EPC常州公司競爭戰(zhàn)略分析
發(fā)布時間：2018-11-25 09:00
【摘要】：近年來,隨著科技的不斷進步以及經濟全球化的發(fā)展,電機制造產業(yè)正面臨著更大的機遇和挑戰(zhàn)。不斷擴大的中國市場,新興的印度、巴西等發(fā)展中國家工業(yè)化、現(xiàn)代化進程,以及新興的電機應用領域亟需大量電機產品;許多國家不斷推出更高更嚴格的高效綠色環(huán)保電機產品要求,要求電機制造廠家不斷的推陳出新,采用新技術、新材料、新工藝提供市場高效、超高效電機產品,給電機企業(yè)帶來了新的經濟增長點。同時,原來的市場競爭格局逐步被打破,來自全球各個地區(qū)的電機供應商爭相參與競爭全球各個細分電機產品市場,以及原材料價格波動劇烈,導致競爭加劇,電機制造企業(yè)風險增加,利潤不斷降低;另一方面,電機行業(yè)人才流動頻繁,企業(yè)電機新產品新技術等機密流失的潛在風險也在增加。本文圍繞研究分析EPC常州公司市場競爭現(xiàn)狀分析、評價公司的戰(zhàn)略選擇,首先闡述研究背景,簡介EPC常州公司的狀況和電機制造行業(yè)現(xiàn)狀,以及研究目的和意義,對研究內容及思路進行簡述。然后界定研究主題相關的基本概念,簡單介紹相關理論,之后對國內外企業(yè)競爭力、戰(zhàn)略分析研究現(xiàn)狀綜述。然后運用五力分析模型從電機市場,產品發(fā)展,現(xiàn)存、潛在競爭對手,供應商等現(xiàn)狀方面入手分析電機行業(yè)競爭現(xiàn)狀及EPC常州公司目前狀況,發(fā)現(xiàn)電機行業(yè)目前總體競爭非常激烈,參與競爭的企業(yè)數(shù)量眾多,潛在進入者也不少,產品同質化嚴重,利潤空間小,客戶在產品價格談判中占有主動地位,原材料價格波動頻繁,幅度較大,規(guī)模較小的電機企業(yè)相對來說面臨成本壓力較大;但電機行業(yè)同樣存在巨大的發(fā)展機會,有不少新的應用市場,有的地域市場增長很快,世界各國推行高效電機取代現(xiàn)有產品,提供了電機企業(yè)新的發(fā)展機遇;EP公司產品在市場上具有一定的品牌優(yōu)勢,質量口碑較好,在國際市場網(wǎng)絡和渠道上有一定的優(yōu)勢,但管理成本較高,國內市場營銷投入不夠,戰(zhàn)略采購物料價格談判占有一些優(yōu)勢,但輔助材料價格較高。在價值鏈理論框架下,從采購、制造、成品儲運、營銷和售后、財務管理、技術開發(fā)、人力資源管理等企業(yè)內部經營管理現(xiàn)狀,發(fā)現(xiàn)企業(yè)基礎性活動通過精益6西格瑪,持續(xù)改善等管理在生產制造等創(chuàng)造價值的各個活動在流程、效率、質量控制上具有一定的優(yōu)勢,企業(yè)信息化平臺建設管理情況較好,研發(fā)資源充足,對新技術、新材料應用提高產品品質、生產效率、降低成本方面比較積極主動;但企業(yè)文化建設跟不上企業(yè)發(fā)展速度,經營的某些方面不夠靈活,導致成本增加、反應速度遲緩。最后運用SWOT分析法羅列企業(yè)競爭優(yōu)劣勢及其成因,市場機遇和風險,針對性的研究并提出提升相應的戰(zhàn)略對策,本文認為EPC常州公司應加強國際化戰(zhàn)略,利用所有可用資源拓展EPC常州工廠的產品市場;加速企業(yè)文化建設,使之與企業(yè)的發(fā)展相匹配;專注開拓重點市場勝過遍地撒網(wǎng);更加積極研究、開發(fā)、應用新技術、新工藝、新材料,進一步降低成本,提高效率,及產品競爭力。
[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.
【學位授予單位】：江蘇科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F271;F426.61
[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.
【學位授予單位】：江蘇科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F271;F426.61
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