本文關(guān)鍵詞：特雷卡電梯事業(yè)部高速梯電纜競爭戰(zhàn)略研究　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 電梯行業(yè) 競爭戰(zhàn)略 成本領(lǐng)先戰(zhàn)略

【摘要】：電梯行業(yè)發(fā)展至今,已經(jīng)超過了160年的歷史,而電梯服務(wù)中國也超過了100年歷史。隨著中國經(jīng)濟的發(fā)展和城市化的進程,高樓大廈如雨后春筍一般,在各大型、中型甚至小型城市拔地而起,其中不乏高度100米以上的超高層建筑。這些大樓不僅成為當?shù)氐牡貥?更是吸引了國內(nèi)外知名企業(yè)紛紛進駐,成為城市的商業(yè)中心。今后五到十年,中國將主導超高層建筑的開發(fā)市場,占據(jù)全世界摩天大樓建成總數(shù)的七成以上。蓬勃發(fā)展的超高層建筑市場帶來了欣欣向榮的超高速電梯市場,而欣欣向榮的超高速電梯市場又喚來了高速梯電纜市場的春天,面對這繁榮市場和同行激烈的競爭,特雷卡電梯事業(yè)部必須及時調(diào)整其高速梯電纜的競爭戰(zhàn)略,奪回曾經(jīng)擁有但已失去的市場份額,重回高速梯電纜行業(yè)王者的寶座。首先,論文以特雷卡電梯事業(yè)部的其中一個產(chǎn)品單元高速梯電纜為研究對象,在對高速梯電纜以及特雷卡電梯事業(yè)部做了概述之后,對特雷卡電梯事業(yè)部高速梯電纜現(xiàn)狀和問題進行剖析,在認清現(xiàn)狀的基礎(chǔ)之上,找出了其存在的四大問題:(1)在扁電纜技術(shù)方面還較為薄弱。(2)生產(chǎn)成本高。(3)售前售后服務(wù)不足。(4)在中國的客戶認知度低。并對問題的成因做了認真的分析和細致的研究。其次,利用PEST方法分析了特雷卡電梯事業(yè)部高速梯電纜的宏觀環(huán)境,包括政治法律、經(jīng)濟、社會文化、和技術(shù)環(huán)境這四個方面。利用波特五力模型對供應商的議價能力、購買者的議價能力、新進入者的威脅、替代品的威脅和同業(yè)競爭者的競爭程度進行了研究,尤其對各主要競爭對手做了大量的深刻的研究。對企業(yè)的內(nèi)部環(huán)境作了分析,研究了產(chǎn)品技術(shù)研發(fā)能力,公司生產(chǎn)經(jīng)營能力和品牌營銷服務(wù)能力,總結(jié)了企業(yè)的核心競爭力。在這些研究的基礎(chǔ)之上,利用SWOT分析法,找出了特雷卡電梯事業(yè)部高速梯電纜發(fā)展的O機會、T威脅、S優(yōu)勢與W劣勢,得出相應的SO戰(zhàn)略,WO戰(zhàn)略,ST戰(zhàn)略和WT戰(zhàn)略,并對各戰(zhàn)略作了具體的分析。最后,在分析了特雷卡電梯事業(yè)部高速梯電纜戰(zhàn)略目標之后,建議特雷卡電梯事業(yè)部高速梯電纜采用成本領(lǐng)先戰(zhàn)略這一競爭戰(zhàn)略,利用自身的規(guī)模優(yōu)勢,資金優(yōu)勢以及技術(shù)優(yōu)勢,實現(xiàn)領(lǐng)先于眾多競爭對手的成本,去應對價格敏感度越來越強的全球高速梯電纜市場尤其是中國市場,打敗競爭對手,重回業(yè)界霸主的地位。提出了以下幾個戰(zhàn)略實施方面的建議:(1)加大在電纜行業(yè)和建筑行業(yè)中關(guān)于環(huán)保電纜的宣傳。(2)加大在電梯電纜行業(yè)和電梯行業(yè)中呼吁提高高速梯電纜安全與可靠性要求。(3)在中國建立高效的高速梯扁電纜生產(chǎn)基地和團隊。(4)將全球合作伙伴關(guān)系的客戶業(yè)務(wù)合作延伸到中國。同時為了確保戰(zhàn)略的實施,還提出了保障措施:(1)建設(shè)優(yōu)秀的企業(yè)文化。(2)增強中國高速梯扁電纜方面的投入。(3)充分利用以及合理配置資源。(4)制定可測量的目標。
[Abstract]:Since the development of the elevator industry, has more than 160 years of history, but also Chinese elevator service for more than 100 years of history. With the development of economy and city China process, such as edifice in the large bamboo shoots after a spring rain, and even small, medium-sized city after another, including the height of 100 meters or more high-rise buildings. These buildings not only become a local landmark, to attract more domestic and foreign well-known enterprises have entered the city, become a commercial center. In the next five to ten years, Chinese will dominate the high-rise building in the development of the market, occupy the world 70% of the total number of skyscrapers built above. The vigorous development of the high-rise building market has brought the market thriving ultra high speed elevator, and thriving super high speed elevator market and called to the high-speed elevator cable market in the spring, in the face of this booming market and fierce competition, especially Leika lift. The Ministry of industry must adjust its high-speed cable ladder competition strategy, but has recaptured once has lost market share to return to the throne of the king of high speed elevator cable industry. Firstly, the Draka elevator division one of the products of high speed elevator cable unit as the research object, then summarized on cable and high speed elevator Telei elevator division, the Draka status quo and problems of high speed elevator cable elevator division are analyzed, based on the current situation, find out the four problems: (1) in the flat cable technology is still relatively weak. (2) the production cost is high. (3) the pre-sale customer service service. (4) in the Chinese customer awareness is low. The causes of the problem and make a careful analysis and detailed research. Secondly, analysis the macro environment of the Draka elevator division high speed elevator cable by using the PEST method, including political law, economy, The social culture, the four aspects of technology and environment. By using Potter's five forces model the bargaining power of suppliers, bargaining power of buyers, the threat of new entrants, threat of substitutes and competition degree are studied, especially for the main competitors to do the research deeply. A lot of enterprises the environment is analyzed, research on product technology R & D capability, production and operation of the company and brand marketing service ability, summarizes the core competitiveness of enterprises. Based on these studies, by using the SWOT method to find out the Telei elevator division high speed elevator cable development O T opportunities, threats, advantages and disadvantages of W S and draw the corresponding SO strategy, WO strategy, ST strategy and WT strategy, and the strategy is analyzed. Finally, in the analysis of the Draka elevator division high speed elevator cable strategic target, Trevor suggestions Card elevator division high speed elevator cable using the cost leadership strategy in this competitive strategy, using its own advantages of scale, capital and technology advantages, to achieve ahead of many competitors to deal with the cost, price sensitivity is more and more strong global high speed elevator cable market especially the China market, beat the competition, return to the market leader the proposed implementation status. The following strategies: (1) increase in the cable industry and the construction industry on environmental protection cable propaganda. (2) increase in the elevator cable industry and elevator industry calls for high speed elevator cable safety and reliability requirements. (3) the establishment of high efficient ladder flat cable production base and the team at China. (4) the customer business cooperation and global partnership extended to Chinese. At the same time in order to ensure the implementation of the strategy, also puts forward some safeguard measures: (1) the construction of excellent enterprises Culture. (2) increase the input of China's high speed ladder flat cable. (3) make full use of and rationally allocate resources. (4) make measurable targets.

【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F416.4;TU857

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