山东大业股份有限公司竞争战略研究

发布时间：2018-04-23 01:08

本文选题：山东大业 + 竞争战略　；参考：《兰州理工大学》2016年硕士论文

【摘要】：我国自加入WTO以来,轮胎产品随着国民经济持续稳定增长,汽车工业呈现“井喷”状态,全国各地公路运输更是赶超发展。根据2016年中国橡胶年会公布数据可知,“十二五”期间,中国轮胎产量年均增长率达到5.69%。“十二五”期间,中国子午线轮胎年均增长率为6.65%,半钢胎年均增长7.16%,全钢胎产量年均增长4.78%。由此可知,未来市场需求较大,但受制于客户对产品的需求,目前企业经营的环境不断发生根本性的变化,客户的价值也随之不断改变,这对企业的竞争力将提出新的挑战,企业如何能在新的市场环境下保持强大的市场竞争力将成为各个企业急需面对的问题。山东大业股份有限公司作为一家轮胎相关产品生产制造企业,以胎圈钢丝、钢帘线及胶管钢丝的研发、生产和销售为主营业务,目前具有较强自主设计和自主创新能力的企业。本文将基于行业背景下,以山东大业股份有限公司为研究对象,对其竞争战略选择进行研究。全文首先根据当前企业所处市场环境进行选题分析,结合国内外研究现状,对相关概念和理论进行界定和梳理。然后针对山东大业股份有限公司企业实际,对其目前的竞争战略进行现状分析。接着对企业所处的宏观和微观市场环境分析,进而选择出企业的竞争战略、实施策略及相关保障机制。经过详细的研究分析,本文提出山东大业股份有限公司应选择以低成本为主要竞争战略,多元化市场竞争战略为辅,积极发挥产品研发创新优势,提升企业所处的行业水准,保障企业稳定可持续健康发展。本研究基于丰富理论基础上展开,理论结合实际案例研究更具有说服力,尤其结合山东大业股份有限公司实际现状提出两大实施战略,提出客观实际有效的指导实施措施建议。但在市场风云变幻的当下,今后的竞争在于不断创新,不断根据企业发展和内外部市场环境随时进行战略调整。今后将继续关注企业发展,为企业提供更具有价值的竞争战略决策指导建议。
[Abstract]:Since China's entry into WTO, tire products have been growing steadily with the national economy, the automobile industry is in a "blowout" state, and road transportation in various parts of the country has been catching up with the development of road transportation. China's tire production grew at an average annual rate of 5.69 during the 12th Five-Year Plan period, according to data released at the 2016 China Rubber Conference. During the 12th Five-Year Plan period, the average annual growth rate of Chinese radial tire was 6.65%, that of semi-steel tire was 7.16%, and that of whole steel tire was 4.78%. From this, we can see that the future market demand is large, but subject to customer demand for products, the current business environment has been fundamentally changed, customer value is also constantly changing, which will pose a new challenge to the competitiveness of enterprises. How to maintain strong market competitiveness in the new market environment will become an urgent problem for each enterprise. Shandong Daye Co., Ltd. as a tire related products production and manufacturing enterprises, with bead steel wire, steel cord and hose steel wire R & D, production and sales as the main business, currently has a strong independent design and independent innovation ability of the enterprise. Based on the background of the industry, this paper studies the competitive strategy of Shandong Daye Co., Ltd. Firstly, according to the current market environment, the thesis defines and combs the related concepts and theories. Then according to the actual situation of Shandong Daye Co., Ltd, the present competitive strategy is analyzed. Then the macro and micro market environment of the enterprise is analyzed, and then the competitive strategy, the implementation strategy and the relevant safeguard mechanism of the enterprise are selected. After detailed research and analysis, this paper puts forward that Shandong Daye Co., Ltd. should choose low cost as the main competitive strategy, and diversified market competition strategy as the supplement, actively exert the advantages of product development and innovation, and improve the industry level of the enterprise. To ensure stable, sustainable and healthy development of enterprises. This study is based on the rich theory, the theory combined with the actual case study is more persuasive, especially combining with the actual situation of Shandong Daye Co., Ltd. to put forward two implementation strategies, and put forward the objective practical effective implementation measures. But in the changing market, the competition in the future lies in constant innovation and strategic adjustment according to the development of enterprises and the internal and external market environment at any time. In the future, we will continue to pay attention to the development of enterprises and provide more valuable guidance for enterprises to make decisions on competitive strategies.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.72;F272

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