WH商品混凝土有限公司竞争战略及实施对策研究

发布时间：2018-03-11 04:09

本文选题：混凝土　切入点：PEST分析　出处：《扬州大学》2017年硕士论文　论文类型：学位论文

【摘要】：商品混凝土是建筑业最基本的材料之一,具有施工速度快、强度等级高、流动性强等优点。近几年,随着国内城市化建设的加速,基础设施工程量的增加,以及国家政策利于预拌混凝土行业的缘故,中国商品混凝土行业具备非常广阔的发展前景,混凝土企业数量迅速增长。正是在这样一个整体环境下,混凝土行业有大量的外部资金流入,但因行业内部缺乏完善的战略管理体系、行业内无序竞争,企业面对的竞争环境更加错综复杂。因此,企业必须正确把握市场需求趋势和竞争态势,在充分满足市场需求的基础上,从战略层面予以应对,积极参与竞争,抓住机会,保持和巩固自己的优势,寻找到新的经济增长点,才能实现可持续发展。本论文以WH商品混凝土有限公司为研究对象,通过企业战略管理相关理论的阐述,使用PEST分-析法分析了 WH商品混凝土公司外部宏观环境,运用波特五力分析模型分析公司当前所处的行业竞争环境,以及从主要竞争对手分析入手,得出公司所面临的的机遇与威胁。同时,结合公司内部资源分析,运用SWOT分析工具,为公司制定了符合公司发展的竞争战略以及相匹配的一系列战略措施的具体建议。通过分析,本文认为,在战略层面上,公司宜采用“增长型”战略,在业务层面的竞争战略中,WH商品混凝土有限公司应采用差异化战略。通过以上研究分析,希望WH商品混凝土有限公司,通过整改发挥优势,克服运作中的劣势,从而能够避免企业运营过程中的不利因素,抓住机会,通过技术研发和企业高效管理,在产品质量和营销服务方面有根本的改善。使公司在混凝土市场上树立资源保护、绿色环保、增加社会经济效益的正面形象,从而实现可持续发展。
[Abstract]:Commercial concrete is one of the most basic materials in the construction industry. It has the advantages of fast construction speed, high strength grade and strong fluidity. In recent years, with the acceleration of urbanization in China, the amount of infrastructure engineering has increased. And because the national policy is conducive to the ready-mixed concrete industry, the commercial concrete industry in China has a very broad development prospect, and the number of concrete enterprises is growing rapidly. It is precisely under such an overall environment that the number of concrete enterprises is growing rapidly. There is a large amount of external capital inflow in the concrete industry, but due to the lack of a perfect strategic management system within the industry and the disorder competition in the industry, the competition environment faced by enterprises is more complicated. Enterprises must correctly grasp the trend of market demand and competition situation, on the basis of fully meeting market demand, deal with it from the strategic level, actively participate in competition, seize the opportunity, and maintain and consolidate their own advantages. In order to achieve sustainable development, we can find new economic growth point. This paper takes WH Commodity concrete Co., Ltd. as the research object, through the enterprise strategic management related theory elaboration, This paper analyzes the external macro environment of WH Commodity concrete Company by using PEST method, analyzes the industry competition environment of WH Commodity concrete Company by using Porter's five-force analysis model, and starts with the analysis of the main competitors. At the same time, combined with the company's internal resources analysis, the use of SWOT analysis tools, In this paper, the author makes specific suggestions for the company to develop a competitive strategy and a series of corresponding strategic measures. Through the analysis, it is concluded that, at the strategic level, the company should adopt the "growth" strategy. In the competitive strategy of business level, WH Commodity concrete Co., Ltd. should adopt differentiation strategy. Through the above research and analysis, we hope that WH Commodity concrete Co., Ltd., through rectification and reform, will exert its advantages and overcome the disadvantages in operation. In order to avoid the adverse factors in the enterprise operation process, seize the opportunity, through technology research and development and enterprise efficient management, there are fundamental improvements in product quality and marketing services, so that the company in the concrete market to establish a resource protection, Green environmental protection, increase the positive image of social and economic benefits, thus realize sustainable development.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92

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