本文選題：工業(yè)閥門　切入點：競爭戰(zhàn)略　出處：《廈門大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,中國閥門工業(yè)進(jìn)入快速發(fā)展時期,目前已成為亞洲最大的閥門加工中心、全球最大的閥門市場之一。我國雖已成為閥門制造大國,但與閥門制造強國相比還相差甚遠(yuǎn)。在此背景下,如何加快發(fā)展,提升持續(xù)競爭力,從而在競爭日益激烈的市場中站穩(wěn)腳跟、健康成長,成為中小閥門企業(yè)需要深思的重要命題。本文以H閥門公司為研究對象,在對企業(yè)戰(zhàn)略理論進(jìn)行梳理的基礎(chǔ)上,采用PEST分析、波特五力分析模型、SWOT分析等工具,對公司所處行業(yè)和外部環(huán)境進(jìn)行研究,并結(jié)合公司生產(chǎn)能力、技術(shù)水平及主要財務(wù)情況等內(nèi)部環(huán)境分析,研究企業(yè)發(fā)展戰(zhàn)略和策略實施等問題,希望對中小閥門企業(yè)如何發(fā)展起到一定的借鑒作用。 論文通過研究認(rèn)為,我國閥門行業(yè)的市場潛力巨大,具有“出口低端,進(jìn)口高端”特點,主要競爭方向在于“低價高質(zhì)、替代進(jìn)口”；閥門公司供應(yīng)商和客戶均具有較強的議價能力,H閥門公司的產(chǎn)品相對于其他競爭者具有“高性價比”,較受市場認(rèn)可；公司的優(yōu)勢是較強的技術(shù)研發(fā)能力、較低的價格、較強的質(zhì)量控制和成本控制；劣勢是規(guī)模小、品牌知名度不高、管理不夠完善；面臨的機會主要包括市場對閥門產(chǎn)品的需求以及性價比高的“替代進(jìn)口”產(chǎn)品的需求不斷擴大；威脅主要包括成本上升、融資難以及產(chǎn)品和技術(shù)有可能被模仿等；H閥門公司的市場定位應(yīng)為專業(yè)化的市場需求定位、閥門系列的中高端定位、服務(wù)差別化的戰(zhàn)略定位、智能化和信息化的市場領(lǐng)導(dǎo)定位；在短期內(nèi)應(yīng)選擇成本領(lǐng)先戰(zhàn)略,長期選擇以差異化戰(zhàn)略；另外,公司應(yīng)從生產(chǎn)、研發(fā)、市場營銷、企業(yè)制度和文化管理等方面實施以上競爭戰(zhàn)略,同時為企業(yè)從成本領(lǐng)先戰(zhàn)略向差異化戰(zhàn)略轉(zhuǎn)型做鋪墊。
[Abstract]:In recent years, China valve industry entered a period of rapid development, has become Asia's largest valve processing center, one of the world's largest valve market. China has become a manufacturing power valve, but with the valve manufacturing power compared to the still far. Under this background, how to accelerate the development, enhance the sustainable competitiveness, so as to gain a foothold and in the increasingly fierce competition in the market healthy growth, has become an important proposition of small and medium enterprises valve need careful consideration. This paper takes H valve company as the research object, on the basis of analyzing the theory of corporate strategy, using the PEST analysis, Potter five forces model, SWOT analysis tools, to study the company's industry and external the environment, combined with the company's production capacity, technical level and financial situation analysis of internal environment, research on enterprise development strategy and strategy implementation and other issues, hope to small and medium-sized enterprises valve It is a certain reference for the development of the industry.
The research shows that the valve industry in China has a huge market potential, "export of low-end, high-end imported" characteristics, the main direction is "high quality low price competition, import substitution"; valve company suppliers and customers have a strong bargaining power, the H valve company's products compared to other competitors with the "high price", a recognized by the market; the company's advantage is a strong R & D capacity, low price, quality control and cost control is strong; disadvantage is the small scale, the brand awareness is not high, management is not perfect; facing the opportunities include expanding market demand for valve products and cost-effective "import substitution" the demand for products; the threats include rising costs, financing difficulties and products and technologies are likely to be imitated; market positioning H valve company should be the professional market For positioning in the high-end positioning valve series, strategic positioning service differentiation, market leading position of intelligence and information; in the choice of the short term cost leading strategy, long-term selection on differentiation strategy; in addition, the company from the production, research and development, marketing, enterprise culture management system and other aspects of the implementation of the above strategy at the same time, for the enterprise from the cost leading strategy to the differentiation strategy to pave the way.

【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.4;F272

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本文編號：1633701