【作者】 郭丹丹；

【导师】 王铁男；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2009， 硕士

【摘要】 要在激烈的市场竞争中立于不败之地并不断发展,确立相应的竞争优势成为德山公司必须思考的战略核心问题。而企业要想取得竞争优势,就必须进行正确战略定位,才能创造并保持为消费者青睐的价值,进而赢得相应的竞争优势。本文通过PEST分析方法、五力模型分析方法、SWOT分析方法等对德山公司的内外部环境进行了分析,得出了公司发展面临的机遇、威胁和优势、劣势,以及核心竞争力。并由此,提出了德山公司应以中小科技型企业为目标市场,科技咨询和项目申报为主要业务,以建立战略联盟为业务发展方式。并通过对三种竞争战略:成本领先战略、差异化战略和集中战略进行比较,选择了差异化战略。根据德山公司的特点,提出以提高服务质量与品牌建设的差异化竞争优势为战略定位。从组织建设、制度建设和机制建设三个方面探讨了实现战略定位的具体操作,从而实现组织的开放性,扁平化和柔性化,对外具有较强的环境适应能力的同时保证组织内部的高效运转。更多还原

【Abstract】 How to gain its competing advantage and to maintain its continuous progress in the intense market are crucial and strategic problem of the corporation. To create and sustain the value of the consumers favor and to acquire competition advantage, it should make the right strategic position.This paper analyses the inner and outer environment by PEST method, five kinds of force model and SWOT analysis method, gains the strength, weakness, opportunity, threat of Deshan corporation and core competition capability . Based on it , the paper presents Deshan corporation should make its market on small or middle technological enterprise, make its operation on technological counseling and item declare, make operation development fashion by founding strategic alliance. Comparing to the three kinds of competition strategic: cost lead competition strategic, centralization strategic, discrepancy competition strategic, the paper chooses discrepancy competition strategic. According to the character of Deshan, the paper presents strategic position with enhancing the service and constructing the brand. In order to implementation of the strategy, achieving the objectives of the openness of the flat and flexible organization and strengthening adaptive capacity in the external environment, the paper discusses achievement fashion of the strategic position.更多还原