三一重工混凝土机械竞争战略研究

发布时间：2018-05-23 12:35

本文选题：三一重工 + 混凝土机械　；参考：《中南大学》2013年硕士论文

【摘要】：三一重工作为国内民营企业的典型代表,依靠自主创新能力和强大的企业文化,抓住了中国市场机遇,实现了企业的快速发展。混凝土机械是三一重工的核心业务,一直占据行业领导者地位,然而近几年却面临着严峻的挑战,市场份额开始丢失,市场地位受到威胁。因此,在当前市场环境下,三一重工应当调整自己的竞争战略,重新建立起竞争优势。论文通过PEST模型分析了三一重工混凝土机械发展的宏观环境,通过五力模型分析了其行业环境,并进一步分析了竞争对手的主要竞争策略,指出行业增速放缓、竞争对手的挑战、以及自身差异化优势的缩小是其面临的主要威胁。同时,通过SWOT进行分析,结合三一重工既有战略的现实基础,论文设计出三一重工混凝土机械竞争战略的主导选择,即为：“一融”、“三化”,“一融”指产融结合,“三化”是国际化、差异化、一体化。 “一融”“三化”的提出,是基于对扩张战略、产品战略、产业链战略和价值链战略的分析,除了延续和深化三一重工既有的国际化战略和差异化战略外,更加关注企业对自身产业链的完善、对核心能力的塑造和对客户价值的创造。论文同时指出了实施这些战略的重点举措。最后,根据三一重工竞争战略的调整方向,论文还提出了其战略实施的三大保障：一是思想保障,主要为转变经营观念和企业文化建设；二是制度保障,主要是设置激励措施和实施营销体制变革；三是人才保障,提高员工素质和做好国际化人才储备。
[Abstract]:Sany heavy Industry as a typical representative of private enterprises in China, relying on independent innovation ability and strong corporate culture, seized the opportunity of Chinese market and realized the rapid development of enterprises. Concrete machinery is the core business of Sany heavy Industry, which has always occupied the leading position of the industry. However, in recent years, it has been faced with severe challenges, market share began to lose, and the market position is threatened. Therefore, in the current market environment, Sany should adjust its competitive strategy and re-establish its competitive advantage. In this paper, the macro environment of Sany heavy concrete machinery development is analyzed by PEST model, the industry environment is analyzed by five-force model, and the main competitive strategies of competitors are further analyzed, and the slow growth rate of industry is pointed out. The challenges of competitors and the narrowing of their own differentiation advantages are the main threats they face. At the same time, through the analysis of SWOT, combined with the practical foundation of Sany heavy Industry's existing strategy, the paper designs the dominant choice of Sany heavy Industry concrete machinery competition strategy, that is, "one melt", "three turns", "one melt" refers to the combination of production and finance. The "three modernizations" are internationalization, differentiation and integration. Based on the analysis of expansion strategy, product strategy, industry chain strategy and value chain strategy, Sany's strategy of internationalization and differentiation has been extended and deepened. Pay more attention to the perfection of industry chain, to the core competence and to the creation of customer value. At the same time, the paper points out the key measures to implement these strategies. Finally, according to the adjustment direction of Sany's competitive strategy, the paper also puts forward three guarantees for its implementation: one is ideological security, mainly for the change of management concept and enterprise culture construction, the other is institutional guarantee. It is mainly to set up incentive measures and implement the reform of marketing system, and third, to ensure talents, improve the quality of employees and make a good job of international talent reserve.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F272

【参考文献】