山推工程机械股份有限公司推土机业务竞争战略研究
发布时间：2018-08-12 14:39
【摘要】：工程机械行业属于典型的投资拉动型行业,行业发展和国民经济增长、社会固定资产投资、重大工程项目及城镇化建设等密切相关。“十一五”以来,国家经济增长速度进一步加快,基础设施投资力度也进一步加强,国家连续实施了一批重大工程建设项目,“西电东送、西气东输、南水北调、青藏铁路、京沪高铁”等重大基础设施建设项目相继开工,创造了巨大的工程机械市场需求,也促使中国工程机械行业得到了进一步的快速发展,中国工程机械的市场规模由2006年的1620亿元增长到了2011年的5000亿元。目前中国已发展成为全球最大的工程机械市场。中国工程机械企业伴随着中国经济的快速发展也取得快速发展。快速做大企业规模、成为“工程机械整体方案提供商”成为行业内各领军企业的共同选择,“相关多元化”成了工程机械行业巨头共同的企业发展战略,通过一系列的企业并购,使企业规模获得了超常规的发展。随着金融危机的影响继续及“四万亿”投资不良后果逐渐显现,国内工程机械行业集体陷入经营的泥沼：应收账款高居不下、存货压力寝食难安,资金压力倍显,快速的多元化发展带来巨大的经营风险等等,工程机械行业在经过十年的超高速发展之后来到了一个需要重新思考走向的十字路口,核心业务的健康发展在每一家工程机械企业中更凸显了重要性。推土机业务是山推股份的核心业务,也是山推股份相关多元化发展战略的立足点,没有推土机业务的健康发展就谈不上山推股份相关多元化发展战略。山推股份应充分认识到推土机业务的重要性及复杂的竞争环境,适时调整推土机竞争战略,保持推土机业务领先地位。本文以战略管理理论为指导,紧密结合山推股份公司发展实际,运用战略管理的PEST分析、波特五力模型等分析方法,对公司发展面临的宏观环境、行业环境及各主要竞争对手进行全面系统的分析,同时深入分析了公司内部资源、能力及核心竞争力,通过SWOT分析方法提出了采用成本领先与差异化相整合的产品竞争战略,最后从制度保障、能力保障、人才保障、文化保障等方面提出了该竞争战略实施的保障措施,力争实现山推股份推土机业务的持续健康发展。本文综合运用了竞争战略管理理论和有关分析工具,针对目前较少涉及的推土机业务产品竞争战略进行研究,为企业提供了可操作性较强的一种战略选择方案,并且该研究成果已部分应用于企业发展,同时也为国内其它推土机生产厂家提供了一种产品竞争战略研究思路。
[Abstract]:Construction machinery industry is a typical investment-driven industry, which is closely related to national economic growth, social fixed assets investment, major engineering projects and urbanization construction. Major construction projects, such as "West-to-East Power Transmission, West-to-East Gas Transmission, South-to-North Water Transfer, Qinghai-Tibet Railway, Beijing-Shanghai High-speed Railway" and other major infrastructural construction projects have started one after another, creating a huge demand for construction machinery market, but also to promote the further rapid development of China's construction machinery industry, China's construction machinery market size from 16 in 2006. At present, China has become the world's largest construction machinery market. With the rapid development of China's economy, China's construction machinery enterprises have also made rapid progress. Rapidly enlarging the scale of enterprises and becoming the "overall project provider of construction machinery" has become the common choice of leading enterprises in the industry. "Relevant diversification" has become the common enterprise development strategy of the construction machinery industry giants. Through a series of mergers and acquisitions, the enterprise scale has achieved extraordinary development. After ten years of super-high-speed development, the construction machinery industry has come to a crossroads that need to be reconsidered. The healthy development of core business is more prominent in every construction machinery enterprise. The bulldozer business is the core business of Shantui Stock Company. It is also the foothold of Shantui Stock Company's diversified development strategy. Without the healthy development of the bulldozer business, Shantui Stock Company can not talk about Shantui Stock Company's diversified development strategy. In this paper, under the guidance of strategic management theory and closely combined with the actual development of Shantui Stock Company, we use PEST analysis of strategic management, Porter's five-force model and other analytical methods to make a comprehensive and systematic analysis of the macro-environment, industry environment and the main competitors facing the company's development. At the same time, it deeply analyzes the internal resources, capabilities and core competitiveness of the company. Through SWOT analysis method, it puts forward the product competition strategy of integrating cost-leading and differentiation. Finally, it puts forward the safeguard measures for the implementation of the competition strategy from the aspects of system guarantee, ability guarantee, talent guarantee, cultural guarantee and so on. In this paper, the competitive strategy management theory and related analysis tools are used to study the competitive strategy of bulldozers, which is seldom involved at present. A strategic option with strong maneuverability is provided for enterprises, and the research results have been partly applied to the development of enterprises. It also provides a research strategy for product competition strategy for other domestic bulldozers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F272
本文编号：2179363
[Abstract]:Construction machinery industry is a typical investment-driven industry, which is closely related to national economic growth, social fixed assets investment, major engineering projects and urbanization construction. Major construction projects, such as "West-to-East Power Transmission, West-to-East Gas Transmission, South-to-North Water Transfer, Qinghai-Tibet Railway, Beijing-Shanghai High-speed Railway" and other major infrastructural construction projects have started one after another, creating a huge demand for construction machinery market, but also to promote the further rapid development of China's construction machinery industry, China's construction machinery market size from 16 in 2006. At present, China has become the world's largest construction machinery market. With the rapid development of China's economy, China's construction machinery enterprises have also made rapid progress. Rapidly enlarging the scale of enterprises and becoming the "overall project provider of construction machinery" has become the common choice of leading enterprises in the industry. "Relevant diversification" has become the common enterprise development strategy of the construction machinery industry giants. Through a series of mergers and acquisitions, the enterprise scale has achieved extraordinary development. After ten years of super-high-speed development, the construction machinery industry has come to a crossroads that need to be reconsidered. The healthy development of core business is more prominent in every construction machinery enterprise. The bulldozer business is the core business of Shantui Stock Company. It is also the foothold of Shantui Stock Company's diversified development strategy. Without the healthy development of the bulldozer business, Shantui Stock Company can not talk about Shantui Stock Company's diversified development strategy. In this paper, under the guidance of strategic management theory and closely combined with the actual development of Shantui Stock Company, we use PEST analysis of strategic management, Porter's five-force model and other analytical methods to make a comprehensive and systematic analysis of the macro-environment, industry environment and the main competitors facing the company's development. At the same time, it deeply analyzes the internal resources, capabilities and core competitiveness of the company. Through SWOT analysis method, it puts forward the product competition strategy of integrating cost-leading and differentiation. Finally, it puts forward the safeguard measures for the implementation of the competition strategy from the aspects of system guarantee, ability guarantee, talent guarantee, cultural guarantee and so on. In this paper, the competitive strategy management theory and related analysis tools are used to study the competitive strategy of bulldozers, which is seldom involved at present. A strategic option with strong maneuverability is provided for enterprises, and the research results have been partly applied to the development of enterprises. It also provides a research strategy for product competition strategy for other domestic bulldozers.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F272
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