播面
彌安

随着市场竞争的日益激烈,制造商及生产企业对于科学管理和柔性制造的不断追

求,原先供应商产品单一且分散的、种类繁多的传统工业品釆购,正逐渐被新兴的

MRO工业品一站式釆购所替代。同时,随着我国工业经济的平稳快速发展,MRO的

发展前景被看好,市场容量巨大,MRO这一新兴的行业逐渐被市场所认可。

本文依据上海信南工业装备有限公司的内外部实际情况,结合相关的战略分析理

论,提出适合公司的创业战略方向是构建MRO工业品超市。

首先,运用PSET方法进行宏观环境分析、五力模型进行行业环境分析,研究公

司发展所面临的环境背景;其次,通过内部资源与能力及利益相关者的愿景分析,构

建了公司战略选择的SWOT模型和IE矩阵;再次,在相关分析研究的基础上,得出

公司的创业战略方向是构建MRO工业品超市,基于QSPM模型对公司的备选战略进

行决策,最终得出适合公司发展的总体战略是增长型战略,可以选用的竞争战略是成

本领先战略和集中化战略;最后,通过市场调研和市场细分确定目标市场,组建4P

营销体系,并提出了战略实施的保障和支撑措施。

关键词:发展战略创业战略MR0工业品超市

中图分类号:F27

10220690269 李辉福
上海信南工业装备有限公司创业的战略思考

ABSTRACT

With the market competition becoming increasingly fierce,manufacturers and

producers' constant pursue for the scientific management and flexible manufacturing. The

traditional industrial procurement with a single vendor products and distributed kinds is

replacing by the MRO industrial-stop procurement. In the same time,with the steady and

rapid development of China's industrial economy, it's optimistic about the prospects for the

development and the market capacity of the MRO industry, this emerging industry has also

been gradually recognized by the market.

Based on the internal and external situation of Shanghai Sinamro industrial supply

company, combined with the theory of strategic,put forward the company's entrepreneurial

strategic direction is to build MRO Industrial supermarket.

Firstly, using the PSET methods to analyze the macro-environment, five forces model

to analyze the industry environment; Secondly,based on the analysis of the company's

resources and capabilities to build the company's SWOT model and IE matrix; Third,on

the basis of the analysis to come to the entrepreneurial strategic direction of the company is

to build the MRO industrial supermarkets, based on the QSPM model we come to the

overall development strategy of the company is growth strategy, the specific forms of the

overall strategy is the cost leadership strategy and decentralization strategy; Finally,

through the market research and market segmentation we come to the company's target

market,and set up the marketing system of 4Ps, then, give the strategy's implementation

and control measures.

KEY WORDS: Development of Strategy, Entrepreneurial Strategy, MRO,Industrial

Supermarket

CLC: F27

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