改革开放40年来，我国的农业机械发展取得了长足的发展，农业现代化的建设， 也一直被视为国民经济发展的重中之重，特别是在2000年以后，国家系列惠农强农 等政策的大力支持，农业机械化程度更是得到了持续的快速发展。经济全球化的深入， 世界经济的互相渗透，国外大型农业机械进入国内市场，为国内农机制造企业在技术 和工业设计上提供了很多的思路和借鉴，当然也使国内农业机械生产企业面临着更大 的挑战，竞争也更加激烈，包括产品质量性能、耐用性和价格等各各方面。然而，自 2015年开始，中国农机工业结束了高速增长的黄金十年，进入深度调整的中低速增 长阶段。原因有很多方面，包括国家对农业种植结构的调整、下游需求的下滑、国家 信贷政策的收缩，粮价下跌等等因素，使得整个农机行业也受到了很大的冲击，农机 制造企业均受到了不同程度的影响。很多企业在尝试着去改造升级，包括公司改造、 产品升级、人力优化等等。 河北雷肯农业机械有限公司（以下简称“雷肯”）是一家集设计、研发和销售为 一体的农业机械生产厂家，经过多年的快速发展，曾在全国有很高的知名度，然而， 面对农机市场的疲软，国内农机企业竞争的日趋加剧，出现技术突破困难、资金链断 裂，经营周转困难等问题，使这家企业在发展过程中甚至面临破产的窘境，在发展与 经营战略层面受到的极大挑战。 本文在研究中将雷肯公司作为对象，首先对国内外农业机械行业的发展和现有情 况做了分析，指出了国内农机发展与发达国家农机发展的差距，然后对国家政策进行 了些许陈述和解读，对雷肯公司的发展做了简要的介绍。在对雷肯深入调查研究的基 础上，做了一系列的分析和研究。首先，运用PEST分析法和波特五力模型对收获机 行业所处的环境进行了分析，得出了该公司机会大于威胁的结论；通过对公司内部环 境进行分析，得出该公司内部优势稍小于劣势的结论。其次，根据企业制定的战略目 标，设计出了企业战略的备选方案，并运用SWOT分析法和QSPM方法，依次分析了备 选战略，确定了适合企业发展的战略。最后，提出了一些措施去保障企业战略的实施， 从理顺组织结构、规范制度管理、改进绩效管理和激励机制、优化人力资源配置等方 面进行了阐述，希望能对该公司和国内一些其他同行业公司产生一定的现实意义和参 考价值。 关键词：农业机械；发展战略；内外环境；保障措施 河北雷肯农业机械有限公司发展战略研究 Ⅱ Abstract Inthepast40yearssincethereformandopeningup,China'sagriculturalmachinery hasmadeconsiderableprogress,andtheconstructionofagriculturalmodernizationhas alwaysbeenregardedasthetoppriorityinthedevelopmentofthenationaleconomy, especiallyaftertheyear2000Withthestrongsupportofthenationalseriesofpoliciessuch asHuinongDistrict'sstrengtheningagriculture,theMechanisedagriculturehasbeen developingrapidlyandcontinuously.Thedeepeningofeconomicglobalization,themutual penetrationoftheworldeconomy,andtheentryoflarge-scaleforeignagricultural machineryintothedomesticmarkethaveprovidedmanyideasandreferencesfordomestic agriculturalmachinerymanufacturingenterprisesintermsoftechnologyandindustrial designOfcourse,domesticagriculturalmachineryproductionenterprisesarefacing greaterchallenges,competitionisalsomoreintense,includingproductqualityand performance,durabilityandprice,andotheraspects.However,since2015,China's agriculturalmachineryindustryhasendedtheGoldenDecadeofhigh-speedgrowthand enteredastageofmoderateandlow-speedgrowthwithdeepadjustmentIncludingthe adjustmentofthecountry'sagriculturalplantingstructure,thedeclineindownstream demand,thecontractionofthestate'screditpolicy,thedropingrainpricesandother factors,sothattheentireagriculturalmachineryindustryhasalsobeengreatlyimpacted AgriculturalMachineryManufacturingenterpriseshavebeenaffectedtovaryingdegrees. Manyenterprisesaretryingtoupgrade,includingcorporatetransformation,product upgrading,manpoweroptimizationandsoon. HebeiLeikenAgriculturalMachineryCo.,Ltd.(hereinafterreferredtoasLeiken)isa design,researchanddevelopmentandsalesofagriculturalmachinerymanufacturers,after yearsofrapiddevelopment,hasahighreputationinthecountry,however,inthefaceof theweaknessoftheagriculturalmachinerymarketandtheincreasingcompetitionamong domesticagriculturalmachineryenterprises,thereareproblemssuchastechnical breakthroughdifficulties,capitalchainbreak-up,operatingturnoverfundsareundergreat pressure,andthecompanyisfacingbottlenecksinitsdevelopmentandisonthevergeof bankruptcyChallengesinoperatinganddevelopingstrategies. ThisarticletakesLeikenCompanyastheresearchobject,firstofall,hasmadethe analysistothedomesticandforeignagriculturalmachineryindustrydevelopmentandthe presentsituation,haspointedoutthedomesticagriculturalmachinerydevelopmentandthe developedcountryagriculturalmachinerydevelopmentdisparity,thenthestatepolicyfora littlestatementandinterpretation,thedevelopmentofthecompanymadeabrief introduction.OnthebasisofathoroughinvestigationofLeiken,aseriesofanalysisand MBA学位论文 Ⅲ researcharedone.Firstly,theenvironmentoftheharvesterindustryisanalyzedbyPEST analysisandporter'sfiveforcesmodel,andtheconclusionisthattheopportunityofthe companyisbiggerthanthethreatDrawtheconclusionthattheinternaldisadvantageofthe companyisalittlemorethantheadvantage.Secondly,accordingtothestrategicgoalof theenterprise,itdesignsthealternativestrategy,andusesSWOTanalysisandQSPM methodtoanalyzethealternativestrategyinturn,anddeterminesthestrategysuitablefor theenterprisedevelopment.Finally,thepaperputsforwardthesafeguardmeasuresforthe implementationofenterprisestrategyThispaperexpoundsthefollowingaspects: straighteningouttheorganizationalstructure,standardizingthesystemmanagement, improvingtheperformancemanagementandtheincentivemechanism,optimizingthe humanresourcesallocation,etc.Itishopedthatitcanproducecertainpractical significanceandreferencevaluetothecompanyandsomeothercompaniesinthesame industryinChina. Keywords:agriculturalmachinery;developmentstrategies;theinternalandexternal environment;safeguards 河北雷肯农业机械有限公司发展战略研究 目录 摘要.............................................................Ⅰ Abstract.........................................................Ⅱ 第1章绪论.............................................................1 1.1研究背景及研究意义...............................................1 1.1.1研究背景......................................................2 1.1.2研究意义......................................................4 1.2国内外研究综述..................................................4 1.2.1国外研究综述.............................................4 1.2.2国内研究综述.............................................5 1.3研究方法及研究内容............................................7 第2章战略管理理论.....................................................9 2.1战略管理概述...................................................9 2.1.1战略管理...................................................9 2.1.2战略管理过程.................................................9 2.2战略管理分析方法.............................................10 2.2.1宏观环境分析（PEST）......................................10 2.2.2波特五力分析模型...........................................11 2.2.3外部因素评价矩阵(EFE)......................................11 2.2.4内部因素评价矩阵(IFE)......................................12 2.2.5层次分析法(AHP)...........................................12 2.2.6SWOT分析模型................................................12 2.2.7定量战略计划矩阵（QSPM）...................................13 第3章企业发展现状及环境分析........................................15 3.1国内农机行业及收获机行业的发展状况..............................15 3.1.1国内农机行业的发展状况.....................................15 3.1.2国内联合收获机行业的发展状况...............................17 3.2企业发展现状.....................................................18 3.3企业外部环境分析...............................................18 3.3.1宏观环境分析（PEST）......................................18 3.3.2行业环境分析...........................................22 3.3.3外部因素评价矩阵（EFE）...................................24 MBA学位论文 3.4企业内部环境分析................................................28 3.4.1产品结构及生产能力.........................................28 3.4.2产品质量水平...............................................28 3.4.3产品市场...................................................29 3.4.4内部因素环境矩阵（IFE）......................