当前中国经济已经取得了飞速发展，随之而来的是不断加快的城市化和工业化进程， 社会面临日趋严重的环境污染问题。国家对环保产业的重视程度也越来越高，水处理、 大气治理、生态治理等环保产业进入了快速发展时期。随着智慧水务新技术的逐渐兴起， 传统水处理企业面临重大转型机遇。HT 公司是传统的水处理设备生产企业，自 90 年代 开始研发推出了用于水质消毒的水处理设备开始，不断研发推陈出新，现已具备多种水 处理产品。HT 公司始终聚焦水处理领域，长期以来专注于水消毒市场，实施聚焦竞争 战略，在水消毒市场逐渐积累了客户建立了口碑。随着智慧水务概念的不断深入，环保 市场的不断放大，HT 公司面临技术和市场两方面的竞争压力。 本研究是以 HT 公司为研究对象，综合运用多种分析工具，以企业竞争战略理论为 基本框架，对 HT 公司的内外部环境进行分析，对企业存在的问题进行提炼总结，对企 业竞争战略的选择进行评价，并且对战略实施的可行性及保障性措施进行研究分析。通 过研究发现，HT 公司现行的聚焦竞争战略面临较大挑战，特别是在智慧水务新技术背 景下，更适合实施差异化竞争战略，通过发挥企业优势，抓住市场机遇，提高经营收益。 首先，本文对企业竞争战略基本理论进行提炼和概括。对 PEST、波特五力分析、 SWOT、QSPM 等工具模型进行了综述，为后期实证研究奠定了理论基矗 其次，本文利用 PEST 和波特五力工具分析了企业外部环境，对企业内部资源进行 系统分析，在 SWOT 分析基础上通过 QSPM 确定企业差异化竞争战略的选择，并对此 进行了可行性分析，从业务领域、技术产品和销售模式三方面提出差异化竞争战略实施 方案。 最后，从组织机构优化、研发创新优化和人力资源结构优化三方面制定相应的保障 性措施，确保差异化竞争战略的顺利实施。 关键词：水处理，智慧水务，竞争战略，差异化战略山东建筑大学硕士学位论文 II ABSTRACT With the rapid development of China's economy, the process of urbanization has been accelerating, the development of industrialization has been increasing, and the problem of environmental pollution has become increasingly serious. The state is paying more and more attention to environmental protection industries, and environmental protection industries such as water treatment, air treatment, and ecological treatment have entered a stage of rapid development. With the gradual rise of new smart water technologies, traditional water treatment companies are facing major transformation opportunities. HT Company is a traditional water treatment equipment manufacturer. Since the 1990s, it has developed and launched water treatment equipment for water quality disinfection. It has continued to develop and introduce new products, and now has a variety of water treatment products. HT has always focused on the field of water treatment, has focused on the water disinfection market for a long time, implemented a centralized strategy, and has gradually accumulated a reputation for customers in the water disinfection market. With the continuous deepening of the concept of smart water and the continuous enlargement of the environmental protection market, HT is facing pressure from both technology and market competition. This article takes the author’s work unit, HT Company, as the research object. Under the framework of corporate competition strategy theory, this article attempts to use a variety of theories and analytical tools to analyze the internal and external environment of HT Company, extract and summarize the problems of the company, and summarize the company’s problems. The choice of strategy is evaluated, and the feasibility of strategy implementation and safeguard measures are studied and analyzed. Through research, it is found that HT's current concentration strategy is facing greater challenges, especially in the context of new smart water technologies, it is more suitable for differentiated competition strategies, giving full play to corporate advantages, seizing market opportunities, and increasing operating income. First of all, this article summarizes the basic theories of corporate competitive strategy, summarizes tool models such as PEST, Porter's Five Forces Analysis, SWOT, QSPM, etc., and lays a theoretical foundation for later empirical research. Secondly, this article uses PEST and Five Forces tools to analyze the external environment of the company, systematically analyze the internal resources of the company, determine the company’s differentiated competitive strategy through QSPM on the basis of SWOT analysis, and conduct a feasibility analysis on this, from technical products, Propose a山东建筑大学硕士学位论文 III differentiated strategy implementation plan in three aspects: business area and sales model. Finally, corresponding safeguard measures were formulated from the three aspects of organizational optimization, R&D innovation optimization and human resource structure optimization to ensure the smooth implementation of the differentiation strategy. Key Words: water treatment, smart water, Business-Level Strategy，Differentiation Strategy山东建筑大学硕士学位论文 IV 目录 摘要 ........................................................................................................................I ABSTRACT...........................................................................................................II 第 1 章 绪论 ..........................................................................................................1 1.1 研究的背景......................................................................................................................1 1.2 研究的目的与意义..........................................................................................................1 1.3 研究的方法......................................................................................................................2 1.4 研究的内容......................................................................................................................2 1.5 研究的创新点..................................................................................................................2 第 2 章 理论综述..................................................................................................3 2.1 企业竞争战略..................................................................................................................3 2.2 国外文献综述..................................................................................................................5 2.3 国内文献综述..................................................................................................................6 2.4 研究综述综评..................................................................................................................6 第 3 章 HT 公司竞争战略的现状及存在的问题................................................7 3.1HT 公司简介....................................................................................................................7 3.2HT 公司竞争战略现状....................................................................................................7 3.3HT 公司竞争战略面临的问题........................................................................................8 第 4 章 HT 公司内外部环境分析........................................................................9 4.1 外部环境分析..................................................................................................................9 4.1.1 宏观环境分析..........................................................................................................9 4.1.2 产业竞争环境分析................................................................................................14 4.1.3 主要竞争对手分析................................................................................................17 4.2 内部环境分析................................................................................................................19 4.3 IE 矩阵分析....................................................................................................................23山东建筑大学硕士学位论文 V 第 5 章 HT 公司竞争战略分析......................................................................... 30 5.1QSPM 矩阵分析.............................................................................................................30 5.2 竞争战略可行性分析....................................................................................................33 5.3 差异化竞争战略实施方案............................................................................................36 第 6 章 HT 公司差异化竞争战略保障措施..................................................... 41 6.1 组织机构优化................................................................................................................41 6.2 研发创新优化................................................................................................................42 6.3 人力资源结构优化........................................................................................................43 第 7 章 结论与展望........................................................................................... 44