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首先，论文以特雷卡电梯事业部的其中一个产品单元高速梯电缆为研究对
象, 在对高速梯电缆以及特雷卡电梯事业部做了概述之后，对特雷卡电梯事业
部高速梯电缆现状和问题进行剖析，在认清现状的基础之上，找出了其存在的
四大问题：（1）在扁电缆技术方面还较为薄弱。（2）生产成本高。（3）售
前售后服务不足。（4）在中国的客户认知度低。并对问题的成因做了认真的
分析和细致的研究
其次，利用 PEST 方法分析了特雷卡电梯事业部高速梯电缆的宏观环境，
包括政治法律、经济、社会文化、和技术环境这四个方面。利用波特五力模型
对供应商的议价能力、购买者的议价能力、新进入者的威胁、替代品的威胁和
同业竞争者的竞争程度进行了研究，尤其对各主要竞争对手做了大量的深刻的
研究。对企业的内部环境作了分析，研究了产品技术研发能力，公司生产经营
能力和品牌营销服务能力，总结了企业的核心竞争力。在这些研究的基础之II
上，利用 SWOT分析法，找出了特雷卡电梯事业部高速梯电缆发展的 O机会、
T 威胁、S 优势与 W 劣势，得出相应的 SO 战略，WO 战略，ST 战略和 WT 战
略，并对各战略作了具体的分析
最后，在分析了特雷卡电梯事业部高速梯电缆战略目标之后，建议特雷卡
电梯事业部高速梯电缆采用成本领先战略这一竞争战略，利用自身的规模优
势，资金优势以及技术优势，实现领先于众多竞争对手的成本，去应对价格敏
感度越来越强的全球高速梯电缆市场尤其是中国市场，打败竞争对手，重回业
界霸主的地位。提出了以下几个战略实施方面的建议：（1）加大在电缆行业
和建筑行业中关于环保电缆的宣传。（2）加大在电梯电缆行业和电梯行业中
呼吁提高高速梯电缆安全与可靠性要求。（3）在中国建立高效的高速梯扁电
缆生产基地和团队。（4）将全球合作伙伴关系的客户业务合作延伸到中国
同时为了确保战略的实施，还提出了保障措施：（1）建设优秀的企业文化
（2）增强中国高速梯扁电缆方面的投入。（3）充分利用以及合理配置资源
（4）制定可测量的目标
关键词：
电梯行业，竞争战略，成本领先战略III
Abstract
Research on Competitive Strategy of Cables for High Rise Elevator
for Company Draka BU Elevator
There are more than 160 years history for the elevator until now, and there are
elevator services in China more than 100 years. With the development of China
economic and urbanization, the skyscrapers become more and more in the modern city,
even the ones with more than 100m height. These skyscrapers become not only the
landmark of the city but also the CBD of the city and many famous enterprises are
located in. In next five to ten years, China will become the important market of the
super high rise building. About 70% of the super high rise building word wild will be
built in China. Developing market of super high rise building brings the booming of
super high rise elevator market and it calls the spring of Super High Rise Elevator
Cable market. To face to the booming market but also the very bad competition from
competitors, Draka BU Elevator must adjust its competitive strategy immediately to
take back the lost market shares and return to be the No. 1 in super high rise elevator
cable industry.
Firstly, the thesis took Draka BU Elevator super high rise elevator cable as the
research objective, made a deep analysis base on the current situation and problems in
Draka BU Elevator super high rise elevator cable business after introduction of Draka
BU elevator and high rise elevator cable, got 4 findings: (1) Weakness on flat
travelling cable technology. (2) High production cost. (3) Weakness on sales and
service. (4) Unknown in Chinese market. Also study well on the reasons of those
problems.
Secondly, PEST method was used to analyze external operating environment of
Draka BU Elevator super high rise elevator cable business including political factors,
economic factors, sociocultural factors and technological factors. Michael Porter’s
Five Forces Model was also carried on in the analysis of five aspects of marketIV
competition ability including bargaining power of suppliers, bargaining power of
buyers, threat of new entrants, substitutes and rivalry, especially made a deep study
on competitors. Used SWOT to analyze the strengths, weaknesses, opportunities and
threats of company based on the analysis of company capabilities especially the core
competitiveness of Draka BU elevator, and find out SO, WO, ST and WT strategies.
Finally, it suggested that Draka BU Elevator shall use Overall Cost Leadership
competitive strategy for high rise elevator cable business after the determination of
targets, shall use the advantage of company size, capital and technology to achieve a
competitive cost which competitors can’t achieve, to face to the market especially
Chinese market which is more and more cost attractive and beat competitors and win
the industry leader position again. In order to coordinate the implementation and
guarantee of the competitive strategy, it suggested several comments: (1) Ask for
halogen free cables used in buildings widely. (2) Ask for higher level of safety and
reliability of high rise travelling cable in elevator industry. (3) Build the first class and
high efficient flat travelling cable production line and team in China. (4) Make the
strategy partnership with key customers in China. To ensure the competitive strategy
working well, it offered some suggestion: (1) establish great enterprise culture. (2)
Increase the investment on flat travelling cable production in China. (3) Optimize the
internal and external resources. (4) Define measurable goals.
Key words:
Elevator Industry, Competitive Strategy, Overall Cost LeadershipV
目 录
第 1 章 绪论 ......... 1
1.1 研究背景与意义 ..... 1
1.2 研究方法与内容 ..... 3
1.3 理论基础和文献综述 ......... 5
第 2 章 特雷卡电梯事业部高速梯电缆现状和问题..... 9
2.1 高速梯电缆概况 ..... 9
2.2 特雷卡电梯事业部高速梯电缆现状 ....... 11
2.3 特雷卡电梯事业部高速梯电缆存在的问题和原因 ....... 16
第 3 章 特雷卡电梯事业部高速梯电缆竞争战略环境分析... 19
3.1 特雷卡电梯事业部高速梯电缆外部环境 ........... 19
3.2 特雷卡电梯事业部高速梯电缆内部环境 .......... 25
3.3 特雷卡电梯事业部高速梯电缆竞争环境 SWOT 分析.. 27
第 4 章 特雷卡电梯事业部高速梯电缆竞争战略制定及实施........... 30
4.1 特雷卡电梯事业部高速梯电缆竞争战略的目标 ........... 30
4.2 特雷卡电梯事业部高速梯电缆竞争战略的选择 ........... 30
4.3 特雷卡电梯事业部高速梯电缆竞争战略的实施 ........... 32
4.4 特雷卡电梯事业部高速梯电缆竞争战略实施的保障措施....... 35VI
结 论 ....... 38
参考文献 . 39
致 谢 ....... 411
第 1 章 绪论
1.1 研究背景与意义
1.1.1 研究背景
近 15年来，随着经济的腾飞、房地产的爆发以及城镇化的加快，中国电梯
行业也度过了飞速发展的 15 年。1999-2014 年间，中国电梯市场平均年增长率
超过 22%。我国已经成为全球第一的电梯生产国和消费市场。世界上所有大中
型的电梯企业均在我国设有工厂或公司，中国是电梯领域的世界工厂和制造中
心。全球七成以上的电梯在中国制造，六成以上的电梯销售在中国市场。2014
年全国电梯总销量为 71.6 万台。相比 2013 年，销量增幅 13.65%；全国电梯保
有量也达到近 360万台，位居世界首位
图 1.1 1999-2014 年中国电梯销量与增速趋势图
2014 年 7 月 7 日，北京-世邦魏理仕在其调查报告《亚洲超高层建筑的涌
现》中说明，虽然亚洲超高层写字楼市场发展很晚，但是目前的数量已占到全
球总数的 55%。未来五年，中国将主导摩天大楼的开发市场，占据全世界摩天
大楼建成总数的七成，其中一半来自二线城市。2
超高层建筑在中国各大、中城市拔地而起，这些大楼全部都需要超高速电
梯服务。毋庸置疑，中国将成为超高速电梯的主要需求市场，我国对超高速电
梯需求量长期增长空间巨大
高速梯电缆是超高速电梯的重要部件，其选型配置的优劣关系到整个超高
速电梯的使用和服务性能，特别是对超高速电梯运行的可靠性而言。优良的高
速梯电缆配置意味着超高速电梯的安全和可靠
。。。以上简介无排版格式，详细内容请下载查看
