V公司国际化发展战略研究

发布时间：2018-07-29 18:06

【摘要】：轨道装备制造业作为我国的支柱产业近几年取得了长足发展，，受惠于“十一五”期间铁路跨越式发展的国家政策和“十二五”期间国家继续加大铁路领域投资政策，V公司的综合能力和经营水平得到了大幅提升，产品线已覆盖到整个铁路内装领域。但随着国内市场逐步饱和以及行业竞争加剧，V企业为了寻求长期发展，就必须要制定国际化发展战略。本文综合运用企业战略管理理论以及PEST、SWOT分析方法和工具，从外部环境和内部环境对企业进行分析研究。一方面，通过对V公司所处的政策环境进行分析，指出国家在铁路建设领域持续政策扶持；通过对V公司所处的经济环境进行分析，指出目前世界经济仍处于缓慢复苏中，国内经济趋于稳定并持续向好，但处于十分关键的调整阶段；通过对V公司所处的社会与文化环境进行分析，指出走环保和可持续发展是V公司的必然选择；通过对V公司所处的技术环境进行分析，指出高效低耗、绿色制造是未来发展趋势；通过对V公司所处的行业现状及趋势进行分析，指出轨道装备行业未来发展趋势良好，V公司应与国内外客户开展广泛合作以获取更大的发展空间。另一方面，通过对V公司的研发、制造、运营、营销、售后服务和项目管理共计六个维度的内部环境进行分析，指出V公司在研发层面尽管技术力量较为雄厚，但是原创性技术较少；在制造层面能力充足，能够满足客户多样化需求；在运营层面总体持续向好，交付及时率需关注；在营销层面维持现有客户及市场，国际网络逐步铺开；在售后服务层面海外站点已初步建立，人员素质及联络配合需提升；在项目管理层面实行项目经理负责制。建立在这些分析的基础上，应用SWOT分析方法，指出V企业发展所面临的优势是产品多元化、核心制造能力强、国内客户稳定；劣势是生产效率偏低、国外物流配送和售后服务能力不强、品牌知名度不高；机遇是国家政策持续扶持和低成本规模优势；挑战是产品成本上涨迅速、竞争加剧、利润降低。基于这些分析，V企业最优战略选择是WO战略，即寻求国际知名企业，开展国际项目合作，提升品牌知名度及认可度；根据市场需求，研究新技术；提高投入产出比，优化成本；提升国外物流及售后服务配套，追求客户满意度；根据战略选择结果，明确V企业国际化发展战略总体目标和阶段性目标，识别并发展相关核心战略，主要包括品牌国际化战略、市场开拓战略、人力资源战略，其中市场开拓战略又细分成技术领先战略、成本领先战略和服务领先战略，这些战略构建了V公司一个比较完整的国际化发展战略体系，最后就V公司国际化发展战略制定出相应的四点战略保障措施，主要包括加强员工人才队伍建设、推进V公司国际化经营体系建设、建立适应V公司国际化战略的企业文化以及建立适应V公司国际化运营的售后服务体系，以增强其现实意义。
[Abstract]:As the pillar industry of our country, the rail equipment manufacturing industry has made great progress in recent years. It has benefited from the national policy of the railway leap forward development during the "11th Five-Year" period and the country continued to increase the investment policy in the railway field during the "12th Five-Year" period. The comprehensive ability and management level of V company have been greatly improved, and the product line has covered the whole. With the gradual saturation of the domestic market and the intensification of industry competition, V enterprises must formulate an international development strategy in order to seek long-term development.
This paper uses the theory of enterprise strategic management and the PEST, SWOT analysis methods and tools to analyze the enterprise from the external environment and the internal environment. On the one hand, through the analysis of the policy environment of the V company, it points out that the country continues to support the policy in the field of Railway construction, and points out the economic environment of the V company. It points out that the world economy is still in a slow recovery, the domestic economy tends to be stable and continues to be good, but at a very critical stage of adjustment. Through the analysis of the social and cultural environment of V company, it is pointed out that environmental protection and sustainable development are the inevitable choice of V company, and the technical environment in which V company is located is divided. Analysis, pointed out that high efficiency and low consumption, green manufacturing is the future development trend. Through the analysis of the current situation and trend of the industry of V company, it points out that the future development trend of the rail equipment industry is good. V company should carry out extensive cooperation with domestic and foreign customers in order to obtain greater development space. On the other hand, through the R & D, manufacturing and operation of V company, Marketing, after-sales service and project management in the total six dimensions of the internal environment of the analysis, V company in the R & D level, although the technical strength is relatively strong, but the original technology is less; in the manufacturing level of sufficient capacity to meet the diversified needs of customers; in the overall operation level, the delivery rate needs attention; The marketing level maintains the existing customers and the market, the international network is gradually spread out; the overseas site has been initially established at the after-sales service level, and the personnel quality and liaison coordination need to be promoted; the project manager is responsible for the project management.
On the basis of these analysis, the SWOT analysis method is applied to point out that the advantages of V enterprise development are diversified products, strong core manufacturing ability, stable domestic customers, low production efficiency, poor logistics distribution and after-sales service ability, low brand awareness, and opportunity is the sustained support and low cost of national policy. The challenge is that the product cost is rising rapidly, the competition is aggravated and the profit is reduced. Based on these analysis, the best strategic choice of V enterprise is WO strategy, that is to seek international well-known enterprises, carry out international project cooperation, enhance brand awareness and recognition degree, research new technology according to market demand, improve input-output ratio, optimize cost; Foreign logistics and after-sales service support, to pursue customer satisfaction;
According to the results of the strategic choice, the overall objectives and stage goals of V enterprise internationalization development strategy are identified and the core strategies are identified and developed, including the brand internationalization strategy, market development strategy, and human resource strategy, in which the market development strategy is divided into technology leading strategy, cost leading strategy and service leading strategy. The strategy constructs a relatively complete international development strategy system of V company. At last, it sets up the corresponding four strategic guarantee measures for the international development strategy of V company. It mainly includes strengthening the construction of staff personnel, promoting the construction of the international business system of V company, establishing the enterprise culture adapting to the internationalization strategy of the V company, and establishing the suitable enterprise culture. The V company's international operation after-sales service system should be strengthened to enhance its practical significance.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.47;F272.3

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