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QW公司的战略选择与实施措施_MBA硕士毕业论文DOC

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文本描述
摘要
近年来,工业微波能设备由于其用途广泛、性能可靠、使用方便而迅速发展起来,
受到了广大客户的欢迎。QW 公司是以工业微波能设备制造为主营业务的公司,能否借
助国家政策以及经济转型的外部有利因素,将其转化为公司自身的优势,全方位强化
公司的综合实力,使公司实现超常规发展,是公司目前需要认真思考和解决的问题

本文针对 QW 公司在当前的产品生产和市场竞争中存在的突出问题,借助有效的管理学
分析工具,分析了公司的外部环境,以及结合内部能力鉴别有利于 QW 公司成长的关键
优势和劣势因素,并进一步分析了其内部能力和外部环境的匹配程度,通过工业微波
设备市场的细分,找准公司的市场定位,确定公司的目标市场,并选择与实施相应的
市场竞争战略及保障措施

本文经过综合分析研究,得出了如下基本结论:公司面向国际与国内两个市场上
都有良好的发展机遇,市场不断整合为公司发展提供更多机会、国际工业设备制造商
纷纷到国内寻求合作伙伴、当地政府的支持。而公司同时也面临着诸多的不良因素的
威胁,使公司的发展面临较大困难。第二,内部能力方面,QW 公司通过具有较大的规
模与成本优势、强大的生产能力和技术创新能力、良好的财务管理与运作能力、产品
质量好、性价比高、产品市场占有率位居前列、拥有很高的美誉度建立了行业竞争优
势。但在核心产品定位不够清晰、投入技术研发费用大、技术转化率较低、市场管理
效率低、各类产品的市场定位和营销重点不明确等方面又面临一定的困难,需要后期
不断优化。第三,结合内外部因素,QW 公司在工业微波能设备制造行业应该推行差异
化战略和成本领先战略。第四,为确保战略转型的顺利推进,QW 公司需要一系列战略
落地和实施措施,例如从技术研发、设备研发与制造、信息平台构建、企业文化宣教、
组织结构、人力资源管理等几个方面对公司战略实施提出了具体的措施建议

关键词:QW 公司;工业微波能设备;差异化战略;成本领先战略II
Abstract
Industrial microwave energy equipment is widely used in the field of basic coverage of all
industries. Since 90s of last century, the industrial microwave equipment has made a rapid
development, but has not yet formed a relatively clear market segments. QW company is a
microwave energy equipment manufacturing industry and it takes the as it’s main business, if
it can by the means of national policy and external economic transformation of the favorable
factors to achieve further growth and development of QW company, it has become a
challenge under the new situation, the expectation is to build a competitive strategy suitable
for the steady development of the enterprise. Through the collection and collation of existing
literature of strategic management theory, by means of correlation analysis tool of QW
company&39;s industrial microwave equipment manufacturing business in the market and
industry environment are studied, and the ability to identify the key to combine internal
advantages and disadvantages of QW company&39;s growth factors, and further analyzes the
internal matching degree the ability and external environment, and through scientific market
segmentation, make the industry to understand the market, identify their target market, and
further clarify their competition for war in the main aspects of the strategic choice.
The main conclusions of this paper: first, the external environment, development opportunity
factors including domestic and international market potential, to provide more opportunities
for the development of the company, the international industrial equipment manufacturers
have to seek domestic partners, local government support etc.. The environmental threat
factors including market growth slowed, alternative pressure, customer bargaining power
increases, supplier power increases, the negative impact of government policies, developed
countries more and more use of non-tariff barriers to trade protection and other factors.
Second, the internal capability, QW company has the scale and cost advantages, great
capacity, strong production capacity and technological innovation of financial management
and operation ability, good product quality, cost-effective products, the market share in the
forefront, has a very high reputation established industry competitive advantage. But at the
core of the product positioning is not clear, into technology development cost, technology
conversion rate is low, the market low efficiency of management, all kinds of products in the
market positioning and marketing focus is not clear and facing certain difficulties, the latter
needs to constantly optimize. Third, combined with internal and external factors, QW
company in the industrial microwave energy equipment manufacturing industry should
implement differentiated strategy and cost leadership strategy. Fourth, taking effectiveIII
measures to promote QW company making greater progress. QW company needs a series of
strategic landing and implementation measures, such as from the technology development,
equipment development and manufacturing, information platform.
Key words: QW company; Industrial microwave energy equipment; Differentiation strategy;
Cost leadership strategyIV
目 录
摘要...I
Abstract.........II
目 录.IV
1 绪 论.1
1.1 研究背景、目的和意义.1
1.1.1 研究背景.........1
1.1.2 研究目的.........1
1.1.3 研究意义.........2
1.2 工业微波行业的发展现状...........2
1.3 研究框架与技术路线.....3
1.3.1 研究框架.........3
1.3.2 研究技术路线.4
1.4 研究方法.5
1.文献研究法...5
2.定量分析法...5
3.定性分析法...5
1.5 主要创新点.........5
2 理论基础与现行战略定位.6
2.1 相关文献综述........6
2.1.1 国外研究.......
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