SARON有限公司竞争战略研究

发布时间：2018-03-22 23:31

本文选题：仪器仪表　切入点：竞争战略　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：现如今,能源危机、环境污染和资源浪费成为全世界共同关注的话题,而且严重制约着经济的发展。水是生命的起源,作为自然资源的重要组成部分,水资源浪费和短缺问题日益突出,加强水计量技术的研究、提高水计量产品的性能是减轻水资源紧缺难题的重要措施之一。环境保护、节能减排等相关工作的推进,智慧城市、新型城镇化建设的需要,物联网行业的发展,有利的宏观经济及社会文化条件等都为计量仪表行业带来新的发展机遇。与此同时,技术的不断更新,国家相关计量法律法规对行业规范的逐步完善,整个行业竞争日趋激烈的事实,给仪表企业的发展又带来新的挑战。因此,如何抓住有利机遇,选择合适的竞争战略,提高参与竞争的竞争力水平,更好地迎接挑战,已经成为水表行业多数企业都重点关注和思考的问题。水表行业是关系到国计民生的计量行业,对于我国经济发展起到不容忽视的作用。SARON公司是已有十四年发展史的水、热、电和天然气终端仪器仪表制造企业,而且水表作为创造收益的主要业务,为了顺应市场信息化的需求,建立自己的竞争优势,需要从终端制造商向仪表设备及配套系统解决方案提供商转型,在角色转变过程中,如何把握住良好的机遇,从容应对激烈的竞争,努力开拓市场空间,最终制定切实可行的战略,更加有利于顺利实现产品转型的成功,是本文写作的初衷。本文在系统的战略管理理论研究基础上,以实际的企业为研究对象,运用SWOT分析、PEST分析、五力模型等一系列经典的战略工具和分析方法,对企业的外部宏观环境、行业环境、竞争环境及公司的内部资源环境进行深入分析,采用SWOT分析矩阵分析竞争战略的可行性,并最终选择符合现阶段竞争环境要求的聚焦差异化竞争战略。竞争战略的成功实施离不开保障措施的有效执行,通过建立柔性组织结构、加强企业信息化建设、建立创新型企业文化、实行战略人力资源管理及建立完善的市场营销体系五个方面详细制定保证措施,构建能够抵御竞争对手的竞争优势,为竞争战略的成功实施奠定良好的基础。现阶段,针对仪器仪表行业进行企业竞争战略的研究不多,尤其是对中小型仪器仪表公司进行企业竞争战略的分析也较少。本文便结合具体的企业,从实际情况出发,研究制定符合本企业的竞争战略,笔者希望通过对SARON公司水表企业竞争战略选择和实施的研究,一方面帮助企业发现有利可图的市场空间,顺利实现产品转型的成功,在未来竞争中取得良好的市场表现；另一方面,希望能为同行业企业竞争战略的选择以及水表行业的健康有序发展提供一些有价值的参考。
[Abstract]:Nowadays, the energy crisis, environmental pollution and waste of resources have become the common concern of the world, and seriously restrict the economic development. Water is the origin of life, as an important part of natural resources. The problem of water resources waste and shortage is increasingly prominent. Strengthening the research of water metering technology and improving the performance of water metering products is one of the important measures to alleviate the shortage of water resources. The needs of new urbanization construction, the development of the Internet of things industry, the favorable macroeconomic and social and cultural conditions all bring new development opportunities for the metrology industry. The fact that the national relevant metrology laws and regulations have gradually perfected the industry norms and the competition in the whole industry is becoming increasingly fierce has brought new challenges to the development of instrumentation enterprises. Therefore, how to seize the favorable opportunities and choose the appropriate competitive strategy, To improve the competitive ability to participate in the competition and to better meet the challenge has become the focus of attention and thinking of most enterprises in the water meter industry. The water meter industry is a metering industry related to the national economy and the people's livelihood. SARON is a water, heat, electricity and natural gas terminal instrument manufacturing enterprise, which has been developing for 14 years, and water meter is the main business of generating income. In order to meet the needs of market informatization and establish its own competitive advantage, it is necessary to transform from terminal manufacturer to instrument equipment and supporting system solution provider, how to grasp the good opportunity in the process of role transformation. It is the original intention of this paper to deal with the fierce competition, to open up the market space and finally to formulate the feasible strategy, which is more conducive to the success of the product transformation. Taking the actual enterprise as the research object, using a series of classic strategic tools and methods such as SWOT analysis pest analysis, five-force model and so on, the paper analyzes the external macro environment and the industry environment of the enterprise. The competitive environment and the internal resource environment of the company are deeply analyzed, and the feasibility of the competitive strategy is analyzed by using the SWOT analysis matrix. And finally select the focus differentiation competition strategy which meets the requirements of the present competition environment. The successful implementation of the competition strategy can not be separated from the effective implementation of the safeguard measures. Through the establishment of flexible organizational structure, the enterprise information construction is strengthened. Establish innovative enterprise culture, implement strategic human resource management and establish a perfect marketing system to establish five aspects of the guarantee measures to build a competitive advantage that can resist competitors. It lays a good foundation for the successful implementation of the competitive strategy. At present, there are few researches on the enterprise competitive strategy for the instrument industry. Especially, there is less analysis on the competitive strategy of the small and medium-sized instrument company. This paper, based on the actual situation, studies and formulates the competitive strategy in line with the enterprise. The author hopes that through the research on the choice and implementation of the competition strategy of the water meter enterprise of SARON Company, on the one hand, it can help the enterprise to find the profitable market space, realize the success of the product transformation smoothly, and obtain the good market performance in the future competition. On the other hand, we hope to provide some valuable reference for the choice of competitive strategy and the healthy and orderly development of water meter industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.46;F271

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