DS公司竞争战略研究

发布时间：2018-05-06 21:40

本文选题：DS公司 + 汽车零部件　；参考：《扬州大学》2017年硕士论文

【摘要】：中国汽车工业以2009年“汽车元年”为标志发展到了新高度,连续8年蝉联全球最大汽车产销市场,这也带来了汽车零部件发展的春天。经过十多年的高速发展,我国的汽车零部件产业结构和质态都实现了重大提升,专业化、模块化水平越来越高。但随着经济全球化、市场一体化以及信息革命时代的到来,企业竞争的形式、状态都将会发生颠覆性的改变,特别是在目前全球采购和全球制造框架内的跨行业运输规划以及汽车配套厂商承担采购物流职责的大背景下,汽车零部件企业如何融入全球采购体系,成为跨国公司的合作伙伴,在合作中实现“双赢”,对于企业的生存发展壮大尤为重要。从国内外企业竞争战略的相关理论研究来看,虽然已经日益成熟,且分支越来越细,但以我国众多零散且规模较小的汽车零部件企业为个案进行竞争战略研究的还比较少。本文在对国内外战略管理及汽车零部件企业战略管理等相关理论进行梳理的基础上,通过实地调查积累原始素材资料,运用PEST分析法、波特五力模型对外部环境进行分析,以及通过对企业的资源能力、财务状况、管理状况的内部环境综合比较,并通过对数据和资料的梳理、分析、筛选、综合,对公司外部的机会和威胁、内部的优势和劣势进行了定量分析评价。结合企业愿景、使命以及战略目标提出适合企业发展的竞争战略,即差异化的竞争战略,主要依靠技术创新,推进产品差异化、目标客户差异化、价格差异化、合作差异化,提高公司竞争力,实现可持续发展。并根据公司资源和能力,以及实现差异化战略的条件,提出公司竞争战略的实施保障措施,即:建立市场情报系统、组织结构调整、多渠道融资、加大品牌营销、强化公司成本控制、企业文化建设,从而为公司竞争战略的实施提供理论指导,以期对国内众多的中小型汽车零部件企业也有一定的参考借鉴意义。
[Abstract]:The automobile industry of China has reached a new height with the first year of automobile in 2009, and it has been the largest auto market in the world for eight consecutive years, which has also brought about the spring of the development of automobile parts. With the rapid development of more than ten years, the industrial structure and quality of automobile parts in our country have been greatly improved, specialization and modularization are becoming higher and higher. However, with the arrival of the era of economic globalization, market integration and the information revolution, the form and state of enterprise competition will all undergo subversive changes. Especially in the context of cross-industry transport planning within the framework of global procurement and global manufacturing and the assumption of procurement logistics responsibilities by automobile accessory manufacturers, how should auto parts enterprises integrate into the global procurement system? It is very important for the survival and development of enterprises to become partners of multinational corporations and to realize "win-win" in cooperation. From the theoretical research of competition strategy of domestic and foreign enterprises, although it has become more and more mature and the branches are becoming more and more fine, there are few research on the competition strategy of a large number of scattered and small automobile parts enterprises in our country. On the basis of combing the related theories of domestic and foreign strategic management and auto parts enterprise strategic management, this paper analyzes the external environment through field investigation and accumulation of raw materials, using PEST analysis method and Porter's five-force model. And through a comprehensive comparison of the internal environment of the enterprise's resource capacity, financial situation and management situation, and through combing, analyzing, screening, synthesizing, and threatening the external opportunities and threats to the company, Internal strengths and weaknesses were quantitatively evaluated. Combining the enterprise vision, mission and strategic objectives, the paper puts forward the competitive strategy suitable for the development of the enterprise, that is, the differentiated competitive strategy, which mainly relies on the technological innovation to promote the product differentiation, the target customer differentiation, the price differentiation, the cooperation differentiation, and so on. Improve the competitiveness of the company to achieve sustainable development. According to the resources and ability of the company, and the conditions for realizing the differentiation strategy, the paper puts forward the measures to guarantee the implementation of the competitive strategy of the company, that is, to establish the market information system, adjust the organizational structure, raise funds through multiple channels, and increase the brand marketing. Strengthen the cost control of the company and the construction of corporate culture, so as to provide theoretical guidance for the implementation of the competitive strategy of the company, in the hope of many small and medium-sized auto parts enterprises in China also have a certain reference significance.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F271;F426.471

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