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MBA毕业论文_基于生态系统的ZX公司竞争战略研究DOC

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在经济全球化和信息网络化时代,企业竞争日益加剧,竞争参与者的数量、 竞争的强度、竞争的层次也发生了很大变化,并且越来越体现为整个上下游乃至 商业生态系统的竞争。近年来,随着新能源汽车的迅猛发展,国家能源结构向更 环保、安全、绿色的方向调整以及国际上部分发达国家已经做出即将停止销售燃 油汽车的决定,在这样一种发展的大环境下,ZX 公司作为一家以加油机能源消费 终端设备为主业的主要供应商,如何在复杂的环境中生存和发展,如何在激烈的 竞争中增强企业的竞争力实现企业的可持续发展,已成为企业面临的严峻挑战和 亟待解决的问题。商业生态系统理论强调发展个体嵌套于相互影响的一系列环境 系统之中,在这些系统中,系统与个体相互作用并影响着个体发展,非常适用于 分析 ZX 公司所面临的战略问题。因此,本文以 ZX 公司为例,通过对其竞争战略 的分析,运用生态系统的相关理论,结合能源终端消费市场的现状和公司发展的 现实处境,对 ZX 公司的竞争战略进行研究,以期从中找到最优的竞争战略途径, 从而不断地促进企业战略目标的实现和企业的可持续发展。 本文以 ZX 公司为研究对象,在回顾和总结传统竞争战略理论及商业生态系统 理论的基础上,构建了本文的理论分析框架。通过运用生态位的资源多维重叠模 型将 ZX 公司与托肯恒山、ZX 公司与富仁高科、ZX 公司与三盈等主要行业竞争 对手进行比较分析,找到了 ZX 公司缺点及其竞争对手的竞争优势。在此基础上本 文基于商业生态系统竞争战略分析模型对 ZX 公司的竞争战略进行构建,并提出从 聚焦服务商战略、加强新能源领域与互联网平台的建设、开展整站系统集成业务 以及加强行业领先等方面对 ZX 公司的竞争战略进行优化。最后本文从技术研发、 采购管理、生产运营、营销管理、服务运营管理、客户生态圈维护六个方面对 ZX 公司基于生态系统竞争战略实施提出了保障措施。 本文基于商业生态系统竞争战略分析模型对 ZX 公司的竞争战略进行构建,希 望本文的研究,能够为 ZX 公司以及相关类型的企业提供相应的借鉴。 关键词:生态系统;加油机;竞争战略;ZX 公司Abstract In the era of economic globalization and information network, enterprise competition is intensifying, the number of competitive participants, the intensity of competition, and the level of competition have also changed greatly, and it is increasingly reflected in the competition of the entire upstream and downstream and even the business ecosystem. . In recent years, with the rapid development of new energy vehicles, the national energy structure has been adjusted to a more environmentally friendly, safe and green direction, and some developed countries in the world have made the decision to stop selling fuel vehicles in such a large environment. As a major supplier of fuel energy consumer terminal equipment, how could ZX survive and develop in a complex environment, how to enhance the competitiveness of enterprises in the fierce competition and realize the sustainable development of enterprises, has been a serious challenge and an urgent problem to be solved. The theory of business ecosystem emphasizes the development of individuals nested in a series of environmental systems that interact with each other. In these systems, systems interact with individuals and influence individual development, which is very suitable for analyzing the strategic problems faced by ZX. Therefore, this article takes ZX company as an example, through the analysis of its competitive strategy, using the relevant theories of ecosystem, combined with the current situation of energy terminal consumer market and the realistic situation of company development, research on ZX's competitive strategy, in order to find out from it the optimal competitive strategy approach, which continuously promotes the realization of corporate strategic goals and the sustainable development of enterprises. This paper takes ZX as the research object, and builds the theoretical analysis framework of this paper on the basis of reviewing and summarizing the traditional competitive strategy theory and commercial ecosystem theory. By using the multi-dimensional overlapping model of niche resources, ZX and Token Hengshan, ZX and Furen Hi-Tech, ZX and Sanying were compared and analyzed, and found the disadvantages of ZX and its competitors. On this basis, this paper builds on ZX's competitive strategy based on the commercial ecosystem competition strategy analysis model, and proposes to focus on the service provider strategy, strengthen the construction of new energy fields and Internet platforms, develop the whole stationsystem integration business and strengthen the industry leading position. Other aspects of ZX's competitive strategy are optimized. Finally, this paper proposes safeguard measures for ZX based on the implementation of ecosystem competition strategy from six aspects: technology research and development, procurement management, production operation, marketing management, service operation management and customer ecosystem maintenance. This paper builds on ZX's competitive strategy based on the competitive strategy analysis model of commercial ecosystem. I hope that the research in this paper can provide reference for ZX company and related types of enterprises. Keywords: ecosystem;fuel dispenser;competitive strategy;ZX company目录 摘要...................................................................................................................................I Abstract............................................................................................................................. II 第 1 章 绪论....................................................................................................................1 1.1 研究背景及意义 ................................................................................................1 1.1.1 研究背景 ..................................................................................................1 1.1.2 研究意义 ..................................................................................................2 1.2 文献综述 ............................................................................................................2 1.2.1 国外文献综述 ..........................................................................................2 1.2.2 国内文献综述 ..........................................................................................3 1.3 研究内容和方法 ................................................................................................4 1.3.1 研究内容 ..................................................................................................4 1.3.2 研究方法 ..................................................................................................4 1.4 论文结构和框架 ................................................................................................4 第 2 章 相关理论基础.....................................................................................................6 2.1 企业竞争战略 ....................................................................................................6 2.2 商业生态系统 ....................................................................................................7 2.2.1 商业生态系统 ..........................................................................................7 2.2.2 商业生态系统特征 ..................................................................................7 2.2.3 商业生态系统要素 ..................................................................................8 2.3 商业生态系统竞争战略 ....................................................................................9 2.3.1 基于生态位多维重叠模型 ......................................................................9 2.3.2 基于生态系统的竞争战略 ....................................................................10 第 3 章 基于生态位的 ZX 公司现状分析....................................................................12 3.1 行业分析 ..........................................................................................................12 3.2 ZX 公司现状.....................................................................................................15 3.2.1 公司简介 ................................................................................................15 3.2.2 组织结构 ................................................................................................16 3.2.3 公司员工人数及结构 ............................................................................16 3.2.4 发展愿景 ................................................................................................17 3.3 基于生态位多维重叠模型竞争分析 ..............................................................17 3.3.1 企业资源关键维度分析框架 ................................................................17 3.3.2 企业生态位多维重叠模型分析 ............................................................18第 4 章 ZX 公司生态系统竞争战略制定.....................................................................22 4.1 ZX 公司生态系统.............................................................................................22 4.1.1 ZX 公司生态系统组成分析 ...................................................................22 4.1.2 ZX 公司在生态系统中的角色定位 .......................................................24 4.2 ZX 公司基于生态系统的竞争战略分析框架.................................................25 4.2.1 围绕核心价值理念,识别关键驱动因素 ............................................26 4.2.2 建立价值创造,价值分享机制 ............................................................27 4.2.3 吸引支持和辅助驱动因素 ....................................................................27 4.2.4 巩固商业生态系统 ................................................................................27 4.3 ZX 公司生态系统竞争战略挑战.....................................................................28 4.4 ZX 公司基于生态系统的竞争战略优化.........................................................29 4.4.1 注重制造与服务协同发展,聚焦综合服务商战略定位 ....................29 4.4.2 拓展生态位,加强新能源领域的投入建设 ........................................30 4.4.3 加强物联网平台建设,全方位参与能源互联网建设 ........................30 4.4.4 开展整站系统集成业务,塑造强势品牌 ............................................30 4.4.5 全面强化行业领先地位 ........................................................................31 4.5 重点优化客户生态圈和产品生态圈 ..............................................................31 4.5.1 客户生态圈优化 ....................................................................................31 4.5.2 产品生态圈优化 ....................................................................................32 第 5 章 实施保障及风险控制措施...............................................................................35 5.1 保障措施 ..........................................................................................................35 5.1.1 加强技术研发能力 ................................................................................35 5.1.2 加强采购管理 ........................................................................................35 5.1.3 强化生产运营能力 ................................................................................36 5.1.4 增强营销管理 ........................................................................................36 5.1.5 加强服务运营管理 ................................................................................36 5.1.6 加强客户生态圈的维护 ........................................................................37 5.2 风险控制措施 ..................................................................................................37 5.2.1 国家政策风险及控制措施 ....................................................................37 5.2.2 大客户依赖风险及控制措施 ................................................................38 5.2.3 技术进步风险及控制措施 ....................................................................38 5.2.4 人才流失风险及控制措施 ....................................................................39 5.2.5 生产运营风险及控制措施 ....................................................................39 第 6 章 结论与展望.......................................................................................................416.1 研究结论 ..........................................................................................................41 6.2 研究展望 ..........................................................................................................42