自2008年国际金融危机爆发以来，受国际贸易市场持续下行、原油价格起伏不定 等外部环境影响，我国船舶行业市场环境进入到相对低迷的状态。对此，我国政府先后 出台了多项政策对船舶产业进行扶持与调整。特别是近年来，我国提出“军民融合”战 略、“建设海洋强国”战略、“一带一路”战略等，给船舶产业的发展注入了新的强劲 动力，也给船舶产业的发展指明了新的方向，我国船舶产业需向高附加值的技术密集型 船型靠拢和过渡，进而拉动行业发展，提升行业整体水平。 QH船舶科技公司成立于2015年，主要面向海军舰船、客船、客滚船、公务船等高 技术、高附加值船型开展舰船舱室环境工程设计、配套、施工等一揽子工程服务，能够 契合我国“军民融合”等发展战略。在这样的背景下，在即将走过初创的五年之际，QH 船舶科技公司今后如何能够实现更快、更好的进一步发展，需要管理者对其今后的发展 战略进行仔细研究与谋划，制定出符合自身情况与特点的发展战略。 本文基于QH船舶科技公司的实际情况，通过运用战略管理的基本理论和方法，对 QH船舶科技公司的发展战略进行了系统性研究。首先，对QH船舶科技公司概况、发展 历程及参与军民融合发展情况进行介绍，对主营业务及组织结构等进行阐述，对公司发 展面临的问题、瓶颈等进行分析。然后，运用PEST模型、波特五力模型对QH船舶科技 公司外部环境进行了分析，同时对其内部环境进行了分析，得出了其所处的战略环境情 况，找出了企业具有的优势与劣势，面临的机遇与挑战。随后，通过SWOT矩阵分析确 定了QH船舶科技公司的战略重点应为稳定增长型战略、多元化战略、差异化战略以及 相应的职能战略，提出了公司的战略目标。最后，为了确保QH船舶科技公司战略能够 顺利实施，提出了相应的保障措施。 关键词：SWOT分析；战略管理；军民融合；舱室环境工程；QH船舶科技公司 Abstract Since the outbreak of the international financial crisis in 2008, the market environment of China’s shipping industry has entered a relatively low level due to the influence of the external environment such as the continuous downward trend of the international trade market and the fluctuation of the crude oil price. In this regard, the Chinese government has issued a number of policies to support and adjust the ship industry. Especially in recent years, our country put forward the strategy of “civil-military integration”, “construction of the marine power” strategy, “one belt and one road” strategy, etc., injected new strong impetus to the development of shipping industry, and pointed out the new direction to the development of shipping industry, shipping industry in China need to high value-added technology intensive type and transition, and the industry development, improve the overall level of the industry. QH ship science and technology company is founded in 2015, mainly provides a package of engineering services such as the design, supporting and construction of ship cabin environment for navy ships, passenger ships, RORO & ROPAX, official business ship, and high-value-added ships, which can fit into the development strategies of “civil-military integration”. In this context, five years after its inception, how to achieve faster and better further development of QH in the future requires the management to carefully study and plan its future development strategy, and formulate a development strategy in line with its own situation and characteristics. Based on the actual situation of QH, this paper makes a systematic study on the development strategy of her by applying the basic theory and method of strategic management. First, the general situation, development process and participation in the development of military and civilian integration of QH were introduced, the main business and organizational structure were expounded, and the problems and bottlenecks faced by her were analyzed. Then, the PEST model and Porter’s five forces model are used to analyze the external environment and the internal environment of QH, and the strategic environment is obtained, and the advantages and disadvantages of QH as well as the opportunities and challenges are identified. Then, through SWOT matrix analysis, it was determined that the strategic focus of QH should be stable growth strategy, diversification strategy, differentiation strategy and corresponding functional strategy, and put forward the strategic objectives of QH. Finally, in order to ensure the smooth implementation of the strategy of QH, the corresponding implementation steps and safeguard measures are proposed. Key words: SWOT Analysis; Strategic Management; Civil-Military Integration; Ship Cabin Environmental Engineering; QH Ship Technology Company 目 录 第1章 绪论...............................................................1 1.1 论文研究背景、目的及意义..........................................1 1.1.1 论文研究背景.................................................1 1.1.2 论文研究目的及意义...........................................2 1.2 国内外研究现状....................................................3 1.2.1 国外研究现状.................................................3 1.2.2 国内研究现状.................................................5 1.2.3 国内外相关研究述评..........................................10 1.3 论文的主要内容及研究方法.........................................11 1.3.1 论文研究的主要内容..........................................11 1.3.2 论文的研究方法..............................................13 1.4 论文创新之处.....................................................13 第2章 QH船舶科技公司发展现状...........................................14 2.1 公司概况及参与军民融合情况.......................................14 2.1.1 公司概况....................................................14 2.1.2 参与军民融合情况............................................15 2.2 公司业务范围及组织结构...........................................17 2.2.1 公司业务范围................................................17 2.2.2 公司组织架构................................................17 2.3 公司发展面临的问题和瓶颈.........................................19 2.3.1 公司面临的未来发展问题......................................19 2.3.2 影响公司发展的瓶颈因素......................................20 2.4 本章小结.........................................................22 第3章 QH船舶科技公司战略环境分析.......................................23 3.1 宏观环境分析.....................................................23 3.1.1 政治法规环境................................................23 3.1.2 宏观经济环境................................................26 3.1.3 科学技术环境................................................29 3.1.4 社会文化环境................................................30 3.2 行业环境分析.....................................................32 3.2.1 国际市场分析................................................32 3.2.2 国内市场分析................................................33 3.2.3 现有竞争者分析..............................................34 3.2.4 潜在竞争者分析..............................................35 3.2.5 供求双方的议价能力..........................................35 3.2.6 替代品的压力................................................37 3.3 QH船舶科技公司内部环境分析.......................................37 3.3.1 人力资源分析................................................37 3.3.2 生产技术能力分析............................................39 3.3.3 营销能力分析................................................39 3.3.4 资金能力分析................................................40 3.3.5 创新能力分析................................................40 3.3.6 管理模式分析................................................41 3.4 本章小结.........................................................42 第4章 军民融合背景下QH船舶科技公司发展战略选择.........................43 4.1 军民融合背景下QH船舶科技公司发展的SWOT分析.....................43 4.1.1 QH船舶科技公司S、W、O、T分析..............................43 4.1.2 QH船舶科技公司SWOT组合分析................................44 4.2 公司发展战略制定的原则及目标.....................................46 4.2.1 战略制定的原则..............................................46 4.2.2 战略目标....................................................46 4.3 公司战略重点.............................