【作者】 刘宇；

【导师】 舒强兴；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 硬质合金工具作为工业的“牙齿”，对国民经济的发展起到了至关重要的作用。作为国内最大的硬质合金厂商—株洲硬质合金集团公司(本文中简称株硬集团)在四十多年的发展历程中，取得了很大的成功。但是随着竞争日趋激烈、市场不断变化的环境，株硬集团需要制订一个明确的企业竞争战略，以期保持自身的竞争优势和可持续的发展。 本文在竞争战略的理论基础上，运用产业结构分析模型和价值链等分析方法，分析了企业所面临的政治、法律、经济、社会文化、技术、产业状况、市场竞争等外部环境因素以及企业人力资源、物力资源、研发能力、品牌等内部资源和能力，总结出企业内部的优势和劣势以及外部环境的机遇和挑战。在此基础上确定株硬集团基本战略定位，也就是适用的基本竞争战略—差别化战略，并通过分析确定最适合的差异化变量。然后通过对内部资源和外部环境SWOT分析，确定与战略定位相匹配的具体实施战略：建立科学的企业技术开发体系，加快新产品开发；进行纵向整合；提高产品相对认知质量；名牌战略。 为使企业的差别化战略得以有效的实施，从株硬集团的实际情况出发，接着进一步提出实施竞争战略的支持措施：加强人力资源的开发与管理；组织结构的优化调整；培育适合战略的企业文化。更多还原

【Abstract】 Cemented carbide alloy tool as the "tooth" of the industry, is very important for the development of the nation’s economy. Zhuzhou cemented carbide group co ,as the biggest works of china, have made great progress in the forty years’ development. However, zzc meets new situation for its existence and development because home and abroad competitive environment become more and more intense. Drawing up a systematic and long term competitive strategy is a key choice for zcc to keep itself in a competitive edge in a long run.In the basis of the competitive strategy of Michael E. Porter, by analyzing the enterprise exterior environment in aspects of politics, laws, economy, technology, industrial structure, marker competition, and the internal condition like human resources, financial status, R&D resource, brand etc, selected the adaptive competitive strategy and defined the most compatible variable for ZZC: differentiation strategy. Then analyzing the exterior environment and internal condition through SWOT analytical method all-sided, selected the idiographic strategy: Improve the quality of the products; R&D system building; vertical integrating; improving the fame of brand etc.In order that the competitive strategy can be effectively carried out, the paper analyses how to implement strategy. There are several tactics to improve the carry out of strategy: human resources development; internal organization restructuring; enterprise culture constructing etc.更多还原