【摘要】：改革開放與經(jīng)濟(jì)建設(shè)的迅猛發(fā)展，給中國工程機(jī)械帶來前所未有的發(fā)展機(jī)遇。在過去二十年的黃金發(fā)展時期，以三一重工、中聯(lián)重科、徐工為代表的工程機(jī)械品牌依靠自主創(chuàng)新迅速崛起，不僅使基本依賴進(jìn)口的中國工程機(jī)械市場快速被自主品牌所取代，，而且還大力挺進(jìn)國際市場，經(jīng)過不懈努力，使國內(nèi)工程機(jī)械進(jìn)入全球工程機(jī)械第一陣營。2012年上半年，經(jīng)營環(huán)境日趨惡化，表現(xiàn)在：在2008年金融危機(jī)時國家投放的4萬億已接近尾聲、國際經(jīng)濟(jì)尚未走出歐債危機(jī)的陰影、國內(nèi)經(jīng)濟(jì)呈下行趨勢、固定資產(chǎn)投資增速放緩、工程機(jī)械需求下降、市場競爭加劇。本文選取三一重工股份有限公司（以下簡稱三一重工）作為研究對象，目的在于通過對三一重工內(nèi)、外部環(huán)境的分析，適時做出適于當(dāng)前及未來經(jīng)濟(jì)形勢發(fā)展變化的戰(zhàn)略調(diào)整，明確企業(yè)發(fā)展方向，減少企業(yè)經(jīng)營決策上的戰(zhàn)略失誤，確保企業(yè)健康有序發(fā)展。 本文應(yīng)用PEST分析方法對三一重工所處行業(yè)的宏觀環(huán)境進(jìn)行分析，利用波特五力模型分析法對其行業(yè)競爭力進(jìn)行分析。分別從宏觀、微觀，從定性、定量的不同角度來研究，最后，從內(nèi)部條件分析形成內(nèi)部因素（IFE）評價矩陣，總結(jié)出內(nèi)部的優(yōu)劣勢，由外部環(huán)境分析得出外部因素（EFE）評價矩陣，總結(jié)出外部的機(jī)會與威脅。利用SWOT分析以及IFE、EFE結(jié)果，確定了三一重工應(yīng)采取市場產(chǎn)品戰(zhàn)略為主、并購戰(zhàn)略為輔的總體發(fā)展戰(zhàn)略；利用定性方法和定量戰(zhàn)略計劃矩陣（QSPM）得出三一重工的基本競爭戰(zhàn)略應(yīng)為差異化競爭。本文從組織結(jié)構(gòu)、研發(fā)、管理、采購、生產(chǎn)等幾個方面進(jìn)行了戰(zhàn)略實施過程和保障的探討，使三一重工在復(fù)雜多變的經(jīng)營環(huán)境下具有明確的風(fēng)險防范機(jī)制，努力適應(yīng)環(huán)境并影響環(huán)境，使企業(yè)沿著正確的軌道穩(wěn)健發(fā)展。 本研究通過分析三一重工的發(fā)展現(xiàn)狀，指出企業(yè)目前面臨的困境及原因。通過將企業(yè)具體情況與先進(jìn)發(fā)展戰(zhàn)略理論相結(jié)合，尋找合適的戰(zhàn)略以解決目前的困境。該研究對三一重工具有現(xiàn)實的指導(dǎo)意義。此外，本研究有助于加快和促進(jìn)中國工程機(jī)械產(chǎn)業(yè)發(fā)展戰(zhàn)略和方法的研究，為中國工程機(jī)械行業(yè)整體戰(zhàn)略管理水平的提高貢獻(xiàn)力量。通過典型工程機(jī)械企業(yè)與發(fā)展戰(zhàn)略理論的結(jié)合，進(jìn)一步充實和豐富了服務(wù)于企業(yè)發(fā)展戰(zhàn)略的理論分析工具和方法。
[Abstract]:With the rapid development of reform and opening-up and economic construction, China's construction machinery has brought unprecedented opportunities for development. In the golden development period of the past two decades, the brands of construction machinery represented by Sany heavy Industry, Zhonglian heavy Branch and Xu Gong have risen rapidly with independent innovation, which not only makes China's construction machinery market, which is basically dependent on imports, be quickly replaced by independent brands. But also vigorously advanced into the international market, after unremitting efforts, the domestic construction machinery into the global first camp of construction machinery. In the first half of 2012, the operating environment is deteriorating day by day. In 2008, when the financial crisis came to an end, the international economy has not yet emerged from the shadow of the European debt crisis, the domestic economy is in a downward trend, the growth rate of fixed asset investment is slowing, and the demand for construction machinery is falling. Competition in the market has intensified. In this paper, Sany heavy Industry Co., Ltd (hereinafter referred to as Sany heavy Industry) as the object of study, the purpose of the Sany heavy Industry internal and external environment analysis, timely make suitable for the current and future economic development and change of strategic adjustment, Clear the direction of enterprise development, reduce the strategic mistakes in business decision-making, ensure the healthy and orderly development of enterprises. In this paper, PEST analysis method is used to analyze the macro-environment of Sany heavy industry, and Porter-five force model method is used to analyze the competitiveness of Sany heavy industry. Respectively from the macro, micro, from the qualitative, quantitative different angles to study, finally, from the internal conditions analysis to form the internal factor (IFE) evaluation matrix, summed up the internal advantages and disadvantages. The external factors (EFE) evaluation matrix is obtained from the external environment analysis, and the external opportunities and threats are summarized. Based on the analysis of SWOT and the result of IFE,EFE, the overall development strategy of Sany heavy Industry should be based on market product strategy and supplemented by M & A strategy. By using qualitative method and quantitative strategic plan matrix (QSPM), it is concluded that the basic competitive strategy of Sany heavy industry should be differential competition. This paper discusses the strategic implementation process and guarantee from the aspects of organizational structure, research and development, management, procurement and production, so that Sany has a clear risk prevention mechanism in the complex and changeable business environment. Strive to adapt to the environment and influence the environment, so that the enterprise along the right track to develop steadily. By analyzing the present situation of Sany heavy industry, the paper points out the difficulties and reasons that enterprises are facing. By combining the specific situation of the enterprise with the advanced development strategy theory, the author tries to find a suitable strategy to solve the present predicament. This study is of practical significance to Sany heavy Industry. In addition, this research is helpful to accelerate and promote the research on the development strategy and methods of construction machinery industry in China, and contribute to the improvement of the overall strategic management level of the construction machinery industry in China. Through the combination of the typical construction machinery enterprise and the development strategy theory, the theoretical analysis tools and methods serving the enterprise development strategy are further enriched and enriched.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.4;F272

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