摘要 成立于上世纪90年代的SDFY集团公司，原主要产品为家用家具，随着公司转 型发展，目前主要产品为彩钢板。随着近年来建材业行业竞争环境的加剧，以及自身 发展存在的问题，导致SDFY集团公司彩钢板业务进入了内忧外患的发展瓶颈期，对 内存在产品差异化程度低、价格优势较小、生产效率不高、经营管理粗放、融资负担 过重等问题不足，对外存在环保政策趋严、关键技术装备国产化率低、行业竞争激烈、 购买者议价能力较强、供应商议价能力较强等发展威胁，对企业的持续发展带来了一 定阻碍。企业亟需制定合理的战略发展措施，摆脱当前发展困境。 本文采用文献研究法、模型分析法、比较研究法等方法，对SDFY集团公司竞争 战略制定实施进行了研究。首先，进行了SDFY集团公司外部环境分析。主要介绍了 SDFY集团公司的基本情况，利用PEST模型、五力模型、EFE模型对企业宏观环境、 行业环境状况进行分析，并进行了外部环境影响因素评价。其次，本文进行了SDFY 集团公司内部环境分析。对企业的内部核心竞争优势和问题不足进行了分析，并进行 了内部环境影响因素评价。再次，进行了SDFY集团公司竞争战略选择。在对SDFY 集团公司运用SWOT分析的基础上，对基本竞争战略进行了分析，利用定量战略计 划矩阵分析为公司选择了差异化战略，并提出了产品差异化、价格差异化、营销渠道 差异化、服务差异化、形象差异化的战略实施路径，同时提出了提升公司生产效率、 提升人力资源管理水平、提升公司财务管理水平等差异化战略实施保障措施。最后， 根据战略实施环境选择相应的战略保障与战略控制。 本文从战略管理角度，通过对公司外部环境和企业内部环境进行梳理，分析它面 临的挑战和机遇，助力其在相对恶劣的市场地位下，面对激烈的同行业竞争，利用自 身优势抓住外部机遇，克服自身劣势减少外部威胁，获得新的竞争优势，为公司未来 发展提供参考依据。 关键词：竞争战略；差异化；SWOT分析法 山东理工大学硕士学位论文 ABSTRACT ABSTRACT Founded in the 1990s, SDFY Group, the original main products are household furniture, with the company's transformation and development, the current main products are colored steel plates. With the intensification of the competitive environment in the building materials industry in recent years, as well as the problems of its own development, leading to the development of SDFY Group's color steel business has entered a bottleneck period of internal and external problems, the internal product differentiation is low, the price advantage is small, the production efficiency is not high, the management is sloppy, the financing burden is too heavy and other problems are insufficient, the external environmental protection policy is strict, the localization rate of key technology and equipment is low, the industry competition is fierce, buyers have a strong bargaining power, suppliers have a strong bargaining power and other development threats to the sustainable development of the enterprise has brought certain obstacles. There is an urgent need for companies to develop reasonable strategic development measures to get out of the current development dilemma. In this paper, we used literature research method, model analysis method, comparative research method and other methods to study the development and implementation of competitive strategy of SDFY group companies. First, an external environmental analysis of the SDFY Group was conducted. The basic situation of the SDFY Group is introduced, and the PEST model, the Five Forces model, and the EFE model are used to analyze the macro environment of the company and the environmental situation of the industry, and to evaluate the external environmental impact factors. Secondly, this paper has conducted an internal environmental analysis of the SDFY group of companies. An analysis of the internal core competitive advantages and deficiencies of the enterprise and an evaluation of the internal environmental impact factors were carried out. Once again, the SDFY Group of companies made a competitive strategy selection. On the basis of SWOT analysis of SDFY Group, the basic competitive strategy was analyzed, and the differentiation strategy was selected for the company by using quantitative strategic planning matrix analysis, and the strategic implementation path of product differentiation, price differentiation, marketing channel differentiation, service differentiation and image differentiation was proposed. Finally, the selection of the appropriate strategic assurance and strategic control 山东理工大学硕士学位论文 ABSTRACT is based on the environment in which the strategy is implemented. From the perspective of strategic management, this article analyzes the challenges and opportunities faced by the company by combing its external environment and internal environment, so as to help it face the fierce competition in the same industry under the relatively poor market position, seize the external opportunities with its own advantages, overcome its own disadvantages to reduce external threats, obtain new competitive advantages, and provide reference for the company's future development. Key words： Competitive Strategy; Differentiation; SWOT analysis 山东理工大学硕士学位论文 目录 目 录 摘要 .... I ABSTRACT ........................... II 目 录 . IV 第一章 绪 论 ...................... 1 1.1 研究背景 .................... 1 1.2 研究意义 .................... 1 1.3 国内外文献综述 ........ 2 1.3.1国外文献综述 ... 2 1.3.2国内文献综述 ... 3 1.3.2国内外研究评述 .............................. 4 1.4 研究内容和方法 ........ 5 1.4.2研究内容 ........... 5 1.4.1研究方法 ........... 6 1.5 研究的技术路线 ........ 6 第二章 竞争战略理论概述 .. 8 2.1 竞争战略理论 .......... 8 2.1.1 理论内涵 ........ 8 2.1.2 基本竞争战略 8 2.2 核心竞争力理论 ...... 9 2.2.1 核心竞争力的内涵 ......................... 9 2.2.2 企业核心竞争力构成要素 ........... 10 第三章 SDFY集团公司外部环境分析 ........... 12 3.1 公司概况 ................ 12 3.2 宏观环境分析—PEST模型 ................. 13 3.2.1政策环境 ......... 13 3.2.2经济环境 ......... 14 3.2.3社会环境 ......... 17 3.2.4技术环境 ......... 18 3.3 行业环境分析—五力模型 ................... 18 3.3.1行业竞争情况 . 19 3.3.2 潜在进入者威胁 ........................... 21 3.3.3 消费者议价能力 ........................... 23 3.3.4 供应商议价能力 ........................... 24 3.3.5 替代品的威胁 25 3.4 外部环境状况评价—EFE模型 ........... 25 第四章 SDFY集团公司内部环境分析 ........... 27 山东理工大学硕士学位论文 目录 4.1 内部环境分析 ........ 27 4.1.1 组织管理能力分析 ..................... 27 4.1.2 人力资源管理能力分析 ............. 28 4.1.3 品牌影响能力分析 ..................... 29 4.1.4 技术能力分析 ............................. 31 4.1.5 企业文化能力分析 ..................... 32 4.1.6 公司内部存在的问题与不足 ..... 32 4.2 内部环境状况评价—IFE模型 ............ 34 第五章 SDFY集团公司的竞争战略选择 ....... 36 5.1 SDFY集团公司发展愿景和发展目标 ... 36 5.1.1 发展愿景 ........ 36 5.1.2 发展目标 ........ 36 5.2 SDFY集团公司基本竞争战略分析 .... 36 5.2.1 SWOT矩阵分析 ......................... 36 5.2.2 基本竞争战略分析 ..................... 37 5.3 SDFY集团竞争战略的定量选择 ........... 39 5.4 SDFY集团公司差异化战略的实施路径 .............................. 42 5.4.1 产品差异化 .... 42 5.4.2 价格差异化 .... 43 5.4.3 营销渠道差异化 ........................... 44 5.4.4 服务差异化 .... 48 5.4.5 形象差异化 .... 49 第六章 差异化竞争战略实施保障措施 ........... 51 6.1 提升公司生产效率 51 6.1.1 改善公司现场作业 ....................... 51 6.1.2 建立工作标准化体系 ................... 52 6.2 提升人力资源管理水平 ......................... 53 6.2.1 加强员工培训力度 ....................... 53 6.2.2强化内部激励政策 ........................ 54 6.2.3提升内部绩效考核水平 ................ 54 6.2.4建立企业核心文化 ........................ 56 6.3 提升公司财务管理水平 ......................... 57 6.3.1优化公司财务管理水平 ................ 57 6.3.2合理降低债务负担 ........................ 57 6.3.3进行资产证券化融资 .................... 58 6.4 竞争战略控制措施 .. 59 6.4.1战略控制组织分工 ........................ 59 6.4.2 战略实施跟踪反馈 ....................... 59 6.4.3 战略实施偏差纠正 ....................... 60 第七章 结论与展望 ............ 61 7.1 研究结论 ................ 61 山东理工大学硕士学位论文 目录 7.2 研究展望 ................ 61