上海信南工业装备有限公司创业的战略思考

发布时间：2019-05-26 18:33

【摘要】：随着市场竞争的日益激烈,制造商及生产企业对于科学管理和柔性制造的不断追求,原先供应商产品单一且分散的、种类繁多的传统工业品采购,正逐渐被新兴的MRO工业品一站式采购所替代。同时,随着我国工业经济的平稳快速发展,MRO的发展前景被看好,市场容量巨大,MRO这一新兴的行业逐渐被市场所认可。本文依据上海信南工业装备有限公司的内外部实际情况,结合相关的战略分析理论,提出适合公司的创业战略方向是构建MRO工业品超市。首先,运用PSET方法进行宏观环境分析、五力模型进行行业环境分析,研究公司发展所面临的环境背景：其次,通过内部资源与能力及利益相关者的愿景分析,构建了公司战略选择的SWOT模型和IE矩阵；再次,在相关分析研究的基础上,得出公司的创业战略方向是构建MRO工业品超市,基于QSPM模型对公司的备选战略进行决策,最终得出适合公司发展的总体战略是增长型战略,可以选用的竞争战略是成本领先战略和集中化战略；最后,通过市场调研和市场细分确定目标市场,组建4P营销体系,并提出了战略实施的保障和支撑措施。
[Abstract]:With the increasingly fierce market competition, manufacturers and production enterprises continue to pursue scientific management and flexible manufacturing. The original supplier products are single and scattered, and a wide variety of traditional industrial products are procured. Is gradually being replaced by the emerging MRO industrial products one-stop procurement. At the same time, with the steady and rapid development of China's industrial economy, the development prospect of MRO is promising and the market capacity is huge. MRO, a new industry, is gradually recognized by the market. According to the internal and external situation of Shanghai Xinnan Industrial equipment Co., Ltd., combined with the relevant strategic analysis theory, this paper puts forward that the strategic direction of starting a business suitable for the company is to construct MRO industrial products supermarket. First of all, the PSET method is used to analyze the macro environment, and the five forces model is used to analyze the industry environment, and to study the environmental background of the development of the company. Secondly, through the vision analysis of internal resources and capabilities and stakeholders, The SWOT model and IE matrix of corporate strategic choice are constructed. Thirdly, on the basis of relevant analysis and research, it is concluded that the strategic direction of the company is to build MRO industrial supermarket, based on the QSPM model to make decisions on the alternative strategy of the company, and finally it is concluded that the overall strategy suitable for the development of the company is the growth strategy. The optional competitive strategy is cost leading strategy and centralization strategy. Finally, the target market is determined through market research and market segmentation, and the 4p marketing system is set up, and the guarantee and support measures for the implementation of the strategy are put forward.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.4

【相似文献】