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MBA毕业论文_带一路_背景下中甘国际中欧班列_项目竞争战略研究

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“一带一路”是人类命运共同体的最大实践,是中国参与国际秩序重建的 重要抓手,也是中国和平崛起的重要支撑,这一重大国家倡议将有利于中国,也 有利于世界,不仅构建了中国对外开放的新渠道,而且成为了产业升级的重要载 体。沿线多数国家储能丰富但却面临技术、经济等各方面都明显落后的情形, 制造业发展缓慢,具有较大提升空间。作为发展中国家的中国,曾经经历过同样 的时期,而现在的中国的经济形式更是可以弥补沿线国家的状况,可谓多赢。很 多国家都是我们周边国家,如何以经济互惠为抓手发挥地缘优势是我们急需解 决的问题。我国国土广袤,各区域各行业都享有自身得天独厚的优势,如何充分 利用,正是本文所关切的重点。 论文主要针对中国甘肃国际经济技术合作总公司(以下简称中甘国际)近两 年来在“一带一路”国家政策导向下开行的“中欧班列”项目,通过分析其操 作方法与进行经验总结,来认识“一带一路”背景下“中欧班列”对于甘肃及其 它内陆省份的外贸企业的意义,并以此来增强内陆省份外贸企业的竞争力。 文章通过背景及意义,内容与方法,理论与综述作为战略目标分析的基础, 并通过内外部环境分析来促成竞争战略分析,从而制定竞争战略并作出战略实 施与评价。其中内部环境分析通过内部资源分析,班列优势分析,内部环境总结 分析三方面组成。外部环境分析主要通过 PEST、五力模型、竞争对手及其总结 评估等四部分构成。应用 PEST 模型对中甘国际宏观环境进行分析,从外部环境 分析总结得出影响中甘国际“中欧班列”项目未来发展的主要因素。通过对内 部资源评估分析,从内部环境分析总结中得出“中欧班列”项目充分应用资源和 能力的竞争潜力。利用 SWOT 模型分析中甘国际“中欧班列”项目目前对外业务 发展现状,梳理优势劣势及机会风险,制定企业发展战略。应用 QSPM 矩阵,对战 略进行选择评估,确定最终战略。运用贸易引力模型分析预测企业未来的发展方 向和相关业务拓展范围。 关键词:一带一路,竞争战略,中甘国际,中欧班列MBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 III RESEARCH ON THE COMPETITION STRATEGY OF CGICOP " SINO EUROPEAN TRAIN " PROJECT UNDER THE BACKGROUND OF THE BELTAND ROAD INITIATIVE Abstract "The Belt and Road" is the greatest practice of the community of common destiny for all mankind, an important starting point for China's participation in the reconstruction of the international order, and an important support for China's peaceful rise. This significant national initiative will benefit China and the world, not only building a new channel for China's opening up, but also an important carrier of industrial upgrading. There are many energy storage companies along the line, but they are faced with obvious backwardness in technology, economy and other aspects. The development of manufacturing industry is slow and there is a large space for improvement. As a developing country, China has experienced the same period, however, nowadays China's economy can make up for these countries’ situation along side, which can be described as win-win. Many countries are our neighbors. How to use economic reciprocity as the starting point to make the best use of geographical advantages is an urgent problem for us to solve. China has a vast territory with unique advantages for each region and industry, therefore, how to make full of these advantages is the focus of this paper. This paper is mainly aimed at analyzing the operation methods and summarizing experience based on the "Sino European Train" project, which is launched by the China GanSu International Corporation for Economic and Technical Cooperation(hereinafter refer to as "CGICOP")in the past two years under the guidance and orientation of the Belt and Road Initiative national policy, to understand the significance of the "Sino European Train" to the foreign trade enterprises in GanSu and other inland provinces under the background of "the Belt and Road Initiative" and to enhance the competitiveness of the foreign trade enterprises in the inland provinces.MBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 IV This paper made the competitive strategy and strategic implementation and evaluation by which the analysis of internal and external environment to promote the analysis of competitive strategy based on the strategic objective analyses of the background and significance, content and method, theory and review.Among which the internal environment analysis consists of three parts: internal resource analysis, class advantage analysis and internal environment summary analysis. The external environment analysis is mainly composed of PEST Model, Five Forces Model, competitors and their summary and evaluation. The PEST model is applied to analyze the macro-environment of CGICOP, and the main factors affecting the future development of CGICOP "Sino European Train" project are summarized from the external environment analysis. Through the analysis of internal resources evaluation, the competitive potential of "Sino European Train" project to make full use of resources and capabilities is concluded from the analysis and summary of internal environment. The SWOT model is used to analyze the current foreign business development situation of CGICOP "Sino European Train" project, to sort out the strengths, weaknesses, opportunities and risks, and to formulate enterprise development strategy. The QSPM matrix is also used to evaluate the strategy selection and determine the final strategy. Finally, this paper used the Trade Gravity Model to predict the future development direction of enterprises and the scope of related business expansion. Keywords: Belt and Road ,competition strategy, CGICOP,Sino European TrainMBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 V 目 录 中文摘要........II Abstract......... II 第一章 绪论.1 1.1 研究背景与意义..............................1 1.1.1 研究背景...1 1.1.2 研究意义...2 1.2 研究思路与方法..............................3 1.2.1 研究思路...3 1.2.2 研究方法...4 1.3 论文结构框架...4 第二章 相关理论综述............... 6 2.1 相关概念界定...6 2.1.1 竞争战略...6 2.1.2 “一带一路”..........................6 2.1.3 “中欧班列”..........................6 2.2 战略管理理论...7 2.2.1 60-70 年代的战略管理理论...7 2.2.2 80 年代的战略管理理论.........7 2.2.3 90 年代早期的战略管理理论.8 2.2.4 90 年代后期战略管理理论的新发展....................8 2.3 竞争战略理论...8 2.3.1 以环境为基础的企业竞争战略理论.....................8 2.3.2 以产业市场结构分析为基础的竞争战略理论.....9 2.3.3 以资源、知识为基础的核心竞争力理论.............9 第三章 中甘国际“中欧班列”项目外部环境分析...........................10 3.1 PEST 分析........10MBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 VI 3.1.1 政治法律环境分析................10 3.1.2 经济环境分析........................10 3.1.3 技术环境分析........................11 3.1.4 社会文化、自然环境分析....12 3.2 五力模型分析.13 3.2.1 现有竞争对手分析................13 3.2.2 潜在进入者对手分析............13 3.2.3 替代品分析............................14 3.2.4 客户分析.14 3.2.5 供应商分析............................14 3.3 竞争对手分析.15 3.3.1 主要竞争对手回顾................15 3.3.2 CPM 矩阵分析.........................16 3.3.3 CPM 矩阵总结.........................16 3.4 外部环境分析总结与评价............16 3.4.1 外部环境情况分析................16 3.4.2 EFE 矩阵外部环境评价分析.18 3.4.3 EFE 矩阵外部环境评价总结.20 第四章 中甘国际“中欧班列”项目内部环境分析...........................21 4.1 中甘国际“中欧班列”项目发展现状及运行模式...21 4.1.1 中甘国际“中欧班列”项目发展现状...............21 4.1.2 中甘国际“中欧班列”项目运营模式...............22 4.2 公司核心竞争力分析....................22 4.2.1 中甘国际“中欧班列”核心竞争力的发展.......22 4.2.2 中甘国际“中欧班列”影响核心竞争力的因素..............................23 4.3 内部环境分析总结与评价............24 4.3.1 中甘国际内部环境情况........24MBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 VII 4.3.2 中甘国际 IFE 矩阵分析........24 第五章 中甘国际“中欧班列”项目竞争战略制定...........................26 5.1 中甘国际“中欧班列”项目的 SWOT 分析.................26 5.1.1 优势.........26 5.1.2 劣势.........26 5.1.3 机会.........27 5.1.4 威胁.........27 5.1.5 SWOT 分析总结.......................28 5.2 战略备选方案.29 5.2.1 成本领先战略........................29 5.2.2 差异化战略............................29 5.2.3 集中化战略............................31 5.3 战略选择.........32 5.3.1 QSPM 矩阵分析.......................32 5.3.2 QSPM 矩阵总结.......................33 5.4 战略内容.........34 5.4.1 协调“中欧班列”各方关系34 5.4.2 利用市场导向来整合地方利益...........................34 5.4.3 借助宣传扩大市场影响........34 5.4.4 加大铁路口岸建设................35 5.4.5 拓展往返货源........................35 第六章 中甘国际“中欧班列”项目竞争战略实施与控制.............. 37 6.1 实施保障.........37 6.1.1 战略实施的作用与地位........37 6.1.2 战略实施系统........................37 6.2 实施措施.........38 6.2.1 统一思想,提高工作认同....38MBA 学位论文作者:刘 佳 “一带一路”背景下中甘国际“中欧班列”项目竞争战略研究 VIII 6.2.2 完善组织机构管理................39 6.2.3 构建多元化管控模式............39 6.2.4 构建新型人力资源管理模式40 6.3 控制与评价.....40 6.3.1 控制.........40 6.3.2 评价.........41 第七章 结语..............................43