摘要
高性能工程塑料欧亿·体育（中国）有限公司作为国家先进高分子欧亿·体育（中国）有限公司领域的一个重要分支,对于支撑
我国先进装备制造业实现工业转型升级具至关重要的作用。但目前现状是我国规模
以上高性能塑料生产企业超过一千家,主要分布在山东省、广东省、浙江省、江苏
省、上海市等,产业分布呈现出比较强的区域性特征;除了国内生产企业,高性能
工程塑料产业巨头也纷纷登陆长三角和珠三角地区。目前在这些区域有近千家企业
从事高性能塑料的制造活动,其中形成产业规模的高性能塑料企业有近百家。在竞
争特点方面呈现出了在低端市场准入门槛低,价格竞争严重,产能过剩,资源利用
率不高。高端市场长期被国外的跨国化工巨头占领,技术封锁严密,国家每年依然
需要大量进口大量高端的高性能工程塑料的尴她现状。由于高性能工程塑料具有优
异性能,也更加符合节能环保潮流,近年来高性能工程塑料已被广泛应用于电子电
气、汽车、建筑、办公设备、机械、航空航天等欧亿·体育（中国）有限公司,以塑代钢、以塑代木目前已
经成为了产业发展的新趋势。高性能工程塑料已成为化工新材料领域中发展速度最
快的细分欧亿·体育（中国）有限公司,目前正推动着传统产业的转型升级和产品结构的调整,其发展程度
对国家战略新兴产业的发展起着重要的支撑作用。JR公司作为浙江省规模最大的高
性能工程塑料企业近年来为适应市场竞争环境的要求,积极开展企业战略的制订工
作,以提高企业的竞争力,引领高性能工程塑料企业的产品升级;本文在对JR公
司进行政治经济环境分析、社会技术环境分析的基础上,采取波特五力分析模型、
价值链分析模型、SWOT分析模型进行分析,提出通过实施聚焦战略、成本领先战略、
软实力战略、适度多元化战略建立具有JR特色的产品准入门栏,逐步摆脱在低端
市场价格竞争的局面,将JR公司建设成为我国在工业电气细分领域全国第一,车
用工程塑料领域全国领先,在先进高分子新材料领域实现适度多元化,占领欧亿·体育（中国）有限公司高
端市场的战略构想,并提出将JR公司发展成为高性能工程塑料及功能材料解决方
案供应商,成为中国高性能工程塑料及功能材料领导者,以创新科技与创新服务创
造人类美好生活的企业愿景。本文希望以JR公司的战略规划设计为例,为众多“科
技小巨人”型的高新技术企业制定公司发展战略提供参照和借鉴。

关键词:JR公司;战略设计;高端;升级
I
硕士学位论又
MASTER'S THESIS
Abstract
Modified engineering plastics industry as a national advanced polymer industries as
an important branch of China for support of advanced equipment manufacturing realize
the transformation and upgrading of industrial a vital role. But the present situation is our
country scale above modified plastics production enterprise more than, present a strong
regional, mainly concentrated in guangdong, zhejiang,jiangsu, Shandong, Shanghai.
Besides domestic production enterprise, modified engineering plastics industry giants
have also landed in Yangtze river delta and pearl river delta region. At present in the two
areas have thousands of home enterprise engaged in the production of plastic compounds,
scale above modified plastics enterprise near. In the competitive characteristics present in
the low end of the market admittance threshold low, price competition is serious, the
excess capacity, resource utilization rate is not high. High-end market long-term by
foreign multinational chemical giant occupation, and technology tight blockade,
countries still need a lot every year import a lot of modified engineering plastic high-end
embarrassing situation. Because modified engineering plastic excellent performance and
more accord with energy conservation and environmental protection trend, in recent
years the modified engineering plastics have been widely applied in electronic electrical,
automotive, construction, office equipment, machinery, aerospace and other industry,
plastic instead of steel, plastic instead of wood has become the international fashion trend.
Modified engineering plastic has become in the world today in the plastic industry the
fastest growing fields and the development of countries not only pillar industry and
modern hi-tech industry plays a support role,but also promote the traditional industry
transformation and the adjustment of product mix. As the largest JR in zhejiang province
of modified engineering plastics enterprise in recent years to adapt to the requirements of
the market competition environment, actively carry out enterprise strategy formulation,
in order to improve the competitiveness of the enterprises, and lead the modified
engineering plastics enterprise upgrade. In this paper the JR political and economic
environment analysis, social technology environment on the basis of analysis, take potter
five competitive forces model, the value chain analysis model analysis, SWOT analysis
model is analyzed, and through the implementation of the focus on strategy, cost
leadership strategy, soft power strategy, moderate diversification strategy can establish
feature products access door JR column, and gradually get rid of in the low end of the
market price competition situation, will become our country in the construction company
JR industrial electrical segments of the first in the field, the leading vehicle engineering
plastic field, in the advanced new macromolecule material field the realization moderate