【作者】 王同章；

【导师】 陈志军；

【作者基本信息】 山东大学 ， 工商管理， 2011， 硕士

【摘要】 QN公司是一家国内集钻机、泥浆泵、汽轮机、风力发电机系列产品研发与制造为一体的技术密集型高新技术企业,其中,汽轮机作为企业的主导产品,良好的产品质量赢得了国内外客户的信赖。公司在生产、营销、管理等方面已经形成比较稳定的管理模式和调整机制,并且具备了一定的市场竞争力,即将进入到新一轮的快速发展阶段。在高速发展的同时,QN公司已经开始面临着战略规划缺乏、管理能力亟待提高、市场竞争能力需待加强、科研能力急需提升等诸多问题与挑战,这些问题已经严重阻碍着公司发展。究其根本原因,QN公司尚缺乏系统全面的竞争战略来统一引导公司的持续健康发展。因此,公司要明确发展愿景,结合主导产品“汽轮机”的产品特点尽快制订出适合自身发展的竞争战略,建立和完善战略管理机制,提升管理水平,为未来发展打造一个坚实的平台。文章首先回顾了国内外现有战略管理的研究成果,内容主要分为传统战略理论、国内战略研究成果、战略理论新发展三个部分。然后阐明了基本竞争战略的类型以及竞争战略的研究方法与工具。此外,文章还叙述了我国关于汽轮机企业竞争战略的研究文献。本文在战略理论分析的基础上,通过实际调研,并运用PEST分析工具、波特五力模型等方法对公司所处的外部环境及企业内部资源与能力分别进行了分析、评价,总结出了公司现阶段的机会、威胁、优势与劣势。在上述分析的基础上,然后利用SWOT分析工具综合评价公司发展的机会、威胁、优势、劣势,并分别对三种基本竞争战略进行了分析、比较,最终制定出了差异化的竞争战略,即主要体现在实现产品差异化与服务差异化。为了确保战略的有效执行,本文提出了QN公司应加强企业文化建设、规范组织管理、优化人力资源管理、提高生产运营能力、提升营销能力、增强技术研发能力等方面的工作。更多还原

【Abstract】 QN Company is a high-technology company which mainly focuses on the R&D and manufacture aspects of the technology-intensive products, including drilling machine, sludger, gas turbine and wind-driven generator. Particularly, as the company’s leading product, the gas turbine has gained the customers’trust at home and abroad depending on its high quality. The company has already formed a relatively stable management model and the adjustment mechanism, and has also possessed relative competitive power in the market. The company is going to enter a new stage of rapid development. However, along with the development, the company also encounters many problems and challenges—lack of strategic commanding, more intensive market competition, urgent requirement of management level improvement, shortage of high quality human resources, recommend of products improvement, etc.. The essential reason for the above problems is the QN Company has not developed a detailed, systematic, and comprehensive competitive strategy to lead the company’s continuous and healthy development. Therefore, the company should specify its vision and mission, with consideration of the features of its leading product, to establish the proper competitive strategy and improve the strategic management mechanism in order to build up stable foundation for the future.The essay has reviewed the research results achieved by specialists of management at home and abroad, which includes the traditional theory of strategy, domestic achievements of strategy study, and the new development of theory of strategy. The essay then specifies the types of basic competitive strategy, as well as the means and techniques of studying competitive strategy. In addition, the essay narrates the research documents about competitive strategy of Chinese companies which produce gas turbine. Based on the analysis of theory, through PEST, five forces model and some other means, the writer has analyzed and evaluated the external environment as well as internal resources and abilities separately by using data from real investigation and survey, concluding the opportunities, threats, goodness and weakness of the company during current period. Based on the above analysis, using the SWOT analysis tools,the article analyses development opportunities, threats, strengths and weaknesses, and then, comparing three basic competitive strategies separately, QN companies ultimately identifies Differentiation Strategy, mainly achieving product differentiation and service differentiation. In order to make sure the company will effectively employ the differentiation strategy, the essay specifies some recommends—strengthen construction of enterprise culture, regulate organizational management, optimize human resource management, improve the ability of production operation, improve marketing capability, enhance technical innovation, etc..更多还原