XN公司发展战略研究

发布时间：2018-01-21 05:17

本文关键词： XN公司外部环境内部条件核心竞争力　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的钢铁产业早就实现了世界产量第一,但在高品质、特种钢材生产以及产业现代化方面,长期以来一直处于比较落后的状态,与之配套的分析试验、制样设备及其产业也均处在相对落后的地步,就制样设备而言,普遍落后于国外先进水平,只能生产需要手工操作的简单机械,而且国内仅有几家专业制造商从事实验室制样设备的研发和制造。XN公司是全国率先专业从事冶金实验室(包括物理室、化学室等)快分系统领域,集研究、开发、生产和营销为一体的国家高新技术企业,现已成为业内领军公司和知名品牌。国内市场经过十余年的发展,同类进口产品的技术优势逐渐削弱,价格劣势逐渐凸显,备件及维修周期已成为痛点。同时,国内用户由起初的单一认为进口设备好到认为进口、国产各有优劣势,特别是在钢企效益下滑、国产设备不断进步完善的大环境下,优先使用国产设备已成为多数钢企的选择,甚至开始鼓励国产化。所以,XN公司经过十余年的发展,已完成领域内的技术积累,正面临设备提档升级(由单体设备到智能复合系统、手动/半自动到全自动)、市场与进口设备抗衡、生产服务进一步规范化以及服务领域进一步拓展的转型期。在该阶段选择相合适的公司发展战略,将是XN公司面临的新的挑战。本文研究内容主要包括六个部分:(1)绪论。主要阐述课题的研究背景、研究目的、意义及方法,重点介绍论文的研究思路,以便从总体上把握论文研究的基本框架。(2)相关理论基础及案例分析。主要阐述波特的竞争战略理论和差异化竞争理论、成本领先理论,同时在国外同行中选择一家同类企业HERZOG公司作为样本进行案例分析,为课题研究提供借鉴。(3)XN公司概况及内外部环境分析。首先进行外部环境分析,重点应用波特的五力模型;然后进行内部条件分析,在分析企业资源能力的同时,应用SWOT综合分析企业的发展条件,为发展战略提供研究基础。(4)XN公司总体战略。总体战略是方向,主要是确定战略定位、目标和模式。XN公司的战略定位是以钢铁行业实验室配套设备、仪器、系统的研发、生产、销售为中心,设计制造国内一流的理化检验实验室配套设备,成为钢铁企业理化检验的最佳伴侣。同时积极在铁合金领域和全自动原料制样领域通过跨国技术合作,寻求新的突破。争取通过3到5年的努力,将公司打造成可以与国际同类公司相抗衡的企业,为我国及东南亚地区的大中型钢铁企业、铁合金企业服务。用十年磨一剑的决心,直到让企业成为国内外同行业中的标杆。其商业模式包括产品开发生产策略、产品营销策略以及产品获利方式。(5)XN公司经营战略。经营战略是重点,主要是通过差异化为主、兼顾成本领先的竞争战略打造核心竞争力。XN公司的核心竞争力主要是行业认知优势、核心技术优势、性价比优势和政府扶持优势,这是XN公司的竞争优势所在。(6)XN公司战略实施的对策。战略对策是保证,主要从市场营销,财务融资,技术研发、人力资源和生产制造管理五条路径来确保战略的实施到位。论文的创新点集中体现在总体战略一章,主要是在XN公司发展定位的确立,总体目标的设定和商业模式的创新三个方面,是发展战略的核心。
[Abstract]:China's iron and steel industry have already achieved the world's first production, but in high quality, special steel production and industrial modernization, has long been in a relatively backward state, with the support of the test analysis, sample preparation equipment and industry are in relatively backward step, as sample preparation equipment, generally lagging behind the foreign advanced level, only the production need manual operation of the simple machines, but only a few domestic professional manufacturer engaged in laboratory equipment for R & D and manufacturing of.XN company is the first professional metallurgical laboratory (including physical and chemical laboratory room, etc.) quick separation system, research, development, production and marketing as a whole the national high-tech enterprises, the industry has become the leading companies and brands. The domestic market after more than ten years of development, the technology advantages of similar imported products gradually weakened, the price disadvantage by Highlight, spare parts and maintenance cycle has become a pain point. At the same time, domestic users from the first single that imported equipment to that of imports, domestic each has advantages and disadvantages, especially the decline in steel prices benefit, the environment of domestic equipment to improve under the priority in the use of domestic equipment has become the choice of most steel enterprises and even began to encourage domestic. So, XN company after more than ten years of development, has been accumulated in the field of technology, is facing the equipment upgrading (from single equipment to intelligent composite system, manual / semi-automatic to fully automatic), imported equipment market and compete, transition to further standardize the service and production service to further expand the field. Select the development strategy appropriate to the company at this stage, XN will be a new challenge facing the company. This paper mainly includes six parts: (1) introduction. Mainly discusses the research background of the subject, The research purpose, significance and method, introduces the research ideas, basic framework in order to grasp the research on the whole. (2) analyze the related theory and case. Mainly expounds the theory of competitive strategy and difference between Potter's competition theory, cost leadership theory, at the same time in the foreign counterparts in the choice of a similar company HERZOG as a sample for case analysis, to provide reference for the research. (3) analysis of XN company and the internal and external environment. Firstly, the external environment analysis, five forces model focuses on the application of Potter; and then the internal condition analysis, in the analysis of the resources of the enterprises at the same time, the development of application of SWOT comprehensive analysis of the enterprise, and provide basis for the study development strategy. (4) the overall strategy of XN company. The overall strategy is the main direction is to determine the strategic positioning, strategic positioning and target model of.XN company is the steel industry in the laboratory Supporting equipment, instruments, systems development, production, sales as the center, the design and manufacture of domestic first-class chemical testing laboratory equipment, become the best partner of physical and chemical inspection of iron and steel enterprises. At the same time actively in the ferroalloy field and automatic raw sample preparation field through international technical cooperation, seek new breakthrough to fight through 3. To 5 years of efforts, the company will create similar companies can compete with international enterprises, large and medium-sized iron and steel enterprises in China and Southeast Asia, ferroalloy enterprises. With ten years of grinding sword determination, until enterprise at home and abroad in the same industry benchmark. Its business model including the development of production product strategy, marketing strategy and product profit. (5) XN company business strategy. Business strategy is the key, mainly through differentiation, taking into account the cost leadership strategy to build the core competitiveness of.XN company The core competitiveness of the main industry is the cognitive advantages, core technology advantage, price advantage and advantage of government support, this is where the XN company's competitive advantage. (6) XN strategy implementation of the strategy. The strategic countermeasures is the guarantee, mainly from marketing, finance, technology development, human resources and production management five the path to put in place to ensure the implementation of the strategy. The innovation of this paper is embodied in the chapter is mainly to establish the overall strategy, positioning in the development of XN company, the three aspects of the overall goal and the business model innovation is the core development strategy.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F426.31

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