民营Q水电设计公司市场拓展战略研究
发布时间：2019-04-26 12:22
【摘要】：随着我国国民经济建设的不断深入，国家能源结构的不断变化，水电大开发如火如荼的掀起，特别是国家制定西部大开发战略以来，水电行业历经了跨越式的大发展。作为水电行业的核心竞争部门，水电设计单位在最近30年内也经历了“滚雪球”式的大发展。从全部“国字号”设计院所统领的“老大哥”时代，到私营设计公司如雨后春笋般萌发，到现在多种所有制形式互相补充的百花齐放的多元时代，国内水电设计行业的竞争前所未有的白热化起来。除此之外，随着国家“走出去”战略的深入，我国的水电设计企业早已投身于世界范围内的水电能源竞争当中，在非洲，南美洲，东南亚参与了很多当地的水电设计工作，不仅为国家赢得了荣誉，更是为国家的经济建设甚至外交事业做出了极大的贡献。在这个历史的大背景下，地处西南腹地的民营Q水电设计公司，不仅面对国内强手如林的竞争环境，而且积极加入到全球化的经济进程当中，不断出现在国际水电设计舞台上。要想长久的保持强大的竞争实力，要想在国内外水电设计行业的竞争中求生存，不能只着眼于眼下的局部利益，还要进行长远的战略规划。对企业而言，最大的核心竞争力莫过于发现市场，占领市场，开拓市场，，保持长久的市场份额，在市场竞争中树立良好的形象与口碑，积累软实力。因此，制定有效的市场拓展战略是公司发展的内在需要，也是迫在眉睫的第一要务。 论文首先阐明了研究的目的、意义、研究方法和结构框架，介绍了Q水电设计公司的基本情况，然后通过SWOT诊断法对Q水电设计公司所面临的宏观外部环境和行业竞争环境，公司内部资源、能力进行了详细的分析，明确了Q水电设计公司在市场竞争中的优势和劣势及市场拓展中的机会和威胁。然后结合公司市场拓展的愿景和目标，确定了公司市场拓展战略总框架，提出采用同心多元化和前向一体化相结合的战略构架。论文最后研究了实现市场拓展战略规划的保障机制，提出通过调整组织结构、将企业文化贯彻到市场销售实践、完善人力资源管理、加大创新的力度，加大对外营销的力度，注重环保理念等措施，保证Q水电设计公司市场拓展战略的顺利实施。
[Abstract]:With the deepening of the national economic construction and the change of the national energy structure, the hydropower industry has been developed by leaps and bounds since the country formulated the strategy of developing the western part of the country, and the hydropower industry has been developed by leaps and bounds, especially since the country formulated the strategy for the development of the western region. As the core competition department of hydropower industry, hydropower design unit has also experienced the great development of "snowball" in the last 30 years. From the era of "Big Brother" led by all the "national names" design institutes, to the springing up of private design companies, to the pluralistic era in which various forms of ownership complement each other. Competition in the domestic hydropower design industry has never been more intense. In addition, with the deepening of the national strategy of "going out", China's hydropower design enterprises have long been involved in the competition for hydropower energy in the world. In Africa, South America, Southeast Asia has participated in many local hydropower design work. Not only has won the honor for the country, but also has made the great contribution to the country's economic construction and even the diplomatic cause. In this historical background, the private Q hydropower design company located in the southwestern hinterland is not only facing the competitive environment at home, but also actively participating in the globalization of the economic process, constantly appearing on the international stage of hydropower design. In order to maintain a long-term strong competitive strength and survive in the competition of hydropower design industry at home and abroad, we should not only focus on the local interests at present, but also carry on long-term strategic planning. For enterprises, the biggest core competitiveness is to discover the market, occupy the market, open up the market, maintain a long-term market share, establish a good image and reputation in the market competition, and accumulate soft power. Therefore, the establishment of an effective market expansion strategy is the internal needs of the company's development, but also the urgent first priority. Firstly, the purpose, significance, research method and structure frame of the research are expounded, and the basic situation of Q hydropower design company is introduced. Then, the macro external environment and the industry competition environment faced by Q hydropower design company are analyzed by SWOT diagnosis method. The internal resources and capabilities of the company are analyzed in detail, and the advantages and disadvantages of Q Hydro Design Company in the market competition and the opportunities and threats in the market expansion are identified. Then, combined with the vision and goal of the company's market expansion, the general framework of the company's market expansion strategy is determined, and a strategic framework combining concentric diversification and forward integration is proposed. Finally, the paper studies the guarantee mechanism to realize the strategic planning of market expansion, and puts forward that through the adjustment of organizational structure, the implementation of enterprise culture into marketing practice, the improvement of human resources management, the strengthening of innovation and the strength of external marketing, Pay attention to environmental protection concept and other measures to ensure the smooth implementation of Q Hydro Design Company's market expansion strategy.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.61;F426.91;F274
[Abstract]:With the deepening of the national economic construction and the change of the national energy structure, the hydropower industry has been developed by leaps and bounds since the country formulated the strategy of developing the western part of the country, and the hydropower industry has been developed by leaps and bounds, especially since the country formulated the strategy for the development of the western region. As the core competition department of hydropower industry, hydropower design unit has also experienced the great development of "snowball" in the last 30 years. From the era of "Big Brother" led by all the "national names" design institutes, to the springing up of private design companies, to the pluralistic era in which various forms of ownership complement each other. Competition in the domestic hydropower design industry has never been more intense. In addition, with the deepening of the national strategy of "going out", China's hydropower design enterprises have long been involved in the competition for hydropower energy in the world. In Africa, South America, Southeast Asia has participated in many local hydropower design work. Not only has won the honor for the country, but also has made the great contribution to the country's economic construction and even the diplomatic cause. In this historical background, the private Q hydropower design company located in the southwestern hinterland is not only facing the competitive environment at home, but also actively participating in the globalization of the economic process, constantly appearing on the international stage of hydropower design. In order to maintain a long-term strong competitive strength and survive in the competition of hydropower design industry at home and abroad, we should not only focus on the local interests at present, but also carry on long-term strategic planning. For enterprises, the biggest core competitiveness is to discover the market, occupy the market, open up the market, maintain a long-term market share, establish a good image and reputation in the market competition, and accumulate soft power. Therefore, the establishment of an effective market expansion strategy is the internal needs of the company's development, but also the urgent first priority. Firstly, the purpose, significance, research method and structure frame of the research are expounded, and the basic situation of Q hydropower design company is introduced. Then, the macro external environment and the industry competition environment faced by Q hydropower design company are analyzed by SWOT diagnosis method. The internal resources and capabilities of the company are analyzed in detail, and the advantages and disadvantages of Q Hydro Design Company in the market competition and the opportunities and threats in the market expansion are identified. Then, combined with the vision and goal of the company's market expansion, the general framework of the company's market expansion strategy is determined, and a strategic framework combining concentric diversification and forward integration is proposed. Finally, the paper studies the guarantee mechanism to realize the strategic planning of market expansion, and puts forward that through the adjustment of organizational structure, the implementation of enterprise culture into marketing practice, the improvement of human resources management, the strengthening of innovation and the strength of external marketing, Pay attention to environmental protection concept and other measures to ensure the smooth implementation of Q Hydro Design Company's market expansion strategy.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.61;F426.91;F274
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