河南Z轴承集团有限公司竞争战略研究

发布时间：2018-04-19 06:12

本文选题：环境分析 + 竞争战略　；参考：《郑州大学》2015年硕士论文

【摘要】：我国经济发展已进入新常态,在经济下行压力越来越大,产业结构调整要求迫切的情况下,轴承行业竞争日趋激烈。虽然我国已跻身于世界轴承生产大国的行列,然而因产品的精度、技术含量和附加值偏低、稳定性和可靠性相对较差、寿命偏短等问题限制着行业发展,形成“大而不强”的局面。传统轴承企业想要在目前的大环境下实现长期生存和发展,就需要制定和实施与企业现状相匹配的竞争战略。本文以河南Z轴承集团公司为研究对象,针对该公司现状进行环境分析,选择出适合企业发展的竞争战略。第一,运用PEST方法从政治、经济、社会、技术四个方面进行宏观环境分析；运用波特五力模型分析轴承行业环境,从外部环境分析中认清公司面临的机遇与威胁。第二,通过实地调研,从人力资源、财务资源、技术能力、生产运作、市场营销等五个方面对公司自身能力与资源进行内部环境分析,明确公司的优势和劣势。第三,采用SOWT分析法明确出公司发展的总体战略以及目标与任务,进而选择出既具有市场前瞻性、又有利于企业自身资源优化配置的竞争战略,设计出公司未来五年发展规划。第四,提出竞争战略实施的具体措施。通过综合分析,笔者认为Z公司所处的轴承行业挑战与机遇并存,公司自身也有独特的优势和不可忽视的劣势。若想在激烈竞争中得到长足的发展,在当下这一阶段,应选择机遇+优势的“SO”(增长型)总体战略,针对公司旗下不同产品适用不同的竞争战略,即采取集中成本领先和集中差异化组合竞争战略,并制定出相应的实施方案。希望此文能够对Z公司未来发展以及与其相类似的传统轴承中小企业转型升级提供一定的帮助。
[Abstract]:China's economic development has entered a new normal. With the increasing downward pressure of economy and the urgent need of industrial structure adjustment, the competition of bearing industry is becoming more and more fierce.Although China has become one of the largest bearing producers in the world, the development of the industry is restricted by the problems of low precision, technical content and added value of products, relatively poor stability and reliability, short life span, etc.To form a "big but not strong" situation.Traditional bearing enterprises want to achieve long-term survival and development in the current environment, it is necessary to formulate and implement competitive strategies that match the current situation of enterprises.This paper takes Henan Z bearing Group Company as the research object, carries on the environment analysis according to the present situation of the company, and selects the competition strategy suitable for the development of the enterprise.Firstly, using PEST method to analyze the macro environment from four aspects of politics, economy, society and technology, and using Porter's five-force model to analyze the environment of bearing industry, and to recognize the opportunities and threats faced by the company from the analysis of external environment.Second, through the field investigation, from the human resources, financial resources, technical capabilities, production operations, marketing and other five aspects of the company's own capabilities and resources of the internal environment analysis, to identify the strengths and weaknesses of the company.Thirdly, the overall strategy, objectives and tasks of the company's development are defined by using SOWT analysis method, and then the competitive strategy which is not only forward-looking in the market but also conducive to the optimal allocation of the enterprise's own resources is selected, and the company's development plan for the next five years is designed.Fourth, put forward the specific measures for the implementation of competition strategy.Through comprehensive analysis, the author thinks that Z company is in the bearing industry challenges and opportunities, the company itself also has its own unique advantages and disadvantages can not be ignored.If you want to make great progress in the fierce competition, at this stage, you should choose the "so" (growth) overall strategy of opportunity advantage, and apply different competitive strategy to different products of the company.That is to adopt the competitive strategy of centralized cost leading and centralized differentiation combination, and work out the corresponding implementation plan.It is hoped that this article will be helpful to Z Company's future development and the transformation and upgrading of traditional bearing medium and small enterprises.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.4

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