SDTG公司竞争战略研究

发布时间：2017-12-27 04:17

本文关键词：SDTG公司竞争战略研究　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国正逐步从温饱型社会向小康型社会过渡。由于改革开放的原因,中国民航产业持续快速增长,具体表现为各航空公司以及相关单位林立,各自的航线运营网络不断拓展,民航机场等基础建设取得重大进展。由于中国经济的巨大拉动作用,中国民航机队平均增长速度旅客运输量等关键性指标更是取得平均每年10%左右的增幅,势头喜人,发展强劲。与此同时,国内公务机市场作为最近几年的热门产业,更是以每年15%的增长速度傲视全球。国产大飞机项目的稳步推进,也使得中国民航产业更上台阶。飞机维修是民航运输的延伸产业,民用航空维修(MR0)市场发展迅速；在世界范围内普遍增长较快。而中国市场更是首当其冲。据预测,中国国内维修市场复合增长率有望突破10%,维修市值约占亚太区份额25%以上。SDTG公司是一家位于济南,以机体维修为主的民用飞机维修公司,主要经营以波音737为主体的中小型飞机维修业务,收入主要来源于来第三方客户。自成立至今分享了中国民航产业以及维修产业高速增长的盛宴。其经营规模,利润水平持续增长并迅速在亚太地区民用航空维修企业中占有一席之地。但近年来,伴随着中国劳动力成本的持续增长,美元人民币汇率的持续走低,窄体机业务的相对饱和,SDTG公司增长势头有所放缓。如何抓住机遇,迎接挑战,选择合适的竞争战略成为公司急需解决的重要课题,也为今后的可持续发展奠定良好的基础。本文运用企业战略分析理论中几种常见理论与方法如PEST分析,五力模型,SWOT分析等,结合客观数据,对SDTG公司的所处的内外部环境做出综合研究。仔细分析了公司的优势与劣势,机会与挑战等的主观和客观因素。就内部环境而言,公司的优势主要在于737系列窄体飞机维修技术成熟；地处济南,劳动力成本低廉；进入公务机维修市场较早,公务机维修类别业内领先等。而劣势在于产品线过于单一；整体服务意识有待提高；国际业务过于依赖日本市场；存在一定政治风险以及机会风险等。就外部环境而言,公司的优势在于行业处于半垄断,市场空间巨大：但也伴随着劳动力成本激增,重复建设过多这样的不利条件。就整体而论,公司的优势大于劣势,机会大于威胁。作者结合公司实际情况,分析了SDTG公司供应链中价值增值环节,从而建议公司执行成本领先集中战略。在确保主业机体维修成本领先的基础上,集中优势资源对公务机和零部件制造业务进行集中以争取超额利润。在明确公司战略以后,再从企业文化、人力资源、生产控制、销售与营销、服务这五个环节对战略的具体策略和保障措施给出具体建议,希望能够对公司的发展提供一定的借鉴和帮助。最后对本篇论文进行了总结和展望,相关竞争战略如能得以正确的布置与实施,SDTG公司将会迎来更好的发展与成长。
[Abstract]:China is gradually changing from the food and clothing society to the well-off society. Due to the reasons of reform and opening up, China's civil aviation industry continues to grow rapidly, especially for airlines and related units. Their airline operation networks are expanding continuously, and significant progress has been made in infrastructure construction such as civil aviation and airports. Due to the great pulling effect of China's economy, the average growth rate of China's civil aviation fleet and other key indicators such as passenger traffic volume are gaining an average annual growth rate of about 10%, which is gratifying and strong. At the same time, the domestic official machine market as a hot industry in recent years, is an annual growth rate of 15% the envy of the world. The steady progress of domestic large aircraft projects also makes China's civil aviation industry more advanced. Aircraft maintenance is an extended industry of civil aviation transportation, and civil aviation maintenance (MR0) market has developed rapidly; it has grown rapidly in the world. And the Chinese market is the first to bear the brunt. It is predicted that the compound growth rate in China's domestic maintenance market is expected to break through 10%, and the market value of maintenance is about 25% in the Asia Pacific region. SDTG is a civil aircraft maintenance company mainly located in Ji'nan, which mainly relies on body maintenance. It mainly runs Boeing 737 as the main body of small and medium-sized aircraft maintenance business, and the main source of income comes from third party customers. Since its establishment, the Chinese civil aviation industry and the rapid growth of the maintenance industry have been shared. Its operating scale, profit level continues to increase and occupy a place in the civil aviation maintenance enterprises in the Asia Pacific region. But in recent years, along with the continuous growth of China's labor costs, the US dollar exchange rate continues to decline, and the narrow body business is relatively saturated, and the growth rate of SDTG has slowed down. How to seize opportunities and meet challenges and choose the right competitive strategy has become an important topic for the company to solve. It also lays a good foundation for the sustainable development in the future. This paper applies several common theories and methods in enterprise strategic analysis theory, such as PEST analysis, five force model, SWOT analysis, etc., combined with objective data, makes a comprehensive research on the internal and external environment of SDTG company. The subjective and objective factors of the company's strengths and weaknesses, opportunities and challenges are carefully analyzed. In terms of the internal environment, the company's main strength lies in the mature technology of the 737 series narrow body aircraft maintenance technology, located in Ji'nan, the labor cost is low, the market for entering the business aircraft maintenance is earlier, the business aircraft maintenance category is in the lead and so on. The disadvantage is that the product line is too single, the overall service consciousness needs to be improved, the international business is too dependent on the Japanese market, and there are certain political risks and opportunities risks. For the external environment, the advantage of the company is that the industry is semi monopolized, and the market space is huge. But with the increase of labor cost, there are too many disadvantages such as repeated construction. As a whole, the company's advantages outweigh the disadvantages, and the opportunity is greater than the threat. Based on the actual situation of the company, the author analyzes the value added link in the supply chain of SDTG company, and suggests that the company carry out the cost leading strategy. On the basis of ensuring the lead of the maintenance cost of the main industry, the centralized resources are concentrated on the business of public service machines and parts and parts in order to strive for excess profits. After making clear the company strategy, we will give specific suggestions for the specific strategies and safeguard measures of the strategy from the five links of corporate culture, human resources, production control, sales and marketing, and services, hoping to provide some references and help for the development of our company. Finally, we summarize and look forward to this paper. If the relevant competitive strategies can be properly arranged and implemented, SDTG company will have a better development and growth.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.5

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