NR公司发展战略研究

发布时间：2019-03-10 21:01

【摘要】：改革开放以来随着中国经济的高速发展,中国的电力工业取得了长足的进步,创造了全世界最大规模电网、最大规模装机容量、最高电压等级电网等多项世界之最。在此期间电力二次设备行业的产业水平不断提升,技术创新能力极大增强,在所有自动化行业中取得国产化水平最高(94%)的成绩。NR公司作为电力二次设备行业的龙头企业,为此做出了很大的贡献,同时自身企业规模也不断壮大,整体竞争能力得到了极大的提升,成为世界五大继电保护厂商之一。随着产业规模不断扩大,NR公司的外部环境也发生了很大的变化,行竞争变的更加激烈,行业利润水平有较大幅度的下降,竞争对手纷纷加大了追赶力度,通过兼并重组、与国外企业合作等方式增强企业竞争能力,试图赶超NR公司。如何应对外部环境的变化,不断的提升企业核心竞争力,持续保持竞争优势,这成为NR公司的首要考量。本文首先对电力二次设备行业进行了简单介绍,描述了NR公司的发展历程和现状,接下来运用PEST方法对企业外部的宏观环境进行了扫描,分析了二次设备面对的行业环境,并运用五力模型方法解构了行业内部的竞争结构,通过上述三个部分详细描述了NR公司的外部环境。利用资源及能力学派的观点,对NR公司的人力资源、财务资源、实体资源、无形资源,及企业家能力、技术创新能力、生产制造能力、市场拓展能力等企业内部环境进行了全面深入的分析。结合内、外部环境分析,运用SWOT理论,系统地梳理了NR公司外部面对的机遇与挑战及企业内部的优势与劣势,在此基础上做出NR公司的总体战略选择,并从市场战略及产品战略两个维度对关键战略进行了细化,以使得NR公司发展战略更具有可操作性。针对NR公司的发展战略实施,本文在文章末尾提出了一些实施对策和思路。主要在人力资源、生产质控体系、科学管理、国际品牌及企业文化等几个方面,提出了具体的措施及建议,以期为发展战略提供支撑。本文从NR公司实际情况出发,结合在南京大学学习的PEST理论、五力模型、资源及能力理论、SWOT分析等方法及理论,试图为NR公司制定企业发展战略,希望能对NR公司的发展起到一定的借鉴作用。
[Abstract]:Since the reform and opening up to the outside world, with the rapid development of China's economy, China's power industry has made considerable progress, creating the world's largest grid, the largest installed capacity, the highest voltage grade grid and so on. During this period, the industrial level of the secondary equipment industry of electric power has been continuously improved, and the ability of technological innovation has been greatly enhanced. NR has achieved the highest level of localization (94%) in all automation industries. As a leading enterprise in the secondary equipment industry of electric power, NR Company has made a great contribution to this end, and at the same time, its own enterprise scale has also been growing. The overall competitiveness has been greatly improved and become one of the five largest relay protection manufacturers in the world. With the continuous expansion of the scale of the industry, the external environment of NR Company has also undergone great changes, the competition in the industry has become more intense, the level of industry profits has declined significantly, and competitors have stepped up their efforts to catch up, and through mergers and reorganization, Cooperation with foreign enterprises and other ways to enhance the competitiveness of enterprises, trying to catch up with NR. How to deal with the change of external environment, constantly improve the core competitiveness of enterprises, continue to maintain competitive advantage, which has become the primary consideration of NR Company. This paper firstly introduces the power secondary equipment industry, describes the development process and present situation of NR Company, then uses PEST method to scan the external macro environment of the enterprise, and analyzes the industry environment faced by the secondary equipment. The five-force model is used to deconstruct the internal competition structure of the industry. The external environment of NR Company is described in detail through the above-mentioned three parts. From the perspective of the school of resources and capabilities, NR's human resources, financial resources, physical resources, intangible resources, and entrepreneurial capabilities, technological innovation capabilities, production and manufacturing capabilities, and the company's human resources, financial resources, physical resources, intangible resources, and entrepreneurial capabilities, The internal environment of the enterprise, such as the ability to expand the market, has been comprehensively and deeply analyzed. Based on the analysis of internal and external environment and the application of SWOT theory, this paper systematically combs the opportunities, challenges and internal strengths and weaknesses of NR Company, and makes the overall strategic choice of NR Company on this basis. The key strategy is refined from the two dimensions of market strategy and product strategy in order to make the development strategy of NR more maneuverable. In view of the implementation of the development strategy of NR Company, this paper puts forward some countermeasures and ideas at the end of the article. The concrete measures and suggestions are put forward mainly in the aspects of human resources, production quality control system, scientific management, international brand and corporate culture, in order to provide support for the development strategy. Based on the actual situation of NR Company and combined with the methods and theories of PEST theory, five-force model, resource and capability theory, SWOT analysis and so on, this paper tries to draw up the enterprise development strategy for NR Company. I hope to play a certain role in the development of NR.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.61

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