NHG公司竞争战略研究

发布时间：2018-03-27 11:01

本文选题：光学材料　切入点：竞争战略　出处：《西安工业大学》2017年硕士论文

【摘要】：随着全球光学产业的迅猛发展,企业面临着发展的历史机遇,如何准确把握企业的竞争态势,制定出切实可行的竞争发展战略,在市场竞争中求得生存和发展,是NHG公司目前迫切需要解决的实际问题。本文通过对NHG公司发展战略的研究,为企业在参与市场竞争过程中提供了决策依据,对于NHG公司健康、持续、稳定、又好又快发展有着较强的现实意义。在总结前人以往研究成果和分析NHG公司发展面临窘境的基础上,本文从NHG公司的实际出发,在研究竞争战略理论和竞争优势理论基础上,运用五力模型分析了NHG公司面临的生存环境和竞争环境,理清了 NHG公司发展光学材料的机会和威胁;在此基础上,以企业价值链为基础,运用VRIO框架,分析了企业资源的优势和劣势,并对NHG公司发展的优势、劣势、面临的机会、威胁进行组合分析,综合比较,并根据战略选择拟定公司战略目标:建设特色光学材料科研生产基地,打造专业化国际化知名光电企业。围绕这一战略目标,结合企业资源实际,选择了差异化战略作为主要竞争战略并以战略联盟弥补企业资源的不足。并提出了落实企业竞争战略的具体措施:优化产品结构、提高技术创新与研发能力、强化人力资源开发与管理、加强市场运作、完善组织结构、信息化建设和品牌文化建设等,保障战略落实。
[Abstract]:With the rapid development of the global optical industry, enterprises are faced with historical opportunities for development. How to accurately grasp the competitive situation of enterprises, formulate a feasible competitive development strategy, and survive and develop in the market competition, Through the research on the development strategy of NHG Company, this paper provides the decision basis for the enterprise to participate in the market competition. It is healthy, sustainable and stable for the NHG Company. It is of great practical significance to develop well and rapidly. On the basis of summarizing the previous research results and analyzing the dilemma faced by the development of NHG Company, this paper starts from the reality of NHG Company and studies the competitive strategy theory and competitive advantage theory. This paper analyzes the living environment and competitive environment faced by NHG Company by using the five-force model, and clarifies the opportunities and threats of the development of optical materials in NHG Company. On this basis, based on the enterprise value chain, the VRIO framework is used. The advantages and disadvantages of enterprise resources are analyzed, and the advantages, disadvantages, opportunities and threats of the development of NHG Company are analyzed and compared synthetically. And according to the strategic choice to formulate the company's strategic objectives: to build a special optical materials research and production base, to create a specialized international well-known photovoltaic enterprises. Around this strategic goal, combined with the actual enterprise resources, The differentiation strategy is chosen as the main competition strategy and the strategic alliance is used to make up for the shortage of enterprise resources. The specific measures to implement the enterprise competition strategy are put forward: optimizing the product structure, improving the technological innovation and R & D capability. Strengthen the development and management of human resources, strengthen the market operation, perfect the organizational structure, information construction and brand culture construction, and ensure the implementation of the strategy.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F271;F426.7

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