DC造船海洋有限公司竞争战略研究

发布时间：2018-02-28 17:00

本文关键词： 船段建造 DC造船海洋有限公司竞争战略目标集聚战略　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：DC造船海洋有限公司(简称"DC")是世界第二大造船厂韩国DE造船海洋株式会社(简称"DE")于2005年9月在山东省烟台市投资兴建的全资子公司。2007年5月建成投产,主要生产船段和海上石油钻井平台模块。年生产能力达到40万吨。2008年金融危机席卷全球,国际贸易量大幅减少,国际海运市场也随之陷入萧条,加之之前海运业兴旺时期过度投资导致的运力过剩等问题,世界造船市场遭到了巨大的打击,有效需求大幅萎缩,产能过剩,新船价格低位徘徊,竞争进一步加剧。目前DC的处境极为艰难,订单严重不足,利润极为稀薄。在这种大环境和大趋势下,DC如何定位竞争战略显得十分重要。本论文以迈克尔·波特(Michael E.Porter)的竞争战略理论为指导,运用GPEST分析法和波特五力模型对DC的外部环境进行分析,找出其面临的机会和威胁,并运用外部因素评价(EFE)矩阵进行评价;同时结合DC内部的实际情况对其价值链进行分析,找出其优势和劣势,并运用内部因素评价(IFE)矩阵进行评价。DC面临的机会主要有:烟台地理位置优越,交通发达,气候温和,适合造船业的发展;国家出台一系列政策,加快造船行业的结构调整,支持造船行业中产品有竞争力、有市场、有效益的优质造船企业的发展;人民银行多次降息降准,利率的下调在一定程度上降低了造船企业的融资成本,降准使企业的融资更为方便;人民币对美元持续贬值,增强了国内造船企业的出口的国际竞争力;中国劳动力资源充足。劳动力成本绝对优势虽有所下降,但仍有较大的比较优势;造船技术发展迅速,为造船业的发展奠定了基础;中小造船厂大量倒闭,新船订单进一步向大型造船企业集中;钢材、铁舾装、油漆、焊材等原材料供应商的议价能力较弱;潜在进入者和替代品的威胁较小。DC面临的威胁主要有:自2008年金融危机以来,造船市场长期低迷,造船行业产能过剩,需求不足,新船价格低位徘徊,竞争激烈;国际油价的持续低迷,使钻井船、半潜式钻井平台等海工产品及LNG船、LPG船、油轮等船舶产品的需求量大幅减少;国内劳动力成本不断上涨;船用设备和电子产品,因其核心技术仍掌握在欧美发达国家手中,其供应商的议价能力很强;船东的议价能力较强,而且订单延期甚至撤销的情况较多。DC的优势主要有:有先进、齐全的造船设备和设施;生产技术先进;财务状况良好;有健全、完善的质量管理体系;企业信息化管理水平较高;有良好的管理水平和有一定底蕴的企业文化;采购吸引力较强;品牌有较高的知名度。DC的劣势主要有:独立营销经验不足,营销水平仍然不高;自身的设计研发能力较弱,对总部的依赖性比较大;客户服务水平有待提高;人力资源管理体系还不够完善。运用SWOT矩阵对机会和威胁、优势和劣势进行综合分析,建立定量战略计划矩阵(QSPM矩阵)对拟选择的各种战略进行评分,最终选择目标集聚战略,主推大型环形船段,将目标市场集中于亚洲,将客户群集中于大型船厂。同时为了确保战略目标的实现,提出了以下战略实施与保障措施:加强市场营销、提升研发设计能力、改善进料流程、强化生产制造,加强企业文化建设、调整组织结构、完善人力资源的管理与开发、加强财务管理、大力推进信息化建设。本文理论结合实际,为DC选择了适合企业持续发展的竞争战略,制定了有效的战略实施与保障措施。对同行业企业来说也具有很强的借鉴意义。
[Abstract]:DC shipbuilding and Marine Co. Ltd. (hereinafter referred to as "DC") is the world's second largest shipyard in South Korea DE shipbuilding and Marine Corporation (hereinafter referred to as "DE") on September 2005 in Shandong city of Yantai province to invest in the construction of a wholly owned subsidiary of.2007 in May was completed and put into production, the main production of ship and offshore oil drilling platform module. The annual production capacity of 400 thousand.2008 tons of the global financial crisis in 2008, the international trade volume significantly reduced, the international shipping market has been plunged into recession, and before the shipping industry boom over investment leads to excess capacity and other issues, the world shipbuilding market has suffered a huge blow, sharply, effective demand overcapacity, new ship prices remain low, further intensified competition. The current situation of DC is extremely difficult, a serious shortage of orders, the profit is very thin. In this environment, and the trend of DC, how to locate the competitive strategy of ten points is important. In this paper, Wallace Kerr Porter (Michael E.Porter) competitive strategy theory, using the GPEST analysis method and the external environment of Potter's five forces model carries on the analysis to the DC, to find out the opportunities and threats, and the use of external factor evaluation (EFE) evaluation matrix; and combining with the actual situation of DC in the analysis of the value chain, find out the advantages and disadvantages, and using internal factors evaluation matrix (IFE) to evaluate.DC opportunities include: Yantai location, traffic developed, mild climate, suitable for the development of the shipbuilding industry; the state promulgated a series of policies to accelerate the structural adjustment of the shipbuilding industry, the shipbuilding industry in support of product competitiveness and market. The development of high-quality shipbuilding enterprise benefit; the people's bank repeatedly cut RRR, interest rate cuts to reduce the financing cost of shipbuilding enterprises to a certain extent, RRR make financing more Convenient; the RMB against the U.S. dollar continued to depreciate, enhance the international competitiveness of domestic shipbuilding enterprises export; Chinese sufficient labor resources. Labor cost absolute advantage has decreased, but still have more comparative advantages; the rapid development of shipbuilding technology, laid the foundation for the development of the shipbuilding industry; small and medium-sized shipyards, the closure of a large number of new ship orders to large shipbuilding enterprises further concentrated; steel, iron outfitting, painting, welding consumables and other weak bargaining power of suppliers of raw materials; facing the threat of potential entrants and smaller.DC substitutes the main threat: since 2008 since the financial crisis, the shipbuilding market long-term downturn, shipbuilding industry overcapacity, lack of demand, new ship prices remain low. Fierce competition; international oil prices continued to slump, the drilling ships, semi submersible drilling platform and other marine products and LNG ship, ship LPG, demand for oil tanker ship products significantly reduced; Rising domestic labour costs; marine equipment and electronic products, because of its core technology is still in the hands of the hands of the developed countries, the bargaining power of suppliers is strong; the owner's strong bargaining power, and even more delayed order cancellation.DC has the following advantages: advanced equipment, shipbuilding and production facilities; advanced technology; financial condition; have a sound, perfect quality management system; enterprise information management level is higher; good management level and a certain foundation of the enterprise culture; purchasing more attractive brand visibility;.DC has the higher the disadvantages are: lack of independent marketing experience, its marketing level is still not high; the design and development ability is weak, relatively large dependence on headquarters; the level of customer service needs to be improved; human resources management system is not perfect. The use of the opportunities and threats of SWOT matrix, The advantages and disadvantages of comprehensive analysis, establish the quantitative strategic planning matrix (QSPM matrix) wasassessed strategy to choose, the final choice of target concentration strategy, the main push of large ring ship, the target market concentrated in Asia, will focus on large customers. At the same time the shipyard in order to ensure the realization of strategic target, put forward the following measures: strengthening the protection and implementation of the strategy of marketing, to enhance the capability of research and design, improve the feeding process, strengthen production, strengthen the construction of enterprise culture, adjusting the organizational structure, improve the human resources management, strengthening financial management, promoting the construction of informatization. This thesis combines theory with practice, choose suitable for the sustainable development of enterprises competitive strategy for DC, to develop the implementation of effective strategies and safeguard measures. It has great significance to the enterprises in the same industry.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.474

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