东江集团公司竞争战略研究

发布时间：2018-10-25 07:34

【摘要】：东江集团(控股)有限公司(以下简称东江集团),1983年成立于香港,经过三十多年的稳健发展,东江已从一家仅有7名员工的模具小作坊发展成为模具行业及注塑行业内颇具规模及代表性的上市集团公司,其员工总人数达4000余人。在如此激烈的市场竞争中,东江集团能得以如此稳健发展,和公司正确的战略制定和实施是密不可分的。本论文通过对东江集团的业务成长经历、战略背景调查、竞争环境的研究,分析得出适合公司业务发展的战略规划及策略,为公司的健康发展提供指引。注塑模具是注塑制造业的核心,对注塑制品的质量起到至关重要的作用。注塑企业购买注塑模具是为了高效高质成型出顾客需要的外观和尺寸合格的注塑件。本人在研究了国、内外关于战略管理相关的理论、文献基础上,通过对世界及中国模具行业的市场调研,分析东江集团面临的内、外部环境,并借鉴模具业同行成功的经验,依据公司的资源现状和比较自身优、劣势,推导、制定出适合公司目前发展的竞争战略和规划。本文首先论述了关于战略的相关理论,包括战略管理理论、竞争战略理论;其次结合中国模具市场的发展现状以及东江集团自身的生产、管理、市场、技术研发等方面的竞争能力,通过分析外部环境,比如宏观环境,即政治、经济、法律、自然、宗教、技术、社会文化等。和行业环境,即现有竞争者、新进入者、替代品、购买者、供应商分析和对东江公司内部环境进行分析,包括企业资源、企业能力、企业文化等因素,也称企业内部条件,进而提出对企业具有持久竞争优势的战略是集中化战略。本文还分析了公司的管理组织结构图变更、主要流程检讨、项目实施方案、项目实施时间表、项目实施资源需求、项目预算及关键考核指标等等,从而创建公司长远发展的核心竞争力,实现公司竞争战略目标。通过对东江集团竞争战略的研究,找出适合东江集团发展的竞争战略,其一可以使公司管理者找到企业发展的的机遇和挑战,其二让管理者认识自身竞争优势和劣势。这项研究对东江公司战略发展有帮助,也为同行业者提供一定的借鉴作用。
[Abstract]:Dongjiang Group (Holdings) Limited (hereinafter referred to as Dongjiang Group) was established in Hong Kong in 1983. After more than 30 years of steady development, Dongjiang has developed from a small workshop with only 7 employees to a large and representative listed group company in the mould industry and injection molding industry, with a total staff of more than 4000 people. In such a fierce market competition, Dongjiang Group can be such a steady development, and the company's correct strategy formulation and implementation is inseparable. Based on the research of Dongjiang Group's business growth experience, strategic background investigation and competitive environment, this paper analyzes the strategic planning and strategies suitable for the company's business development, and provides guidance for the healthy development of the company. Injection mould is the core of injection molding industry, which plays an important role in the quality of injection molding products. Injection molds are purchased by injection molding enterprises for high-efficiency and high-quality molding of the appearance and size required by customers. On the basis of studying the theory of strategic management at home and abroad, and on the basis of literature, I analyze the internal and external environment that Dongjiang Group is facing, and draw lessons from the successful experience of the same industry, through the market investigation of the world and China mould industry. According to the current situation of the company's resources and the comparison of its own advantages and disadvantages, the author deduces and formulates the competitive strategy and plan suitable for the company's current development. This paper first discusses the relevant theories about strategy, including the theory of strategic management, the theory of competitive strategy, and then combines the current situation of the development of the mould market in China and the production, management and market of Dongjiang Group itself. By analyzing the external environment, such as politics, economy, law, nature, religion, technology, social culture and so on. And the industry environment, that is, existing competitors, new entrants, substitutes, buyers, suppliers analysis and analysis of the internal environment of Dongjiang Company, including factors such as enterprise resources, enterprise capabilities, corporate culture, etc., also known as internal conditions of the enterprise. And then put forward that the strategy with lasting competitive advantage for enterprises is centralization strategy. This paper also analyzes the change of management organization chart, main process review, project implementation plan, project implementation schedule, project implementation resource requirements, project budget and key assessment indicators, etc. In order to create a long-term development of the core competitiveness of the company to achieve the strategic objectives of competition. Through the research on the competitive strategy of Dongjiang Group, we can find out the competitive strategy suitable for the development of Dongjiang Group. Firstly, we can make the managers find the opportunities and challenges for the development of enterprises, and secondly, let the managers know their own competitive advantages and disadvantages. This research is helpful to the strategic development of Dongjiang Company, and also provides some reference for the same industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.4;F272

【相似文献】