摘要
3D 打印是快速成型技术的一种，又被叫做“增材制造”技术，正在全世界
掀起一股潮流。3D 打印产业的发展十分迅速，相对而言市场竞争也越来越激烈。
选择科学的、合理的经营策略将帮助 3D 打印企业正视这一市场竞争，并在激烈
的竞争环境下稳步发展。因此，本文题目的选择有重要现实意义，具有一定的研
究价值。
本文先是对文章研究的背景和意义进行了说明，并分析了国内外有关 3D 打
印企业经营策略的研究现状。然后运用战略管理的相关理论及工具，剖析了 3D
打印行业的外部环境，以 H 公司为例揭示了其内部优劣势、外部机遇与威胁。接
着，通过对 H 公司的 SWOT 分析，结合其实际经营策略，论述了优化 3D 打印企业
经营策略的建议。3D 打印企业可以从产品策略、渠道策略、研发策略、沟通策
略、人员培养策略等方面予以改进，优化其经营策略，进而促进中国 3D 打印企
业科学制定经营策略，不断提高其市场竞争力。
关键词：3D 打印；经营策略；H 公司；SWOT 分析II
Abstract
3D printing,also known as"material manufacturing"technology,is a kind of rapid
prototyping technology,as a trend sweeping the world.3D printing industry is
developing rapidly,the market competition is becoming increasingly fierce.The choice
of scientific and reasonable business strategy will help 3D printing enterprises to face
up to the market competition and develop steadily in the fierce competitive
environment.Therefore, the choice of the topic has important practical significance,
and has certain research value.
This paper first describes the background and significance of the research, and
analyzes the research status of domestic and foreign 3D printing business
strategy.Then, using the relevant theories and tools of strategic management, this
paper analyzes the external environment of the 3D printing industry, and reveals the
internal advantages and disadvantages, external opportunities and threats with H
company as an example. Then, through the SWOT analysis to H company, combined
with the actual business strategy, the paper discusses the optimization of 3D printing
business strategy recommendations. 3D printing enterprises can optimize their
business strategy from product strategy, channel strategy, development strategy,
communication strategy, personnel training strategy which can promote Chinese 3D
printing enterprises to develop business strategy, and constantly improve their market
competitiveness.
Key words:3D printing;Business strategy;H company;SWOT analysisIII
目 录
摘要........................................................................................................................I
Abstract......................................................................................................................II
目 录....................................................................................................................III
1.绪论............................................................................................................................1
1.1 研究背景与意义..............................................................................................1
1.2 研究内容及方法..............................................................................................2
1.2.1 研究内容...............................................................................................2
1.2.2 研究方法...............................................................................................2
1.3 研究的特色与创新之处..................................................................................2
2.文献综述....................................................................................................................3
2.1 国外有关 3D 打印企业经营策略研究综述....................................................3
2.2 国内有关 3D 打印企业经营策略研究综述....................................................4
2.3 小结..................................................................................................................5
3.以 H 公司为例分析 3D 打印企业环境......................................................................6
3.1 H 公司的外部环境分析..................................................................................6
3.1.1 政治环境...............................................................................................6
3.1.2 经济环境...............................................................................................7
3.1.3 社会文化环境.......................................................................................7
3.1.4 技术环境...............................................................................................7
3.2 H 公司所处行业的波特五力分析..................................................................8
3.2.1 供方议价能力.......................................................................................8
3.2.2 买方议价能力.......................................................................................9
3.2.3 新进入者威胁.......................................................................................9
3.2.4 替代品威胁...........................................................................................9
3.2.5 同业竞争者竞争程度...........................................................................9
3.2.6 小结.....................................................................................................10IV
3.3 H 公司的内部环境分析................................................................................11
3.3.1 人力资源.............................................................................................11
3.3.2 物质资源.............................................................................................11
3.3.3 财务资源.............................................................................................12
3.3.4 企业核心能力.....................................................................................13
3.4 H 公司的 SWOT 分析......................................................................................13
3.4.1 优势.....................................................................................................14
3.4.2 劣势.....................................................................................................14
3.4.3 机会.....................................................................................................15
3.4.4 威胁.....................................................................................................17
4.H 公司经营策略分析及启示...................................................................................19
4.1 多样化推广营销............................................................................................19
4.2 完善产品经营体系........................................................................................19
4.3 保持技术领先................................................................................................20
4.4 创新商业模式................................................................................................20
4.5 H 公司经营策略带来的启示........................................................................21
5.优化我国 3D 打印企业经营策略的对策................................................................22
5.1 产品策略........................................................................................................22
5.1.1 提升产品质量.....................................................................................22
5.1.2 加强推广