三一重工股份有限公司发展战略研究

发布时间：2019-04-12 11:28

【摘要】：改革开放与经济建设的迅猛发展，给中国工程机械带来前所未有的发展机遇。在过去二十年的黄金发展时期，以三一重工、中联重科、徐工为代表的工程机械品牌依靠自主创新迅速崛起，不仅使基本依赖进口的中国工程机械市场快速被自主品牌所取代，，而且还大力挺进国际市场，经过不懈努力，使国内工程机械进入全球工程机械第一阵营。2012年上半年，经营环境日趋恶化，表现在：在2008年金融危机时国家投放的4万亿已接近尾声、国际经济尚未走出欧债危机的阴影、国内经济呈下行趋势、固定资产投资增速放缓、工程机械需求下降、市场竞争加剧。本文选取三一重工股份有限公司（以下简称三一重工）作为研究对象，目的在于通过对三一重工内、外部环境的分析，适时做出适于当前及未来经济形势发展变化的战略调整，明确企业发展方向，减少企业经营决策上的战略失误，确保企业健康有序发展。本文应用PEST分析方法对三一重工所处行业的宏观环境进行分析，利用波特五力模型分析法对其行业竞争力进行分析。分别从宏观、微观，从定性、定量的不同角度来研究，最后，从内部条件分析形成内部因素（IFE）评价矩阵，总结出内部的优劣势，由外部环境分析得出外部因素（EFE）评价矩阵，总结出外部的机会与威胁。利用SWOT分析以及IFE、EFE结果，确定了三一重工应采取市场产品战略为主、并购战略为辅的总体发展战略；利用定性方法和定量战略计划矩阵（QSPM）得出三一重工的基本竞争战略应为差异化竞争。本文从组织结构、研发、管理、采购、生产等几个方面进行了战略实施过程和保障的探讨，使三一重工在复杂多变的经营环境下具有明确的风险防范机制，努力适应环境并影响环境，使企业沿着正确的轨道稳健发展。本研究通过分析三一重工的发展现状，指出企业目前面临的困境及原因。通过将企业具体情况与先进发展战略理论相结合，寻找合适的战略以解决目前的困境。该研究对三一重工具有现实的指导意义。此外，本研究有助于加快和促进中国工程机械产业发展战略和方法的研究，为中国工程机械行业整体战略管理水平的提高贡献力量。通过典型工程机械企业与发展战略理论的结合，进一步充实和丰富了服务于企业发展战略的理论分析工具和方法。
[Abstract]:With the rapid development of reform and opening-up and economic construction, China's construction machinery has brought unprecedented opportunities for development. In the golden development period of the past two decades, the brands of construction machinery represented by Sany heavy Industry, Zhonglian heavy Branch and Xu Gong have risen rapidly with independent innovation, which not only makes China's construction machinery market, which is basically dependent on imports, be quickly replaced by independent brands. But also vigorously advanced into the international market, after unremitting efforts, the domestic construction machinery into the global first camp of construction machinery. In the first half of 2012, the operating environment is deteriorating day by day. In 2008, when the financial crisis came to an end, the international economy has not yet emerged from the shadow of the European debt crisis, the domestic economy is in a downward trend, the growth rate of fixed asset investment is slowing, and the demand for construction machinery is falling. Competition in the market has intensified. In this paper, Sany heavy Industry Co., Ltd (hereinafter referred to as Sany heavy Industry) as the object of study, the purpose of the Sany heavy Industry internal and external environment analysis, timely make suitable for the current and future economic development and change of strategic adjustment, Clear the direction of enterprise development, reduce the strategic mistakes in business decision-making, ensure the healthy and orderly development of enterprises. In this paper, PEST analysis method is used to analyze the macro-environment of Sany heavy industry, and Porter-five force model method is used to analyze the competitiveness of Sany heavy industry. Respectively from the macro, micro, from the qualitative, quantitative different angles to study, finally, from the internal conditions analysis to form the internal factor (IFE) evaluation matrix, summed up the internal advantages and disadvantages. The external factors (EFE) evaluation matrix is obtained from the external environment analysis, and the external opportunities and threats are summarized. Based on the analysis of SWOT and the result of IFE,EFE, the overall development strategy of Sany heavy Industry should be based on market product strategy and supplemented by M & A strategy. By using qualitative method and quantitative strategic plan matrix (QSPM), it is concluded that the basic competitive strategy of Sany heavy industry should be differential competition. This paper discusses the strategic implementation process and guarantee from the aspects of organizational structure, research and development, management, procurement and production, so that Sany has a clear risk prevention mechanism in the complex and changeable business environment. Strive to adapt to the environment and influence the environment, so that the enterprise along the right track to develop steadily. By analyzing the present situation of Sany heavy industry, the paper points out the difficulties and reasons that enterprises are facing. By combining the specific situation of the enterprise with the advanced development strategy theory, the author tries to find a suitable strategy to solve the present predicament. This study is of practical significance to Sany heavy Industry. In addition, this research is helpful to accelerate and promote the research on the development strategy and methods of construction machinery industry in China, and contribute to the improvement of the overall strategic management level of the construction machinery industry in China. Through the combination of the typical construction machinery enterprise and the development strategy theory, the theoretical analysis tools and methods serving the enterprise development strategy are further enriched and enriched.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F272

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