【摘要】：近年來,隨著科技的不斷進(jìn)步以及經(jīng)濟(jì)全球化的發(fā)展,電機(jī)制造產(chǎn)業(yè)正面臨著更大的機(jī)遇和挑戰(zhàn)。不斷擴(kuò)大的中國(guó)市場(chǎng),新興的印度、巴西等發(fā)展中國(guó)家工業(yè)化、現(xiàn)代化進(jìn)程,以及新興的電機(jī)應(yīng)用領(lǐng)域亟需大量電機(jī)產(chǎn)品;許多國(guó)家不斷推出更高更嚴(yán)格的高效綠色環(huán)保電機(jī)產(chǎn)品要求,要求電機(jī)制造廠家不斷的推陳出新,采用新技術(shù)、新材料、新工藝提供市場(chǎng)高效、超高效電機(jī)產(chǎn)品,給電機(jī)企業(yè)帶來了新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)。同時(shí),原來的市場(chǎng)競(jìng)爭(zhēng)格局逐步被打破,來自全球各個(gè)地區(qū)的電機(jī)供應(yīng)商爭(zhēng)相參與競(jìng)爭(zhēng)全球各個(gè)細(xì)分電機(jī)產(chǎn)品市場(chǎng),以及原材料價(jià)格波動(dòng)劇烈,導(dǎo)致競(jìng)爭(zhēng)加劇,電機(jī)制造企業(yè)風(fēng)險(xiǎn)增加,利潤(rùn)不斷降低;另一方面,電機(jī)行業(yè)人才流動(dòng)頻繁,企業(yè)電機(jī)新產(chǎn)品新技術(shù)等機(jī)密流失的潛在風(fēng)險(xiǎn)也在增加。本文圍繞研究分析EPC常州公司市場(chǎng)競(jìng)爭(zhēng)現(xiàn)狀分析、評(píng)價(jià)公司的戰(zhàn)略選擇,首先闡述研究背景,簡(jiǎn)介EPC常州公司的狀況和電機(jī)制造行業(yè)現(xiàn)狀,以及研究目的和意義,對(duì)研究?jī)?nèi)容及思路進(jìn)行簡(jiǎn)述。然后界定研究主題相關(guān)的基本概念,簡(jiǎn)單介紹相關(guān)理論,之后對(duì)國(guó)內(nèi)外企業(yè)競(jìng)爭(zhēng)力、戰(zhàn)略分析研究現(xiàn)狀綜述。然后運(yùn)用五力分析模型從電機(jī)市場(chǎng),產(chǎn)品發(fā)展,現(xiàn)存、潛在競(jìng)爭(zhēng)對(duì)手,供應(yīng)商等現(xiàn)狀方面入手分析電機(jī)行業(yè)競(jìng)爭(zhēng)現(xiàn)狀及EPC常州公司目前狀況,發(fā)現(xiàn)電機(jī)行業(yè)目前總體競(jìng)爭(zhēng)非常激烈,參與競(jìng)爭(zhēng)的企業(yè)數(shù)量眾多,潛在進(jìn)入者也不少,產(chǎn)品同質(zhì)化嚴(yán)重,利潤(rùn)空間小,客戶在產(chǎn)品價(jià)格談判中占有主動(dòng)地位,原材料價(jià)格波動(dòng)頻繁,幅度較大,規(guī)模較小的電機(jī)企業(yè)相對(duì)來說面臨成本壓力較大;但電機(jī)行業(yè)同樣存在巨大的發(fā)展機(jī)會(huì),有不少新的應(yīng)用市場(chǎng),有的地域市場(chǎng)增長(zhǎng)很快,世界各國(guó)推行高效電機(jī)取代現(xiàn)有產(chǎn)品,提供了電機(jī)企業(yè)新的發(fā)展機(jī)遇;EP公司產(chǎn)品在市場(chǎng)上具有一定的品牌優(yōu)勢(shì),質(zhì)量口碑較好,在國(guó)際市場(chǎng)網(wǎng)絡(luò)和渠道上有一定的優(yōu)勢(shì),但管理成本較高,國(guó)內(nèi)市場(chǎng)營(yíng)銷投入不夠,戰(zhàn)略采購物料價(jià)格談判占有一些優(yōu)勢(shì),但輔助材料價(jià)格較高。在價(jià)值鏈理論框架下,從采購、制造、成品儲(chǔ)運(yùn)、營(yíng)銷和售后、財(cái)務(wù)管理、技術(shù)開發(fā)、人力資源管理等企業(yè)內(nèi)部經(jīng)營(yíng)管理現(xiàn)狀,發(fā)現(xiàn)企業(yè)基礎(chǔ)性活動(dòng)通過精益6西格瑪,持續(xù)改善等管理在生產(chǎn)制造等創(chuàng)造價(jià)值的各個(gè)活動(dòng)在流程、效率、質(zhì)量控制上具有一定的優(yōu)勢(shì),企業(yè)信息化平臺(tái)建設(shè)管理情況較好,研發(fā)資源充足,對(duì)新技術(shù)、新材料應(yīng)用提高產(chǎn)品品質(zhì)、生產(chǎn)效率、降低成本方面比較積極主動(dòng);但企業(yè)文化建設(shè)跟不上企業(yè)發(fā)展速度,經(jīng)營(yíng)的某些方面不夠靈活,導(dǎo)致成本增加、反應(yīng)速度遲緩。最后運(yùn)用SWOT分析法羅列企業(yè)競(jìng)爭(zhēng)優(yōu)劣勢(shì)及其成因,市場(chǎng)機(jī)遇和風(fēng)險(xiǎn),針對(duì)性的研究并提出提升相應(yīng)的戰(zhàn)略對(duì)策,本文認(rèn)為EPC常州公司應(yīng)加強(qiáng)國(guó)際化戰(zhàn)略,利用所有可用資源拓展EPC常州工廠的產(chǎn)品市場(chǎng);加速企業(yè)文化建設(shè),使之與企業(yè)的發(fā)展相匹配;專注開拓重點(diǎn)市場(chǎng)勝過遍地撒網(wǎng);更加積極研究、開發(fā)、應(yīng)用新技術(shù)、新工藝、新材料,進(jìn)一步降低成本,提高效率,及產(chǎn)品競(jìng)爭(zhēng)力。
[Abstract]:In recent years, with the development of science and technology and the development of economic globalization, the motor manufacturing industry is facing more opportunities and challenges. The expanding market of China, the industrialization of the new developing countries such as India and Brazil, the process of modernization and the urgent need of a large number of motor products in the field of emerging electric machines; many countries have continuously introduced the product requirements of higher and more strict and efficient green and environment-friendly motor products, The new technology, new material and new technology are used to provide the market-efficient and ultra-high-efficiency motor products to bring new economic growth points to the motor enterprises. At the same time, the original market competition pattern is gradually broken, and the motor suppliers from all regions of the world are scrambling to participate in the competition of the products market of various segments of the world, and the price fluctuation of the raw materials is violent, resulting in the increase of competition, the increase of the risk of the motor manufacturing enterprises and the continuous decrease of the profits; On the other hand, the potential risk of confidential loss, such as the frequent flow of the motor industry and the new technology of the new products of the enterprise's motor, is also increasing. This paper analyzes and analyzes the current situation of the market competition of the EPC Changzhou Company, and evaluates the strategic choice of the company. First, the research background, the status of the EPC Changzhou Company and the current situation of the motor manufacturing industry, as well as the purpose and significance of the research are introduced, and the contents and ideas of the research are briefly described. Then, the basic concepts related to the subject of the study are defined, the relevant theories are briefly introduced, and the status of the research on the competitive and strategic analysis of the enterprises at home and abroad is summarized. Then, using the five-force analysis model to analyze the current situation of the motor industry and the current situation of the EPC Changzhou Company from the aspects of the motor market, the product development, the existing, the potential competitors, the suppliers and so on, it is found that the current overall competition of the motor industry is very fierce, The number of enterprises involved in the competition is a large number, the potential entrants are also a lot, the product is of the same quality, the profit space is small, the customer has the initiative position in the price negotiation of the product, the price of the raw materials fluctuates frequently, the amplitude is large, and the smaller motor enterprises face relatively high cost pressure; But the motor industry also has a huge development opportunity, there are many new application markets, the regional market is growing rapidly, the countries of the world carry out high-efficiency motors to replace the existing products, and the new development opportunity of the motor enterprise is provided; and the products of the EP company have a certain brand advantage in the market, The quality of public praise is good, there are some advantages in the international market network and channel, but the management cost is high, the domestic marketing investment is not enough, the price negotiation of the strategic purchasing material has some advantages, but the price of the auxiliary materials is high. in that framework of the value chain theory, the present situation of the management and management of the enterprise from the purchase, manufacture, storage, transportation, marketing and after-sale, financial management, technology development, human resource management and the like is found, and the basic activity of the enterprise is found to be through the lean 6-sigma, the management of continuous improvement and the like has certain advantages in the process, the efficiency and the quality control in the process, the efficiency and the quality control, the construction and management of the enterprise information platform is better, the research and development resources are sufficient, the new technology and the new materials are applied to improve the product quality and the production efficiency, It is more active in reducing the cost; however, the construction of the enterprise cannot keep up with the development speed of the enterprise, and some aspects of the operation are not flexible enough, resulting in cost increase and slow reaction speed. In the end, the SWOT analysis method is used to list the competitive advantages and disadvantages of the enterprises and their causes, market opportunities and risks, and to raise the corresponding strategic countermeasures. In this paper, we believe that the EPC Changzhou should strengthen the internationalization strategy and use all available resources to expand the product market of the EPC Changzhou factory. To speed up the construction of the culture of the enterprise, to match the development of the enterprise, to focus on the development of the key market, and to develop and apply the new technology, the new process, the new material, the further cost reduction, the efficiency, and the product competitiveness.
【學(xué)位授予單位】：江蘇科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F271;F426.61

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本文編號(hào)：2355539