發(fā)布時(shí)間：2018-07-12 13:41

  本文選題：SWOT分析 + 競爭戰(zhàn)略�。� 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：當(dāng)前,隨著全球化能源危機(jī)和環(huán)境污染的加劇,人們對新興能源的渴望也日益加劇。隨著國家十二五戰(zhàn)略規(guī)劃對新能源的重視,太陽能熱水器行業(yè)迎來了新的發(fā)展機(jī)遇。本文以新擴(kuò)建太陽能熱水器企業(yè)HB太陽能熱水器公司為研究對象,通過對公司整體環(huán)境和自身情況進(jìn)行分析,制定公司持續(xù)的發(fā)展戰(zhàn)略。 在對戰(zhàn)略分析理論和相關(guān)理論方法進(jìn)行分析的基礎(chǔ)上,本文從公司面臨的外部環(huán)境分析入手,運(yùn)用PEST分析模型,對公司發(fā)展面臨的一般環(huán)境進(jìn)行分析,包括對政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境和技術(shù)環(huán)境四個(gè)方面。在對宏觀環(huán)境進(jìn)行分析的基礎(chǔ)上,分析行業(yè)發(fā)展環(huán)境,包括對行業(yè)發(fā)展現(xiàn)狀、發(fā)展面臨的機(jī)遇和發(fā)展趨勢進(jìn)行分析。最后,運(yùn)用波特五力分析模型,對行業(yè)發(fā)展的競爭環(huán)境進(jìn)行分析,從競爭者、替代品、供應(yīng)商議價(jià)能力、購買者議價(jià)能力和潛在進(jìn)入者五個(gè)方面進(jìn)行分析。通過以上三方面的分析,對公司發(fā)展面臨的外部環(huán)境做詳細(xì)的了解。同時(shí)對公司發(fā)展的內(nèi)部環(huán)境進(jìn)行分析。從公司的組織結(jié)構(gòu)、人力資源狀況、財(cái)務(wù)能力、生產(chǎn)能力和市場營銷能力進(jìn)行分析,得出公司內(nèi)部的具體發(fā)展環(huán)境,便于企業(yè)對自身實(shí)力有一個(gè)較為明確的認(rèn)識。 在以上分析的基礎(chǔ)上,對公司內(nèi)部進(jìn)行SWOT戰(zhàn)略分析,分析公司內(nèi)部的優(yōu)勢與劣勢、發(fā)展機(jī)會(huì)和威脅,對戰(zhàn)略進(jìn)行組合分析,運(yùn)用QSPM量化評估方法,得出WO戰(zhàn)略是企業(yè)發(fā)展最為合適的方案。 最后根據(jù)公司發(fā)展的WO戰(zhàn)略,制定具體的戰(zhàn)略實(shí)施方案。從公司文化建設(shè)、競爭戰(zhàn)略實(shí)施、人力資源管理和公司品牌建設(shè)四個(gè)方面進(jìn)行戰(zhàn)略實(shí)施。旨在提高公司總體的競爭力,為公司的進(jìn)一步發(fā)展打下基礎(chǔ)。 由于國內(nèi)太陽能熱水器行業(yè)具有較高的同質(zhì)性,本文的研究成果亦可以為同行業(yè)的發(fā)展戰(zhàn)略制定提供一定的借鑒參考價(jià)值,促進(jìn)行業(yè)的整體發(fā)展。
[Abstract]:At present, with the globalization of energy crisis and environmental pollution, people's desire for new energy is also increasing. With the national strategic planning of the twelfth five-year plan to pay attention to new energy, solar water heater industry ushered in new development opportunities. This paper takes HB Solar Water heater Company, a newly expanded solar water heater company, as the research object, through the analysis of the company's overall environment and its own situation, formulates the sustainable development strategy of the company. Based on the analysis of the theory of strategic analysis and related theories and methods, this paper starts with the analysis of the external environment faced by the company, and applies pest analysis model to analyze the general environment facing the development of the company, including the political and legal environment. Economic environment, social and cultural environment and technological environment four aspects. Based on the analysis of the macro environment, this paper analyzes the development environment of the industry, including the present situation, opportunities and trends of the development. Finally, the author analyzes the competitive environment of industry development by using Porter's five-force analysis model, from five aspects: competitors, substitutes, suppliers' bargaining power, buyers' bargaining power and potential entrants. Through the above three aspects of analysis, the development of the company to make a detailed understanding of the external environment. At the same time, the internal environment of the development of the company is analyzed. By analyzing the organizational structure, human resource, financial ability, production capacity and marketing ability of the company, the concrete development environment within the company is obtained, which is convenient for the enterprise to have a clear understanding of its own strength. On the basis of the above analysis, SWOT strategy analysis is carried out within the company, the strengths and weaknesses, development opportunities and threats within the company are analyzed, the combination analysis of the strategy is carried out, and the quantitative evaluation method of QSPM is used. WO strategy is the most suitable solution for enterprise development. Finally, according to the company's development of WO strategy, to formulate a specific strategy implementation plan. Carry on the strategy implementation from four aspects: company culture construction, competition strategy implementation, human resource management and company brand construction. Aims to improve the overall competitiveness of the company, for the further development of the company lay the foundation. Due to the high homogeneity of domestic solar water heater industry, the research results of this paper can also provide some reference value for the development strategy of the same industry, and promote the overall development of the industry.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6;F272

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