自从党的十八大会议召开以来，中国的改革开放事业再次提速。从中央到地 方、各行各业都受到政策的影响，伴随着近年来大数据、云计算、互联网+、区 块链等信息技术革命浪潮，电子政务行业正在经历巨大的变革。 作为电子政务的供应商——深圳市金政软件技术有限公司，2004年成立以 来，一直致力于“用信息化的手段，促进政府财政资金发挥更大的价值”，其产 品主要是为行政事业单位提供财政资金相关的管理软件与服务。 当前，公司的主要客户为深圳市各级行政事业单位，但在深圳市场正面临着 被平安重金所的智慧财政产品所替代的风险，而在全国市场，必须面对久其公司 和用友政务两家强大对手竞争。因此，公司迫切需要制定正确的业务竞争战略。 本论文的研究目的是制定金政软件公司的业务竞争战略。在战略管理理论的 指导下，首先，分析了公司所处的外部环境，包括宏观环境分析（PEST）、行业 环境分析（五力模型）、竞争对手分析（CPM），并借助EFE矩阵对公司外部环境 因素进行总结与评价，得出公司外部主要面临5大机会和5大威胁，外部机会大 于外部威胁，公司总体上对外部机会与威胁的应对能力较强；其次，分析了公司 所处的内部环境，包括内部资源分析、内部能力分析、核心竞争力分析，并借助 IFE矩阵对公司内部环境因素进行总结与评价，得出公司内部主要拥有5大优势 和5大劣势，内部优势大于内部劣势，公司内部状况总体上高于平均水平，拥有 一定的优势；然后，结合公司的总体战略目标，借助SWOT矩阵和QSPM矩阵对公 司业务竞争战略进行了制定与决策，得出金政软件公司的最佳竞争战略是集中化 战略，其主要内容为：聚焦区域市场，并在不同的区域市场实施不同的竞争策略， 同时提升公司内部的研发能力和资金实力；最后，为竞争战略的实施制定了实施 目标、实现途径、实施计划，并给出保障措施、及战略实施的评价方法与控制手 段。 通过本论文的研究，可以为公司制定区域市场的竞争策略及部门职能战略提 供有效指导，并对公司的总体战略做出重要支撑。 关键词：竞争战略，电子政务，金政软件公司，集中化战略 MBA学位论文 作者：余方波 深圳金政软件公司竞争战略研究 II RESEARCH ON COMPETITIVE STRATEGY OF SHENZHEN JINZHENG SOFTWARE CO.,LTD. Abstract Since the 18th National Congress of the Communist Party of China (CPC) was held in Beijing, China's reform and opening-up have been speeding up again, it affected all walks of life. In recent years, with the tide of information technology revolution, such as big data, cloud computing, Internet+, block chain, etc., the China's E- government is undergoing tremendous changes. As one of supplier of E-government, Shenzhen Jinzheng Software Technology Co., Ltd., since its establishment in 2004, it has been committed to "using information technology to promote the government's financial funds to produce greater value". Its products are mainly to provide management software and service related to financial funds for administrative institutions. At present, Jinzheng software company's main customers are administrative institutions at all levels in Shenzhen. However, in Shenzhen market, it is facing risk of being replaced by the smart financial products of Ping'an Zhongjinsuo company, and in the national market, it has to face the competition between Jiuqi company and Yongyou Zhengwu company. Therefore, the company urgently needs to formulate the correct business competitive strategy. The purpose of this paper is to formulate the business competitive strategy of Jinzheng software company. Under the guidance of strategic management theory, first of all, the external environment of the company is analyzed, including the macro environment analysis (PEST), industry environment analysis (Five Force Model), competitor analysis (CPM), and the external environment factors of the company are summarized and evaluated by EFE matrix. It is concluded that the external environment of the company is mainly faced five opportunities and five threats, and the external opportunities are greater than the external threats. On the whole, the company has a strong ability to deal with the external opportunities and threats. Secondly, it analyzes the internal environment of the company, including internal resource analysis, internal ability analysis, core competitiveness analysis, and summarizes and evaluates the MBA学位论文 作者：余方波 深圳金政软件公司竞争战略研究 III internal environmental factors of the company by IFE matrix, and finds that the company has five strengths and five weaknesses, and the internal strengths are greater than the internal weaknesses, and the company's internal situation is generally higher than the average level, so it has certain advantages. Then, combined with the company's overall strategic objectives, with the SWOT matrix and QSPM matrix, the company's business competitive strategy is formulated and decided. It is concluded that the best competitive strategy of Jinzheng software company is a centralized strategy. Its main content of the strategy is: focus on the regional market, implement different competitive tactics in different regional markets, and improve the R & D ability and capital strength of the company. Finally, it makes the implementation goal, the realization way, the implementation plan for implementation of the competitive strategy, and purposed the guarantee measures, the evaluation method and the control means for the implementation of the strategy. Through the research of this paper, it can provide effective guidance for the company to formulate regional market competition tactics and department function strategy, and make an important support for the company's overall strategy. Keywords: Competitive strategy, E-government, Jinzheng software company, Centralized strategy MBA学位论文 作者：余方波 深圳金政软件公司竞争战略研究 IV 目 录 中文摘要 .....I 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 1 1.2 研究内容与思路 .......................... 2 1.2.1 研究内容 2 1.2.2 研究思路 3 1.3 研究方法与工具 .......................... 4 1.3.1 研究方法 4 1.3.2 研究工具 4 第二章 相关理论综述 .............. 5 2.1 相关概念界定 .............................. 5 2.1.1 电子政务 5 2.1.2 资产管理软件........................ 5 2.1.3 单位内控管理软件 ................ 5 2.1.4 财政一体化管理软件 ............ 6 2.2 相关理论基础 .............................. 6 2.2.1 企业战略管理理论发展概述 6 2.2.2 企业战略管理........................ 6 2.2.3 波特竞争战略理论 ................ 8 第三章 金政软件公司外部环境分析 ................... 10 3.1 宏观环境分析 .............................10 3.1.1 政治环境 ..............................10 MBA学位论文 作者：余方波 深圳金政软件公司竞争战略研究 V 3.1.2 经济环境 .............................. 11 3.1.3 社会文化环境.......................13 3.1.4 科学技术环境.......................15 3.2 行业环境分析 .............................18 3.2.1 行业总体分析.......................18 3.2.2 行业竞争结构分析 ...............21 3.3 行业对手分析 .............................24 3.3.1 行业对手介绍.......................24 3.3.2 CPM矩阵分析 ......................26 3.4 外部环境分析总结与评价 ..........29 第四章 金政软件公司内部环境分析 ................... 32 4.1 公司介绍 ......32 4.2 资源分析 ......33 4.2.1 组织资源 ..............................33 4.2.2 财务资源 ..............................34 4.2.3 实物资源 ..............................34 4.2.4 技术资源 ..............................34 4.2.5 人力资源 ..............................35 4.2.6 创新资源 ..............................37 4.2.7 声誉资源 ..............................38 4.3 能力分析 ......38 4.3.1 经营管理能力.......................38 4.3.2 产品研发能力.......................39 4.3.3 业务服务能力.......................40 4.3.4 业务营销能力.......................41 4.3.5 企业文化 ..............................42 4.4 核心竞争力分析 .........................44 4.4.1 公司战略定位清晰 ...............44 4.4.2 公司人均成本低 ...................45 4.4.3 软件产品优势.......................45 4.4.4 服务及时、周到 ...................45 MBA学位论文 作者：余方波 深圳金政软件公司竞争战略研究 VI 4.4.5 个性化定制 ..........................45 4.4.6 新需求响应速度快 ...............46 4.5 内部环境分析总结与评价 ..........46 第五章 金政软件公司竞争战略制定与选择 ........