ZK重工集团有限公司发展战略研究

发布时间：2018-03-10 16:43

本文选题：风电装备　切入点：五力模型　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年，为了满足国家对能源的不断增加的需求，国家大力扶持风电行业的发展。风电装备制造企业获得良好的发展空间，但是随着风电行业的飞速发展，更多的竞争者进入该市场，市场竞争加剧，给产业内现有的企业带来了很大的冲击。这些都对现有风电装备制造企业的发展提出了更高的要求。如何制定科学合理的发展战略，在激烈的竞争中脱颖而出，成为现有企业实现可持续发展的迫切需求。本文在企业战略管理的相关理论的指导下，运用迈克尔·波特教授的五力模型理论以及安德鲁斯的SWOT等分析工具和方法，对该公司所处的政治法律、经济、社会文化、科技等宏观环境以及行业环境进行了深入分析；并应用SWOT模型对其内部环境进行了分析，找出了ZK重工集团的外部机会和威胁、内部优势和劣势。本文根据对内外环境的分析，制定出一套适合ZK重工集团的发展战略：实施S-O总体发展战略，确定实行总成本领先战略为主，服务差异化战略为辅的竞争战略。最后，本论文提出了符合ZK重工集团发展的战略选择以及战略实施的保障措施，提出了在飞速发展的风电行业和日益激烈的竞争环境中，ZK重工集团不能过分依靠扩大生产规模、建立分厂去发展企业，应充分利用现有资源和外部环境优势，通过优化重整人力资源配置，构建集团公司统一的采购体系，拓宽融资渠道，积极开拓海上风电市场，建立完善的营销和客户服务体系，加强企业文化建设和实施全面质量管理等措施提升集团公司的实力，形成集团公司的核心竞争力。
[Abstract]:In recent years, in order to meet the country's increasing demand for energy, the state has vigorously supported the development of the wind power industry. Wind power equipment manufacturing enterprises have gained a good space for development, but with the rapid development of the wind power industry, As more competitors enter the market, the market competition intensifies, which brings a great impact to the existing enterprises in the industry. All these put forward higher requirements for the development of the existing wind power equipment manufacturing enterprises. How to formulate a scientific and reasonable development strategy, In the fierce competition, it has become the urgent need for the existing enterprises to achieve sustainable development. In this paper, under the guidance of the relevant theories of corporate strategic management, using Professor Michael Porter's five-force model theory and Andrews' SWOT and other analytical tools and methods, the political, legal, economic, social and cultural aspects of the company are discussed. The macro environment and industry environment such as science and technology are deeply analyzed, and the internal environment of ZK heavy Industry Group is analyzed by using SWOT model, and the external opportunities and threats, internal advantages and disadvantages of ZK heavy Industry Group are found out. Based on the analysis of internal and external environment, this paper analyzes the internal and external environment of ZK heavy Industry Group. A set of development strategies suitable for ZK heavy Industry Group was worked out: implement S-O overall development strategy, determine the implementation of total cost leading strategy, service differentiation strategy as a supplement to the competition strategy. Finally, this paper puts forward the strategic choice and the safeguard measures to implement the strategy in line with the development of ZK heavy Industry Group. It is pointed out that in the rapidly developing wind power industry and the increasingly competitive environment, ZK heavy Industry Group can not rely too much on expanding production scale and establishing branch plants to develop enterprises, and should make full use of the advantages of existing resources and external environment. By optimizing the allocation of human resources, constructing a unified purchasing system, broadening financing channels, actively developing the offshore wind power market, and establishing a perfect marketing and customer service system, Strengthen the construction of enterprise culture and implement total quality management and other measures to enhance the strength of the group company, forming the core competitiveness of the group company.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4

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