CC公司竞争战略研究

发布时间：2018-02-22 05:59

本文关键词： 太阳能设备五力模型战略 SWOT　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着全球太阳能光伏产业的高速发展，，尤其是近五年来中国太阳能光伏市场的爆炸性增长给很多的太阳能设备厂商提供机遇；CC公司是德国的一个家族式太阳能设备厂商，主要是提供硅电池的关键生产设备，凭借其产品的高质量和领先的技术，CC公司在过去的几年中一直都保持着年增长率20%以上的高速发展；在企业依托高增长市场快速发展的时候，由于外部的因素，企业经营者往往只看到公司高速发展带来的好处，而公司的快速发展又掩盖了其自身存在的问题。从2011年下半年开始，受欧元区债务危机的影响，太阳能终端客户集中的欧洲地区大幅削减了对太阳能产品的补贴，使得该市场急剧萎缩；与此同时，由于前几年中国市场的过度发展，产能严重超出目前市场的需求，在此情况下对设备的需求也将进入一个低谷；CC公司存在的一些问题在市场波动的情况下，都开始暴露。为了能解决CC公司目前在组织结构和战略等方面的问题，所以对CC公司的竞争战略进行研究分析。本文对CC公司竞争战略的分析研究，查找其战略管理中存在的问题并根据问题提出解决方案，本文介绍了战略管理概念及战略管理常用方法；其次，根据战略管理常用方法对CC公司状况进行深入分析，主要对CC公司内部环境和外部环境进行分析，在分析中，主要采用了战略管理的工具五力模型和SWOT分析法等；而后，根据分析得出CC公司存在的问题，主要列出了CC公司外部环境问题，CC公司组织架构问题，cc公司战略和核心竞争力上存在的问题；最后，针对CC公司的问题，提出了自己的解决方案，一、明晰企业发展愿景，完善战略规划；二、充分利用优势竞争力，制定正确的营销策略，在行业中树立品牌，服务始终以客户第一；三、重视人才开发，发挥人才潜能，重新建立组织结构。第六章：全文总结，主要总结了全文的框架结构，通过内外部环境的分析，找到了CC公司存在的问题，并根据问题利用管理科学知识对CC公司提出了合理的建议。
[Abstract]:With the rapid development of the global solar photovoltaic industry, especially the explosive growth of China's solar photovoltaic market in the past five years, many solar equipment manufacturers have been offered opportunities. CC is a family solar equipment manufacturer in Germany. Mainly to provide the key production equipment of silicon battery, with the high quality and leading technology of its products, CC company has been maintaining a high growth rate of more than 20% per year in the past few years. When the enterprises rely on the rapid development of the high growth market, because of the external factors, the business operators often only see the benefits brought by the rapid development of the company, and the rapid development of the company covers up its own problems. Since the second half of 2011, as a result of the eurozone debt crisis, Europe, where solar terminal customers are concentrated, has slashed subsidies for solar products, causing the market to shrink sharply; at the same time, Due to the excessive development of the Chinese market in the past few years, the production capacity has seriously exceeded the current market demand. In this case, the demand for equipment will also enter a low point. In order to solve the problems in organizational structure and strategy of CC Company, the competitive strategy of CC Company is studied and analyzed. This paper analyzes and studies the competitive strategy of CC Company, finds out the problems existing in its strategic management and puts forward solutions according to the problems. The concept of strategic management and the common methods of strategic management are introduced in this paper. Secondly, According to the common methods of strategic management, the status of CC Company is deeply analyzed, mainly on the internal and external environment of CC Company. In the analysis, we mainly use the five Force Model of Strategic Management and the SWOT Analysis method, etc. According to the analysis of the problems of CC company, this paper mainly lists the external environment problems of CC Company and the problems in the strategy and core competitiveness of CC Company. Finally, aiming at the problems of CC Company, Put forward their own solutions, first, clear enterprise development vision, improve strategic planning; second, make full use of competitive advantages, formulate the correct marketing strategy, establish a brand in the industry, the service is always customer first; third, Pay attention to the development of talents, exert the potential of talents, re-establish the organizational structure. Chapter 6th: summary of the full text, mainly summarized the frame structure of the full text, through the analysis of the internal and external environment, found the existing problems of CC Company, According to the problem, the author puts forward reasonable suggestions to CC Company by using scientific knowledge of management.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.6

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