ZBKX公司新材料科技服务业务差异化战略研究

发布时间：2018-11-24 11:44

【摘要】：科技服务业是现代服务业中的朝阳产业,是我国经济建设和社会发展的重要驱动力之一。面对科技服务业市场竞争的日趋激烈,ZBKX公司仍然得到了较快发展,但是近年来服务产品、业务模式及服务手段的高度趋同化使得ZBKX公司新材料业务早期建立的竞争优势逐渐丧失,如何把握外部机遇和发挥自身优势、规避威胁和弥补劣势,实现业务差异化竞争,重新确立业务竞争优势,已成为公司高层管理者亟待解决的问题。本研究通过将差异化竞争战略理论与ZBKX公司实际相结合,运用PEST、五种竞争力等战略环境分析理论对企业面临的外部宏观环境、行业环境和竞争环境进行分析,总结出外部环境变化给公司业务发展带来的机遇与威胁因素。利用企业资源分析、能力分析和核心竞争力分析理论对企业内部拥有的资源与能力进行了剖析,明确了企业在客户网络培育、技术服务与创新能力、资源整合方面具有的核心竞争力,发掘出公司内部具有的优势与劣势。通过应用SWOT分析理论,构建了SWOT战略分析矩阵,进一步确立了在巩固现有客户基础上加快开发创新型中小企业客户,创新服务模式、构建多元化产品体系以及加强品牌建设的新材料科技服务业务差异化战略构建方向。在差异化战略制定过程中,ZBKX公司以实际情况出发制定了领先型、跟随型和保守型三种可行差异化战略,并结合AHP方法和定量战略计划矩阵提出了最优战略方案,通过差异化优势导入、成长、成熟三个阶段明确了战略实施步骤。在战略执行中,ZBKX公司应该从战略保障、组织建设、人力资源建设和财务管理等几方面严格保证战略的推进与实施。
[Abstract]:Science and technology service industry is the sunrise industry in modern service industry and one of the important driving forces of economic construction and social development in China. In the face of the increasingly fierce competition in the scientific and technological service market, ZBKX Company has still got rapid development, but in recent years, the service products, The high convergence of business model and service means makes the competitive advantage that ZBKX company established in the early period of new material business gradually lose. How to grasp the external opportunity and give play to its own advantage, avoid the threat and make up for the inferior position, and realize the differentiated competition of business. The re-establishment of business competitive advantage has become a problem to be solved by senior managers. By combining the theory of differentiated competitive strategy with the practice of ZBKX Company, this study analyzes the external macro environment, industry environment and competition environment of enterprises by using the five kinds of competitive strategic environment analysis theory such as PEST,. Summarizes the external environment changes to the company's business development opportunities and threats. By using the theories of enterprise resource analysis, capability analysis and core competence analysis, this paper analyzes the resources and capabilities within the enterprise, and clarifies the cultivation, technical service and innovation ability of the enterprise in the customer network. Resources integration has the core competitiveness, explore the strengths and weaknesses within the company. By applying the theory of SWOT analysis, this paper constructs the matrix of SWOT strategic analysis, and further establishes the innovative service mode of developing innovative SME customers on the basis of consolidating the existing customers. Constructing diversified product system and constructing new material science and technology service differentiation strategy to strengthen brand building. In the process of making differentiation strategy, ZBKX sets out three feasible differentiation strategies according to the actual situation, which are leading, following and conservative. Combined with AHP method and quantitative strategic planning matrix, the optimal strategy scheme is put forward. Through the differentiation advantage introduction, growth, mature three stages clear the strategy implementation steps. In the implementation of the strategy, ZBKX company should strictly guarantee the promotion and implementation of the strategy from the aspects of strategic guarantee, organization construction, human resource construction and financial management.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F719

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