STUDY ON STRATEGY MANAGEMENT OF COS
A Master Thesis Submitted to
University of Electronic Science and Technology of China
Discipline: Master of Business Administration
Author: Shixiang He
Supervisor: Vice Prof. Yan Shen
School: School of Management and Economics
摘要
I
摘要
模具作为迄今为止工业产品大批量生产的最佳方式，其行业的发展一直受到
世界工业强国的关注和重视。模具行业在我国，自上个世纪九十年代模具行业全
面兴起以来，从早期的税收优惠政策，到《中国制造2025》1+X “实业兴邦”系
列政策，均得到了国家的大力鼓励和支持，对汽车、电子、机械、建筑和化工五
大支柱产业汽车十分重要的支持作用，在国民经济中有着重要的地位
中国的模具行业已经进入行业生命周期的“成熟期”，大量刚刚发展起来的中
小规模企业由于缺乏战略管理意识，没有完善的战略管理机制，在激烈的市场竞
争中不能快速完成发展所需的运营管理“转型升级”，企业成长出现瓶颈。论文
研究的对象COS公司是一家以精密制造为主营业务的模具公司，由于缺失战略管
理，随着生产规模的扩大，生产效益不升反降。笔者将通过系统的为COS公司建
立战略管理机制，为COS公司实际的运营管理改善提供指导。在研究与分析过程
中，采用了文献研究法、定性分析法、同行业比较法、问卷调查法
论文以弗雷德·R·戴维战略管理过程作为分析框架。在战略分析中，首先，
介绍了模具行业在国民经济中的重要地位和市场分布情况，为后续外部环境分析
提供侧重点。然后，应用PEST分析模型、行业生命周期理论和价值链理论对行业
的宏观环境、行业发展现状以及行业细分市场之间的竞争力进行了分析，以明晰
COS公司所面临的机会和威胁。最后，分析了COS公司的组织运营现状、对各细分
市场的竞争能力和与竞争对手的优劣势；在战略匹配与制定阶段，运用SWOT分析
工具，匹配企业面临的机会与威胁，企业自身优势与劣势，制定出公司的总体发
展战略方向和目标，并利用平衡记分卡对总体战略目标进行系统的分解；在战略
实施阶段，从战略实施基础举措、竞争力提升举措和实施保障举措三个层次制定
了系统的战略实施举措，确保战略实施的顺利开展
研究发现，企业正确认识战略管理，明晰企业发展方向和目标市场，全面系统
的制定战略实施计划，并结合企业自身特点制定战略实施保障举措，是模具企业
发展从“老板能力驱动”向“组织能力驱动”转变，在激烈市场竞争中获得持续
成长的关键
关键词：精密模具，战略管理，利基战略，客户感知价值
ABSTRACT
II
ABSTRACT
As the best way of mass production for all kinds of industry products, mold
industry has been receiving high attention from worldwide governments. Mold industry
started late in China, but have been growing fast since the end of the last century.
During this period, Chinese government released series of policies to support the
development of mold industry, including preferential tax policy, Made in China
2025….Now, Chinese mold industry stand an important place in the national economy.
China's mold industry has been in the mature period of the life cycle of the
industry. A large number of small and medium sized enterprises facing the fierce market
competition, cannot quickly complete the transformation and upgrading of the
operation management due to poor strategic management consciousness and lack of
strategic management mechanism, bottleneck comes to the enterprises' development.
The object of study, COS, is a mold company with precision manufacturing as the main
business. Due to the lack of strategic management, with the expansion of production
scale, the production efficiency is not rising and declining. This paper will establish a
strategic management mechanism for COS company to provide guidance for COS
company's actual operation and management improvement. In the process of research
and analysis, literature research method, qualitative analysis method, industry
comparison method and questionnaire survey method were adopted.
In the strategic analysis, first, the important position in the national economy and
market distribution of the mold industry are introduced, pointing out the important
aspects for the follow-up external environment analysis. Then, analyze the industry
macro environment, industry development status and industry with the PEST analysis
model, industry life cycle theory and value chain theory accordingly, so as to clarify the
opportunities and threats that COS is facing. Finally, analyze the present situation of
COS company's organization and operation, its competitive power to the various market
segments and the advantages and disadvantages of its competitors. In the stage of
strategic matching and formulation, the SWOT analysis tool is used to match the
opportunities and threats faced by the enterprise, as well as the enterprise's own
advantages and disadvantages, make out the overall development strategy, and use the
Balanced Scorecard to systematically decompose the overall strategic target. At the。