【作者】 史轶君；

【导师】 杨水利；

【作者基本信息】 西安理工大学 ， 工商管理， 2002， 硕士

【摘要】 本文运用战略管理的理论和方法，研究光芒集团在热管式真空管(VTCHP)太阳能热水器市场中的竞争战略。论文从光芒集团的内外部环境分析出发，研究包括宏观环境、太阳能热水器产业主要经济特征、VTCHP太阳能热水器市场需求状况、VTCHP太阳能热水器产业竞争结构、产业内各企业竞争强弱评价以及外部环境因素的评价六个方面的外部环境，构造了外部要素评价(EFE)矩阵，分析了光芒集团的机会和威胁；同时论文运用价值链、核心竞争能力理论，对光芒集团的内部资源和竞争能力进行分析，构造了内部要素评价(IFE)矩阵，确定了光芒集团的优势与劣势。 针对VTCHP太阳能热水器市场寡头垄断的特点，论文运用博弈理论研究了该市场的均衡情况，建立了不完全信息下的动态博弈模型，得出容纳与合作是促进VTCHP太阳能热水器市场发展的子博弈精练纳什均衡。 在上述研究的基础上，论文根据SWOT矩阵设计了光芒集团VTCHP太阳能热水器市场的竞争战略方案，并运用定量战略评价矩阵(QSPM)对方案进行分析和评价，确定了基于低成本的聚焦战略作为光芒集团VTCHP太阳能热水器市场的最优竞争战略。 在战略实施方面，论文提出了具有可操作性的职能战略建议，如：整合集团组织结构，培育光芒企业文化；加强与竞争对手的合作；促进纵向一体化的战略联盟；实施价值链控制成本，寻求重点市场突破来支持基于低成本的聚焦战略实施。论文对光芒集团VTCHP太阳能热水器市场竞争战略的研究和实施建议，可为进入新兴产业的其它企业提供借鉴。更多还原

【Abstract】 This paper studies the competitive strategy of Guangmang Group of the Vacuum Tube Collector with Heat Pipe (VTCHP) solar water heater market by utilizing strategy management theories and methods. The thesis proceeds from inside and outside environmental analysis of Guangmang Group, studies six respects external environment including the macroscopical environment, main economic characteristic of industry of the solar water heater, market demand state of VTCHP solar water heater, competition structure of industry of VTCHP solar water heater, the competition power of every enterprise in the industry, constructs the External Factor Evaluation (EFE) matrix and analysizes the opportunities and threatens of the Group. At the same time the thesis uses the value chain and core competence theories, analysizes the inside resources and competitive power of Guangmang Group, constructs the Internal Factor Evaluation (IFE) matrix, defines the strengths and weaknesses of the Group.Directed against the characteristic of oligopsony of market of VTCHP solar water heater market, the thesis researches the equilibrium condition of this market with the game theory, sets up a dynatic game model under the imperfect information condition, concludes that holding and cooperation are the subgame perfect Nash equilibrium to promote the development of VTCHP solar water heater market.On the basis of above-mentioned research, the thesis designs Guangmang group competitive strategic scheme of VTCHP solar water heater market according to SWOT matrix, analysizes and evaluates the scheme using Quantitative Strategy Planning Matrix (QSPM) . It assures that based on low cost focus strategy is the optimum competition strategy of Guangmang Group of VTCHP solar water heater market.In strategy implementation, the thesis proposes the practical function strategysuggestions to support the focus strategy, for instance: combine group institutional framework and cultivate the corporate culture of Guangmang, strengthen cooperation with rival, promote the vertical and integrated strategic alliance, implement value chain control cost and seek the important market. The thesis to the competition strategy research and analytical method of Guangmang Group, can offer reference for the other enterprises that enter new industry.更多还原