天狼星公司俄罗斯市场发展战略研究

发布时间：2018-01-15 02:01

本文关键词：天狼星公司俄罗斯市场发展战略研究　出处：《哈尔滨工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：伴随着全球经济整体化，区域经济一体化的不断加强，我国的市场经济体制结构变得越来越完善。发电厂电站设备行业是国民经济的重要组成部分，它具有显著的垄断竞争行业特点，行业的竞争尤为激烈。目前，从竞争主体来看，整个电厂电气设备行业主要有跨国公司、国内大型电站设备企业和中小型电站辅机设备企业三类竞争主体。如何与实力雄厚的大企业并存发展，天狼星公司在俄罗斯电站市场上谋得一席之地，成为天狼星公司面临的紧迫问题。根据公司的内外部环境分析，，天狼星公司应发挥自身独有优势，以及参考制定正确的市场发展战略才是解决问题的重中之重。对此，本文综合归纳现有的经验，用公司实际情况对天狼星电站设备有限公司俄罗斯市场发展战略确定和实施进行了一系列研究。首先，在了解公司的基本情况、主营业务及组织机构的基础上，利用PEST分析方法从政治、经济、社会和技术四个方面分析了公司在俄罗斯外部市场环境，同时从企业能力、企业文化和企业资源三个方面阐述了公司的内部环境，接着用SWOT分析方法分析了公司对俄罗斯市发展电站设备出口的优势、劣势、机会和威胁；其次制定了公司的发展战略，在明确了公司使命和树立了公司的总体目标与业务目标的基础上，制定了总体发展战略和职能层战略，总体发展战略主要是多元化发展战略和差异化市场开拓战略，职能层战略主要是人力资源战略和财务战略；最后本着以人为本、适度合理性、统一领导、权变和本土化原则实施发展战略，从合适的组织、资源的整合、政策和程序的制定和最优策略的采取四个方面准备了发展战略的实施，并将实施的步骤为长期、中期和前期进行了阐述，同时提出了加强专业队伍建设、加强项目管理与写作、发挥投资与融资的带动作用、加强公司经营管理、弘扬云深天为大的核心理念、构建晚上的联合体联盟、提高市场保护意识、冷静分析国际市场风险和激励机制的建立的发展战略实施的保障措施。
[Abstract]:With the globalization of the global economy and the continuous strengthening of regional economic integration, the market economic system structure of our country has become more and more perfect. The power plant equipment industry is an important part of the national economy. It has obvious characteristics of monopoly competition industry, especially fierce competition in the industry. At present, from the point of view of the main body of competition, the whole power plant electrical equipment industry mainly has multinational companies. Domestic large-scale power plant equipment enterprises and small-and medium-sized power station auxiliary equipment enterprises three types of competition. How to develop side by side with the powerful large enterprises, Sirius company in the Russian power station market, becomes the urgent problem faced by Sirius Company. According to the company's internal and external environment analysis. Sirius should give full play to its own unique advantages and make the correct market development strategy is the most important to solve the problem. In view of this, this article synthetically induces the existing experience, and carries on a series of research on the development strategy of the Russian market of Sirius Power Station equipment Co., Ltd with the actual situation of the company. First of all. On the basis of understanding the company's basic situation, main business and organization, this paper analyzes the external market environment of the company in Russia from four aspects: politics, economy, society and technology using PEST analysis method. At the same time, this paper expounds the internal environment of the company from three aspects of enterprise capability, enterprise culture and enterprise resources, and then analyzes the advantages and disadvantages of the company in the development of power plant equipment export to Russia by using SWOT analysis method. Opportunities and threats; Secondly, it formulates the development strategy of the company. On the basis of defining the mission of the company and setting up the overall objectives and business objectives of the company, it formulates the overall development strategy and functional level strategy. The overall development strategy is mainly diversified development strategy and differentiated market development strategy, function level strategy is mainly human resources strategy and financial strategy; Finally, in line with people-oriented, appropriate rationality, unified leadership, contingency and localization principles to implement the development strategy, from the appropriate organization, the integration of resources. The formulation of policies and procedures and the adoption of optimal strategies prepare for the implementation of the development strategy, and the implementation of the steps for the long-term, medium-term and early stages are described, and the strengthening of professional team construction is proposed. Strengthen the project management and writing, play a leading role in investment and financing, strengthen the management of the company, carry forward the core idea of "Yunshengtian", build a coalition at night, improve the awareness of market protection. Dispassionately analyze the international market risk and incentive mechanism of the establishment of the development strategy implementation of safeguards.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.61;F272

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