本文關鍵詞：QW公司的戰(zhàn)略選擇與實施措施　出處：《廣東財經大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： QW公司 工業(yè)微波能設備 差異化戰(zhàn)略 成本領先戰(zhàn)略

【摘要】：近年來,工業(yè)微波能設備由于其用途廣泛、性能可靠、使用方便而迅速發(fā)展起來,受到了廣大客戶的歡迎。QW公司是以工業(yè)微波能設備制造為主營業(yè)務的公司,能否借助國家政策以及經濟轉型的外部有利因素,將其轉化為公司自身的優(yōu)勢,全方位強化公司的綜合實力,使公司實現(xiàn)超常規(guī)發(fā)展,是公司目前需要認真思考和解決的問題。本文針對QW公司在當前的產品生產和市場競爭中存在的突出問題,借助有效的管理學分析工具,分析了公司的外部環(huán)境,以及結合內部能力鑒別有利于QW公司成長的關鍵優(yōu)勢和劣勢因素,并進一步分析了其內部能力和外部環(huán)境的匹配程度,通過工業(yè)微波設備市場的細分,找準公司的市場定位,確定公司的目標市場,并選擇與實施相應的市場競爭戰(zhàn)略及保障措施。本文經過綜合分析研究,得出了如下基本結論:公司面向國際與國內兩個市場上都有良好的發(fā)展機遇,市場不斷整合為公司發(fā)展提供更多機會、國際工業(yè)設備制造商紛紛到國內尋求合作伙伴、當?shù)卣闹С�。而公司同時也面臨著諸多的不良因素的威脅,使公司的發(fā)展面臨較大困難。第二,內部能力方面,QW公司通過具有較大的規(guī)模與成本優(yōu)勢、強大的生產能力和技術創(chuàng)新能力、良好的財務管理與運作能力、產品質量好、性價比高、產品市場占有率位居前列、擁有很高的美譽度建立了行業(yè)競爭優(yōu)勢。但在核心產品定位不夠清晰、投入技術研發(fā)費用大、技術轉化率較低、市場管理效率低、各類產品的市場定位和營銷重點不明確等方面又面臨一定的困難,需要后期不斷優(yōu)化。第三,結合內外部因素,QW公司在工業(yè)微波能設備制造行業(yè)應該推行差異化戰(zhàn)略和成本領先戰(zhàn)略。第四,為確保戰(zhàn)略轉型的順利推進,QW公司需要一系列戰(zhàn)略落地和實施措施,例如從技術研發(fā)、設備研發(fā)與制造、信息平臺構建、企業(yè)文化宣教、組織結構、人力資源管理等幾個方面對公司戰(zhàn)略實施提出了具體的措施建議。
[Abstract]:In recent years, industrial microwave energy equipment because of its wide use, reliable performance, convenient operation and rapid development, the majority of customers of.QW company in the industrial microwave energy equipment manufacturing as the main business of the company, whether by means of national policies and external economic transformation of the favorable factors, transforming it into the company's own advantage a full range of comprehensive strength, strengthen the company, make the company achieve extraordinary development, is the company's current need to seriously think about and solve. This paper focuses on the QW company in the current production and market competition in the process of the problem, with the help of effective management analysis tools, analyze the external environment, and combined with internal the ability to identify the key advantages of QW company's growth and disadvantages, and further analysis of the matching degree of the internal ability and external environment, through the industrial microwave equipment A subdivision of market positioning, determine the company's target market, market competition strategy and the corresponding security measures and implementation and selection. In this paper, through the comprehensive research and analysis, the conclusion is as follows: the company for the two markets of international and domestic has the good development opportunity, continue to provide more opportunities for market integration the development of the company, the international industrial equipment manufacturers have to seek domestic partners, the support of local government. And the company also faces many adverse factors of the threat, so that the company's development is facing great difficulties. Second, internal capabilities, QW company has the scale and cost advantages of large capacity, strong production capacity and technology innovation, financial management and operation ability, good product quality, cost-effective products, the market share in the forefront, has a very high reputation established industry But in the core competitive advantage. Product positioning is not clear, in charge of technical research and development, technology transfer rate is low, the market management efficiency is low, facing certain difficulties and various types of products in the market positioning and marketing focus is not clear, the latter needs to optimize. Third, combination of internal and external factors, QW company can manufacture equipment the industry should implement the differential strategy and cost leadership strategy in industrial microwave. Fourth, to ensure the smooth progress of the strategic transformation, QW company needs a series of strategic landing and implementation measures, such as technology development, equipment development and manufacturing, information platform construction, enterprise culture propaganda, organization structure, human resources management and other aspects put forward specific measures for the implementation of company strategy.

【學位授予單位】：廣東財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.6;F272

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本文編號：1396302