特雷卡电梯事业部高速梯电缆竞争战略研究

发布时间：2018-01-11 03:08

本文关键词：特雷卡电梯事业部高速梯电缆竞争战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：电梯行业发展至今,已经超过了160年的历史,而电梯服务中国也超过了100年历史。随着中国经济的发展和城市化的进程,高楼大厦如雨后春笋一般,在各大型、中型甚至小型城市拔地而起,其中不乏高度100米以上的超高层建筑。这些大楼不仅成为当地的地标,更是吸引了国内外知名企业纷纷进驻,成为城市的商业中心。今后五到十年,中国将主导超高层建筑的开发市场,占据全世界摩天大楼建成总数的七成以上。蓬勃发展的超高层建筑市场带来了欣欣向荣的超高速电梯市场,而欣欣向荣的超高速电梯市场又唤来了高速梯电缆市场的春天,面对这繁荣市场和同行激烈的竞争,特雷卡电梯事业部必须及时调整其高速梯电缆的竞争战略,夺回曾经拥有但已失去的市场份额,重回高速梯电缆行业王者的宝座。首先,论文以特雷卡电梯事业部的其中一个产品单元高速梯电缆为研究对象,在对高速梯电缆以及特雷卡电梯事业部做了概述之后,对特雷卡电梯事业部高速梯电缆现状和问题进行剖析,在认清现状的基础之上,找出了其存在的四大问题:(1)在扁电缆技术方面还较为薄弱。(2)生产成本高。(3)售前售后服务不足。(4)在中国的客户认知度低。并对问题的成因做了认真的分析和细致的研究。其次,利用PEST方法分析了特雷卡电梯事业部高速梯电缆的宏观环境,包括政治法律、经济、社会文化、和技术环境这四个方面。利用波特五力模型对供应商的议价能力、购买者的议价能力、新进入者的威胁、替代品的威胁和同业竞争者的竞争程度进行了研究,尤其对各主要竞争对手做了大量的深刻的研究。对企业的内部环境作了分析,研究了产品技术研发能力,公司生产经营能力和品牌营销服务能力,总结了企业的核心竞争力。在这些研究的基础之上,利用SWOT分析法,找出了特雷卡电梯事业部高速梯电缆发展的O机会、T威胁、S优势与W劣势,得出相应的SO战略,WO战略,ST战略和WT战略,并对各战略作了具体的分析。最后,在分析了特雷卡电梯事业部高速梯电缆战略目标之后,建议特雷卡电梯事业部高速梯电缆采用成本领先战略这一竞争战略,利用自身的规模优势,资金优势以及技术优势,实现领先于众多竞争对手的成本,去应对价格敏感度越来越强的全球高速梯电缆市场尤其是中国市场,打败竞争对手,重回业界霸主的地位。提出了以下几个战略实施方面的建议:(1)加大在电缆行业和建筑行业中关于环保电缆的宣传。(2)加大在电梯电缆行业和电梯行业中呼吁提高高速梯电缆安全与可靠性要求。(3)在中国建立高效的高速梯扁电缆生产基地和团队。(4)将全球合作伙伴关系的客户业务合作延伸到中国。同时为了确保战略的实施,还提出了保障措施:(1)建设优秀的企业文化。(2)增强中国高速梯扁电缆方面的投入。(3)充分利用以及合理配置资源。(4)制定可测量的目标。
[Abstract]:Since the development of the elevator industry, has more than 160 years of history, but also Chinese elevator service for more than 100 years of history. With the development of economy and city China process, such as edifice in the large bamboo shoots after a spring rain, and even small, medium-sized city after another, including the height of 100 meters or more high-rise buildings. These buildings not only become a local landmark, to attract more domestic and foreign well-known enterprises have entered the city, become a commercial center. In the next five to ten years, Chinese will dominate the high-rise building in the development of the market, occupy the world 70% of the total number of skyscrapers built above. The vigorous development of the high-rise building market has brought the market thriving ultra high speed elevator, and thriving super high speed elevator market and called to the high-speed elevator cable market in the spring, in the face of this booming market and fierce competition, especially Leika lift. The Ministry of industry must adjust its high-speed cable ladder competition strategy, but has recaptured once has lost market share to return to the throne of the king of high speed elevator cable industry. Firstly, the Draka elevator division one of the products of high speed elevator cable unit as the research object, then summarized on cable and high speed elevator Telei elevator division, the Draka status quo and problems of high speed elevator cable elevator division are analyzed, based on the current situation, find out the four problems: (1) in the flat cable technology is still relatively weak. (2) the production cost is high. (3) the pre-sale customer service service. (4) in the Chinese customer awareness is low. The causes of the problem and make a careful analysis and detailed research. Secondly, analysis the macro environment of the Draka elevator division high speed elevator cable by using the PEST method, including political law, economy, The social culture, the four aspects of technology and environment. By using Potter's five forces model the bargaining power of suppliers, bargaining power of buyers, the threat of new entrants, threat of substitutes and competition degree are studied, especially for the main competitors to do the research deeply. A lot of enterprises the environment is analyzed, research on product technology R & D capability, production and operation of the company and brand marketing service ability, summarizes the core competitiveness of enterprises. Based on these studies, by using the SWOT method to find out the Telei elevator division high speed elevator cable development O T opportunities, threats, advantages and disadvantages of W S and draw the corresponding SO strategy, WO strategy, ST strategy and WT strategy, and the strategy is analyzed. Finally, in the analysis of the Draka elevator division high speed elevator cable strategic target, Trevor suggestions Card elevator division high speed elevator cable using the cost leadership strategy in this competitive strategy, using its own advantages of scale, capital and technology advantages, to achieve ahead of many competitors to deal with the cost, price sensitivity is more and more strong global high speed elevator cable market especially the China market, beat the competition, return to the market leader the proposed implementation status. The following strategies: (1) increase in the cable industry and the construction industry on environmental protection cable propaganda. (2) increase in the elevator cable industry and elevator industry calls for high speed elevator cable safety and reliability requirements. (3) the establishment of high efficient ladder flat cable production base and the team at China. (4) the customer business cooperation and global partnership extended to Chinese. At the same time in order to ensure the implementation of the strategy, also puts forward some safeguard measures: (1) the construction of excellent enterprises Culture. (2) increase the input of China's high speed ladder flat cable. (3) make full use of and rationally allocate resources. (4) make measurable targets.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.4;TU857

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