof
unfavorableperformancesituation,andpromisethelong-termdevelopment.
This paper focuses on Shaanxi Ecological Cement Corporation Limited as research
object. Based on PSET and Michael Potter’s Five Forces Model, the author uses industrial
organizationtheoryandstrategicmanagementtheoriestostudyitsdevelopmentstrategy.First
the author analyzes the problems facing domestic cement industry, reveals the presence of
severeoverproductioncapacity,seriouscompetitionofthehomogenizationandrelativelyraw
growth mode.By analyzing the company’s advantages and disadvantages, opportunities as
wellasthreats,thepaperconcludesthatthecorporationshoulddeveloplargescaleproduction
lineswhileclosingdownthosesmallerones.Meanwh
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