镇海石化建安公司设备制造发展战略研究

发布时间：2018-03-31 15:24

本文选题：缠绕管换热器　切入点：发展战略　出处：《上海交通大学》2013年硕士论文

【摘要】：随着中国经济、科技与社会的不断发展,中国的设备制造业取得了很大的发展,石油化工行业的设备国产化比例越来越高,企业间的竞争从低端价格竞争逐渐演变为技术竞争,企业的产品也从以往的普通设备向节能、环保、高效的方向发展。公司长期从事化工压力容器设备的制造,经过十多年的发展,逐渐拥有了自己的核心产品缠绕管换热器,但市场上模仿者、替代者日益增多,竞争日趋激烈。面对这样的形势,公司需要制定长远的总体战略,统筹公司的发展。本文旨在通过对公司面临的外部环境和内部条件的分析,为公司制定切合企业实际的发展战略,提高公司生产经营决策的有效性,抓住企业发展中面临的各种机遇,从而提升公司的竞争能力。本文采取PEST等分析方法,分析了公司面临的宏观外部环境,又以迈克尔·波特的竞争战略理论为主要依据,用五力模型、价值链分析与SWOT分析等方法,分析了公司缠绕管产品的竞争对手,分析了公司内部的资源与能力,分析了行业的现状、竞争状态和发展趋势,从而得出二个重要结论,一是当前市场需求有较大的发展空间;二是市场竞争日趋激烈,进入者越来越多。根据这些分析与结论,制定出了公司长远发展的二大战略,分别是差异化战略、相关多元化战略,其中又以差异化战略作为核心。差异化战略主要包括技术、质量、客户、盈利模式等多方面差异化,相关多元化战略就是要使公司做大做强,产品丰富,提升抗风险能力。根据公司的发展战略要求,公司结合实际,确定了三个方面的战略实施策略,分别是产品的研究与开发、创新营销模式、品牌战略。还有四个战略成功的保障措施,分别是加强人力资源管理、建设战略导向的企业文化、有效的组织结构与治理、企业风险的控制与管理等,每一个策略与保障措施都是紧紧围绕公司二大战略的实施。通过这些措施,公司将能拥有一支高素质的队伍,提升与市场接轨的产品研发能力与服务能力,努力开发国内市场同时,能走向国际市场,打开产品的市场空间。在公司内部大力开展文化建设,形成共同的价值体系,使得队伍稳定、和谐,组织运行高效。公司战略在这些措施的保障下,能确保成功贯彻实施,赢得发展机遇,使得公司始终处于行业的领导地位,打造出较强的持续竞争优势。
[Abstract]:With the continuous development of Chinese economy, science and technology and society, the equipment manufacturing industry in China has made great progress. The proportion of equipment localization in petrochemical industry is becoming higher and higher, and the competition among enterprises has gradually evolved from low-end price competition to technological competition. The products of the enterprise have also developed from ordinary equipment to energy saving, environmental protection and high efficiency. The company has been engaged in the manufacture of chemical pressure vessel equipment for a long time. After more than 10 years of development, it has gradually owned its own core product, winding tube heat exchanger. But in the market there are more imitators, more and more substitutes, more and more competition. In the face of this situation, the company needs to develop a long-term overall strategy. The purpose of this paper is to analyze the external environment and internal conditions faced by the company, to formulate a development strategy suitable for the company, and to improve the effectiveness of the company's decision on production and operation. In order to enhance the competitive ability of the company, this paper analyzes the macro external environment of the company by means of PEST, and takes Michael Porter's theory of competition strategy as the main basis. By means of five-force model, value chain analysis and SWOT analysis, this paper analyzes the competitors of the winding pipe products of the company, analyzes the internal resources and capabilities of the company, and analyzes the present situation, competitive state and development trend of the industry. Two important conclusions are drawn, one is that the current market demand has a greater space for development; the other is that the market competition is becoming increasingly fierce and the number of entrants is increasing. Based on these analyses and conclusions, two major strategies for the long-term development of the company have been formulated. The differentiation strategy includes technology, quality, customer, profit model and so on. The related diversification strategy is to make the company bigger and stronger, to be rich in products, and to enhance its ability to resist risks. According to the requirements of the company's development strategy, the company has determined three strategic implementation strategies in combination with the actual situation, namely, the research and development of the products. Innovative marketing model, brand strategy. There are also four measures to ensure the success of the strategy, namely, strengthening human resources management, building a strategic oriented corporate culture, effective organizational structure and governance, control and management of enterprise risks, etc. Each strategy and safeguard measures are closely related to the implementation of the company's two major strategies. Through these measures, the company will be able to have a high-quality team to upgrade its R & D capability and service capacity in line with the market. Try hard to develop the domestic market at the same time, can go to the international market, open up the market space of the product, develop the cultural construction vigorously in the company, form the common value system, make the team stable and harmonious, Under the guarantee of these measures, the company strategy can ensure the successful implementation, win the development opportunity, make the company always in the leading position of the industry, and create a strong sustainable competitive advantage.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F272

【相似文献】