GRI公司电梯业务竞争战略研究

发布时间：2018-05-17 05:34

本文选题：GRI公司 + 电梯业务　；参考：《华南理工大学》2014年硕士论文

【摘要】：GRI公司是国内领先的电梯制造商。随着中国经济的快速发展，GRI公司电梯业务面临着全新的发展机遇。同时，，中国电梯市场的繁荣和高速发展让包括GRI公司在内的一批电梯企业迅速成长，跨国企业、国有企业、民营企业群雄并起，市场竞争日益激烈。面对电梯行业复杂多变的发展机遇和激烈的市场竞争环境，必须及时调整公司电梯业务的发展战略。本文研究的目的是为GRI公司制定电梯业务发展战略。本文首先运用“PEST模型”和“五力分析模型”，阐述公司电梯业务发展所处的外部环境带来的机会和威胁，结合公司内部资源和能力分析，概括公司电梯业务发展具备优势和存在的劣势。并集中运用SWOT分析方法分析了目前的优势、劣势、机会、威胁。当前GRI公司在生产和管理体系、研发和技术资源等方面具有优势；成本、开发周期和技术服务处于劣势；政策、经济、社会和市场环境大有机会；而来自竞争对手和行业的威胁越来越大。综合这些因素，并结合战略管理和竞争战略等相关理论，为GRI公司电梯业务发展选择差异化发展战略，并根据市场趋势分析制定了战略目标。最后通过对电梯业务差异化的基础和方式的分析，本文从产品差异化、营销和服务差异化、产业链和制造布局差异化、业务扩张方式和品牌差异化等方面对GRI公司如何实施和管理该战略的措施提出了思路和建议。
[Abstract]:GRI is the leading elevator manufacturer in China. With the rapid development of Chinese economy, the elevator business of GRI is facing a new development opportunity. At the same time, the prosperity and rapid development of the elevator market in China has made a number of elevator enterprises, including GRI, grow rapidly. Multinational enterprises, state-owned enterprises and private enterprises are coming together, and the market competition is becoming increasingly fierce. In the face of the complex and changeable development opportunities and fierce market competition environment of elevator industry, we must adjust the development strategy of elevator business in time. The purpose of this paper is to make elevator business development strategy for GRI Company. This paper first uses "PEST model" and "five forces analysis model" to expound the opportunity and threat brought by the external environment of elevator business development of the company, combined with the analysis of the company's internal resources and ability. Summary of the company elevator business development has advantages and disadvantages. And concentrated use of SWOT analysis of the current strengths, weaknesses, opportunities, threats. At present, GRI has advantages in production and management system, R & D and technical resources, cost, development cycle and technical service are at a disadvantage, policy, economy, society and market environment have great opportunities. And the threat from competitors and industries is growing. By synthesizing these factors and combining the relevant theories such as strategic management and competitive strategy, this paper selects the differentiated development strategy for the elevator business development of GRI Company, and formulates the strategic objectives according to the market trend analysis. Finally, through the analysis of the basis and mode of elevator business differentiation, this paper analyzes the product differentiation, marketing and service differentiation, industrial chain and manufacturing layout differentiation. This paper puts forward some ideas and suggestions on how to implement and manage the strategy from the aspects of business expansion and brand differentiation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.4

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