HD公司发展战略研究

发布时间：2018-04-02 17:36

本文选题：船用柴油机　切入点：生产制造　出处：《华东理工大学》2017年硕士论文

【摘要】：HD公司是专业制造船用柴油机的生产企业。公司成立于上世纪60年代。HD公司的业务模式自1980年以来都是引进专利生产,处于“微笑曲线”的中间端,在产品研发和产品售后服务上发展很少。近年来,船舶市场的波动以及激烈的市场竞争使企业在生产制造方面的利润越来越低,企业原有的发展战略已经难以应对,企业需要转型发展。本文利用发展战略理论,对HD公司外部宏观环境、行业环境和竞争对手进行分析,对HD公司的组织机构、营销、技术、制造能力等内部环境进行分析,发现企业的优势和不足。对公司的“研发、制造、服务”一体化发展战略进行分析,设计融高、中、低速柴油机在海洋动力制造的全覆盖；产品研发、产品售后服务协同并进；动力主业和成套设备多元化业务同步发展的战略。同时,为确保战略实施,提出了调整企业组织结构及部门职责,完善营销模式等措施。
[Abstract]:HD company is a manufacturer of diesel engine for ship manufacturing. The company was established in the last century, the 60s.HD company's business model since 1980 are the introduction of patented production, in the "middle end smile curve, little development in product development and customer service service. In recent years, the market fluctuation and the fierce market the competition so that enterprises in the production of more low profit, the original enterprise development strategy has been difficult to deal with, enterprise restructuring and development needs. This paper uses the theory of development strategy of HD company's external macro environment, industry environment and competitor analysis of the organization, HD, marketing, technology, manufacturing capability analysis the internal environment of enterprises, find the advantages and disadvantages of the company's research and development, manufacturing, analysis services integration development strategy, designs, high and low speed diesel engine in the ocean The full coverage of power manufacturing, product development, product after-sales service and coordinated development, and the synchronous development strategy of the main business and the diversified business of complete sets of equipment. Meanwhile, in order to ensure the implementation of the strategy, we put forward some measures to adjust the organizational structure and department responsibilities, and improve the marketing mode.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.4;F272

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