EPC常州公司竞争战略分析
发布时间：2018-11-25 09:00
【摘要】：近年来,随着科技的不断进步以及经济全球化的发展,电机制造产业正面临着更大的机遇和挑战。不断扩大的中国市场,新兴的印度、巴西等发展中国家工业化、现代化进程,以及新兴的电机应用领域亟需大量电机产品;许多国家不断推出更高更严格的高效绿色环保电机产品要求,要求电机制造厂家不断的推陈出新,采用新技术、新材料、新工艺提供市场高效、超高效电机产品,给电机企业带来了新的经济增长点。同时,原来的市场竞争格局逐步被打破,来自全球各个地区的电机供应商争相参与竞争全球各个细分电机产品市场,以及原材料价格波动剧烈,导致竞争加剧,电机制造企业风险增加,利润不断降低;另一方面,电机行业人才流动频繁,企业电机新产品新技术等机密流失的潜在风险也在增加。本文围绕研究分析EPC常州公司市场竞争现状分析、评价公司的战略选择,首先阐述研究背景,简介EPC常州公司的状况和电机制造行业现状,以及研究目的和意义,对研究内容及思路进行简述。然后界定研究主题相关的基本概念,简单介绍相关理论,之后对国内外企业竞争力、战略分析研究现状综述。然后运用五力分析模型从电机市场,产品发展,现存、潜在竞争对手,供应商等现状方面入手分析电机行业竞争现状及EPC常州公司目前状况,发现电机行业目前总体竞争非常激烈,参与竞争的企业数量众多,潜在进入者也不少,产品同质化严重,利润空间小,客户在产品价格谈判中占有主动地位,原材料价格波动频繁,幅度较大,规模较小的电机企业相对来说面临成本压力较大;但电机行业同样存在巨大的发展机会,有不少新的应用市场,有的地域市场增长很快,世界各国推行高效电机取代现有产品,提供了电机企业新的发展机遇;EP公司产品在市场上具有一定的品牌优势,质量口碑较好,在国际市场网络和渠道上有一定的优势,但管理成本较高,国内市场营销投入不够,战略采购物料价格谈判占有一些优势,但辅助材料价格较高。在价值链理论框架下,从采购、制造、成品储运、营销和售后、财务管理、技术开发、人力资源管理等企业内部经营管理现状,发现企业基础性活动通过精益6西格玛,持续改善等管理在生产制造等创造价值的各个活动在流程、效率、质量控制上具有一定的优势,企业信息化平台建设管理情况较好,研发资源充足,对新技术、新材料应用提高产品品质、生产效率、降低成本方面比较积极主动;但企业文化建设跟不上企业发展速度,经营的某些方面不够灵活,导致成本增加、反应速度迟缓。最后运用SWOT分析法罗列企业竞争优劣势及其成因,市场机遇和风险,针对性的研究并提出提升相应的战略对策,本文认为EPC常州公司应加强国际化战略,利用所有可用资源拓展EPC常州工厂的产品市场;加速企业文化建设,使之与企业的发展相匹配;专注开拓重点市场胜过遍地撒网;更加积极研究、开发、应用新技术、新工艺、新材料,进一步降低成本,提高效率,及产品竞争力。
[Abstract]:In recent years, with the development of science and technology and the development of economic globalization, the motor manufacturing industry is facing more opportunities and challenges. The expanding market of China, the industrialization of the new developing countries such as India and Brazil, the process of modernization and the urgent need of a large number of motor products in the field of emerging electric machines; many countries have continuously introduced the product requirements of higher and more strict and efficient green and environment-friendly motor products, The new technology, new material and new technology are used to provide the market-efficient and ultra-high-efficiency motor products to bring new economic growth points to the motor enterprises. At the same time, the original market competition pattern is gradually broken, and the motor suppliers from all regions of the world are scrambling to participate in the competition of the products market of various segments of the world, and the price fluctuation of the raw materials is violent, resulting in the increase of competition, the increase of the risk of the motor manufacturing enterprises and the continuous decrease of the profits; On the other hand, the potential risk of confidential loss, such as the frequent flow of the motor industry and the new technology of the new products of the enterprise's motor, is also increasing. This paper analyzes and analyzes the current situation of the market competition of the EPC Changzhou Company, and evaluates the strategic choice of the company. First, the research background, the status of the EPC Changzhou Company and the current situation of the motor manufacturing industry, as well as the purpose and significance of the research are introduced, and the contents and ideas of the research are briefly described. Then, the basic concepts related to the subject of the study are defined, the relevant theories are briefly introduced, and the status of the research on the competitive and strategic analysis of the enterprises at home and abroad is summarized. Then, using the five-force analysis model to analyze the current situation of the motor industry and the current situation of the EPC Changzhou Company from the aspects of the motor market, the product development, the existing, the potential competitors, the suppliers and so on, it is found that the current overall competition of the motor industry is very fierce, The number of enterprises involved in the competition is a large number, the potential entrants are also a lot, the product is of the same quality, the profit space is small, the customer has the initiative position in the price negotiation of the product, the price of the raw materials fluctuates frequently, the amplitude is large, and the smaller motor enterprises face relatively high cost pressure; But the motor industry also has a huge development opportunity, there are many new application markets, the regional market is growing rapidly, the countries of the world carry out high-efficiency motors to replace the existing products, and the new development opportunity of the motor enterprise is provided; and the products of the EP company have a certain brand advantage in the market, The quality of public praise is good, there are some advantages in the international market network and channel, but the management cost is high, the domestic marketing investment is not enough, the price negotiation of the strategic purchasing material has some advantages, but the price of the auxiliary materials is high. in that framework of the value chain theory, the present situation of the management and management of the enterprise from the purchase, manufacture, storage, transportation, marketing and after-sale, financial management, technology development, human resource management and the like is found, and the basic activity of the enterprise is found to be through the lean 6-sigma, the management of continuous improvement and the like has certain advantages in the process, the efficiency and the quality control in the process, the efficiency and the quality control, the construction and management of the enterprise information platform is better, the research and development resources are sufficient, the new technology and the new materials are applied to improve the product quality and the production efficiency, It is more active in reducing the cost; however, the construction of the enterprise cannot keep up with the development speed of the enterprise, and some aspects of the operation are not flexible enough, resulting in cost increase and slow reaction speed. In the end, the SWOT analysis method is used to list the competitive advantages and disadvantages of the enterprises and their causes, market opportunities and risks, and to raise the corresponding strategic countermeasures. In this paper, we believe that the EPC Changzhou should strengthen the internationalization strategy and use all available resources to expand the product market of the EPC Changzhou factory. To speed up the construction of the culture of the enterprise, to match the development of the enterprise, to focus on the development of the key market, and to develop and apply the new technology, the new process, the new material, the further cost reduction, the efficiency, and the product competitiveness.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.61
[Abstract]:In recent years, with the development of science and technology and the development of economic globalization, the motor manufacturing industry is facing more opportunities and challenges. The expanding market of China, the industrialization of the new developing countries such as India and Brazil, the process of modernization and the urgent need of a large number of motor products in the field of emerging electric machines; many countries have continuously introduced the product requirements of higher and more strict and efficient green and environment-friendly motor products, The new technology, new material and new technology are used to provide the market-efficient and ultra-high-efficiency motor products to bring new economic growth points to the motor enterprises. At the same time, the original market competition pattern is gradually broken, and the motor suppliers from all regions of the world are scrambling to participate in the competition of the products market of various segments of the world, and the price fluctuation of the raw materials is violent, resulting in the increase of competition, the increase of the risk of the motor manufacturing enterprises and the continuous decrease of the profits; On the other hand, the potential risk of confidential loss, such as the frequent flow of the motor industry and the new technology of the new products of the enterprise's motor, is also increasing. This paper analyzes and analyzes the current situation of the market competition of the EPC Changzhou Company, and evaluates the strategic choice of the company. First, the research background, the status of the EPC Changzhou Company and the current situation of the motor manufacturing industry, as well as the purpose and significance of the research are introduced, and the contents and ideas of the research are briefly described. Then, the basic concepts related to the subject of the study are defined, the relevant theories are briefly introduced, and the status of the research on the competitive and strategic analysis of the enterprises at home and abroad is summarized. Then, using the five-force analysis model to analyze the current situation of the motor industry and the current situation of the EPC Changzhou Company from the aspects of the motor market, the product development, the existing, the potential competitors, the suppliers and so on, it is found that the current overall competition of the motor industry is very fierce, The number of enterprises involved in the competition is a large number, the potential entrants are also a lot, the product is of the same quality, the profit space is small, the customer has the initiative position in the price negotiation of the product, the price of the raw materials fluctuates frequently, the amplitude is large, and the smaller motor enterprises face relatively high cost pressure; But the motor industry also has a huge development opportunity, there are many new application markets, the regional market is growing rapidly, the countries of the world carry out high-efficiency motors to replace the existing products, and the new development opportunity of the motor enterprise is provided; and the products of the EP company have a certain brand advantage in the market, The quality of public praise is good, there are some advantages in the international market network and channel, but the management cost is high, the domestic marketing investment is not enough, the price negotiation of the strategic purchasing material has some advantages, but the price of the auxiliary materials is high. in that framework of the value chain theory, the present situation of the management and management of the enterprise from the purchase, manufacture, storage, transportation, marketing and after-sale, financial management, technology development, human resource management and the like is found, and the basic activity of the enterprise is found to be through the lean 6-sigma, the management of continuous improvement and the like has certain advantages in the process, the efficiency and the quality control in the process, the efficiency and the quality control, the construction and management of the enterprise information platform is better, the research and development resources are sufficient, the new technology and the new materials are applied to improve the product quality and the production efficiency, It is more active in reducing the cost; however, the construction of the enterprise cannot keep up with the development speed of the enterprise, and some aspects of the operation are not flexible enough, resulting in cost increase and slow reaction speed. In the end, the SWOT analysis method is used to list the competitive advantages and disadvantages of the enterprises and their causes, market opportunities and risks, and to raise the corresponding strategic countermeasures. In this paper, we believe that the EPC Changzhou should strengthen the internationalization strategy and use all available resources to expand the product market of the EPC Changzhou factory. To speed up the construction of the culture of the enterprise, to match the development of the enterprise, to focus on the development of the key market, and to develop and apply the new technology, the new process, the new material, the further cost reduction, the efficiency, and the product competitiveness.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.61
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