本文關(guān)鍵詞： SDWEH公司 工程機(jī)械 競(jìng)爭(zhēng)戰(zhàn)略 藍(lán)海戰(zhàn)略　出處：《山東理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),工程機(jī)械行業(yè)作為裝備制造業(yè)的重要組成部分,伴隨我國(guó)經(jīng)濟(jì)回暖和固定投資持續(xù)擴(kuò)大,產(chǎn)業(yè)規(guī)模飛速擴(kuò)張,發(fā)展前景向好。工程機(jī)械行業(yè)中,挖掘機(jī)械被譽(yù)為“皇冠上的明珠”,是不可替代的土方作業(yè)機(jī)械,巨大的市場(chǎng)需求吸引眾多國(guó)內(nèi)外企業(yè)加大投入,伴隨著市場(chǎng)逐漸成熟,產(chǎn)品競(jìng)爭(zhēng)加劇,進(jìn)入了同質(zhì)化競(jìng)爭(zhēng)的態(tài)勢(shì)。論文的研究對(duì)象SDWEH工程機(jī)械公司依靠自主創(chuàng)新和差異化競(jìng)爭(zhēng)戰(zhàn)略,抓住市場(chǎng)機(jī)遇實(shí)現(xiàn)了快速發(fā)展。然而目前卻面臨著內(nèi)外部的嚴(yán)峻挑戰(zhàn),市場(chǎng)地位受到威脅。在如今市場(chǎng)背景下,SDWEH公司急需通過(guò)競(jìng)爭(zhēng)戰(zhàn)略的調(diào)整,重新建立起競(jìng)爭(zhēng)優(yōu)勢(shì)。論文共分六部分:第一章提出研究的背景、意義、方法,系統(tǒng)回顧了競(jìng)爭(zhēng)戰(zhàn)略理論主要學(xué)派及其觀點(diǎn),詳細(xì)闡述了藍(lán)海戰(zhàn)略和價(jià)值創(chuàng)新理論;第二章介紹SDWEH公司概況并歸納了現(xiàn)行差異化競(jìng)爭(zhēng)戰(zhàn)略的產(chǎn)品、營(yíng)銷(xiāo)、服務(wù)實(shí)施重點(diǎn);第三章分析了SDWEH公司的資源能力并與競(jìng)爭(zhēng)對(duì)手進(jìn)行了對(duì)比分析,指出公司采用現(xiàn)行戰(zhàn)略的風(fēng)險(xiǎn)和問(wèn)題;第四章運(yùn)用SWOT工具對(duì)SDWEH公司面臨的機(jī)遇和威脅,自身的優(yōu)勢(shì)和劣勢(shì)進(jìn)行綜合評(píng)估后認(rèn)為SDWEH公司目前正處于有利的戰(zhàn)略調(diào)整時(shí)機(jī)。利用顧客核心價(jià)值分析,找到產(chǎn)品與顧客要求的差別,指出企業(yè)的努力方向;運(yùn)用藍(lán)海戰(zhàn)略的產(chǎn)業(yè)戰(zhàn)略布局圖、六條路徑框架和四步動(dòng)作框架等工具開(kāi)展研究,重塑挖掘機(jī)產(chǎn)業(yè)戰(zhàn)略布局圖,提出SDWEH公司的調(diào)整戰(zhàn)略;第五章根據(jù)SDWEH公司競(jìng)爭(zhēng)戰(zhàn)略的調(diào)整方向,提出了戰(zhàn)略調(diào)整的實(shí)施重點(diǎn)和三條保障措施。第六章概括總結(jié)全文并指出下一步研究努力方向。論文借鑒藍(lán)海戰(zhàn)略思維方法,對(duì)SDWEH公司來(lái)說(shuō)是一種實(shí)現(xiàn)低成本和價(jià)值創(chuàng)新的有效嘗試,希望本研究能夠?qū)こ虣C(jī)械行業(yè)企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略的選擇提供參考。
[Abstract]:In recent years, the construction machinery industry as an important part of the equipment manufacturing industry, with the economic recovery and fixed investment continues to expand, industry scale expansion, development prospects. Mining machinery is known as "crown pearl", is irreplaceable earthwork machinery, huge market demand to attract a large number of domestic and foreign enterprises to increase investment, with the gradual maturity of the market, product competition intensified. The research object of this paper is SDWEH Construction Machinery Company, which relies on independent innovation and differentiated competitive strategy. Seize the opportunity of the market to achieve rapid development. However, at present it is facing severe challenges from the inside and outside, and the market position is threatened. Under the background of the market, SDWEH urgently needs to adjust its competitive strategy. The thesis is divided into six parts: the first chapter puts forward the background, significance and methods of the research, and systematically reviews the main schools of competition strategy and their views. The blue sea strategy and the theory of value innovation are expounded in detail. The second chapter introduces the general situation of SDWEH Company and summarizes the product, marketing and service implementation focus of the current differentiated competitive strategy. The third chapter analyzes the resource capability of SDWEH Company and compares it with the competitors, and points out the risks and problems of adopting the current strategy. Chapter 4th uses SWOT tools to address the opportunities and threats faced by SDWEH. After comprehensive evaluation of its own strengths and weaknesses, it is considered that SDWEH is currently in a favorable opportunity to adjust its strategy. By using customer core value analysis, we can find out the difference between products and customer requirements. Pointing out the direction of enterprises' efforts; Using the industrial strategy layout map of blue sea strategy, six path frame and four step action frame to carry on the research, remolding the excavator industry strategic layout map, put forward the adjustment strategy of SDWEH company; Chapter 5th adjusts the direction according to the competition strategy of SDWEH Company. Chapter 6th summarizes the full text and points out the next research direction. The paper draws lessons from the blue sea strategic thinking method. It is an effective attempt to realize low cost and value innovation for SDWEH Company. It is hoped that this study can provide a reference for the selection of competitive strategy of construction machinery industry enterprises.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F272;F426.4

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本文編號(hào)：1465030