摘要
I
OTIS 电梯公司纵向一体化战略选择与实施研究
中文摘要
近年来随着中国房地产行业、城镇化进程、政府基础设施建设和投入，电梯行业
也得到了长足的发展。但是经济危机之后世界整个经济在收缩，中国经济受之影响增
长速度逐步放缓，房地产市场出现疲软，与之相关的电梯行业市场容量也出现了下滑

随着市场下行所带来的压力，电梯行业利润率也逐步下降，主要原因来自于激烈的价
格战、不断上涨的原材料成本及管理成本，未来价格战仍会持续一段时间，直到行业
出现真正的洗牌

本文以战略管理为指导运用 PEST、波特五力模型及 SWOT 等方法对 OTIS 电梯
所处的宏观环境、行业环境及其内部环境进行分析，发掘出拥有的优势和劣势、面临
的机会和威胁。借助于 OTIS 的集团资源优势，从品牌升级、设计研发、采购制造、
安装、服务等方面确定 OTIS 电梯的纵向一体化战略，并从组织结构、人力资源配置、
流程优化等方面保障纵向一体化战略的顺利实施，以加强企业核心竞争力，提高自身
的竞争优势，保持市场领导者的地位

本文通过收集电梯行业资料，对电梯市场的分析和研究，使战略的制定和实施符
合当前的市场竞争环境和未来的发展方向。对于当前机会和威胁并存的电梯市场，提
出了符合自身特点、有指导性的纵向一体化发展战略

关键词：OTIS 电梯纵向一体化战略战略选择战略实施
作者: 杨军赛
指导老师: 魏文斌英文摘要 OTIS 电梯公司纵向一体化战略选择与实施研究
II
The Study of OTIS Elevator Company vertical
integration strategy selection and implementation
Abstract
In recent years, the elevator industry has been rapid development with China&39;s real
estate industry and urbanization, the government infrastructure construction and
investment. The whole world economy is shrinking after the economic crisis. China&39;s
economy is affected and is gradually slow growth rate, and the real estate market appears
weak, the elevator industry market capacity also fell. With the pressure brought by the
market downturn, the profit margins decline gradually because of the fierce price war, the
rising raw material and management costs, and the future price war can persist for a period
of time, until the elevator industry reshuffle.
Based on the strategy management, this paper analyzes the macro environment,
industry environment and its internal environment of OTIS elevator by using PEST, Porter
five force model and SWOT method, and explores the advantages and disadvantages,
opportunities and threats. With the help of OTIS&39;s group resource advantages, we can
determine the vertical integration strategy of OTIS elevator from the aspects of brand
upgrading, design research and development, purchasing, manufacturing, installation and
service, and guarantee the vertical integration strategy from the aspects of organizational
structure, human resource allocation and process optimization The smooth implementation
of enterprises to strengthen the core competitiveness, improve their competitive advantage,
to maintain the status of market leaders.
This paper collects and analyzes the elevator market by collecting the elevator
industry data, so that the formulation and implementation of the strategy conforms to the
current market competition environment and the future development direction. For the
current opportunities and threats coexist in the elevator market, put forward in line with
their own characteristics, a guide to the vertical integration of development strategies.
Key words：OTIS elevator, Vertical Integration Strategy, Strategic selection,
Strategy implementation
Written by: Yang JunSai
Supervised by: Wei WenBin
目录
第 1 章 绪论 ··1
1.1 研究背景和意义 ·1
1.1.1 研究背景 ··1
1.1.2 研究意义 ··2
1.2 研究方法和思路 ·2
1.2.1 研究方法 ··2
1.2.2 研究思路 ··3
1.3 研究内容和创新点 ·5
1.3.1 研究内容 ··5
1.3.2 本文可能的创新点 ··5
第 2 章 理论基础和文献综述 ··6
2.1 理论基础和分析工具 ·7
2.1.1 一体化战略··7
2.1.2 PEST 模型 8
2.1.3 波特的五力模型10
2.1.4 SWOT 分析12
2.2 文献综述 ·· 13
2.2.1 国内学者对纵向一体化战略的研究13
2.2.2 国外学者对纵向一体化战略的研究14
第 3 章 电梯行业的产业链分析 16
3.1 原材料供应链分析 ·· 16
3.1.1 钢材16
3.1.2 电缆17
3.1.3 稀土18
3.2 部件供应链分析 ·· 18
3.3 销售渠道分析 ·· 19
3.4 安装渠道分析 ·· 19
OTIS 电梯公司纵向一体化战略选择与实施研究
3.5 售后服务渠道分析 ·· 20
第 4 章 OTIS 电梯公司选择纵向一体化战略环境分析 ·21
4.1 OTIS 电梯简介21
4.2 PEST 宏观环境分析· 22
4.2.1 政治法律环境23
4.2.2 经济环境24
4.2.3 社会文化环境26
4.2.4 技术环境27
4.3 电梯行业竞争力量分析 ·· 28
4.3.1 新进入者威胁分析28
4.3.2 供方议价能力29
4.3.3 买方议价能力29
4.3.4 替代品30
4.3.5 现有竞争对手30
4.
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