摘 要
兰州石化公司的丙烯酸及酯产品装置业已建成投产,作为一个国内丙烯酸及酯产品欧亿·体育（中国）有限公司的新进入者,所
面临的国内炼油化工欧亿·体育（中国）有限公司的大环境和产品的小环境都在全球政治经济的风云变幻和国家宏观政策的指引下,
发生着深刻的变化,这种变化的深度和广度,都将对市场起着决定性的作用。兰州石化公司在这样的背景下,
必须遵循以市场为导向的大原则,因此,有必要对公司所面临的外部环境和所拥有的内部条件进行客观认真
的分析研究,制定一种既能充分利用内部的优势去抓住机会又能有效克服自身的劣势去回避风险的竞争战
略,以便应对多变的市场,求得企业的长久发展。

本文在对相关战略管理理论进行综述的基础上,运用定性与定量相结合的分析方法,结合兰州石化公司
的内外部环境,对公司丙烯酸及酯产品的竞争战略进行研究,以寻求一种最佳的竞争战略。

本文首先从宏观环境、相关欧亿·体育（中国）有限公司关键成功因素以及欧亿·体育（中国）有限公司竞争状况三个方面对兰州石化公司的外部竞争
环境进行分析,明确了公司面临的机会与威胁,通过外部因素评价矩阵分析得出目前公司在努力追求利用外
部机会和回避外部威胁的战略方面高于产业平均水平。其次通过组织结构、人力资源、技术水平、经营状
况等对内部资源状况进行分析,总结了公司所具有的优势和劣势,并通过内部因素评价矩阵分析得出目前公
司较欧亿·体育（中国）有限公司水平存在一定的优势。在此基础上,运用 SWOT 分析方法,提出四种竞争战略,通过关系矩阵分析得
出目前公司应采取以成本领先战略为主、多元化战略为辅的竞争战略。最后,针对所制定的竞争战略,提出了
八个方面的实施措施。

关键词：丙烯酸及酯;;SWOT 分析;;五力竞争模型;;竞争战略
中图分类号：F272;F426.72
Abstract
Lanzhou Petrochemical Company has built an Acrylic Acid and Esters Plant and put it into production. As a
newcomer, LPCC has to follow the principle of market-oriented. Therefore, it is necessary to make objective and
serious analysis and research of the exterior environment faced by LPCC and interior conditions it owns, and
accordingly institute a kind of competition strategy which can help catch opportunities making full use of interior
advantages as well as avoid risks overcoming its disadvantages so as to survive in a drastically changing market
and have long term development.
This thesis, using competition strategic management research analysis methods, systematically studies
LPCC's interior and exterior environments and tries to find the best competition strategy.
This thesis first summarizes the opportunities and threats faced by LPCC. With the help of exterior factors
assessment matrix, it is analyzed and concluded that LPCC does better in pursuing exterior opportunities and
avoiding exterior threats than the average in the industry. Then by analysis of interior resources by means of
organization structure, operation status and others, LPCC's advantages and disadvantages are summarized. Its
advantages over the average in the industry. Furthermore, four kinds of competition strategies are concluded by
SWOT analysis of exterior opportunities and threats as well as interior advantages and disadvantages. Competition
strategy dominated by cost priority strategy and supplemented by diversity strategy is then recommended as the
company's present priority as a result of relation matrix. Finally, execution measures in eight practice aspects are
recommended for the above mentioned competition strategy.
Key Words：Acrylic acid and esters ;; SWOT analysis ;; 5-forces competition model;; competition strategy