Oilgear中国公司竞争战略研究

发布时间：2018-01-07 14:00

本文关键词：Oilgear中国公司竞争战略研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国第十二个五年规划中明确把发展高端装备制造业作为机械装备制造业的战略性方向。液压工业是其中一个重要的组成部分。中国的液压件需求量随着中国经济的发展而不断上升,并已成为世界最大的液压件消费市场。Oilgear公司作为一家美国的液压元件和液压系统提供商在07年进入中国市场以来,凭借着在自身在锻造压机领域的悠久历史和技术优势迅速打开了中国市场。但是随着锻造压机领域市场需求量的降低,公司业务陷入低谷。Oilgear中国公司急需建立和明确在中国市场的一整套竞争战略作为指导,在不同的业务领域取得长久的竞争优势。本文首先通过阐明了Oilgear中国公司建立和明确市场竞争战略的必要性和意义,并且回顾的竞争战略的相关理论。文章分析了目前中国液压行业的现状和发展趋势,并介绍了Oilgear公司目前的基本情况的介绍。通过外部关键因素评价矩阵和内部关键因素评价矩阵综合的考虑了当前Oilgear公司外部环境和内部资源和能力,并运用SWOT矩阵结合内部优劣势以及外部的机会和威胁阐明公司在不同情况下可能采取的战略。通过BCG矩阵具体分析了Oilgear公司目前的多元化业务并提出不同业务领域的竞争战略以及建立核心竞争力的必要性。并最终在以上分析的基础上提出了Oilgear中国公司竞争战略和战略的实施和保障措施。在元件和系统市场上的销售和技术开发上要采取集聚化战略,努力在元件和系统业务上拓展细分市场领域。同时应该在销售渠道上采取横向一体化的战略,与和自身产品有互补优势的企业充分的合作。最后对于产品的最优成本战略一定要进一步的加强,使产品在成本上领先于竞争对手。作为一名Oilgear中国公司的管理人员,通过自己在工作岗位上对Oilgear中国公司所处的现实情况,并结合自己在MBA课程中所学的理论,希望能为Oilgear中国公司在中国市场的竞争战略的选择和实施所有帮助作用。
[Abstract]:Chinese twelfth five year plan clearly put the strategic direction of the development of high-end equipment manufacturing industry as the machinery and equipment manufacturing industry. The hydraulic industry is one of the most important parts of hydraulic parts. China demand rising with the development of economy and China, and has become the world's largest hydraulic.Oilgear company as a consumer market the hydraulic system of hydraulic components and China providers to enter the market in 07 years, by virtue of the field itself in forging press history and technology quickly opened the China market. But with lower forging pressure field machine market demand quantity, the company established.Oilgear business into the trough Chinese company urgently needs a set of clear and competitive strategy in the China market as a guide to achieve long-term competitive advantage in different business areas. This paper firstly illustrates the Oilgear China The necessity and significance of establishing and clear the market competition strategy, and the theory of competitive strategy. This paper analyzes the current situation and development trend of China hydraulic industry at present, and introduces the basic situation of Oilgear company is introduced. The key external factors evaluation matrix and internal factors evaluation matrix comprehensive consideration the Oilgear company's external environment and internal resources and capabilities, and the use of SWOT matrix combined with internal strengths and weaknesses and external opportunities and threats that the company might take in case of different strategy. By using the BCG matrix, a detailed analysis of Oilgear company current diversified business and put forward the necessity of different business competitive strategy and build the core competitiveness. Based on the above analysis and finally put forward the implementation and safeguard measures of Oilgear Chinese competitive strategy and strategy. To take centralized strategy in components and systems on the market sales and technology development, efforts to expand the market segments in the field of components and systems business. At the same time it should take the horizontal integration strategy in the sales channels, and its products are complementary advantages of the enterprises to cooperate fully. Finally we must further strengthen the optimal cost the strategic products, make the products in the cost ahead of the competition. As a Oilgear China company management personnel, through your own reality in the work of Oilgear China company which, together with what I've learned in the MBA course theory, hoping for the competitive strategy of Oilgear company in China China Market the selection and implementation of all help.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F416.4

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