什邡瑞邦机械有限责任公司发展战略初探

【作者】 郭肖飞；

【导师】 张剑渝；

【作者基本信息】 西南财经大学 ， 工商管理， 2003， 硕士

【摘要】 我国经济已进入了新的成长阶段，对基础产业的优先发展具备了内在要求。铁路运输以其网络性、连续性、规模集约性等特点，将国土和国民经济有机地联结起来，突破了地域的空间阻隔，强化了国民经济的整体性和联系性，成为经济持续增长的必要条件。比较而言，铁路是各种运输方式中最具经济辐射性，更符合可持续发展战略和能源供给状况，可节约有限的资源和要素，尤其是不可再生性资源和要素，铁路实际上是全社会成本最低的运输方式。铁路仍然将在我国的经济建设活动中扮演重要的角色。与铁路发展的大好前景相对比的是服务于铁路运输的各种工附业的状况。在铁路体制改革的大背景下，原属于铁路部门的工业系统将逐渐脱离铁路，失去铁道部的政策保护，完全走向市场；中国加入WTO将遵守承诺，逐步开放市场，国外的企业也会进入这原本是国企独占的市场；铁路投资多元化的改革同样会吸引民营资本的进入，来分享这为数不多的利润丰厚的蛋糕，铁路工业产品市场将会迎来前所未有的、激烈残酷的竞争。铁路工业企业所面临的形势是严峻的，对身处其中的什邡瑞邦机械有限责任公司（以下简称瑞邦公司）来讲，同样不能独善其身。瑞邦公司的前身是由铁道部投资兴建，专业生产铁路中小型养路机械的什邡养路机械厂。虽然瑞邦公司是国内从事铁路中小型养路机械的专业生产厂，具有丰富的生产维修制造经验和成熟的营销网络，但随着铁路电气化和提速战略的实施，技术更新步伐的加快，对铁路养路机械提出了更高要求，瑞邦公司已经感受到市场开放的巨大挑战，核心产品上的优势地位也受到很大威胁。如今，路内外形势的变化导致企业外部同行业的竞争者对市场份额的竞争更趋激烈。面对外部变化的环境和企业的内部条件，瑞邦公司必须认真分析形<WP=3>势，正确定位，准确进行市场预测，确定目标市场，制定一套科学合理的企业经营发展战略和策略，才可能求得企业的稳定与发展。笔者通过对企业进行实地的调查研究，结合所学理论知识，运用五力分析和SWOT分析方法，从瑞邦公司的发展历史和企业现状、所面临的外部环境以及内部条件等各方面进行分析。在市场预测的基础上，选定企业的目标市场，作出战略选择。从而，拟定企业的发展目标和发展战略以及企业的技术创新战略、市场营销战略、运作管理战略、财务管理战略、人力资源开发战略。本文试图通过对一个典型国有企业的管窥，能发现国企存在的一些共同的特征，特别是不足，并尽自己所学去试着提出解决的办法，希望能为研究国企的人们提供一些可资借鉴的思路和意见。当然，限于本人的学识眼界，加之时间仓促，深入企业不够，了解不全面，文中一定存在不少的谬误之处，还请读者不吝赐教。更多还原

【Abstract】 Economies of our country has entered the new growth stage already, possessed inherent requirement to develop basic industries preferentially. Railway transportation with its characteristics, such as network quality, continuity, scale intensive quality etc., binds territory and national economy organically, it has broken through the regional separation, strengthened globality of national economy and got in touch nature and become the essential condition. Comparatively speaking, the railway has the most economical radiation quality in various kinds of transport and in according with sustainable development strategy and energy supplement of the country. Even more, it can economize limited resources and elements, especially non-renewable resources and elements, the railway is the lowest transport of cost of the whole society in fact. The railway will still play an important role in the economic construction activity of our country.The excellent prospect of the railway development has formed sharp contrast with the various attached industry serving for the transportation of railway. Under the background of the railway system reformed, the industry system that previously belonged to the railway department will break away from the railway gradually, lose the policy protection of railway ministry, and moves towards the market completely. With the accession to the WTO, China will obey commitments too, opening the markets progressively. The foreign enterprise will also enter this market which used to be occupied by state-owned enterprise as a whole. The reform of the diversified investment on railway will attract the entry of the private capital equally, coming to share these few cakes with rich profit. The industrial product of the railway will face the unprecedented, fierce and cruel competition. The situation that<WP=5>the railway industrial enterprise facing with is stern, among which the Shifang Railway-helper machinery Co., Ltd (Railway-helper corporation of following abbreviation), equally cannot maintain its advantages during chaotic times.The predecessor of Railway-helper Corporation is the Shifang railway-maintaining machinery plant invested by the railway ministry, and the specialty is producing the middle and small machinery for railway maintaining. Railway-helper Corporation is the professional factory engaged in producing medium or small-sized railway-maintaining machinery, possessing abundant experience of product-maintaining and product-making, and ripe marketing network. However, with the implementation of raising speed strategy and railway electrification process, machinery has been put forward higher request on railway-maintaining. the Railway-helper corporation has already experienced open-market challenging enormously, The advantage position of the key products has been threatened greatly too. Nowadays, internal and external changes of the railway lead to the fact that competition from both internal and external environment is becoming fiercer and fiercer to raise market shares. The Railway-helper corporation must conscientiously analyze the situation and carry on the market forecast accurately in the correctly fixed position location, definite objective market, the reasonable enterprise management of one set of science formulation develops the strategy with the tactics, probably obtains enterprise stabilizes and develops. I am by way of carrying on the investigation on the spot of the enterprise, band theory I have learned together, and use Potter’s five forces model & SWOT of competitive analysis. From the development history, the enterprise present situation of Railway-helper Corporation and the every aspect such as external environment as well as internal condition etc. that is faced with are analyzed. On the basis of market prediction I select the goal market of the enterprise and make the strategic selection. Thus, I draw up<WP=6>the development objective and development strategies of enterprise as well as the technology innovation strategies of enterprise; market marketing更多还原