QW公司的战略选择与实施措施

发布时间：2018-01-08 08:12

本文关键词：QW公司的战略选择与实施措施　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,工业微波能设备由于其用途广泛、性能可靠、使用方便而迅速发展起来,受到了广大客户的欢迎。QW公司是以工业微波能设备制造为主营业务的公司,能否借助国家政策以及经济转型的外部有利因素,将其转化为公司自身的优势,全方位强化公司的综合实力,使公司实现超常规发展,是公司目前需要认真思考和解决的问题。本文针对QW公司在当前的产品生产和市场竞争中存在的突出问题,借助有效的管理学分析工具,分析了公司的外部环境,以及结合内部能力鉴别有利于QW公司成长的关键优势和劣势因素,并进一步分析了其内部能力和外部环境的匹配程度,通过工业微波设备市场的细分,找准公司的市场定位,确定公司的目标市场,并选择与实施相应的市场竞争战略及保障措施。本文经过综合分析研究,得出了如下基本结论:公司面向国际与国内两个市场上都有良好的发展机遇,市场不断整合为公司发展提供更多机会、国际工业设备制造商纷纷到国内寻求合作伙伴、当地政府的支持。而公司同时也面临着诸多的不良因素的威胁,使公司的发展面临较大困难。第二,内部能力方面,QW公司通过具有较大的规模与成本优势、强大的生产能力和技术创新能力、良好的财务管理与运作能力、产品质量好、性价比高、产品市场占有率位居前列、拥有很高的美誉度建立了行业竞争优势。但在核心产品定位不够清晰、投入技术研发费用大、技术转化率较低、市场管理效率低、各类产品的市场定位和营销重点不明确等方面又面临一定的困难,需要后期不断优化。第三,结合内外部因素,QW公司在工业微波能设备制造行业应该推行差异化战略和成本领先战略。第四,为确保战略转型的顺利推进,QW公司需要一系列战略落地和实施措施,例如从技术研发、设备研发与制造、信息平台构建、企业文化宣教、组织结构、人力资源管理等几个方面对公司战略实施提出了具体的措施建议。
[Abstract]:In recent years, industrial microwave energy equipment because of its wide use, reliable performance, convenient operation and rapid development, the majority of customers of.QW company in the industrial microwave energy equipment manufacturing as the main business of the company, whether by means of national policies and external economic transformation of the favorable factors, transforming it into the company's own advantage a full range of comprehensive strength, strengthen the company, make the company achieve extraordinary development, is the company's current need to seriously think about and solve. This paper focuses on the QW company in the current production and market competition in the process of the problem, with the help of effective management analysis tools, analyze the external environment, and combined with internal the ability to identify the key advantages of QW company's growth and disadvantages, and further analysis of the matching degree of the internal ability and external environment, through the industrial microwave equipment A subdivision of market positioning, determine the company's target market, market competition strategy and the corresponding security measures and implementation and selection. In this paper, through the comprehensive research and analysis, the conclusion is as follows: the company for the two markets of international and domestic has the good development opportunity, continue to provide more opportunities for market integration the development of the company, the international industrial equipment manufacturers have to seek domestic partners, the support of local government. And the company also faces many adverse factors of the threat, so that the company's development is facing great difficulties. Second, internal capabilities, QW company has the scale and cost advantages of large capacity, strong production capacity and technology innovation, financial management and operation ability, good product quality, cost-effective products, the market share in the forefront, has a very high reputation established industry But in the core competitive advantage. Product positioning is not clear, in charge of technical research and development, technology transfer rate is low, the market management efficiency is low, facing certain difficulties and various types of products in the market positioning and marketing focus is not clear, the latter needs to optimize. Third, combination of internal and external factors, QW company can manufacture equipment the industry should implement the differential strategy and cost leadership strategy in industrial microwave. Fourth, to ensure the smooth progress of the strategic transformation, QW company needs a series of strategic landing and implementation measures, such as technology development, equipment development and manufacturing, information platform construction, enterprise culture propaganda, organization structure, human resources management and other aspects put forward specific measures for the implementation of company strategy.

【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F272

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