德昌电机有限公司竞争战略研究

发布时间：2018-04-09 22:27

本文选题：微电机　切入点：竞争战略　出处：《兰州大学》2017年硕士论文

【摘要】：德昌电机有限公司在全球范围内注重为创新和可靠性的客户提供机电动力系统及其解决方案,专注于为客户提供符合主流趋势的产品,以推动长远客户需求。面对全球新能源汽车、智能制造、智能家居等行业即将给本公司带来的快速发展机遇,同时又面临超过2000家同行业企业的激烈竞争,本论文重点对公司竞争战略进行研究。首先,在论文绪论、理论和方法概述章节,简要阐述德昌电机竞争战略研究背景、意义、研究内容和研究的框架思路。明确提出了公司面临的困难和挑战,引出研究主题,说明德昌电机竞争战略研究的重要性。对论文研究所需要用到的竞争战略理论、方法、工具进行阐述。然后,论文第三章和第四章对内外部环境进行了分析评价。第三章重点运用PEST分析法对公司外部宏观环境进行了分析,用波特五力模型对公司所处的产业环境进行了分析,并对竞争对手进行了分析。然后用外部因素评价矩阵对外部环境因素进行评价。第四章重点对公司内部资源和能力进行了介绍和分析,并用内部因素评价矩阵对公司内部环境进行了评价。再者,在内外部环境分析评价的基础上,论文第五章进一步用SWOT矩阵对公司面临的内外部环境进行分析得出SO、WO、ST、WT组合战略,对德昌电机公司内外部环境关键特征进行梳理。在此基础上,进而通过定量战略计划矩阵(QSPM)进行公司战略的选择。结合竞争战略选择结果,论文第六章针对德昌电机公司差异化竞争战略提出具体实施措施,并提出公司竞争战略评价方法,确保战略落地。最后在第七章对本次研究的成果和不足进行总结,并展望德昌电机公司选择并实施差异化竞争战略的将来。本论文研究对处于面临战略方向选择的德昌电机公司提供了战略方案,同时对中国微电机行业的企业发展提供了可参考的思路和方法。从学术角度上,通过对德昌电机这样非常具有代表性的国际公司的研究,对微电机行业的企业竞争战略研究方法上,具有一定学术研究借鉴意义。
[Abstract]:Dechang Electric Co., Ltd. focuses on providing innovative and reliable customers with electromechanical power systems and their solutions around the world, focusing on providing mainstream products to drive long-term customer demand.In the face of the global new energy automobile, intelligent manufacturing, smart home and other industries will bring the rapid development opportunities for the company, but also facing more than 2000 enterprises in the same industry fierce competition, this paper focuses on the company's competitive strategy.First of all, in the introduction, theory and method of the chapter, the paper briefly describes the research background, significance, research content and research framework of the Dechang motor competition strategy.The difficulties and challenges faced by the company are clearly put forward, and the research topic is elicited, and the importance of the research on the competitive strategy of Dechang Motor is explained.This paper describes the theory, methods and tools of competition strategy that need to be used in the thesis research.Then, the third and fourth chapters analyze and evaluate the internal and external environment.The third chapter focuses on the use of PEST analysis to analyze the external macro environment of the company, using Porter's five-force model to analyze the industrial environment of the company, and to analyze the competitors.Then external factor evaluation matrix is used to evaluate external environmental factors.The fourth chapter introduces and analyzes the internal resources and capabilities of the company, and evaluates the internal environment with the internal factor evaluation matrix.Furthermore, on the basis of internal and external environment analysis and evaluation, the fifth chapter uses SWOT matrix to analyze the internal and external environment facing the company.On this basis, through the quantitative strategic planning matrix QSPM to select the company strategy.Finally, in the seventh chapter, the paper summarizes the achievements and shortcomings of this study, and looks forward to the future of the selection and implementation of differentiated competitive strategy in Dechang Electric Co., Ltd.This paper provides a strategic plan for Dechang Electric Company which is facing the choice of strategic direction, and also provides some ideas and methods for the development of Chinese micromotor industry.From the academic point of view, through the research of the representative international company such as Dachang Motor, it has certain academic research significance to the research method of the enterprise competition strategy in the micromotor industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F271

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